HubSpot Workflows: The Marketer's Powertool
Download as PPTX, PDF0 likes208 views
The document is a presentation on HubSpot workflows, emphasizing the automation of repetitive tasks, lead nurturing, and internal notifications as integral components of lifecycle marketing. It outlines the anatomy of workflows, best practices for implementation, and highlights the importance of a well-maintained database for optimal performance. Additionally, it includes various email ideas for lead nurturing and provides resources for further learning and support.
HubSpot Workflows: The Marketer's Powertool
- 1. HubSpot Workflows The Marketer’s Powertool Presented by Joe Hafner Ocho Consulting @joeforhope
- 3. Special thanks to: • C o t e r i e Wo r k l o f t s • Wo r k C a s t • B r y c e K i s k e r, Wu n d e r l a n d G r o u p • Te a m a t H u b S p o t
- 4. Housekeeping
- 5. About Joe
- 7. Today’s goal
- 10. Guiding principle Market unto others as you’d have marketed unto you.
- 11. Driving force Anything that can be automated, will be. Anything that cannot be automated will increase in value.
- 13. Lifecycle Marketing The backbone of inbound methodology
- 14. Anatomy of a workflow Purpose • A u t o m a t e r e p e t i t i v e t a s k s • I n t e r n a l n o t i f i c a t i o n s • L e a d n u r t u r i n g
- 15. Anatomy of a workflow Purpose • A u t o m a t e r e p e t i t i v e t a s k s • I n t e r n a l n o t i f i c a t i o n s • L e a d n u r t u r i n g A c h i e v e a B u s i n e s s O u t c o m e
- 16. Conditions Anatomy of a workflow
- 17. Triggers Anatomy of a workflow
- 18. Actions Anatomy of a workflow
- 19. Examples
- 22. Lead nurture email Ideas • We l c o m e e m a i l s • E v e n t p r o m o t i o n • I n t e r e s t c a m p a i g n • Re - e n g a g e m e n t • C u s t o m e r s e r v i c e • S a l e s n o t i f i c a t i o n • S a l e s o p e ra t i o n s
- 23. Database Operations A healthy database is a happy database • I m p r o v e d e l i v e ra b i l i t y • M a n a g e a b l e s e g m e n t a t i o n • C o n t e x t u a l i z e c o n t e n t • Re p o r t t h e t r u t h
- 24. Workflow complexity • C h a i n w o r k f l o w s t o g e t h e r • U s e e x c l u s i o n l i s t s • L i n k A N D / O R c r i t e r i a • U s e m u l t i p l e b ra n c h e s
- 25. Best practices • S i m p l e , w e l l - d e f i n e d • M a p r e a l - w o r l d p r o c e s s e s • U s e n a m i n g c o n v e n t i o n s • A d d d e s c r i p t i o n a n d g o a l A problem well-defined is a problem half-solved
- 26. Results
- 30. Additional resources • H u b S p o t . c o m A c a d e m y • H u b S p o t . c o m M a r k e t i n g L i b ra r y • G u i d e t o Wo r k f l o w s , I a n S h i e l d s • Yo u r a g e n c y p a r t n e r
- 31. Thank you Learning never exhausts the mind. ~ Leonardo Da Vinci /JoeHafner joe @ochocon sult ing.com @ joe forhope
- 32. Thank you Q&A /JoeHafner joe @ochocon sult ing.com @ joe forhope
Editor's Notes
- #4: ACKNOWLEDGEMENTS: Coterie work lofts WorkCast, next generation webinar and live stream software company Bryce Kisker of Wunderland group – Market Director, connecting companies with creative, digital and marketing talent. Team at HubSpot (Lindsay Kopit, David Bernstein, Carlton Galbreath)
- #5: In-person: bathrooms, water, coffee, check-in for drink tickets Live-stream: managed by WorkCast, able to submit questions for Q&A Live-stream attendees: every timezone, including HUG leaders from FL, MD, Houston, SLC, and even UK
- #6: Name, PNW native, Graduate of Foster School of Business at UW. Better part of last 20 years in marketing. Data-driven, used to be only PC. Remember Seth Godin, Permission Mktg 1999. Shift in control of info. HubSpot since 2008, every certification they offer.
- #7: Those who know me, Go For Hope 6 years. Just returned. Hike, school, students soaking up education. Humbled by the teacher’s dedication and student’ love of learning. We are all students in this today.
- #8: Poll of the room: business size, industry, length of time using HS Purpose of workflows, what they are, why they’re important, how they work. Try to strike balance between strategy, best practices, tactics and specific use cases. Tricky thing about workflows is (like LEGOs) once you have basics, anything is possible. Only have 4 hours…so limited by time. *Only available on PRO and ENTERPRISE service tiers
- #9: Workflows are the atomic building blocks of marketing automation in HubSpot. Famous scientist quote, “When you see something that is technically sweet, you go ahead and do it.” Anyone know who said that? J. Robert Oppenheimer, chief scientist behind the atomic bomb. We are not building bombs here, I do think that as marketers, we have access to unprecedented stores of consumer data and we need to treat that responsibility with care and ethics.
- #10: One man’s vision of the logical extreme of interruption marketing
- #11: Inbound is the counter argument against that vision. Philosophy of inbound is to put the right message in front of the right person at the right time. Best results come when we put ourselves in the shoes of our prospect or customer. I recently attended MarTech conf in SF. Registration = direct mail. You can lead a horse to water, but you cant make it drink. But you can make it thirsty. Make your prospects thirsty for more.
- #12: MIL was a PBX operator. When was the last time you called a company and a person answered the phone? What’s another example of automation in the recent past? (self-driving cars, smart homes, cash registers) As marketers, we need to evaluate those parts of our job that are subject to automation. MarTech allows alignment with sales, sales enablement. Consumers expect more personalized experience. Reason to use automation, workflows.
- #13: Growth of MarTech since 2011
- #14: Foundation of the INBOUND methodology Bullhorns versus breadcrumbs, can’t make them drink but can make them thirsty. Contacts opt-in and self-pace through each progressive step in the customer journey Lifecycle stages are gates, not goals. Align with SQL and work up the funnel. *Important caveat: HS designed to only promote lifecycle stages. That’s the 30,000’ view. Let’s drill down.
- #15: Anybody here who has never built a HubSpot workflow? Workflow has four components: First is its reason for existence. Ask three workflows why they exist, get three answers. They are what they do. But why? Don’t give your workflows an existential crisis. Define their purpose.
- #16: Give your workflows a reason for being. Lack of purpose can cause scope creep, complex workflows that do lots of stuff. Story of software client with extensive workflow, thing of beauty in size and complexity, proud of it. [expand]
- #17: Conditions: a property state Observed when you create a New Workflow -Standard, Fixed-date, Contact date property
- #18: Triggers: Enrollment criteria -Manual, Automatic (when a property state or value changes) -Criteria include almost every property value, including integration properties. You can also use conditional logic within the workflow -If-then branches
- #19: Actions can be changes to a property, inclusion or exclusion from a list, send an internal or external email, trigger a webhook, etc.
- #21: Rudimentary example: Offer, landing page, form Series of emails designed to entice contact to next step in lifecycle Emails sent in sequence on time delay
- #22: Ideas? What are some ways you’ve used workflows for lead nurturing?
- #23: Send welcome emails to new blog subscribers, new customers, or new list registrants (ie event). Event Promotion prior to event, cross-promote, upsell, reminder, followup Interest Campaign ie product pages Re-engagement last form submission, email click, website visit Customer Service after sale support, Satisfaction surveys Sales Notification hot prospect on site or recently submitted form Sales Operations create deal, assign task, send internal email
- #24: Use workflows to keep your database healthy -clean up data in non-standard form fields, ie names in all caps -off-ramp stale contacts -search for contact duplicates
- #25: Special tip that I’ve learned. As workflows become more complex, sometimes they don’t behave the way you might expect. Use an error-handling branch to send a notification to the workflow owner in the event that a contact doesn’t fit the expected branches. As marketers, we tend to think of what we want people to do. Naturally optimistic they will. Think like an attorney. What are the contingencies?
- #26: Begin with simple workflows that automate well-defined processes. “A problem well-defined is a problem half-solved” Use naming conventions to keep your workflows organized. Use the description field to explain what the workflow is supposed to do. Setting goals will help improve workflow definition. Periodically audit workflow settings.
- #27: Introduce the case study. Education client, same marketing program for years, product hasn’t changed, very difficult to get buy-in for marketing. Created a couple of persona-based workflows that aligned messaging with interest and lifecycle. Turned it on and ran it for three months. Compared year over year. Site visits to the admissions section of the site.
- #28: With an average CLV over $150,000, do you think this made an impact? A note about personas: Not necessarily aligned with market segment. i.e. segment could be defined by purely demographic data. Ex, pickup truck buyers. Persona should align with the psychological buyers journey. My approach, from the bottom up. What is the last objection to a sale?
- #29: Applying the inbound methodology to advertising. Ads traditionally measured by impressions. Billboard=traffic, magazine=circulation. Goal was reach and # of impressions. That translated to online ads, too. Online is different. More data, better measurement of ROAS. If you want your ad spend to perform, and performance is measured by revenue, then you want your ads to convert. How? Targeted audiences. Magic number for each platform. Facebook = 1000; LinkedIn 1000, or 300 for matched; Twitter=500; Instagram=20. Craft a highly targeted offer, generate high rates of conversion. Story about real estate.
- #30: We’ve touched on the inbound methodology, the building blocks of workflows, some ideas of how to use them and a case example of results. Workflows are at the very core of marketing automation. Spend the time learning about how they work, and how they can work for you.
- #31: I will send out links to the resources noted here in a follow-up email.
- #32: Lastly, I provide project-based consulting services on marketing automation, marketing strategy, and sales ops and enablement. I also provide business and marketing coaching on a case-by-case basis to founders of smaller agencies and professional service providers. If you have a project you’d like to discuss, I offer a complimentary “clarity session” to see if we are a right fit for each other. Contact me at any of the addresses above.
- #33: Open the floor to Q&A from the live and live stream audience. Barney will ask questions sent in via live stream. I will repeat any questions so the sake of our live stream audience.