Automate your marketing with HubSpot workflows!

As one of the HubSpot UK Gold Partners, Toast Inbound gets a good number of enquiries from recently signed up HubSpot customers asking what to do next with HubSpot. For them, “onboarding” is complete, training is done, everything is working – but they know there is lots more to achieve! So – what to do next with HubSpot?

The place to look in HubSpot

There are many places to look in HubSpot for clues as to how this marketing engine is being used. The dashboard may be as good a place as any to start – but what I have actually found to be the greatest temperature gauge is under the bonnet – and that is HubSpot workflows.

I have seen fantastic websites, nice Calls-to-Actions (CTAs), great landing pages, but no client-created workflows!

Why haven’t you already set up HubSpot workflows?

I don’t think that workflows are the most complex part of HubSpot (let’s leave that to something like Lead Scoring), but they do take some advanced planning. My perception is that new HubSpot users may not be comfortable with that process and hence why they start looking for experience.

Actually, if onboarding has been done correctly, then the information that is needed for good workflows already exists. The information needed is personas and a content audit.

Use HubSpot workflows to lead prospects through the funnel

For each persona that has been identified there is going to be some content that exists or needs to be created to take them down through the funnel from top to bottom. A very typical set of content may be:

  • An educational guide answering important prospect questions as they research solutions to an issue they face
  • Some case studies or testimonials that provide social proof that the organisation supplying the content can actually deliver potential solutions
  • Offers of some kind that will entice prospects close to the buying decision to engage with the organisation supplying the content.

Workflows offer the route through the tunnel

hubspot workflowsA workflow is simply going to provide that content accordance with the prospect’s actions. Downloading an educational guide should trigger a workflow that:

  1. Thanks the prospects for their interest and confirms a link to the premium content
  2. Follows up by checking whether the content was helpful
  3. Offers social proof content to reinforce the educational content
  4. Provides a reason to make contact and allowing choice as to how that is achieved
  5. The final ‘breaking up’ email promising to now leave them alone unless they have been meaning to get in touch (offer them a couple of ways)

Last year, a client of Toast Inbound responded to that breaking up email and chose the option to be visited. A contract concluded that same week paid for the entire bill for Toast and HubSpot.

So, don’t forget the break-up email!!

Another ‘what to do next with HubSpot’ – Event Workflows

If your organisation runs or attends events then this is one of the obvious uses for workflows. I remember running events and having every intention of reminding those registered to come and following the attendees and non-attendees up afterwards.

Ever made those promises?

Workflows can be set up around a key date (the event) and emails can be sent before and after the event. You can set it all up on one day and then just relax and let it happen. Don’t forget to have some way at the meeting to record your attendees and make one of the workflow emails send a “thanks for meeting us” 10-15 minutes after they leave you.

Remember! HubSpot workflows must always be relevant

A final word of warning! Make sure that everything you send in the workflow has relevance to the activity that triggered it. If I want information on apples, concentrate first on giving me content on apples and don’t try and sell me bananas. If you have information on cross-selling within your data and know that those buying apples also buy oranges, then ONLY start to introduce that cross-sale at the very tail end of a workflow – just before the break-up. Try a very soft “did you know we also do this and that…” message.

Exploiting your investment in HubSpot

We’ll be covering other great ways to exploit HubSpot as a brand new or not so new user of HubSpot. This tool is amazing, but it does need feeding! For me, following up premium content with a good workflow is possibly THE most important part for those users chasing lead conversion optimisation.

Do shout, email, or call if you are in exactly the position described in this blog. We’d love to share our experience with you and get some workflows working for you. Do also take a look at our Help with HubSpot service page for full details of our support services.

Contact us today for more information on inbound marketing

Sharing is caring!

Stay up to date with the latest digital marketing news and best practices

Subscribe to the Toast Inbound blog