Workflow Automations in HoneyBee

What are workflow automations?

In general terms, a workflow is a chronological list of tasks or steps (actions) that can be carried out based on a “Trigger” that automatically starts the sequence of actions to take place. Throughout the workflow, conditional logic can be added to further segment customers into a specific flow or journey. For example, if a customers visits your website and fills out a form, you can send your team a notification and an automated confirmation to the customer. Next, you might want the customer to receive a series of emails highlighting your services, enticing them to upgrade to a paid engagement.

Using Triggers in Workflow Automations

Triggers can come from a number of activities that a customer or potential subscriber might take in a given path (funnel) you've set up on your website or through some form of advertising directing them to take a specific action. The act of acquiring a potential customer into your funnel might happen through completion of a form, but could happen based on any other number of actions. In the visual below, you can see the separation of triggers in a given workflow.

When a trigger takes place, the workflow then can perform a number of internal or customer-facing actions.

Using Actions in Workflow Automations

Actions are the subsequent steps taken as a result of the trigger or additional conditions added to the workflow to add segmentation between customers. In the example where a customer completes a form, perhaps they responded to a specific question about membership tier, indicating interest in a paid engagement. Based on the answer to this membership tier question, customers could be put into branches or segments — branches can delineate different sets of actions based on the condition. In our form example, customers that responded favorably to a paid engagement might receive a direct follow up message to book a consultation, as well as specific messaging about the membership tier in which they indicated interest.

Automating Customer Journeys for Matchmaking

Now that we understand the different parts of a workflow, we can apply this to a specific customer journey that might be used by a matchmaker to qualify a lead. On the matchmaker's website, we might have a "Get Started" button that takes the customer to a form. This short form is focused on lead generation, wherein we are capturing an interested lead in the matchmaking service we provide. Inside the form, the lead may answer specific questions indicating their interest in being a passive database member or a paying client, as well as some demographic information to better help the matchmaker understand the types of leads being generated.

After the form is completed, the lead can receive different branches of customers journeys based on their answers. If they indicated interest in a consultation, an email can be sent to them to set up a consultation call for screening to see if they are a good fit for the matchmaking service. Branches can take the form of long-term nurture campaigns. Despite landing a passive database member lead, a matchmaker might send a series of emails with testimonial features to help the lead understand their level of commitment and success as a matchmaker, ultimately driving them to convert to a paying lead over time. Separately, a customer already interested in a paid engagement might receive a direct link for calendar booking — which can be used as another workflow trigger — to provide them with a completely different and highly engaging customer journey. This stage of branching and evaluation based on inputs is called lead qualification.

There are a number of common and more traditional matchmaker workflows that can be automated:

• Lead Nurturing Campaigns: Set up automated email sequences to nurture leads at different stages of the sales and acquisition funnel. This includes welcome emails, educational content, matchmaking success stories, and follow-up emails based on user interactions.

• Appointment Scheduling: Implement an automated appointment scheduling system where leads can book appointments directly through your website or emails. This scheduling workflow can be directly integrated with your calendar and even require payment for completion, such as in date coaching engagements where paid consultations or appointments are common.

• Customer Onboarding: Create automated onboarding sequences for new clients, including welcome emails, setup instructions, and tips for getting started with your matchmaking service.

• Lead Scoring and Segmentation: Use automation to score leads based on their interactions with your website, emails, and other marketing channels. Segment leads into different categories based on their interests and behaviors for more targeted marketing efforts in subsequent workflows.

• Profile Update Automations: Because HoneyBee integrates its matchmaking system directly with the marketing CRM, matchmakers can automate regular outreach for clients to update their profiles on regular intervals. This can save matchmakers time chasing clients to find out if they are still single and whether or not their dating preferences have changed.

In summary, HoneyBee's marketing CRM allows you to fully automate the steps of lead generation, lead qualification, and conversion, driving the customer journey from start to finish. Workflow automations in HoneyBee can save matchmakers more than 10 hours per week, allowing you to focus on highly interested and paying clients while still building your database of passive members for matching. If you want to save time and grow revenue for your matchmaking business, book a demo with us today.