While accomplishing an organizational goal there are few obstacles, but according to me the major obstacle which could also be cumbersome is the marketing. When it comes to inbound marketing, you have to ensure that you are providing the right content to the right leads, at the right place and at the right time. This could be tricky when you aren’t using the right tool to ease out your burden or if you aren’t using any tool at all.
But what if I tell you that there is a tool which not only automates your sales, nurtures leads as well as manages your sales pipeline but also does all those in a shorter span of time and with great ease? Now that sounds like a Christmas miracle to me and that miracle is the HubSpot workflow.
Let’s dive in and find out more about HubSpot workflow.
What Is The HubSpot Workflow?
Is there a way to increase lead generation and decrease the efforts to get them? Well, the answer is ‘ YES’. Credits goes to the HubSpot workflows. The robust tool offered by HubSpot helps you to align the work processes accurately and execute them automatically once the conditions set are triggered. This not only scales your business more effectively but also cuts back the time spent on performing a repetitive task only to get the same course of action each time.
Therefore, HubSpot workflow improves business productivity as well as simplifies the inbound lead nurturing process. You can improve your conversion rate by customizing, personalizing and visualizing the contacts through automated processes. HubSpot workflow could also be used in sales cycles to improve the sales process.
Types Of HubSpot Workflows.
There are various types of workflows from which you could choose on the basis of your goals. But the key to creating a proper workflow is to have in-depth knowledge of each workflow and have a proper understanding of your needs to determine which workflow suits you the best.
HubSpot promotes 5 types of workflows which the company can use to automate business workflow management. Each of these can be created from scratch or through the HubSpot workflow template. They are the following:
1. Contact Based Workflow
This workflow is designed to nurture and segment contacts by sending out top quality content mails. But gradually, there were more updates to the workflow.
- Creation of records of associated objects
- transfer of property information between the contact
- communication through sending and writing back content
- Creating a seamless user experience through integration with third parties.
2. Deal Based And Ticket Based Workflow
In these, sales deals and service tickets are automatically enrolled just the way it was automated in the contact based workflow. This tool of HubSpot has allowed us to keep a track of the entire deal process and not only the initial marketing stage.
The new automation tool allows you to pass information between the associated records seamlessly and you are no longer bonded to only contacts anymore, you can keep a track of the ongoing process till the contact turns into lead.
3. Company Based Workflow
With the help of this you can manage CRM information and external communication at Company level. This is the best option for large B2B companies as it helps to maintain and work with company data easily.
4. Quote Based Workflow
This is the final workflow offered by HubSpot and is limited to only sales hub enterprise. This helps the sales team to close deals which are quote related or based on how much revenue they bring. It is a game changer for them as it helps to close the deals easily without leaving behind any quotes.
What Is Lead Nurturing?
Every company wants to improve their lead generation and nurture leads/contacts. But what does it mean to nurture lead and why is it so important?
Lead nurturing basically means to develop and maintain a relationship with a lead by keeping a track on their buyer’s persona and analyzing each stage of it. You can strengthen the relationship by providing them with the information they require to confirm the purchase.
Why Are Workflows Important For Lead Nurturing?
Workflows not only automate leads but they also have various properties which help to increase sales. As stated in web dew, organizations using lead nurturing processes make 50% more sales at a 30% low cost.
How else does workflow help in the lead nurturing process?
- Updated content is sent automatically
- prioritize relevant leads
- Time effective
- proper workflow management of marketing process
Applying HubSpot Workflow Effectively To Nurture Leads
In order to effectively nurture leads, you must familiarize yourself with HubSpot workflow. As the famous proverb goes ” The more, the merrier”, Let’s grasp a proper understanding on how to use HubSpot workflow to nurture leads.
Step-1 : Figure Out The Purpose Of Your Campaign
The first step towards every plan is the purpose behind it. In the case of lead nurturing campaigns, usually the primary focus is to reach the target audience. This objective becomes very crucial to create workflow as you will be creating workflow on that basis.
There are two ways to measure your objectives: quantitative and qualitative. Quantitative measure being how much productivity you aim to achieve numerically whereas qualitative measure will help you to display your campaign on a bigger screen.
Step-2 : Identify The Target Audience
Not every visitor is a customer, it is essential to identify the potential leads in order to nurture them. This is possible through a buyer’s persona( it is a semi-fictional representation of your target audience). This persona helps you to align your potential leads to the requirements.
Once the target audience is figured, you can easily deliver services to them in a shorter span of time
Step-3 : Keep An Eye On The Buyer’s Journey
You must keep a track on your buyer’s journey to ensure that they are responding positively to your content and close the deal. There are three stages to a buyer’s journey
Awareness Stage:
This is the first step where the customer realizes about their problem and looks up for solutions online. Now, this is your time to breakthrough by providing quality content which will attract them to your website and look at your services or the solutions you provide to fix their issue.
Consideration Stage :
In this phase, the customer is aware about the solutions which will fix their issues but they are in search of in depth prospects. You can keep them engaged by providing quizzes or reviews to give them a proper knowledge about what they will be buying.
Decision Stage :
The final stage of the buyer’s journey is the decision phase. They usually finalize the purchase if the solution you provide them with is the best and the most appealing one. You also have to ensure your brand image is top notch for them to trust your services and you can close the deal.
Step-4 : Create and Promote The Right Content At The Right Time
In order to attract and delight the customers it is necessary to provide the quality content to them which will keep them indulged in your service. Since you are about the buyer’s journey and their stages, let’s see what type of content you should promote in each stage.
- Awareness stage: blogs, videos featuring your services, social media posts
- Consideration stage: newsletter, e-books, case studies
- Decision stage: demo service, pricing plans, free trials
Step-5: Set Up Campaigns
In this step you have to set up a trigger sequence in your HubSpot workflows in order to start the lead nurturing campaign. This is essential as it ensures the engagement of buyers in their journey. You can make use of the various HubSpot tools to create templates, lists and so on to build an appropriate workflow.
Moreover, you can postpone sending E-mails, edit the contact’s details and delay e-mails as per the customer’s behavior.
Step-6: Optimize A Successful Campaign Through Test Runs
Your main goal is to convert traffic into leads which can be achieved through optimizing the lead nurturing campaign. In order to run a test you must have the following points checked:
- The right time to convert the target audience into customers.
- Different workflows built for campaign
- Quality content to attract customers
By crossing out these points and running tests you can evaluate progress and automate e-mails to the customers.
To Conclude…..
This article acts as a beginner’s guide towards the lead nurturing process and the HubSpot workflow management. You can now built relationships with customers by the help of proper workflows and by providing quality content.