Marketing automation is incredibly powerful, but when you get started, it can also be incredibly overwhelming.
Many marketers onboard HubSpot and then are left wondering, “How can we get the most of this platform? How do we utilize all these tools to nurture sales leads more effectively?”
After more than 200 HubSpot campaigns, I can safely tell you that the answer to both those questions is workflows.
Quick Overview of HubSpot Workflows
If you’re new to HubSpot, you’ll probably have heard of workflows but not done a whole lot with them. Workflows are essentially the heart of HubSpot’s marketing automation software. They are a set of rules, actions and delays that enable marketers (and salespeople) to run automated systems in the background.
There are three types of workflows that you can build:
From Scratch: This option allows you to start with a blank canvas, adding your own actions and delays however you want. The other two options for workflows are centered around dates -- so as long as you don’t need that functionality you’d use this option.
Center on a Date Property: These workflows allow you to add action that revolve around a contact date property. That means, if you have setup a custom contact property that has the field type of “date picker,” you can use this as a trigger for a workflow centered on that date.
The date property will be unique to each contact, so individuals will be enrolled when their date property is approaching. You can trigger events prior to the date or after, but individuals who meet the enrollment criteria will always start at the top (this distinction will make more sense in the next workflow type).
Quick tip: If you want people to be enrolled every time their date comes around (such as for a birthday), you’ll want to be sure to have your re-enrollment criteria is set to allow people to go through the workflow multiple times.
Good For: Birthdays, anniversaries, resign dates, milestone dates
Center on a Date: Like the previous option, this workflow gives you the ability to schedule actions around a specific date. While the date property is specific to individual contacts, this is one particular date that you will be scheduling around.
When you use this type of workflow, you will set your actions as x days before the date or x days after your date.
If someone is enrolled in the workflow, say by filling out a form, after the first few actions have passed their date, they’ll drop in at the next scheduled action.
For example, let’s say that John RSVPs to your webinar 4 days before it goes live, while Cindy signed up 2 weeks ago. Cindy may have received all notifications or emails up to today, where as John will only receive the reminders set to go out in the next 3 days before the webinar date.
We’ll talk about this scenario in more depth later in the article.
Good For: Webinars, events, limited time offers
5 Useful Workflows to Test Out
1) Nurturing “Not Ready” Leads
Your sales representative is talking to a promising lead when all the sudden they tell her that their company doesn’t have the budget right now to move forward.
Instead of losing sight of that lead, you can use a workflow for lead nurturing until the timing is right for them to get back in touch.
Simply have your sales person add that lead to a list or enroll them into a drip.
Depending on your sales cycle, your delays may be longer than the ones above. Additionally, the drip may also need to extend far past a month in some cases, such as in real estate when the buying cycle could be up to a year or more.
2) Notify Sales When a Lead Takes an Action
If a lead ends up visiting a sales page or downloading a bottom-of-funnel offer during your drip, you can use a workflow to trigger a notification to the sales person assigned as the owner.
This is the perfect way to signal to sales that the lead is ready to chat, without being intrusive or continuously following up. What’s more, it makes it nearly impossible to miss a lead that may be ready to talk.
In this example, the lead has visited the pricing page. We trigger a task to the salesperson to follow-up, following by a simple email automatically triggered the next day from sales to the lead.
It’s important to make sure if you’re doing a workflow such as this that you communicate with sales about what you are going to be sending the client. You don’t want to risk sales reaching out via phone and email if you intend to send an automated email to the lead.
Sales and marketing alignment is incredibly vital for marketing automation to do their job.
3) Use the 10 Touch 30 Method to Increase Touches Without the Effort
There is nothing more painful for a marketer to see significant, qualified leads come in only for those leads to never be followed up with by sales. This workflow prevents that from happening!
10 Touch 30 stands for 10 touches (think interactions) with a lead within the first 30 days of that lead entering the database. The workflow is made up of a series of tasks for the salesperson, as well as a few nurturing emails to the lead to maximize efforts.
You can always expand this timeline if it feels too aggressive for your audience; however, consider this: 93% of prospects who convert into new business do so by the sixth call attempt (yep, you read that right -- sixth!). Additionally, the odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times.
This means sales has to act fast and act often to convert a lead. This workflow helps you notify sales immediately, while also staying in touch with the lead.
Pro Tip: Remember to set your workflow goal in the top left-hand corner to graduate leads that become SQLs or opportunities from the workflow to avoid annoying your sales person. This will also give you great metrics on where in the workflow people “goal out” and how effective the workflow is in converting leads.
4) Driver Urgency for Webinars or Events
Date-centered workflows are fantastic for building campaigns that will heighten anticipation around an event.
This is great for:
- Events (performances, conferences,fundraisers, open houses, workshops, etc.)
- Sales (i.e. Black Friday deals, sign-up now deals)
- Holiday closures
- Milestone dates for internal notifications
As you can see, because the workflow is centered on a date you can do both your pre- and post-webinar follow-up all in one webinar.
HubSpot has a built-in integration with GotoWebinar and ReadyTalk so your webinar signups can pass between each platform and straight into your workflow. If you’re using an alternative program, consider looking into Zapier, an API connection tool, to connect the webinar platform to the HubSpot
5) Re-engage Lapsed Leads
Marketing Sherpas research shows that B2B data decays at a rate of 2.1 percent per month, or 22.5 percent per year.
Keep your list fresh by sending unengaged contacts a top converting offer to re-engage them. Start by creating a smart list of criteria to enroll automatically unengaged contacts as they meet the threshold.
Utilize your top converting lead magnet to re-engage the contact. If they don’t fill out a form within a week, ask if they would like to opt out. You’d be surprised how many people will respond to a break-up email, but didn’t open the others!
Want more workflows?
Watch our recent webinar on demand for 10 HubSpot workflow recipes that will help you expand your marketing and sales automation, and get more clients.