As a marketing professional, there’s always a lot on your plate. Among other things, managing leads can be a particularly demanding task. However, HubSpot eases your workload with Workflows, a tool that automates your inbound marketing process, such as lead nurturing, sales management, response tracking, and so on.
HubSpot Workflows is an elixir for streamlining and structuring your processes and projects. Allowing you to focus on the core business decisions, this tool automatically takes care of repetitive tasks, such as customizing, personalizing, and optimizing leads crucial to the growth of any business. Thus, you save time and effort in executing important marketing tasks.
HubSpot Workflows can also help B2B companies improve customer relations and boost conversion rates. Therefore, as a B2B marketer, you must consider using the HubSpot Workflows tool across different sales processes and cycles to see your sales boom. But what are some of the essential HubSpot Workflows that you must know?
10 Essential HubSpot Workflows to Implement Today
You can scale up your marketing strategy by adopting these 10 essential HubSpot Workflows:
After a lead is generated, assigning it to the most suitable sales rep can be tricky, as conversion highly depends on the sales rep’s experience and skills to build strong customer relations. Timely follow-ups, reminders, quality of interactions, and so on are key players that help a great deal in nurturing hot leads. This is where HubSpot Workflows can help.
HubSpot Workflows automates lead rotation by compatibility with suitable sales reps. For example, the rep’s location may determine who gets the lead, or the product of interest to the prospect.
Lifecycle stages show where customers are in their buying journey. Different stages in a customer’s buying journey can be a subscriber, a marketing qualified lead (MQL), a sales qualified lead (SQL), an opportunity, an existing customer, or not applicable.
As a HubSpot user, you can now also build custom lifecycle stages. You can then have a HubSpot Workflow that automatically updates the stages of your leads based on certain activity (e.g., opened three Marketing Emails, they become a Sales Qualified Lead) and you can automatically send relevant content to certain contacts.
A simple welcome email can go a long way in building customer trust and help cast a good first impression on your contacts. HubSpot Workflows allow you to automate the process of sending new leads a welcome email. If you want to personalize the emails, you can further set up rules for content, email sending time, and even method. As a B2B marketer, you can give your company’s future interactions a solid start by having HubSpot deliver a relevant welcome email in a timely manner to your new leads.
Event Promotion Emails
HubSpot Workflows can also help you automate event promotion reminders. Therefore, whether you’re hosting in-person or virtual events, you can trigger related communication to contacts ahead of time.
You can choose the contacts you want to send invites to. For example, you can schedule your Workflow’s promotion action 30 days before the event, send additional invitations to the non-registered contacts, and reminder emails the day before and day of the event.
Lead nurturing keeps your customers and prospects engaged by sending them regular and relevant communication and updates. HubSpot Workflows can help you do the same automatically, facilitating the leads to move further along the buying journey and avoiding losing them, especially because 79% of all marketing leads never convert to sales.
Internal notifications can help a great deal in streamlining processes and communication where multiple stakeholders or team members are involved. With HubSpot Workflows, you can automatically trigger internal notifications based on a contact's status. For example, you can use HubSpot Workflows to send internal notifications to the customer service team if a customer query/ticket has been sitting in the queue for a long time.
Deal Stage Automation
Every task in any company culminates in a sequential order with various departments or hierarchies involved. The same applies to the B2B sales process. HubSpot Workflows help track deals effectively, and maintain a tight sales pipeline. For example, you can use a HubSpot Workflow to create a new Deal once a meeting is booked. You can also use a HubSpot Workflow to automatically move a Deal to the next stage when an action has been completed.
If you’re looking for a solution to standardize your contact data, HubSpot Workflows can help, as it can automatically format contact data per your requirements, such as capitalization of the initials in contact names, removal of spaces/hyphens from a contact number, and so on. With this feature, HubSpot Workflows can help you achieve improved data hygiene and standardized data view.
Lost Deal Follow-Up Emails
As a B2B marketer, it’s vital to recognize that a lost deal is not (necessarily) the end of the story. It is normal and recommended to follow up with lost leads to understand why things didn’t work out and build on them in the future. It’s also worth attempting to re-engage with them in the future. HubSpot Workflows can help you automate and simplify the process of following up with lost leads.
Each lead is assigned a score or rating per the lead’s interest in your B2B company and/or products/services. This is an essential step in lead management to categorize deals as hot, cold, warm, sales-qualified, and so on. By automatically drawing up such individual customer reports or profiles, HubSpot Workflows can help you categorize leads into priority tiers, helping internal teams assess and evaluate how much attention these leads require.