HubSpot is a powerful tool that can handle almost all of your sales and marketing needs. With the many different directions you can go in terms of setting up your portal and customizing it to fit your business needs, there comes an increasing need to automate everyday tasks and processes that eat away from time you and your team could spend elsewhere.
This is where HubSpot’s powerful workflow automation comes into play. Now, there is a difference between “workflows” and “sequences” in HubSpot that many people get confused about. An easy way to remember the difference between the two is that workflows are more on the marketing side, while sequences deal with one-to-one sales communications.
Both can send emails as the most basic functionality, but workflows can be leveraged to do so much more for your sales and marketing team.
While it may seem like a heavy lift in the beginning, the time that it will save you in the long-run is huge — along with the actual return on investment. In fact, marketing automation can lead to a 14.5% increase in sales productivity!
Here I will break down my top five most used HubSpot workflows that I believe every business no matter the size should implement.
Basic Asset Delivery Workflow
Regardless of which industry you’re in, it’s extremely likely that you have some type of downloadable content on your website behind a form. While you can just have the form redirect to a thank you page with a link to download the final asset, it’s best practice to also have a “thank you” email deliver that asset to their inbox as well. This also offers you the opportunity to have a secondary call to action in that email.
Pro tip: if you’re having issues with leads putting in fake emails just to get to the thank you page and download the asset, have the asset delivered only by email so that they have to put in a real email to receive it.
The trigger for this workflow will be a form submission and the action after that will be to send an automated email to the lead that:
- Thanks them for downloading the asset
- Provides a link to download the asset
- Has a secondary CTA (i.e. schedule a demo)
This workflow can be complete just with that, or you can then have it turn into a nurture workflow that promotes more relevant/related content to the asset that they just downloaded. To do this, set a delay after the first email — typically at least 3 business days — and then you can have another email go out to the lead. If your reps are actively working all leads, you can put in an “if/then” branch so that all SQLs, lead status = open, etc. leads are withheld from the rest of the nurture workflow.
Lead Routing with Rotation
When a hot new prospect comes in, your whole team is most likely chomping at the bit fighting over the fresh inbound lead that you’ve worked so hard to generate. Now, unless you have just one salesperson on your team, these leads need to get evenly distributed throughout your team in order to keep things fair.
Please note: this rotation functionality will require you to have a Sales Hub Professional or Enterprise or Service Hub Professional or Enterprise account.
This can be easily handled by creating a simple workflow in HubSpot that uses the “rotate contact to owner” function. The easiest method to catch all sales-ready leads that come through is to have the trigger of the workflow be the lifecycle stage is “Sales Qualified Lead.” Now, there are a million different actions that contribute to a lead being considered an SQL, but for the purpose of this workflow let’s assume that you have that nailed down.
The next step is to then put in the action to rotate the contact between the salespeople you choose. If the contact owner is known, you can keep that owner on there and have the workflow skip to the next step, or you can have that contact owner overwritten with the new owner. You can also choose specific salespeople to have the leads rotated between or if you have teams set up in HubSpot, have them evenly rotated between the team members.
The leads are now being rotated between your sales team and the last thing to do is to have an alert of some sort be sent to the new contact owner in order for them to follow up immediately.
This can come in the form of:
- Text message
Regardless of which you choose, make sure your sales team is constantly checking that channel for hot leads that they should follow up with immediately.
Nurture Emails Based On Activity Other Than Form Submissions
While nurture email workflows after content downloads are essential, form submissions shouldn’t be the only trigger for these workflows. With HubSpot, you have the ability to put contacts that visit certain website pages into workflows.
HubSpot’s powerful insights allow you to trigger nurture workflows for known contacts based on specific website page visits. This is especially useful for high-intent pages like scheduling a demo or an ROI calculator that signal a lead is interested in your company.
These workflows can also be triggered off of lead scoring.
Now, lead scoring could be a 2,500-word blog on its own (and is on HubSpot!), but the gist of it is that you are able to assign positive and negative “scores” to actions contacts take in emails and on your website, as well as attributes from their data.
From there, you can set thresholds for when a lead should be considered an MQL and an SQL.
With this in mind, we can create various workflows triggered off of specific page views, or a HubSpot lead score.
For example, if I want to put leads into a nurture that visit the “contact us” page but don’t submit the form, I would set something up like this:
Or, if I want to trigger a nurture based off of a variety of actions that I have scored in HubSpot’s lead scoring, I would have a workflow start once a contact reaches a score of X:
Pro tip: if you want your emails to only go out during the week, in your workflow go to settings → specific times and select the days/times it should execute.
Inactive Contact Workflow
Leads inevitably get lost in the day-to-day operations of your business, so it’s important to have processes in place to catch them and bring them back into the fold. Having a workflow for inactive contacts is extremely beneficial for both the marketing and sales sides.
For sales, qualified leads that were handed off to them can sometimes stall out or have other leads take priority. When this happens, reps sometimes put them on the back burner or forget about them entirely. Those are already qualified leads that could be easy pickings for new business!
To alert your reps to follow up with these forgotten leads, create a workflow like the one below:
Feel free to put your own timeframe in the second criteria. With this workflow, reps will always be alerted of leads that were once qualified but fell through the cracks for some reason. After they reach out if they find out that the lead is no longer sales-ready, have them revert the lifecycle stage back to an MQL so that lead can continue getting nurtured.
On the marketing side, contacts that haven’t been that engaged with your website or marketing emails can also be brought warmed back up. A good way to do this is with a “special” offer for just those contacts that are unengaged.
This could be a special e-book (or one that’s not behind a form), a discount, or whatever offer you can think of that would entice your audience.
From here, you just set the criteria on what you deem as “unengaged” such as:
- Length of time since last website visit
- Length of time since last email open/click
- Last form submission
And after that, set your automated email nurture to go out. This is very similar to the other nurture workflow I covered earlier, but the trigger criteria and content of the emails is much different.
New Customer Welcome Workflow
Hopefully, you are at (or soon will be!) a point where you’re onboarding so many new customers that manually completing all of the actions is overwhelming. This is the perfect opportunity to create a workflow that simply triggers off of when a contact’s lifecycle is changed to “Customer.”
From here, a variety of actions can be scheduled such as:
- Adding the contacts to a running list of “customers” that can be used to send company/product updates to
- Changing the contact owner from the sales rep to a customer service/success employee
- Starting the contact off in a “New Customer” onboarding/welcome email
- Setting the lead status to “Closed”
This workflow is very simple to set up but is invaluable in that it pushes you to think through exactly what you want the journey to look like for new customers, as well as keeping it consistent for everyone.
These are the top five workflows that we use all the time with our clients and see the best results. If you have any questions setting up your own version, or have a new one in mind that you just can’t quite figure out, drop us a line and we’d be happy to help!
SmarkLabs is a Gold HubSpot partner so we’re just the experts you need not only to get your HubSpot portal operating at peak efficiency but also to create and execute a full-funnel marketing strategy that pushes your business to the next level.