This automation process is based on workflows . Knowing how to define and configure them correctly is essential for inbound marketing strategies to work. Do you want to know what workflows are in inbound marketing and how to configure yours step by step? Keep reading!
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Workflow in Inbound Marketing: function and how to create one
What is a workflow in inbound marketing?
In the world of inbound marketing, a workflow consists of a series of automated actions that are launched based on the characteristics of a user and their interactions with a brand's channels.
In this example, users have registered for a course and should receive an email with the download of the material. Days later, they receive more content related to the course topic. Or even a first contact can be suggested.
The most common inbound marketing workflow is lead nurturing , which consists of a series of messages sent to a potential customer to advance them along the path to conversion. Ideally, this process should go hand in hand with a lead scoring strategy , in which we assign points to the user based on their characteristics and actions and define a series of actions based on the score achieved.
The structure of a workflow can be very varied, but we can establish these common characteristics :
A workflow is based on a specific user action (for example, subscribing to the newsletter or filling out a form on our website).
This action triggers the sending of a series of messages , for example, a series of welcome emails. These actions occur in a specific order and at the time intervals that we have previously defined.
The content is personalized based on the user's characteristics. To do this, before creating the workflow, we must perform a good segmentation of our types of potential clients.
The workflow is configured and executed through specialized marketing automation tools (you can see some examples in the next section.
