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How to Get Started with Workflows as a B2B SaaS Company


Hopefully, I don’t have to sell you on the importance of workflows at your B2B SaaS company. At this stage, you know that automating some of your repeated processes is in your best interest. Work smarter, not harder. If you still need to be convinced that workflows are the way to go, here are my top two reasons:

1. Automated lead nurturing

From the moment a person interacts with your content, you can use workflows to nurture them until they are ready to purchase your product or request a consultation to receive more information. The best part about lead nurturing workflows is you get to determine how much information and how long a person should be nurtured until they have reached the peak moment to purchase a product (hopefully yours).

In a previous blog, I discussed ways in which your B2B SaaS company can get more qualified leads. When you nurture leads, the likelihood that those customers become a sales qualified lead is larger than it would be otherwise. If not, which sometimes happens, they will still benefit from being equipped with the right information and will be more educated in a product that they are contemplating purchasing.

2. Open communication

Automating processes through workflows help both internal and external communication. When companies adopt workflows, it not only helps with communication, but it also makes the job easier. Identifying repeatable processes within your companies sales and marketing efforts is a strong indication that it is time to create a workflow.

Let’s use lead nurturing as an example: if your company has a process in terms of the type of content you send to a potential customer, it is best to automate that process so any new, incoming customers can receive the same information, without much (if any) work on your end.

Automated workflows also improve internal communication when it comes to handing off a customer or picking up a colleague’s workload if they aren’t available. With workflows, a company no longer needs to question what information a customer has received. They will know how far along a customer is in the buyer’s journey by viewing the workflow progress. This makes for an easier sales conversation, even if the sales rep is out, because, let’s face it, we all need a vacation at this point.

Steps to creating the perfect workflow

1. Determine your goal  

Each workflow has its own purpose, and the first step to creating a perfect workflow is deciding on the goal.  You have to ask yourself is this workflow:

  • For internal or external purposes?
  • Automatic or manual enrollment?
  • Lead nurturing?
  • For task reminders?

Again, it’s better to work smarter, not harder–unless you’re just a hard worker. So, automate processes when you can.

2. Regulate auditing

One of the best benefits to workflows is it takes the thinking out of each task. BUT, that doesn’t mean that your work is done once you create a workflow. Regular maintenance is still required. Auditing your workflows (at least annually) will ensure:

  • You are providing the most relevant content to customers
  • All notifications are going to the correct internal team member
  • The workflow is still relevant

3. Adding new content + ending engagements

Being successful means knowing when to raise and when to fold. Although creating workflows isn’t as intense as a game of poker, it can be the same as giving up money if you don’t recognize the cards that you have in your hand and how to read people.

Adding new content to lead nurturing workflows are a necessity as your business continues to create new content. Yes, the blog you wrote 3 years ago can still be relevant now, but the blog you wrote on the same topic a month ago is more timely and shows that you are delebrate in the resources you are providing to potential customers.

All good things must eventually come to an end, even workflows. The end of an external, lead nurturing workflows should not be an educational piece of content. The last point of engagement should be more actionable:

  • Let customers know how you will follow-up and when
  • Ask for a reviewal of your product

Being able to end workflows is essential, you don’t want to leave anyone wondering “what’s next?”. Like any great breakup, provide accurate closure.  

For real, use workflows

Focus more on your bottom pipeline. Close deals. Automate processes using workflows. You only have a few seconds to grab the attention of a potential customer. Utilize that.

Thanks for coming to my TEDTalk (cue hand wave emoji).

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