Most teams overcomplicate their marketing automation. They spend months building elaborate multi-branch workflows before they've validated the basics. Meanwhile, the seven workflows below drive the vast majority of pipeline and conversion impact for B2B teams — and each one can be built in under an hour.
1. New lead qualification workflow
Trigger: New form submission or CRM contact created. Action: Enrich the contact, score them, and route to the appropriate queue (SDR, nurture, or disqualify). This is the foundational workflow every team needs first.
2. High-intent lead alert workflow
Trigger: Lead visits pricing page, returns to site 3+ times in 7 days, or triggers a key intent signal. Action: Alert the assigned SDR immediately in Slack with full lead context and a one-click task to reach out.
3. Post-demo follow-up workflow
Trigger: Demo call completed (detected via calendar integration). Action: AI writes and sends a personalised follow-up email with key talking points, a summary of next steps, and relevant case study — within 15 minutes of the call ending.
4. Lead re-engagement workflow
Trigger: Qualified lead has had no activity for 30 days. Action: Enrol in a 3-touch re-engagement sequence with a new angle (new feature, relevant case study, or industry report) to revive the conversation.
5. Trial-to-paid conversion workflow
Trigger: Free trial user hits day 7, day 12, and day 14 milestones. Action: Send personalised emails based on their in-product behaviour — highlighting features they haven't tried and showing the value they've already captured.
6. SDR-to-AE handoff workflow
Trigger: Deal stage changes from Prospecting to Qualified. Action: Create AE task, send deal summary to AE, schedule internal kickoff, and notify the prospect that their account executive will be in touch shortly.
7. Customer health and expansion workflow
Trigger: Customer usage drops below 60% of their baseline for 14 consecutive days. Action: Alert customer success, auto-schedule a check-in call, and send the customer a personalised "getting more value" email with resources.