Adjust your digital marketing tactics and messaging according to the different steps
automated flow to send a welcome message
The best marketing automation workflows to build B2B relationships include:
Welcome email sequences to introduce new subscribers to your brand/product
Email marketing sequences following gated content (i.e. free downloadables or webinar signups)
If/then/else sequences depending on specific lead activity (page visits, email opens and clicks, etc.)
2. Set up lead scoring
Just as B2B leads need to be nurtured, they also need to be qualified. This means putting a system in place to determine which stage a contact is at in the buyer journey.
B2B sales cycles can be long and complex. And for a marketer whose bahrain telephone number data job is to send high-quality leads to sales, timing is everything. What’s the best way to achieve this?
Create a lead scoring model. A lead scoring model assigns leads a ‘score’ based on their engagement level or predefined attributes.
lead scoring model
Marketing automation takes care of this by assigning ‘points’ to leads. This usually occurs whenever their interactions suggest a growing interest in your brand (clicking an email link, browsing a product page, etc.). You could also assign points based on attributes. For example if their email contains the domain name of one of your targeted accounts
With Brevo, setting up a lead scoring model consists of creating a custom CRM attribute for the score, determining the actions that deserve points, then setting up an automation workflow that calculates the score.
What’s more, the lead score itself can serve as an automation trigger. For example, a score between 80-90 could trigger a specific email or move the contact to another email list (we’ll talk more about automated segmentation later).
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Once you’ve defined your target audience, send dynamic content to create unique, personalized experiences for your prospects and customers. This includes everything from tailored product recommendations to purchase confirmations.
Dynamic content allows you to create personalized email campaigns that adjust to your subscribers’ details on autopilot. No need to craft multiple templates for each specific case.
You can create personalized emails in a few clicks, from showcasing the most related content to recommending products based on their interest.
