Marketing PlanningMarketing Strategy

Why marketers need workflow and marketing automation

Workflow is central to marketing automation, one of the most powerful tools that today’s modern marketers can leverage. That’s because it’s workflow that enables effective one to one, personalised communications.

Workflow consists of a number of organised, repeatable activities that happen, to complete a process. It can involve tasks being carried out and comunications being issued. The key to workflow is one step happening before another can take place. Something intiates a step, something which tends to be external, kicking off a course of internal actions.

Flowcharts and process maps can be used to depict workflow. Typically, these have been tools of a project manager or perhaps a business change manager. Not really the top tools that spring to mind when you think of a marketer.

But times are changing.

Marketers, workflow and marketing automation

Today’s marketers, need to understand workflow in order to automate campaigns and hold effective personalised communications with prospects and customers. The sales funnel has always existed, but the growth of marketing automation has made its existence front and centre. It has also made sales and marketing alignment the key to drive growth in lead generation. Automation can greatly improve the customer journey, if implemented correctly. And it can’t be implemented correctly without joined up effort with sales.

Marketing automation has the potential to greatly improve both sales and marketing processes. It increases the efficiency of your sales funnel. Too much marketing investment is lost in leads that are not sales ready. This is where marketing automation can nurture and develop those leads, moving them through the funnel, losing fewer along the way.

The result is greater marketing return. And that’s what marketers need workflow and marketing automation.

Tools for mapping workflow for marketing automation

It all begins with mapping out a campaign, showing all customer touch points and tasks as you move a prospect along the sales funnel. I use lucidchart to do this bit of work. Once I’ve mapped it out, I spend time with the sales team to agree on the workflow.

Then I start building the campaign, with the marketing automation tools.

Workflow can automate a number of actions, such as triggering emails, assigning tasks, updating contact information. Some marketing automation systems can even apply tagging, based on behaviours, This is the key to developing effective one to one personalised communications. With tagging, you can truly begin to communicate relevant information with your prospect or customer, at exactly the right time, improving their customer journey.

This is just a glimpse of what is possible. If you’d like to learn more about the benefits of workflow and marketing automation, get in touch. We are happy to help.

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