Workflow Example: Lead Conversion

Shelly Satre

Mar 24, 2021

1629

These examples were built out using materials from a GrowthZone/Frank Kenny webinar, "Automated Member Recruitment & Retention". Click here to access the webinar and materials.

This workflow actually works in tandem with the Prospect Development workflow. It uses the same source list and sends different messaging intended to convert the prospect into an actual lead.

NOTE: These examples are provided to you as a starting point for your own fully customized workflows; they may not include every step your organization may need or want (such as adding specific tags to contacts as they move through the workflow).

Example workflow steps:

Wait 4 days ("Wait" step). This gives the lead the opportunity to receive the first three emails in the Prospect Development series.
Day 4: Deliver the "Gain" email ("Send email" step). What do they gain by joining?
Wait 2 days ("Wait" step).
Check to see if the prospect is a member ("Logic Branch" step, Active Member").
If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step.
Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
Day 6: Deliver the "Logic" email ("Send email" step). What is the logical argument for joining?
Wait 2 days ("Wait" step).
Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
Day 8: Deliver the "Fear" email ("Send email" step). Create a sense of scarcity- "You won't hear from us again on this..."
Check to see if the prospect is a member ("Logic Branch" step, "Active Member").
If so, exit the workflow (the new member should automatically get signed up for the New Member Onboarding workflow) ("Exit Workflow" step).
Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
If the lead has not converted to a member, move them to the eNewsletter list for nurturing.

IMPORTANT: Contacts may only go through a workflow once. If you are offering multiple items of value over time, you will need to set up a workflow for each opt-in. See Marketing Automation for more details on how to set up and copy workflows.