“Do more with less.”
It’s a familiar marketing hook these days – and with good reason. We’re all swamped with multiple tasks, and performance expectations are rising. It would be nice to accomplish more without adding significant resources.
Automated workflows aren’t as complicated as they sound, and they can really boost your productivity, for both internal and external processes. Here are eight ways to help you begin leveraging HubSpot marketing automation to gain efficiencies.
Automated workflows can be a powerful way to leverage marketing automation. Especially for the marketer who’s trying to do more with less. Sound familiar?
Too often though, workflows are only associated with external lead nurturing or ongoing email marketing campaigns.
The truth is, there’s a lot of powerful ways to take advantage of HubSpot’s workflow capabilities for internal purposes as well. Internal workflows can help you efficiently automate manual business processes and key actions within your marketing flywheel.
In today’s Weidert Wednesday, I’m going to discuss some different categories of internal and external workflows you can begin to explore with your own business.
Internal workflows are often overlooked compared to external workflows but can be a powerful way as you look to automate processes and steps within your marketing flywheel. Here are just a few examples.
Thanks to HubSpot Insights, you can leverage internal workflows to help fill in missing company information such as industry, estimated annual revenue, and other helpful details versus asking for this info on a conversion form.
Lead Management & Handoffs in the Sales Process
Based on when a lead meets your specific lead definition criteria, an internal workflow can automatically change the lead’s lifecycle stage, notify the needed salesperson, and create a task for that salesperson to begin the next phase of the sales process.
If a customer provides a low score on an NPS survey, for example, an internal workflow can identify this instantly and notify the needed person on your team so they can connect with that customer.
When it comes to external workflows, these are typically executed through automated emails. These are a great place to start with automation if you haven’t already.
RELATED: 5 Steps for a Successful Re-Engagement Email Campaign
Automated email workflows allow you to intelligently map out the various touchpoints with a lead after they first convert and as they progress through their buyer journey. This allows you to get the right content and message in front of your best leads at the best time.
Through the use of automated email workflows, you can ensure you’re sending customers – and the right people on your team – key reminders or other helpful information based on key dates saved in their contact profile and the products or services they use.
A successful event requires thoughtful pre- and post-event communication, which is a great application for any automated workflow. That way you can ensure the right information is sent at the right time.
These few examples only scratch the surface on the possibilities of how automated workflows can offload manual tasks, keep leads and customers engaged, and help accelerate your marketing flywheel. Hopefully they help spark some ideas for your own business.
Want to learn more?
Watch the recording from Frank's Appleton HubSpot User Group workshop and learn how to maximize HubSpot’s automated workflow capabilities: