The priority for an organization, regardless of size or industry, is turning those precious leads of yours into customers. Usually, this comes down to a combined effort from your sales and marketing teams but can take valuable time away from these employees.
In this post, we’ll cover how a sophisticated automated workflow solution can transform your processes helping you get to those leads while they’re still hot.
Manual Processes Just Don’t Cut It
In this lightning-fast world of business, it’s more crucial than ever to have a process for nurturing leads into customers. Customer expectations have evolved very quickly over the last decade, causing old and manual sales processes to become increasingly outdated. In simple terms, the time limit on leads staying interested has significantly shortened and if your organization can’t follow up with them before they go cold, the previous work that has gone into creating them is wasted.
According to research from the Harvard Business Review, your leads can go cold in about an hour. That doesn’t leave much time to follow up with potential customers. Especially when you add to that the need to send the right content to the right lead at the right time.
But there are several other potential stumbling blocks that stop your sales team from getting to and converting that hot lead:
- CRM solution breakdown
- Sales acting on the wrong lead/priority
- How leads are distributed
The Miracle of Automated Lead Nurturing
Lead nurturing takes prospective customers through to the end of the sales funnel where they become paying customers. It is also used as an important part of your post-sale strategy that will keep them coming back or upsell/cross-sell services that they might need. Automating the lead nurturing process can streamline the sales funnel, helping potential customers become paying customers in record
Automated workflows will:
- Simplify and transform your old manual ways of working
- Create cutting-edge marketing and sales processes
- Reach your leads in record time
- Give them what they need to sign on the dotted line
- Integrate with your CRM system
‘ABC’ – Always Be Closing
You need an automated workflow to supercharge the process and transform your leads into customers. Let’s look at what a lead nurturing workflow might consist of:
- Understand your lead and what they want
Your first step when creating a lead nurturing workflow is to understand who you are targeting, their pain point and where they are in the process. This way you can create the right content for the right lead at the right time.
- Provide the workflow trigger
Your lead needs a way of registering their interest. This could be a form on your website, a specific page they land on or a button they click.
- Integrate your CRM
Your CRM solution is crucial for building and maintaining a relationship with your customer, while also collecting important data about them that can improve their customer experience. Adding it to your lead nurturing workflow is essential for leveraging that data and keeping the funnel you’ve created with your content and correspondence consistent.
- Automatically source relevant content
Build segmentation into the workflow so the right message reaches the appropriate lead. Using the data already collected, the workflow can generate and send a personalized email to your lead. More than simply their name at the top, the content they receive will be relevant to their place in the sales funnel. For example, it could be a welcome message, a thank you for registering message, or it could be a post-sales message following up to see if they are happy with the service.
- Measure the process
See the hard numbers of leads being converted into sales. By learning which content is responding best from each audience and other aspects of the process that is working or not will help you create content better suited to different audience segments.
Nintex Workflow Cloud is Leading the Way
Nintex enables workflows to be built by the people in your business who will be using them every day. Our no code solutions are easily created in a matter of hours rather than days, by line of business employees. This means your team can automate own their own your most crucial lead nurturing processes as quickly as they need them. With Nintex Workflow Cloud, you benefit from Intelligent Process Automation (IPA) capabilities that make your processes more powerful and are fully integrated with third-party solutions such as your CRM system.