Designing the Lead Nurturing Workflow

Before building a workflow, determine the required workflow states for the campaign. The lead nurturing campaign for Wolfe Electronics requires one state for each lead nurturing campaign event.

Lead Nurturing Campaign Summary

The lead nurturing workflow uses the following workflow definition properties:

Property	Value
Record Type	Customer
Sub Types	Lead
Release Status	Testing*
Initiation	Event Based
Trigger Type	After Record Submit
* Use Testing until the workflow is ready for production, then set it to Released.

Property

Value

Record Type

Customer

Sub Types

Lead

Release Status

Testing*

Initiation

Event Based

Trigger Type

After Record Submit

* Use Testing until the workflow is ready for production, then set it to Released.

The following table describes the states and the required actions and transitions:

State	Actions	Transitions
State 1 Webinar Invitation	Send Campaign Email: Email a webinar invitation Subscribe To Record: Track response to the email	Transitions to the following states: State 1a Wait 1 day if the campaign response is Clicked Through. State 4 Industry Comparison if the campaign is not responded to after 14 days. State 6 Exit if the lead status is Closed Won.
State 1a Wait 1 day	There are no actions for this state.	Transitions to the following state: State 2 Email Case Study
State 2 Email Case Study	Send Campaign Email: Email a case study	Transitions to the following states: State 2a Wait 3 days if the campaign response is Clicked Through. State 5 Free Trial Offer if the campaign is not responded to after 14 days State 6 Exit if the lead status is Closed Won.
State 2a Wait 3 days	There are no actions for this state.	Transitions to the following state: State 3 Customer Testimonia l
State 3 Customer Testimonial	Send Campaign Email: Email a customer testimonial	Transitions to the following states: State 6 Exit if the lead status is Closed Won.
State 4 Industry Comparison	Send Campaign Email: Email an industry comparison	—
State 5 Free Trial Offer	Send Campaign Email: Email a free 30 day trial	—
State 6 Exit	—	—

State

Actions

Transitions

State 1 Webinar Invitation

Send Campaign Email: Email a webinar invitation
Subscribe To Record: Track response to the email

Transitions to the following states:

State 1a Wait 1 day if the campaign response is Clicked Through.
State 4 Industry Comparison if the campaign is not responded to after 14 days.
State 6 Exit if the lead status is Closed Won.

State 1a Wait 1 day

There are no actions for this state.

Transitions to the following state:

State 2 Email Case Study

State 2 Email Case Study

Send Campaign Email: Email a case study

Transitions to the following states:

State 2a Wait 3 days if the campaign response is Clicked Through.
State 5 Free Trial Offer if the campaign is not responded to after 14 days
State 6 Exit if the lead status is Closed Won.

State 2a Wait 3 days

There are no actions for this state.

Transitions to the following state:

State 3 Customer Testimonia l

State 3 Customer Testimonial

Send Campaign Email: Email a customer testimonial

Transitions to the following states:

State 6 Exit if the lead status is Closed Won.

State 4 Industry Comparison

Send Campaign Email: Email an industry comparison

—

State 5 Free Trial Offer

Send Campaign Email: Email a free 30 day trial

—

State 6 Exit

—

Next Step: To begin with the lead nurturing workflow example, go to Before You Build the Lead Nurturing Workflow.

Lead Nurturing Campaign Summary

Related Topics