By Vaughn Armstrong | August 24 2020
From lead nurturing to getting more value out of events and webinars, learn how HubSpot's workflows tool could have big benefits for your sales and marketing.
Want to know how to put HubSpot through its paces? Start with workflows, a tool that will connect the dots between your content and help move prospects along their sales journey.
Interested in HubSpot? Or have you invested in the platform and now you're wondering how best to "stretch its muscles" to make a difference for your business/organisation? As one of the UK's HubSpot Diamond Solutions Partners, BabelQuest frequently gets enquiries from recently signed-up HubSpot customers asking what more they could be doing with this powerful solution. “Onboarding” is complete, training is done, everything is working – but they know there is lots more to achieve! So — what to do next with HubSpot?
In this blog, we'll look at workflows, one of the tools it's worth getting HubSpot for! Find out how it can help you make your sales and marketing more efficient and more effective.
For each persona you've identified in your inbound marketing strategy, there’s going to be some content that already exists or that you need to create. Its purpose is to move prospects along the sales process, from prospect to lead to new customer.
A very typical set of content might be:
What does this have to with workflows? Well, a workflow offers a route along this journey.
In HubSpot, this means the ability to automate some of your marketing, sales and service processes. Workflows (of various types) are available in HubSpot's Marketing, Sales and Service Hubs, but the types you can create will depend on your HubSpot package.
Note that HubSpot workflows are a lot more powerful than the ones you might find elsewhere. Some email systems offer simple 'event-based' workflows i.e. receiving a second email if a contact opens the first. HubSpot workflows, by contrast, can be contextual and action-based, taking into account many other pieces of information (e.g. having the recipient receive a different follow-up email depending on which link they clicked on). This gives you a lot more options for tailored and segmented outreach.
As a marketing consultant called in to analyse how clients are using HubSpot, I've found workflows to be the greatest temperature gauge. I’ve seen fantastic websites, effective calls-to-action (CTAs), great landing pages, but few client-created workflows!
HubSpot workflows aren't the most complex part of the platform (compared to, say, something like lead scoring), but they do take some advanced planning. In my experience, new HubSpot users may not be comfortable with that process, which is why they start looking for experienced guidance.
A workflow can provide content according to the prospect's actions. For example, downloading an educational guide could trigger a workflow that:
A client once responded to that break-up email by choosing the option to get a visit from us. A contract concluded that same week, paying the entire bill for the agency and HubSpot.
The moral of this story is: don’t forget the break-up email!
If your organisation runs or attends events (or runs webinars) then this is one of the obvious uses for workflows. I remember running events and webinars where I had every intention of reminding those registered to come, and to follow up with the attendees and non-attendees afterwards.
Ever made those promises?
In HubSpot, event workflows can be set up around a key date (the event) and emails can be sent before and afterwards. You can set it all up on one day and then just relax and let it happen.
Don’t forget to have some way to record attendees at the meeting. Then make one of the workflow emails send a “thanks for meeting us” 10-15 minutes after they leave you.
A final word of warning! Make sure that everything you send in the workflow has relevance to the activity that triggered it. If your prospect wants information on apples, concentrate first on giving them content on apples – don’t try to sell them bananas.
If you have information on cross-selling within your data and know that those buying apples also buy oranges, then ONLY start to introduce that cross-sale at the very tail-end of a workflow — just before the break-up. Try a very soft “did you know we also do this and that…?” message.
HubSpot is an amazing tool, but it does need feeding with consistent, effective use! For me, following up premium content with a good workflow is possibly THE most important tactic if you're a user chasing lead conversion optimisation.
If you are in exactly the position described in this article, do shout, email, or call us. Whether you’re considering HubSpot or an existing user, we’d love to share our experience and get some workflows working for you.
Learn how to generate better quality leads which turn into revenue.
Vaughn Armstrong is a Director and Head of Marketing at BabelQuest, a Diamond-Tier UK HubSpot Solutions Partner.
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