The HubSpot’s workflow tool allows you to automate your repetitive marketing efforts – ultimately making your business more efficient, productive and consistent.
We’ll explore the top 6 workflows to get you started for successful lead management and help you free up the time your team spends on mundane tasks.
Workflows in HubSpot are an automated process tool that enables tasks, user information (such as contact details or behaviours), and emails to be triggered based on set rules.
An example could be automatically importing a prospect’s details into your system based on forms from your website, or moving a prospect down the funnel to become an MQL/SQL. Workflows can also help internally by setting up notifications or lead scoring.
We have highlighted the best examples of how workflows are a powerful tool that makes nurturing your leads, managing your sales pipeline, and optimising your marketing activities incredibly easy.
Lifecycle stages in Hubspot indicate where a prospect is on the buyer’s journey. This can be a Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), an opportunity or simply just a lead. You can also customise these stages to fit with your businesses sales and marketing pipelines and terminology.
This workflow is automated specifically to keep your contacts position up-to-date and can be extremely helpful in knowing where they are on the buyer’s journey so the right marketing or sales efforts can be directed to that contact.
This can then be used to ensure sales teams are notified when contacts hit a certain stage and allows you to report on more insights into your prospects and customers.
Every lead you generate has the potential to transform into a paying customer, but according to latest studies only 10% do, so it’s crucial to continuously engage them in the correct way. It’s also known that lead nurturing emails get 4-10 more responses than spamming recipients with generic emails. Likewise, companies that invest in marketing automation can experience a 451% increase in qualified leads!
This workflow does just that by allowing you to nurture leads by automatically sending timely planned and regular communications.
You can use the scoring property to set up attributes that add or deduct points from contacts when they meet a certain criteria. This workflow can then generate scores for contacts based on your preferences, including behaviour or your ideal customer profile. A lead scoring strategy helps to see if a lead fits your ideal buyer profile.
Organising these contacts into property groups can help your team know where a contact is in the buyer’s journey and focus their efforts more efficiently.
For example, if a prospect opens and replies to your email they may score 4 points, but if a contact ignores your email they may only score 1 point. Here you know to put most of your efforts into the more engaged contact based on the points you allocate.
The internal notifications workflow simply reminds members of your team to follow up with potential leads. This is done by automations sending internal notifications to prompt members, so no opportunities are missed. Notifications can be sent via email, text, or in HubSpot where a follow-up is required.
Advanced tip – you can also integrate other tools you’re currently using, such as Slack, through connected apps to ensure everything is optimised for your business.
Once a deal has been agreed with a prospect, the deal stage workflow can take place. Firstly, it does so by automating a deal stage for the prospect, then assigning any tasks for this contact to a team member, and then once the task has been completed the deal can move to the next stage.
An example is assigning an outreach reminder task to a member of the sales team when a deal is likely to close. The major benefits of this workflow are ensuring someone is always following up with opportunities and increasing the efficiency because tasks are assigned automatically. Properly utilising deal stages can also give you more insights into your pipeline through HubSpot reports.
A painful business scenario is losing out on a deal that would make your company money purely because they just weren’t ready yet.
A solution to this is the lost deal follow-up email workflow, which can be used to automatically re-target a lost prospect by sending a communication in the future to check in on them. Unfortunately, 44% of salespeople give up after just one attempt, when the optimal number of follow-up emails to send is around 2-3.
As you can see, a successful business should have workflows in place to manage every aspect of their processes, whether that’s updating lead statuses, managing new leads, handing leads over to sales, or moving leads from an opportunity to win. Undoubtedly, workflows will reduce the amount of time you spend on basic manual data entry and make your business more efficient, intelligent, and free from basic admin errors. Why not give these workflows a go for yourself?
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