Email workflows are one of the most effective marketing automation tools as they reliably place relevant and timely information in front of your prospects.  There are several different marketing actions that can trigger a prospect being placed into a workflow.  Additionally, there is different content, frequency and offers that align with these actions, creating a need for several types of email workflow.  Here we cover 10 ways to use email workflows to nurture and close B2B prospects.

Fulfillment

When a prospect has downloaded a piece of your content or responded to an offer, you’ll want to immediately place them into a lead nurturing campaign that provides a clear path through the funnel.  Follow up with educational content and offers that guide them through the next stages of the buying process and help to build your relationship.

Engagement

Once you’ve developed a relationship with a prospect, it is important that you keep your company in the forefront of their search for a solution.  Since some sales cycles can be lengthy, you’ll want to set up a workflow that will engage them regularly so that when it comes time for a buying decision, yours will be the company they turn to.

Re-Engagement

Every company has a database full of inactive leads.  Just because a prospect has removed themselves from the sales cycle, it does not mean they are gone for good.  These types of campaigns are designed to encourage the prospect to let you know they’re still looking for a solution.

Product Information

You can be sure that your potential customers are researching all types of solutions to their pain points.  They may even be looking to outside sources to gather information about your solutions.  It’s important to make sure they are getting accurate information on your product or solution, and who better to get that information from than you?

Differentiators

Knowing your competitors and what separates you from them can be the difference between a prospect choosing your product or straying to a competitor.  These campaigns are geared towards informing your prospect about what makes your solution different, and better.

Expert

At this stage, you’ll want to share information with the prospect displaying why your company is the right choice for them.  Sharing content that shows you are a thought leader in your industry will help to guide them towards the bottom of the funnel, reassuring them that your company is a trusted industry expert.

Promotional

These types of campaigns are designed to entice customers towards an immediate purchase through the use of package promotions or special pricing.  These can be used as a means to show the value of your service, while at the same time providing the prospect with the feeling of a “good deal”.

On-boarding

When you are on-boarding a new client, there will be a large amount of communication between the two of you.  Chances are, many of these communications are the same with each client.  Automating this process allows you to focus more on the personal touches that ensure a lasting relationship with your customer.

Up-sell

Existing clients are a prime source of additional revenue, and they need to be treated as such.  Once a customer has signed on with you, you’ll want to develop a campaign that promotes other services your company offers and outlines how they can supplement their current agreement.

Renewal

Repeat customers are what drives business and provides you with a consistent contribution towards your bottom line.  When a campaign is nearing its end, you’ll want to provide them with information that entices them to renew.  This can include a case study on their own project detailing the success you’ve had and how far they have come since signing on.

Email is still an extremely effective marketing tool and automation platforms such as HubSpot and SharpSpring have allowed for greater tracking, volume, and optimization of email campaigns.  Email workflows are an essential piece of any inbound marketing strategy as they guide prospects through the buyer’s journey.