3 Ways Workflow Automation Helps You Convert Leads

In order to convert customers, you need to respond to your leads quickly, getting to them before your competitors do or before the leads reach out to your competitors.

  • It takes the average B2B sales representative 42 hours to connect with a new lead.

Take your lead response time from hours to minutes with automated workflows.

What is workflow automation?

Workflow automation is a rule-based logic system that can complete a series of tasks without human intervention. Follow “if, then logic” to develop triggers and the tasks that follow for the desired result. For example, “IF a customer fills out a form, THEN a sales rep will be notified with the information provided.”

Workflows can be static, meaning they don’t change at all, or active, meaning contacts are added or removed based on the criteria you set.

Why should I use an automated workflow?

Workflow automation removes the chance of human error once properly set up, making it a much more efficient and accurate way to complete repetitive tasks.

This is also a way to reach out to prospects immediately after they show interest in your brand by sending them related content, requesting extra information, or scheduling a meeting to bring them closer to conversion.

3 Types of automated workflows

1. Lead has performed x action

When a lead has clicked a link, filled out a form, or downloaded a piece of content, you can set up workflows to notify your sales rep that the lead has reviewed qualifying material.

Identify the websites and content that you want to create a workflow for and create your trigger based on the desired action. This could be as simple as viewing a webpage, to more specific like clicking on a CTA or downloading content.

Once you’ve got the trigger in place, you can follow that with the desired actions you wish to take place, like notifying your sales rep or sending the prospect a meeting invite.

2. Lead scoring

Most automation platforms have options for lead scoring. If not, you might be able to add it as a property manually. Because lead scores denote which leads are marketing qualified, having a workflow to automatically inform sales reps once they reach this status is essential to making sure they focus on the prospects most likely to convert.

Once a lead reaches a value that is greater than or equal to the score you’ve determined (usually a numerical value based on criteria you set), that can act as a trigger for your workflow which then sends a custom message to the lead’s assigned sales rep.

If the lead has no assigned sales rep, you can make a branch in your workflow following “if, then logic” that sends the message to someone else that can take on that lead.

3. Lead not contacted

The sooner you contact a lead, the less likely it is to go cold. It’s important to get to a prospect before your competitors do.

Decide how long is too long to wait for a sales rep to reach out to lead and use that as a trigger for your workflow. Once a certain amount of time has passed before a lead is contacted, whether it’s a new lead or you’re following up with a more established one, the sales rep will be notified that it’s time to follow up.


You can increase your chances of converting a hundredfold by responding in just five minutes. While that sounds impossible, workflow automation can cut your response time down and help ensure you connect with a lead before your competitors.

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