Marketing automation workflow, the visual interface that enables design and execution of functions such as marketing campaigns and messages as well as internal processes, can play a crucial role in acquiring and retaining customers. In a recent infographic, marketing automation technology vendor Neolane illustrated some of the different possibilities offered by marketing automation workflow.

Ride the Automation Subway

Neolane offers an interesting visual analogy of different categories of automation being subway lines and specific automation activities being “stops” on the lines. Just as with a real-life subway, some stops serve more than one line. Following is a list of marketing automation workflow lines and stops -- stops that serve more than one line have an asterisk (*).

MULTITOUCH

  • Welcome*
  • Nurture*
  • Cross-sell*
  • Retention*
  • Promotion*
  • Renewal*

BEHAVIORAL

  • Welcome*
  • Nurture*
  • Cross-sell*
  • Password request*
  • Order confirmation/e-receipt*
  • Internal notification
  • Lead scoring*
  • Cart abandonment
  • Registration/thank you

PLANNED

  • Nurture*
  • Cross-sell*
  • Retention*
  • Promotion*
  • Renewal*
  • Statement*
  • Payment notifications*
  • Newsletter
  • Birthday
  • Loyalty offer
  • Inactive winback

TRANSACTIONAL

  • Delivery notification
  • Shipment notification
  • Cross-sell*
  • Password request*
  • Order confirmation/e-receipt*
  • Statement*
  • Payment notifications*

INTERNAL

  • Reporting
  • Data hygiene
  • Data enrichment’Data import/export
  • Lead scoring*
  • Internal notification* (these two stops in reverse order from Behavioral line)

The Four People You Meet in Marketing Automation Workflow

Neolane identifies four “subway crew” members that keep the marketing automation workflow platform running so marketers can focus on higher-level optimization and other activities. These are:

  • Conductors -- Campaign/channel managers who focus on messages reaching their intended targets in a timely manner.
  • Engineers -- Marketing operations team members who keep underlying processes and systems running smoothly.
  • Operations Analysts -- Data scientists who refine marketing automation performance using real-time data streams generated by the system.
  • Ticket Takers -- Demand generation experts who generate leads and create methods to move them through the marketing/sales funnel.

The Results

Actual Neolane client results from marketing automation workflow optimization including tripling the number of campaigns and increasing click-through 25%, executing 200 campaigns with no additional headcount, doubling the total number of campaigns with a 50% boost in campaign revenues, and doubled campaigns with tripled ROI.

Finding Your Way with Marketing Automation Workflow.jpg