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Workflow Automation: How to Customize Your Buyer Journey

Industries
Industry Solutions using Marketing Automation

Tools
Marketing Automation Software: SimplyCast 360

3 min read

In recent years automation has had an impact across all industries. With the aim of making processes easier for the humans involved, automation has quickly evolved to also allowing for customization in a customer-facing way. A great example of this is workflow automation within the sales cycle.

With automation, messages are sent to leads automatically at the right time with content that is relevant to them so they feel constantly engaged with without someone having to manually perform the actions. Workflow automation within sales has led to salespeople being able to offer their leads highly customized information that appeals to their specific interest while also freeing up time for one-on-one interactions when leads are closer to closing.

Instead of generic messages sent in a blast format, workflow automation allows for a personalized approach to the buyer journey wherein each stage of the journey is targeted and tracked for each individual lead. The process of doing this manually would be near impossible whereas workflow automation can track everything from the time an email is opened to scoring leads based on their interactions with your messages. This allows you to always know who your hottest leads are and spend with those actually close to closing.

In broad strokes, workflow automation sounds pretty great, right? Offer leads more relevant information while lessening workloads? Sign me up! However, at this stage, some potential users of workflow automation may become hesitant because it sounds potentially difficult to implement or they think they may need a team of developers to actually create the process. Luckily, SimplyCast has made implementing a workflow automation process as easy as dragging and dropping all the components you need (no coding needed!)— let’s look at how.

First things first, you can decide how you want your workflow to start. For this example, let’s say your workflow begins when someone completed a signup form on your website requesting information about a specific product or service. In SimplyCast to do this all you have to do it locate the Signup Form element in the Starting Points section, click and drag in onto the white workspace, and give it a name like “Website signup.”

Next, you get to choose what happens after someone fills out that form and requests more information. If this was a manual process, you’d likely have a sales rep find the information they want and send it manually, right? Not with SimplyCast’s workflow automation!

Instead, you can add in a Decision element. The Decision element allows you to set whatever logic in the buyer journey you want and have the lead follow that path if they match the logic. In this example, let’s say that if a lead requested more information about dog grooming they would receive that specific information. To do this, all you would need to do is drag in a Decision element and an Email Campaign element that contains that information.

Now that you have your buyers’ journey mapped out, it’s time to connect the elements. To do this, simply click and drag the connections between all the elements — that’s it!

Of course, you likely don’t want to stop your journey at just one email. Now that you know your lead is interested in dog grooming, you can automatically send them messages about that specific service (or any related services) on a regular basis to keep your company top of mind. As with the other elements, all you need to do here is drag in your elements and connect them.

Now that an email has been sent for dog grooming, let’s say that if the contact doesn’t click a link within the email you want to send them another email a couple of days later offering a discount on a grooming session. The Delay element can be used to set a custom delay — let’s say three days. After this, the leads that don’t click a link in the first email will be sent the discount. So, a Delay element and another Email Campaign element can be dragged into the workspace and connected.  

You can keep building upon this workflow to add in scoring for engaged leads, offers to other services, SMS message reminders for appointments, and so much more. The elements within SimplyCast’s workflow automation platform allow you to easily create customized buyer journeys that suit the needs of your organization. Want to target by area or zip code? The Decision element can do that. Want to send multi-channel communications depending on the lead’s preference? You have the choice of SMS, email, or voice. Want to re-send emails if they aren’t opened within a week? That’s also an option with SimplyCast.

Are you ready to see how you can leverage workflow automation to customize your buyers’ journey and free up your salespeople? Contact us today! A member of our team would be happy to show you the platform and show you how your organization specifically can benefit from workflow automation.

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Keywords:

workflow automation

marketing automation

buyer journey

personalized communication

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