August 6, 2013 | Emily Winsauer

Effective Inbound Marketing Campaign, Step 3: Automated Lead Nurturing

Automated Lead NurturingEmail marketing has been a cornerstone of many companies’ digital marketing strategies for a long time. It is so popular that many companies buy email lists and invest in lead generation software or pay lead generation companies to try to convert a higher rate of website traffic into contacts for email lists.

"Developing large email marketing lists isn't enough..."

By itself, developing large email marketing lists isn’t enough, and it may not even be ideal for your company. Instead, think about your lead qualification process and how to nurture potential clients and convert them into happy, satisfied customers.

Before you start driving traffic to your offer, you need to consider how you are going to nurture the new leads that your offer will create. How are you going to further educate them about your company and the products or services they may be interested in?

You need workflows!

Nurture Leads Automatically with Strategic Workflows

“Workflows” are an automated series of emails or other communications, intended to pre-qualify leads before your sales team takes over.

Also known as advanced lead nurturing, marketing automation, drip marketing, and auto-responders, workflows are intended to make your new leads more sales-ready. The right emails can help educate and qualify the lead over time so that your sales team can get the best possible result, and the customer can get the products and services that they need (from you!).

Here are 3 ways to make your emails more effective and convert more leads into customers:


Email response rates decline steadily over the age of the lead. Hubspot social media scientist Dan Zarrella has documented a positive correlation between how recently a person subscribed to an email list and the click through rate (CTR). The takeaway–contact new leads soon! But you don’t have to do it by hand. Once you set up workflows, emails are sent out automatically as new leads come in, according to a schedule you determine.


Another way to improve the performance of your email marketing is to target messages to specific groups of leads. For example, people who submitted their information to receive an informative ebook may have the best response to a different email than those who signed up for a webinar. Likewise, a business owner may be interested in different products and services than a sales associate.


Segmenting goes hand-in-hand with targeting. In order to reach your targeted groups, you have to segment your email list – but it goes so much farther than just tracking return on investment (ROI) for your offers! You can also break your contact database into segments based on their industry, geography, company size, role in their business, and more. By segmenting your list and planning targeted emails, you can help leads move through your sales and marketing process in a way that caters to their needs - and improves results for your business!

Software Highlight: HubSpot software enables you to create workflows that can be triggered when one of your contacts becomes a part of a segment; this is called a “smart list.” For example, if someone downloads an ebook, indicates that their company size is between 50-200 employees, and says that they are in the manufacturing industry, you can send them a nurturing campaign especially for them. If another company downloads the same ebook, but has 1-10 employees and is in the software industry, you can send them a different nurturing campaign that will be more relevant for their business. VIEO Design is a certified HubSpot partner, so if you’re interested in learning more about this software, get in touch.

Download our ebook to see a few model workflows to help you create workflows that will work best for you and your business!

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Just in case you missed them, here are the other posts in this series:

And download our ebook now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!




Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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