M A S T E R I N G W O R K F L O W S I N H U B S P O T

• When should I use a workflow?

• How do I move people further down the marketing funnel?

• How do I use workflows to help hand leads off to sales?

• How do I integrate workflows into other marketing activities?

A G E N D A

T H E R E A R E A L O T O F T H I N G S Y O U C A N D O W I T H W O R K F L O W S

We’re looking at some ways everyone can use them

• A W O R K F L O W I S A N A U T O M AT E D

S E Q U E N C E O F TA S K S

• T H E Y N E E D A S TA RT I N G C O N D I T I O N

• H O P E F U L LY N O T I N T I M I D AT I N G I N

2 0 M I N U T E S

W H AT I S A W O R K F L O W ?

W H E N S H O U L D I U S E A W O R K F L O W ?

M A R K E T I N G W O R K F L O W S

M A R K E T I N G W O R K F L O W S

1. Leads come in

2. They download an ebook

3. (A miracle happens)

4. They become a customer

L E A D N U R T U R I N G

• Instead of a miracle happening, you keep marketing to them with lead nurturing

• Lead nurturing puts targeted emails in front of your leads and encourages them to move down the funnel

• Continue to put great content in front of leads so that they can self-educate

L E A D N U R T U R I N G T I P S

• Determine what triggers people joining the workflow (form submission, page view, etc.)

• Determine what your goal list is (a more important form submission, additional contact information, etc.)

• Keep the length of workflows short

L E A D N U R T U R I N G

L E A D N U R T U R I N G

• If you fill out the form on the homepage

• Immediate follow-up

• wait three days

• send out second email

• wait three days

• send out third email

• Finish

W H AT T O W AT C H F O R

• Subject line performance

• Email Performance (opens, clicks)

• Goal list percentages

R E C O M M E N D E D W O R K F L O W S

• Blog/newsletter subscription welcome workflow

• Awareness offer -> Consideration offer

• Consideration offer -> Decision offer

S A L E S H A N D O F F W O R K F L O W S

S A L E S H A N D O F F W O R K F L O W S

• When you have a lead that’s sales-ready, you want them to get passed along to your sales team

• A sales workflow can help standardize the handoff process

• Let’s look at what you can do to help

S A L E S H A N D O F F W O R K F L O W S

• For this example:

• MQL - lead that marketing has qualified

• SQL - lead that sales has qualified

• When a lead becomes an MQL, what do you want to have happen?

S A L E S H A N D O F F W O R K F L O W S

• Send an internal notification to your sales person

• Send a text

• Set up several tasks in their CRM (with due dates)

• Suggest email templates to use

S A L E S H A N D O F F W O R K F L O W S

• Starting condition: contact becomes an MQL and Lead owner is set

• Notification email is sent to that salesperson

• CRM task is set for one day from now

• Include a recommended email/call template on that task

• Goal list is lead status changes to contacted, or contact becomes an SQL

S A L E S H A N D O F F W O R K F L O W S

• When you set a goal list like this, you can include more CRM tasks in your workflow

• Make sure you get buy-in from sales, but these can reference additional content to move people to a response

E V E N T W O R K F L O W S

E V E N T W O R K F L O W S

• Event workflows help you automate emails leading up to events

• Send out reminder emails

• Allow you to prepare event follow-up ahead of time

• This works for in-person events or webinars

E V E N T W O R K F L O W S

• Three ways to do event workflows

• Date-centered workflows

• GoToWebinar

• Eventbrite

P R E - E V E N T

P R E - E V E N T

P O S T- E V E N T

W R A P - U P

• D E T E R M I N E Y O U R W O R K F L O W G O A L F I R S T

• K E E P W O R K F L O W S S I M P L E

• S E T A G O A L L I S T

• L A B E L W H AT T H E Y D O / U S E T H E N O T E S

F I E L D

• M E A S U R E A N D O P T I M I Z E

B E S T P R A C T I C E S

O T H E R W O R K F L O W I D E A S

• Blog welcome sequence

• New lead generation

• Chat follow-up

• Sales connect sequence

• What are some ways you’re going to go use workflows?

A D D I T I O N A L R E S O U R C E S

• Check out the HubSpot Knowledge base on workflows - http://knowledge.hubspot.com/workflows-user-guide-v2

• How to set up a lead nurturing workflow - https://academy.hubspot.com/projects/customer-projects-how-to-set-up-a-lead-nurturing-workflow

First time at HUG?

We’re glad you’re here! We meet once a month to share best inbound marketing practices and get to know other marketers in Austin.

Good news: lunch is on HubSpot!

Upcoming HUG Events:

April 28: Isaac Moche from HubSpot will join us via Skype to share about how to get results from emails.

May 18: Save the date for a special evening event. HubSpot’s Director of Marketing Team Development, Rebecca Corliss, will join us to talk about setting priorities for your inbound marketing programs.

Some new changes to HUG:• We’ll be sending out a survey after each HUG meeting to

get your feedback.

• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list and plan to start posting them on the LinkedIn group.