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Welcome to the world of outreach and sales workflows, where effective communication can lead to lucrative opportunities and business growth. In this article, we will guide you through the process of building a sales workflow that will help you consistently land deals.
Whether you’re SaaS or any other type of B2B business, let us walk you through what you can achieve alongside tips from our experience in creating numerous workflows.
What is a Sales Workflow?
A sales workflow enables you to systematically target individuals and organizations to generate leads and close deals.
It is interchangeable with outreach workflow, and just like its counterpart, it is essential in B2B sales and outreach because it allows you to target the right people with the right message at the perfect time.
So let’s start by clarifying what a sales workflow isn’t:
- Quantity over quality
- The more outreach messages you send, the better your chances of success — this is simply not true. Focusing solely on quantity without considering quality can be counterproductive. Outreach is a highly-personalized and targeted project to embark on. Sending one generic message to hundreds of people won’t get you anywhere.
- Automation over personalization
- Just because you automate communication doesn’t mean it can’t still be personalized. We’re all about embracing automation to improve processes and productivity.
However, relying solely on automation without incorporating personalized elements can lead to impersonal and generic outreach. You need personalization to build that genuine connection with your prospects to get results. Yes, it’s completely doable.
- Same approach for everyone
- You can never meet all your prospects’ needs with the same standardized approach and messaging. Tailoring your messages and overall approach to their specific pain points significantly improves your chances of success.
- Immediate results
- This is the case for anything but especially outreach; you can’t expect immediate results. It’s possible to witness quick wins such as a lead replying after your first LinkedIn message. however, building relationships and closing deals take time. A lead answer is only the first step, you haven’t made the sale yet.
Here’s a sample workflow with two different scenarios that we, at LaunchMappers, follow to enable our clients to succeed in their sales process:
We have previously leveraged this workflow for various clients because it highlights how a sales workflow not only can, but needs to be part of your marketing strategy.
We strategically focus on specific sales leads (SQLs), nurturing them gradually (MQLs) until we successfully close the deals.
Why do you need a sales workflow?
A sales workflow allows you to increase efficiency by automating core processes, from lead generation to closing deals.
At Launch Mappers, we’ve supported our clients in meeting the following objectives:
Generate more leads
One of the primary benefits of having a well-defined workflow is that it’s easier to identify and target leads.
By having a framework in place, you can use sales segmentation to narrow down your prospects and create highly targeted campaigns that will help you generate more qualified leads.
A sales workflow allows you to set up automated follow-up sequences for all of your campaigns.
If you’re in sales, marketing, or even growth, you know the importance of follow-up emails.
Expert Tip 🧠
Additionally, it allows for a better transition between SQLs (Sales-Qualified Leads) and MQLs (Marketing-Qualified Leads). It’s a helpful tool to ensure that your prospects are always in the loop with your brand and product, so they don’t miss out on any opportunities.
Sales workflows also help you close more deals through proper lead nurturing and guiding them through the sales funnel.
Through personalized communication, you can address their pain points, highlight how your offering solves their pain points, overcome objections, provide additional information, and eventually build trust in order to close the deal.
Having a well-defined workflow also allows you to measure the effectiveness of your campaigns and refine them as needed.
This way, you can optimize your sales process and better align it with your goals.
How to create a Sales Workflow? Essential steps for Growth:
Now that you know why a sales workflow is important,’s look at the key steps you should take when creating one.
Ahead of launching anything, there are a few projects that you should take your time executing to ensure the best results.
Define your sales goals
Start by setting them clearly:
What do you want to achieve through this project? Do you want to increase revenue by acquiring new customers, for example? Or are you looking to enter an entirely new market?
Regardless, you should start small and achievable but stay ambitious.
A suitable sales objective could be booking 10 sales calls in a given period of time.
Remember, outreach is a lengthy process, so you can aim to try and meet this objective in a month or quarter.
To help you draft initial goals, you can follow the SMART framework:
- Specific: Pinpoint what you what to accomplish
- Measurable: Set measurable goals
- Achievable: Break down large goals into smaller, achievable ones.
- Relevant: Make sure your goals align with your long-term business objectives.
- Timely: Establish a timeline and deadline for your goal
Ahead of researching and launching campaigns, it’s essential to collaborate with other teams in your company.
Indeed, your marketing and sales teams provide many insights to help you build a successful workflow. Regular communication and feedback-sharing will help you continuously refine and optimize your target audience definition for better outcomes.
So ensure everyone’s aligned on messaging and offer across all customers’ touchpoints.
Expert Tip 🧠
When we begin a new outreach project with a new client, we always focus on any strategic materials they’ve been working on.
We want to see if you’ve recently worked on a Messaging Framework or anything similar!
Anything dedicated to understanding your customers, their challenges and how you’re trying to help people solve their challenges is highly beneficial.
If you’ve done any strategic exercises, dust those off and leverage them to roadmap your communication efforts, making it easier to set, track, and measure your goals.
Map your sales approach
Map out your approach to meet your goals, considering product nature, industry, and target audience. You know your audience better than we do:
- What will trigger their interest when discovering your solution?
- What approach would you like to first experiment with?
- Booking a demo directly or inviting them to a webinar?
Once you’ve defined your approach, it’s time to choose the most suitable platforms.
- Do you know how your ideal customers like to be contacted?
- Is it through LinkedIn messages or emails, or both? For instance, if you’re in the B2B sector, 70-80% of your leads come from LinkedIn alone, so be active with quality content.
Expert Tip 🧠
In our experience, a multi-channel sequence works better because it can increase your chances of initiating a sales cycle with any leads 3x more compared to simple outreach.
Ultimately, you need to meet your customers where they are and engage with them how they want; it might not always be on LinkedIn or via email only.
There are many ways to incorporate both platforms into your workflow; you could start with LinkedIn and use emails as a fallback if you cannot get through to your audience.
Here’s an example of how you could bring both platforms together beautifully on LaGrowthMachine, a powerful multi-channel prospecting tool that we’ve fully integrated as part of our tech stack for outreach projects for our clients.
In this case, we’ve created two options to get to our lead:
- We start with LinkedIn.
- If this person isn’t accepting our LinkedIn request to connect, and we’ve found their work email address thanks to LGM’s lead enrichment features, we will communicate through email.
- If this person accepts our invitation, the campaign will continue on LinkedIn.
In this case, we ensure that we can send them our introduction message. We can’t send them anything if they don’t accept our invitation. We always use a connection request message on a LinkedIn path because we’re already getting the lead to take action.
By adopting this multi-channel approach between LinkedIn and Email, we’ve been able to have a 33.8% reply for now (as this campaign is still running).
We’ve received answers through both channels, and we’ve been able to qualify our leads accordingly on LaGrowthMachine.
Gather your target audience
Let’s start broad and narrow it down to the person you’ll send messages or emails to. As a company, you most likely have identified your Ideal Customer Profiles (ICPs). They are the people that fit specific characteristics you’ve defined as the most valuable customers.
Expert Tip 🧠
To increase your chances of conducting a successful outreach, you’ll need to research specific accounts that match your ICP as much as possible.
This way, your leads will be much more likely to convert based on factors you can define, such as:
- Revenue potential
- Strategic fit
- Market influence
For more details on how to do that, check out this ultimate guide on Ideal Customer Profiles.
Once you have your list of companies, it’s time to create the list of the people you’ll actually talk to.
You want to focus on decision-makers and understand their roles, responsibilities, pain points, motivations, buying behaviors, etc.
This information will help you tailor your messaging and outreach efforts to resonate with each persona. This in-depth research into your accounts will guide your content creation, messaging, and how you’ll personalize your approach within the workflow you’re building.
LinkedIn is your best friend here; from a simple LinkedIn URL, you can find all their contact details. Having a Sales Navigator account can make things easier for you since you’ll be able to save a lot of time in your research and create a list.
Here are the platforms we recommend using:
If you’ve followed the steps mentioned above, it’s now time to get cracking with your messaging and the sales copy for each of your messages.
Expert Tip 🧠
As part of your workflow, we recommend crafting a few messages: One intro and multiple follow-ups (aim for 3 as it will allow you to test different messaging directions without sending them too many messages).
The messages need to be unique and not repetitive, highlight key benefits in each message instead of gathering them all in one and not having anything else to share in the next ones.
Regardless of the platform, here’s a recommended structure for each message. The only difference you need to bear in mind is that a LinkedIn message and an email can’t have the same length; LinkedIn calls for conciseness, while you can get much more in-depth with your copy in your emails.
- Introduce yourself and why you’re reaching out to them briefly. Establish credibility and context, so state relevant credentials and establish rapport.
- Personalize the message by mentioning something specific about their work, achievements, or recent activity.
- Clearly communicate your value proposition. Highlight how your product or service can help solve pain points. This can also demonstrate you’ve done your research well.
- Prompt the recipient to take a specific action with an enticing CTA. This could go from scheduling a meeting to simply asking for their thoughts. Make the call to action clear, concise, and easy to follow.
(You can set up your signature in LGM with your position/role, company, and best contact information.)
Follow-ups are all about balance, whether it’s the level of information you share throughout your messages or the frequency in which you send them.
Depending on the client’s goals, we usually aim for 3-4 follow-ups, the last being a “last resort message,” where we tell the receiver this is the last time we contact them.
Overall, remember that nobody likes a spammer, so don’t be one!
Here’s a structure to inspire the follow-up section of your sequence:
- A reminder of the previous contact: Jog their memory by recalling previous interactions.
- Express interest: Remind them why your offer or request would be valuable to them based on your previous communication.
- Value reinforcement: Reiterate how beneficial your proposition is.
- Additional Information: If you have any new information, updates, or relevant resources to share, include them in this section. This is really helpful when you’re announcing a new feature for instance!
New Feature Alert 🎉
We’re thrilled to announce that automatic Out Of Office detection is now available on LaGrowthMachine! 🥳
LaGrowthMachine will now automatically pause leads who are not available at the moment and add the “Out Of Office” tag.
Even better! LGM automatically detects the return date in the OOO message, and will automatically resume the campaign 3 days after your lead comes back to work!
If a prospect tells you they’ll be back on August 25th, we’ll resume the campaign for them on the 28th. If they say they’ll be back “the end of August“, we’ll restart on Sept. 3rd, etc.
Say goodbye to emails slipping through the cracks during leaves of absences!
Want to learn more? Here’s our Founder and CEO explaining the feature in detail.
- Call-to-Action: Clearly state your call-to-action. Regardless of the actual CTA, consider potentially including a time frame to create a sense of urgency. If you ask them to inform you about their upcoming availability, be more specific: “this week or the beginning of the next one, before the end of the month.”
For your follow-ups, we urge you to experiment with the value reinforcement section and additional information.
Not all your USPs will resonate and impact your entire target audience the same way, hence the importance of learning which messaging resonates with which segment.
That said, the whole process doesn’t start and end with you automatically sending a few LinkedIn messages or emails.
Draft a few reply templates according to the lead’s response. If you’re using LaGrowthMachine, they can all be saved on the platform directly, making it easier for anyone in your team to follow up.
Here are two categories of messages we consider the most important ones to focus on; the positive replies and the neutral ones:
- Positive replies include:
- Answering your message with additional questions: Answer their questions, and continue to offer a call; nothing beats that live interaction vs. a written one.
- Confirming that they took the desired action: Show excitement by welcoming and reminding them that you’re still here for them, you can also offer them additional resources for them to check out before the meeting.
- Neutral replies include:
- The “Not right now” message: Highlight your availability for them whenever they’ll be ready.
- The “I will check this out” message: Tell them to contact you whenever they will.
Yes, launching the first campaign as part of your sales workflow is relatively straightforward.
By using a platform like LaGrowthMachine, you’ll have everything you need centralized into one platform, which will save you time and helps avoid many mistakes that humans can naturally make.
When creating a campaign, the platform already features a step-by-step structure to help you.
So you’ll start with building the workflow (how many messages, from which platform etc.). You can then select your audience next and from whom the messages will be sent.
Finally, add your copy in the different messages, and then you can set up the goal in the CRM & Exit Settings before launching the campaign.
However, here are a few additional tips to make sure it all goes smoothly:
- Create a draft version of the campaign where you’ll add all your personalized copy and add variables such as the lead’s first name and company name.
- Import the targets you got from earlier (you can go old school and use CSV. files, or import them directly into LaGrowthMachine from your LinkedIn or Sales Navigator accounts once they’re linked)
- Make sure to add them in a unique audience name (to stay organized)
- Most importantly, review and/or (ideally) test it with internal profiles before launching
- Once everything looks good, launch your campaign!
Now that you’ve launched your sales workflow, the real fun can begin — gathering data!
It is essential to monitor its progress, evaluate its effectiveness, and make necessary adjustments to optimize your results.
Here are our tips and tricks:
Track and Analyze Metrics:
Keeping in mind the size of your audience, how are your open rate and reply rates looking?
Over time, you can gather which channels and messaging provide the best results.
This analysis is critical to identify areas of strength and opportunities for refinement. You’ll be able to collect all this data detailed directly from LaGrowthMachine, perfect for helping your sales team take over those leads.
Determining the performance of campaigns relies on multiple factors:
- Target audience
- Type of outreach campaign you’re running
Expert Tip 🧠
When working with a platform like LaGrowthMachine, you’ll want to focus on connection rate & reply rate specifically, as they’re more important in providing you with areas of improvement.
A general benchmark would be around 30% for the connection rate and 2-5% when it comes to the reply rate.
Here’s an example of a sales campaign outreaching for a specific aspect of our client’s solution, and the goal is to book a call.
If the channels you’ve been experimenting with provide promising results compared to your historical data, continue to focus on those.
Keep optimizing your strategy. Once you’ve successfully maintained these channels, you can expand onto other potential outreach channels.
We always encourage diversifying user acquisition by not relying on a single channel. But continue prioritizing the best channels and messages while experimenting with new ones.
Refine and Iterate:
Regularly refine your sales workflow based on the insights gathered from data analysis and feedback.
Assessing its overall effectiveness and optimizing is a continuous effort. So optimize your messaging, targeting strategies, and follow-up processes. Experiment with new subject lines or new connection messages on LinkedIn.
Read what people are answering. If 50% of your answers feature a negative response, depending on the answer itself, you might not have contacted the right person. This means you need to rethink your sales segmentation.
Maybe your audiences are too big. Here’s what can give it away: lack of deliverability and personalization. As a result, you’ll be met with a lower reply rate.
To run with the same example, take a look at the legacy campaign which existed before our work began. As you can see, out of 245 leads, this campaign only has a 1.6% reply rate.
When we analyzed it, we discovered that the messaging wasn’t in line with the conversation we want to have with prospects. For instance, they’d ask the targeted audience for an introduction within their company.
Before Launch Mappers
Your copy might not be resonating with your audience on the chosen channel. For example, some people would rather receive content in an outreach project on LinkedIn and directly receive sales-focused messages by email.
Finally, the timing with which you send your messages might not be ideal. So experiment with different days and times to find when your target audience is most responsive. Have you taken into account the time zone they might be in, for example?
Overall, there aren’t hundreds of variables that you need to understand in depth. If you’re not getting the results you’d like, a good place to start is either in your segmentation or your copy.
Building a sales workflow holds significant potential for business growth and success. By implementing a well-defined one, you can achieve various benefits, including generating more leads, increasing sales, boosting brand awareness, and building valuable relationships.
Remember that this is an ongoing process. Continuously evaluate and refine your approach based on data, feedback, and market dynamics.
By staying proactive and focused on building meaningful connections with prospects, you can consistently drive business growth and achieve your sales goals.
Ready to create and execute a sales workflow that lands deals every time? Sign up for LaGrowthMachine for free today and automate your sales outreach, manage your leads, and optimize your campaigns.