Workflows to Turn Leads into Customers

Leads can come from a wide variety of places, particularly if your business has a strong inbound marketing program.

Happy woman with a laptop

Leads often come in through downloads of gated content, or completion of landing page forms.

What you do with those leads can affect the health of your business, including your revenue and your rate of growth. When you create a lead management workflow, you’re positioned to turn more leads into customers. When you lack a defined lead management workflow, however, leads can fall by the wayside, with potential customers feeling the neglect and turning elsewhere for their needs. 

Creating an automated workflow for the express purpose of handling incoming leads will not only increase the number of qualified leads your sales team will have to work with, but will also increase conversion rates, save time, and reduce your marketing costs while increasing marketing ROI.

Before Developing the Workflow, Define Goals and Customer Personas

But before you can create a customized workflow to turn leads into customers, you need to set goals and ensure your team thoroughly understands customer personas. Goals should be reasonable and should require that team members “stretch” a bit, without being overwhelming or unattainable.

Knowing your different customer personas, whether they’re marketing managers, game enthusiasts, stay-at-home parents, or craft beer fans, helps you understand how “warm” they are likely to be when they come into your system, and the best types of content for engaging with them. 

Define the Actions and Events That Will Trigger Workflows

Before fleshing out your lead management workflow, you need to define which events will trigger the workflow. Common triggers for these workflows include:

  • People who download gated content
  • People who fill out a landing page form
  • People who visit pricing pages on multiple occasions
  • People who subscribe to your blog

Whenever one of these events happens, the lead management workflow can begin, helping shepherd potential customers through the sales funnel with content that is most likely to meet their needs. You could even design a simple lead introduction form that allows non-sales employees to notify sales when they know of a potential lead.

Executive men talking

A simple lead introduction form can help non-sales personnel
notify sales of potential leads they may not have known about otherwise.

Steps in a Typical Lead Management Workflow

One popular early step in an automated workflow for lead management is assigning a score to a lead based on the type of content they downloaded, information they included in their landing page form, or other information. Leads that are assigned different scores can be routed differently. Leads with scores that indicate relatively “cool” interest may be signed up for a general newsletter, while warmer leads may cause a notification to a sales associate prompting them to reach out personally. 

Your workflow software should allow you to automatically track lead scores and actions taken, so you can be confident that no leads fall through the cracks. Tracking built into a lead management workflow also helps you see the value of lead management over time. You could see, for instance, that conversion rates or sales increased during the first six months of use of the lead management workflow. Your workflow software should also allow you to create reports so you can make sense of the data you collect. 

PerfectForms is workflow software that gives your team the power and flexibility they need to create a lead management workflow customized to your goals and your customer base. It comes with a number of prefabricated templates, including a lead form, a sales inquiry form, and numerous survey forms, but you can also create lead management forms and workflows from scratch, with no programming required. And if you use Salesforce, you can make PerfectForms integrate with Salesforce easily, getting more value out of both.

Automated workflows make sense for countless business processes, including management of potential sales leads. To learn more, why not browse through some of the many PerfectForms case studies, including the Affinity Management Group case study. And if you have questions, you are welcome to contact us at any time

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