If you’re a B2B marketer staring down a pile of leads and wondering how to turn them into actual business, this guide is for you. You’ve probably heard you should “automate your email nurturing” in platforms like Techtarget, but the specifics often get lost in the buzzwords. Here’s how to build workflows that actually work — and what to ignore.
Why automate email workflows in Techtarget?
Let’s be blunt: manual follow-up is a mess, and most leads either get spammed or ignored. Automating emails through Techtarget brings some sanity:
- Consistency: Every lead gets the right follow-up, even if you’re on vacation.
- Speed: Respond faster when prospects are interested — not weeks later.
- Scalability: Handle hundreds of leads without more late nights.
- Personalization: Use data to make your emails less generic and more relevant.
But don’t expect automation to magically make leads care about your emails. The content and timing still matter more than the tech.
Step 1: Get your data in order
Don’t skip this. If your lead data is messy, you’ll just automate junk.
- Check your lead sources: Are you getting leads directly from Techtarget programs (like Priority Engine) or uploading lists from elsewhere?
- Standardize fields: Make sure things like name, company, and email match up in format. It sounds boring, but mismatched data = broken emails.
- Segment your audience: Divide leads into buckets (by industry, buying stage, etc.). The more specific, the better your emails will perform.
Pro tip: Start small. Pick one segment to test your workflow on before unleashing it on your whole database.
Step 2: Map out your nurture flow before touching any software
It’s tempting to start dragging boxes in Techtarget’s workflow builder, but you’ll waste time without a plan.
- Decide on the goal: Is it to book a meeting? Get a whitepaper download? Don’t set up “awareness” emails just because.
- Sketch the journey: On paper or a whiteboard, outline each step:
- Email 1: Immediate follow-up (thanks for downloading, etc.)
- Email 2: Value add (case study, tip, or relevant blog post)
- Email 3: Soft CTA (invite to webinar, offer a demo)
- Email 4: Direct CTA (book a call)
- Set timing: A good rule of thumb is 3-7 days between emails. Anything daily is usually overkill for B2B.
What to skip: Don’t make 10-step sequences. Most prospects tune out after 3-4 emails if they’re not interested.
Step 3: Build your workflow in Techtarget
Now, crack open Techtarget’s tools. The interface is pretty standard — think drag-and-drop, with triggers and actions.
- Create a new campaign: Name it something clear (“Q3 SaaS Leads Nurture” beats “Automation #4”).
- Set enrollment criteria: This is who enters the workflow. You can choose:
- All new leads from a program
- Only certain job titles or companies
- Uploaded lists with specific tags
- Add your email steps: For each, you’ll set:
- The email template
- When it sends (immediately, or after X days)
- Any branching logic (if they click, send X; if not, send Y — but don’t overcomplicate it)
- Personalization tokens: Use first name, company, or pain points if you have the data — but test it. Broken tokens (“Hi ,”) make you look sloppy.
- Set exit criteria: E.g., if someone books a meeting, stop emailing them. (This matters. Nothing kills a deal like a “just checking in” email after they’ve already booked a call.)
What’s overrated: Fancy conditional paths. Most companies never use them well. Stick to simple, clear flows at first.
Step 4: Write emails people actually want
Here’s where most workflows go wrong. Automated doesn’t mean robotic.
- Keep it short. Nobody wants a three-paragraph intro about your brand.
- Be direct. “I saw you downloaded X — is there anything I can help with?”
- Offer value before asking. Send a useful guide, not just a sales pitch.
- Use a real sender. “Sarah from [Your Company]” gets more replies than “Marketing Team.”
- Don’t overdo personalization. If it feels fake, people spot it a mile away.
Templates are fine as a starting point, but tweak them for your audience. If you wouldn’t respond to your own email, re-write it.
Step 5: Test, tweak, and don’t trust the default metrics
Techtarget will give you open and click rates, but those only tell part of the story.
- A/B test subject lines and first sentences. Small tweaks often make a big difference.
- Watch for unsubscribes. A spike means your content isn’t hitting the mark, or you’re emailing too often.
- Look at actual outcomes. Are leads booking calls or replying? That matters more than a 40% open rate.
- Tweak timing. If you’re not getting replies, try spreading out emails or changing send times.
What to ignore: Don’t obsess over vanity metrics (“Our open rate jumped!”) if nothing is moving down the funnel.
Step 6: Stay human (even with automation)
People can smell automated emails a mile away. The trick is to automate the grunt work, but leave room for genuine follow-up.
- Monitor replies: Don’t let real questions sit in a shared inbox. Route them to a person who can help.
- Add a “break the sequence” option: Let prospects opt out or talk to sales directly at any point.
- Don’t “set and forget.” Update your workflows every quarter — messaging goes stale fast.
A word of caution: If you try to automate every touchpoint, you risk sounding like everyone else. Use automation to start conversations, not replace them.
What works, what doesn’t, and what to ignore
Here’s the honest rundown:
What works: - Short, relevant emails triggered at the right time - Segmented workflows by buying stage or industry - Clear, single calls to action
What doesn’t: - Massive, generic nurture tracks - Overly complex logic trees (“If opened but not clicked, wait 2.5 days, then send Email 7b”) - Relying on defaults — always review the content before launching
What to ignore: - The latest “AI-powered” email copywriters (for now, they tend to be generic) - Fancy graphics — simple, text-based emails usually work better in B2B - Automation for cold leads who never engaged; focus on those who’ve shown interest
Keep it simple and iterate
You don’t need a 10-email journey or the fanciest automation to see results. Start with a basic workflow, watch what happens, and tweak as you go. The best nurture programs are the ones you actually finish and improve — not the ones gathering dust in “draft” mode.
Set up your first workflow, keep it real, and don’t overthink it. Your future self (and your leads) will thank you.