Inbound marketing workflows are a great way to nurture prospects. To make them even more powerful, make sure your supporting content carries consistent B2B messaging. More specifically, your messaging must address your prospects’ challenges and position your company as an industry leader.

Marketing automation workflows should persuade a website visitor to convert into a registered lead. Having the right content is crucial. It must be tailor-made to engage with your buyer personas.

What is a Workflow?

A workflow is a key piece of inbound marketing. Automated email workflows change your contacts from dormant names in a database to active recipients of relevant and valuable content. That content keeps your prospects actively engaged. Moreover, you can craft B2B messaging that positions your company as an industry expert.

A workflow is a drip campaign that delivers information over time to prospects. The campaigns will automatically send follow-ups and offer content to nurture the lead from a marketing qualified lead to a sales qualified lead. These automated emails help you draw prospects back to your website. They can then interact with more of your content — after providing more information about themselves.

Creating Content for Your Workflow

Although the workflow delivery system uses automation, there’s still a lot of behind the scenes work. You must develop the workflow logic, map content to each buyer response and create the content. Content comes in many forms. It could be blog posts, eBooks, white papers, infographics, articles, videos, webinars, to name a few.

These items should be interesting and relevant enough to compel buyers to make ongoing connections with you. This content isn’t overtly marketing focused (for example, like a sales brochure). However, when crafted well, it will include B2B messaging that demonstrates your company’s ability to solve the prospect’s challenges.

Workflow Content Should:

• Speak to the needs and pain points of your personas
• Engage prospects every step of the buyer’s journey
• Provide information that will cultivate trust in your company

All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all marketing tactics, the marketing programs become more effective and cost efficient. As a B2B agency, we developed B2B 360 Integrated Digital Marketing to meet this improved performance need. To learn more about B2B 360 and how it will benefit your business, download our free eBook: B2B Top-Tier Tech Marketing.

Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.

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