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Drip Campaigns, Journeys, and Workflows: Cheat Sheet
By Alessandra Ceresa
The customer experience is the sum of all of the interactions between your brand and your contacts. Your contacts include your leads, prospects, customers and anyone else who interacts with your organization.
A great customer experience starts with understanding the customer journey. That is where customer journey mapping comes into play. Once you understand the customer journey, you can develop your campaigns and workflows accordingly. Let’s take a closer look.
Customer Journey Mapping (Journeys)
Planning stage: Before you develop any campaigns you need to set your objectives and establish customer paths – or journeys.
Execution Stage: Once you have an established marketing strategy and a bird’s eye view of what you customer journeys look like, you can break your efforts down into campaigns.
Characteristics of a Drip Campaign:
Planning and Execution Stage: Once you have an established marketing strategy and a bird’s eye view of what you customer journeys look like, you can break your efforts down into touch points. For example, if a new leads clicks on a “Request Demo” button in one of your campaigns, you would trigger a sales follow up workflow that would notify and assign a salesperson the task of following up.