HubSpot workflows are the automation tools within the platform that allow you to streamline your sales, marketing, and customer service processes. Workflows automatically execute tasks based on user-defined criteria or ‘triggers’, such as assigning tasks to members of your sales team based on lead engagement, updating contact information in your CRM, or sending personalised email drip feed sequences to leads.
Workflows are what HubSpot is all about, and using them correctly can greatly improve your efficiency, improve customer experiences, and shorten your sales cycle – leading to better business outcomes.
How can you make better use of HubSpot workflows to improve your value from the platform?
1. Start with clear objectives:
Before you set up a workflow on HubSpot, define what it is that you want to achieve. For example, a goal could be reducing customer service response times, increasing your conversion rate, or spending less time on sales admin. These goals will guide you towards the sort of workflows you should prioritise, and the metrics you’ll used to measure success or failure.
2. Segmentation and personalisation:
Automation means nothing if your marketing communications are not personalised to individual customers. This is why, at the heart of the HubSpot system, are buyer personas or ideal customer profiles. These help you to segment and personalise your workflows to align with user behaviour, engagement levels, and demographics, creating content that resonates more deeply with your target buyers.
3. Lead scoring and workflows:
Lead scoring helps you to prioritise the leads that are most valuable to your business, so you make the best use of your resources. A prospect’s lead score indicates their current level of engagement based on interactions with your business, with higher lead scores indicating a stronger level of engagement and readiness to convert. ‘Current engagement’ is important – a prospect’s lead score can change over time.
Integrating lead scoring into your workflow strategy ensures that leads are automatically sent the content most appropriate to their stage of the buyer journey. It means that deals are closed at the appropriate time, and that early-stage buyers receive consistent engagement to nurture them through their journey, and aren’t left to ‘go cold’. When rolled out consistently across your CRM, this approach can increase revenues, improve conversion efficiency, and lower your cost per sale.
4. Analysis and optimisation:
Workflows can be edited, deleted, and changed at any point, and HubSpot provides detailed analytics into how each workflow performs in terms of engagement, leads, and revenues. The goal isn’t to set up a series of workflows and forget about them, but to continually update your workflows to align with the requirements of your customers as these evolve over time. It’s a fluid process. Regularly analysing your workflows allows you to tweak aspects of your strategy to improve performance month by month, keeping your workflows in sync with your business goals.
Find out more
As one of only a few HubSpot Elite Partner Agencies active in the UK, JDR are one of the country’s leading HubSpot experts, with a focus on small business marketing and content development. To find out more about HubSpot and how we can help you achieve your sales and marketing objectives through the platform, please get in touch with one team today by clicking here.
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