How to Automate Your Marketing Activities with Workflows


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Written by Ashlie Jones

In today's digital world, marketing has changed drastically. There are many ways to market a product or service, some of which can seem downright overwhelming. From social media marketing to content writing, knowing the best techniques for your business to be successful is vital. Fortunately, there is one tool that will help you with any marketing campaign: HubSpot's workflows.

HubSpot's marketing automation tool makes use of workflows, which allow you to create and execute a series of tasks or actions based on a particular event or condition. This can be used for various purposes, such as automating the distribution of content or qualifying leads.


Why Workflows Are Essential to Boost Your Marketing Results

Workflows are an essential tool for marketing because they allow you to automate tasks that would otherwise be manual. By automating these tasks, you can free up your time to focus on more important things, such as creating new content or strategies.

Workflows can also help you improve your results by making sure the right content is delivered to the right people at the right time. By segmenting your audience and tailoring your content to their needs, you can make it more likely they will engage with your brand and purchase your product or services.


The three types of HubSpot workflows

Having the option of different workflows in HubSpot allows you to choose the one that best fits your needs.

  • Blank Workflow

Blank Workflow allows you to start from scratch and create your own custom workflows. This is a great option if you want to be able to tailor the workflow exactly to your needs.

  • Specific Date

This workflow is triggered by a specific date, such as a product launch or an event. Use this option if you want to automate a task that needs to be completed on a certain day.

  • Contact Date Property

This workflow is triggered by a contact's date property, such as their birthday or the date they joined your newsletter. This option allows you to send a special offer or discount to contacts on their birthday, for example.

You can also delay the actions in a workflow for a specific amount of time or until some other action happens, such as someone clicking on a link in an email.

Use Workflows for Lead Scoring

Lead scoring is the process of assigning a score to a lead based on their behavior, such as the pages they have visited on your website or the emails they have opened. Lead scoring is a great way to prioritize leads and determine which ones are more likely to convert. There are two different types of lead scores in HubSpot: static and dynamic.

  • Static lead scores

Static lead scores are manually assigned by you and do not change over time. This is a great option if you want to assign a score to a lead based on their job title or company size.

  • Dynamic lead scores

Dynamic lead scores are automatically generated by HubSpot and are based on the contact's behavior. This is a great option if you want to automatically score leads based on their interactions with your website or emails.

You can use workflows to automate lead scoring by assigning a score to a lead when they meet certain criteria, such as visiting your pricing page or downloading a white paper.


Use Workflows to Manage Contact Lists

Contact lists are a great way to segment your audience and ensure the right people are getting the right content. You can use workflows to automatically add or remove contacts from lists based on their behavior or contact properties.

For example, you could add all your contacts who haven't opened the last dozen emails to an "unengaged contacts" list.

You can also use workflows to send welcome emails to new contacts or reactivate old contacts.


Use Workflows to Start Email Nurturing Based on Your Leads' Interests

Email nurturing is the process of sending a series of targeted emails to leads over time to build relationships and eventually convert them into customers.

You can use workflows in HubSpot to automatically enroll your leads into email nurturing sequences based on their interests.

For example, you can create an email nurturing sequence about different themes and enroll your leads in a sequence based on the theme they have shown interest in. You can also send the first email asking your leads what kind of content they want to receive and automatically enroll them in the nurturing sequence related to what they chose.

This is a great way to make sure your leads are receiving the most relevant content and that you are building relationships with them over time.


Use Workflows to Notify Your Sales Rep About Leads that Are Sales Qualified

One of the most important aspects of sales and marketing alignment is ensuring your sales reps are notified about leads who are ready to be contacted. You can use workflows in HubSpot to automatically notify your sales reps when a lead becomes sales qualified.

For example, you can create a workflow that sends an email to your sales rep when a lead scores above a certain threshold, visits your pricing page or downloads a specific piece of content.

This is a perfect method of making sure your sales reps contact the leads most likely to convert and that they have the information they need to have a productive conversation.


Use Workflows for Client Onboarding

Client onboarding happens when you provide new clients with the information they need to start your product or service. You can use workflows in HubSpot to automate your client onboarding process.

For example, you can create a workflow that emails new clients with information about how to get started, such as links to helpful resources or instructions for using your product.

You can also use workflows to schedule follow-up emails or tasks for your team, such as scheduling a demo or sending a contract.

This is an efficient and simple way to make sure your new clients have all the information they need to get started and that you are providing them with a great experience.


Key Takeaways

Workflows are an amazing time-saving device—and so much more. They optimize your marketing activities and keep them on track by being set to send at the moment the action that triggers them happens. This means you don't have to worry about delays caused by doing things manually. If you're not using workflows, now is the time to start!

Eternal Works can help you get the most out of HubSpot and maximize your investment. Our team of certified HubSpot experts can help you design and implement custom workflows that fit your unique business needs. Schedule a call to get help with your HubSpot portal today!