Marketing Automation for Growth : internal vs. external workflows
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The document discusses the importance of automation workflows within HubSpot to enhance inbound marketing strategies. It provides examples of workflows for both external outreach (like lead nurturing and customer onboarding) and internal processes (such as task and deal management). Additionally, it outlines best practices for building effective workflows and measuring their success.
Marketing Automation for Growth : internal vs. external workflows
- 1. Don't Wait, Automate: Get Started With Workflows & Take Your Automation Strategy To The Next Level
- 2. Clwyd Probert HubSpot Solutions Provider for 6+ years CEO, Whitehat
- 3. Agenda 1. Introductions 2. Automation in HubSpot 3. Examples: Workflows for external outreach 4. Building a workflow for external outreach 5. Examples: Workflows for internal processes 6. Building a workflow for internal processes 7. Measuring success with workflows 8. Wrap Up
- 4. TODAY’S INTENTION Discuss the importance of workflows in the context of the inbound methodology and use workflows to enhance your automation strategy.
- 5. “What are the credentials for the webinar again? It’s in 20 minutes and I haven’t heard back from your support team.” “I never received directions on how to start setting up my account.” “No one told me my subscription was ending today. I didn’t even get a heads up and now I can’t login.”
- 7. “Mark didn’t update the lead status for any of his contacts before he left. Who am I supposed to reach out to first?” “It looks like this contact moved from lead to customer on the same day. Do you remember what they purchased? I don’t see any notes here.” “I already connected with Katie on your sales team. Why am I getting another email from you?”
- 8. of salespeople cite manual data entry as the biggest challenge when using their existing CRM. 23% of salespeople are spending an hour or more on data entry each day. 27% Source: HubSpot, State of Inbound
- 11. A workflow is a series of automated actions that you can trigger to occur based on a person’s behavior or contact information
- 13. FORCE
- 14. FRICTION
- 15. Internal Processes External Outreach Connecting with your contacts Managing your business’s data and operations
- 16. Examples: Workflows for External Outreach
- 17. Workflows for External Outreach • Lead nurturing • Re-engagement • Promotions and referrals • Event reminders • Onboarding customers or welcome series • Upsell engaged customers • Request feedback from customers • Provide education around a new product • Abandoned cart • Reminders about upcoming subscription renewals Page 4
- 18. Lead Nurturing • Send a series of emails to a contact who has expressed interest in getting more information from you • Enrollment trigger: “Contact has filled out x form” ○ form submission, page view, CTA click
- 19. Re-engagement • Connect with contacts who haven’t interacted with your business or canceled a subscription/service • Trigger: Contact has not visited your site in the last 180 days ○ website visit, length of time since their last form submission, or email click
- 20. Welcoming and Onboarding Customers • Keep customers engaged after they buy • Provide value right from the first interaction • Include training materials on an incremental basis so new users have guidance but aren’t overwhelmed • Trigger: lifecycle stage is equal to customer
- 21. Building a Workflow for External Outreach
- 22. Building a Workflow in HubSpot 1. Select the workflow type 2. Set the enrollment triggers 3. Add actions 4. Edit the settings 5. Set the goal
- 23. Demo: Let’s take a look at how to build a workflow in HubSpot. Pages 5-9
- 25. Map out your workflow on paper or whiteboard ● Allows you to get an aerial view of your workflow ● Collaborate with other team members, find gaps and opportunities ● Faster building in HubSpot ● Pro tip: Gliffy Chrome extension
- 27. Avoid editing active workflows
- 28. Check for conflicting workflows
- 29. Don’t forget to add delays when necessary
- 30. Communicate with your team & select a naming convention from the start
- 31. Activity In your workbook, complete the “Planning Worksheet: Workflow for External Outreach.” Then, login to HubSpot and build your workflow. Need inspiration? Check out your personal inbox to see what types of marketing emails resonate with you, and consider what would work for your target customer. Reminder: If you’re new to HubSpot, pages 5-9 have step-by-step instructions. Pages 11-12
- 32. Let’s Recap ● Workflows and the inbound methodology ● How to create a workflow ● Best practices with workflows ● Workflows for external purposes
- 33. Examples: Workflows for Internal Processes
- 34. Workflows for Internal Processes • Set, clear, copy • Task management • Deal management • Update lead status or lifecycle stage • Marketing to sales hand off • Rotate leads • Escalate high priority tickets • Onboarding new employees • Track hiring process using deal stages Page 4
- 35. Set, Clear, and Copy Properties • Set contact or company properties • Clear a contact or company property • Copy company data to the contact record (ex. city) • Copy contact data to the company record • Ex. update the industry for a list of contacts
- 36. Task Management • Create a task as a reminder for someone to reach out to a contact ○ Sales rep reaches out to a customer who has no sales activity in the past few weeks • Ex. create task for Sales Ops to approve a quote
- 37. Deal Management ● Assigning deal owner: update deal owner once an employee transitions off the team ● Updating deal stages: move deal stage to “demo scheduled” once meeting is booked ● Prioritizing Deals: surface deals that have no sales activity ● Ex. Creating deals: create a deal anytime a demo is scheduled
- 38. Escalate High Priority Tickets ● Surface tickets that need immediate action ○ Customer needs to edit an order before it ships out ○ Lead wants to buy another product now ● Ex. Create a task for a manager to reach out to a customer who had a negative experience
- 39. Building a Workflow for Internal Processes
- 40. Activity In your workbook, complete the “Planning Worksheet: Workflow for Internal Processes.” Then, build your workflow in HubSpot. Here are a few ideas to get you started: ● Set, clear, and copy properties ● Escalate high priority tickets ● Create a deal ● Move a deal from one stage to another Pages 13-14
- 42. Example: Let’s take a look at measuring success with workflows in HubSpot.
- 43. Recap
- 44. 1. Take the Inbound Certification Course 2. Lesson on using workflows in all three hubs 3. Explore additional courses from HubSpot Academy 4. Sign up for HubSpot User Blog 5. Engage on the HubSpot Community 6. Keep up to date with HubSpot News Resources and Next Steps
- 46. Thank you