Both workflows and sequences automate communication. So when do you use which?
The fundamental difference: Workflows are for marketing automation at scale. Sequences are for personalized sales outreach.
Use Workflows When
- You're sending to large groups.
- You need complex branching logic.
- You're automating internal processes.
- The communication is from your company, not a person.
Use Sequences When
- You're doing 1:1 sales outreach.
- You want replies to pause automation.
- The rep needs to personalize each send.
- You're working with a manageable list.
Common Mistakes
- Using sequences for marketing - Sequences dont allow flashy graphics and they will make your brand look cheap, while also watering down your sales efforts.
- Using workflows for personalized sales - Workflows are too impersonal for Sales, and people are used to seeing advertisements and know when to ignore them. Your sales efforts will be treated like spam.
- Running both to the same contacts - You risk burning out your contacts with too many communications at the same time. You also risk contradicting sales efforts by running marketing alongside active sales outreach.
The Hybrid Approach
Workflows for lead nurturing. Workflow-to-sequence handoff when qualified. Sequences for active selling. Workflow for re-engagement.
Need help figuring out the right automation strategy? Let's talk through what you're trying to accomplish.