Let's talk about workflow building

To design truly immersive campaign experiences, marketers need freedom and flexibility—the freedom to create with full access to all customer-facing data and the flexibility to leverage it inside sophisticated workflows.

For instance, freedom means building workflows that guide customers down the right path based on real-time data feedback. After a member of X audience performs Y action, do Z within this timeframe—there’s boundless potential for growth and experimentation once empowered to create without obstruction.

The data that flows through and powers workflows in real-time is the marketer’s secret weapon to automating customer surprise-and-delight. Flexibility begets dynamism, and designing workflows that automatically add or remove eligible people from certain campaigns or message queues because of their individual behaviors drives momentum throughout your lifecycle.

Build the workflows that adhere to The Golden Rule: market to others in the same way you would want to be marketed to—keep the experience timely, relevant and aligned with the customer’s specific needs.

Modern Workflow Building Calls to Action
* Let the customer experience be the guide. Use workflows as guardrails that maintain engagement, but let customer data dictate the direction of the journey.
* Don’t overlook the nuances of customer interactions. Create workflow rules that infer customer intent from repeat actions or behaviors and respond accordingly.
* Carry messages over the channels your customers care about. Foster engagement by bringing messages of value to their native channels.

Workflow Building Resources
* How to Create a Cross-Channel Onboarding Campaign in Iterable
* How Autolist Drives Personalization at Scale with Workflows
* How ShopRunner Uses Real-Time Data to Power Emails

Question for the community:
Are you sending cross-channel messages in workflows? If so, what channels are you leveraging? If you aren't, what are your roadblocks or challenges to going cross-channel?