In B2B marketing, leveraging Hubspot’s powerful automation is a game-changer. I sat down with PR experts and content marketing specialists to discover the most essential Hubspot workflows for any B2B team.
From automating basic asset delivery to personalising lead-nurturing sequences, these workflows could completely revamp your marketing efforts.
Why Should You Use Hubspot Workflows?
Don’t sleep on Hubspot workflows for B2B marketing teams. This is an excellent tool for setting up powerful, automated workflows to generate more leads quickly.
How? By sending personalised emails based on where leads fall in the customer journey.
Each marketing and sales workflow should include:
- Clearly defined goals.
- Specific criteria, like lead forms or blog post views.
- Email campaigns that’ll be sent to leads who meet said criteria.
1. Lifecycle Stage Automation
Alex Williams (owner and founder of The Hubspot Expert) says, “Automating your contacts’ lifecycle stages helps maintain an accurate view of the entire sales process. Understandably, this can trigger updates when there are changes to the deal stage, as well as lead scores. Having visuals on lifecycle stages will save teams hours of manual updates.”
To streamline the distribution of marketing materials and responsibilities, start here. Automation of workflows will save time and resources while encouraging your marketing team to focus on compelling campaigns and engagement.
In other words: Marketing workflows in Hubspot are all about delivering the right content to the right people at the right time.
2. Automate Basic Asset Delivery
Faizan Khan (Public Relations and Content Marketing Specialist at Ubuy Australia) swears by a basic asset delivery workflow:
“When set up correctly, your team can send downloadable content to leads who fill out your website forms. It’s a handy tool for increasing and engaging your client base. I think it’s vital for any modern marketing team.”
Whether it’s a thank-you email with eBook asset delivery or a follow-up CTA email, nurturing follow-ups are an excellent way to:
- increase efficiency
- improve customer experience
- promote relevant content to your audience(s)
Don’t Forget About Customisable Lead-Nurturing Sequences
Did you know? Up to 50% of sales go to expert lead-nurturing companies that respond first.
Zoe Miller (Strategic Business Leader & Market Analyst at Tea Time Facts) is a huge fan of the lead-nurturing sequence:
“We’ve automated many personalised email campaigns – including thousands of emails that respond to their website interaction. As a result, our conversion rates have increased. Beyond that, we’ve learned much more about our audience and what they liked. This has enabled us to target our potential audience more effectively.”
There are infinite Hubspot workflow examples for marketing teams. Some of the most valuable methods include the following:
3. Welcome Leads
If a potential client fills out a form on your website, don’t miss out on collecting basic information (i.e., first name, last name, email address). If they include a phone number, add a point to their lead score. If that individual opens your company’s initial email, increase that score further. Clearly, they’re interested in what your business is offering!
4. Free 30-day Trial Triggers
SaaS businesses may want to use marketing automation as part of their “freemium” onboarding process.
- Trial onboarding email reminders are great ways to showcase product features.
- Use cases can also add noticeable value within the first 30 days.
- Inserting YouTube video content into emails can improve usage and create a more loyal customer.
Pro tip: Send key people LinkedIn reminders about using Hubspot within their trial period. Consider all of the touchpoints you can build in this important 30-day period.
5. Trigger Alerts for Hot Leads
Examine the audience that’s visited your product, service, and pricing pages. If your marketing and sales teams are automatically alerted, they can follow up with these users far more quickly. Ideally, your team(s) should also create more content/case studies to increase sales conversions.
6. Visited Service Page Triggers for Hot Leads
Consider your audience’s industry and topic, then create segmentation and campaigns specifically for them.
Imagine a customer journey that requires substantial research. Prospective customers may respond better if your site offers topic-specific reports, whitepapers, and webinar replays (as long as they provide their email addresses).
Once you’ve collected their email addresses, you can automate the process whenever a trigger threshold has been met. Once you have a cookie, you can tell when that prospect has returned to view service and/or pricing pages. Set up a trigger to notify your sales team, or – even better – automate a series of emails at a more advantageous time.
7. Re-engagement Campaigns for Cold Leads
When leads go cold, re-engage them or determine if they’re no longer interested. Automating this approach to cold leads ensures that you’ll keep an accurate database alive.
I recommend building a workflow that contacts users if they’ve been disengaged for an extended period of time (or have left a certain number of emails unopened).
- Offer some of your “greatest hits.”
- After a few messages, send a personalised “goodbye email” from your marketing team.
- If you receive zero response, remove these addresses from your marketing database.
While it might sound counterintuitive, removing uninterested people from databases will improve your engagement and open rates.
Pro tip: With a solid re-engagement workflow, you’ll be able to spot people who have moved businesses without informing you.
8. Reconfirmation Campaigns for Inactive Contacts
Reconfirmation campaigns are useful for reopening dialogue with unengaged contacts. I recommend this as a last-ditch, one-time message. However, these kinds of campaigns are typically a series of 3-4 emails aimed at winning contacts over.
Pro tip: This is the best time to ask inactive subscribers if they’d prefer to remain on the subscription list.
9. Pre-Event Workflows
For in-person or online events, I aim for a 15-50% attendance rate. Take some pressure off the situation by using automated emails as reminders for attendees. Because you’re fighting for your target audience’s attention, I advise sending one more reminder email than you think is necessary.
With Let’s Talk Talent, I managed to dial in a 48% attendance rate across 20 webinars. I did this by sending several reminders:
- After registration
- One week before
- One day before
- One hour before
- 15 minutes before
Pro tip: If you have multiple content offers that can add value to the webinar, send them in your reminder emails.
Improve Your Marketing Department with HubSpot Workflows
The most effective B2B marketing teams have meticulously crafted processes. Implementing a structured framework means a more manageable funnel that can be replicated quickly and easily.
Hubspot makes it easier to create data-driven strategies, cultivate relationships with top-tier prospects, and close deals seamlessly.
If you’re looking for ways to revolutionise your B2B marketing efforts, book a discovery call!
