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HubSpot Sequences: What They Are and How They Can Help You Sell Better

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HubSpot Sequences: What They Are and How They Can Help You Sell Better

Do you get qualified leads but they do not meet your marketing objectives and are left in limbo? Then you should know how HubSpot sequences can help you close more sales or deals. You will be able to automate an Cyprus Phone Number List chain and a monitoring program so that the lead or prospect does not forget you. Let’s see how!

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list_altIndex of contents
HubSpot Sequences – What are they?
HubSpot Streams and Workflows – What’s the Difference?
How to set up HubSpot streams?
Steps to edit HubSpot streams
The usefulness of HubSpot sequences
Keys to creating a sequence in HubSpot
What Automated Sequence Emails Can Do
HubSpot Sequences – What are they?
HubSpot Streams are part of the Sales Hub or HubSpot Sales Hub . Its objective is to automate a series of actions that are manually configured to run at a specific time.

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In these sequences we can incorporate the sending of automated Forex Email List, which will be previously designed by a template and can be personalized, and the assignment of tasks, to remind the sales team of follow-up actions, such as calls.

Be clear that they will become the favorite tool of the commercial department.

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HubSpot Streams and Workflows – What’s the Difference?
HubSpot’s sequences and workflows will probably generate some confusion for you , since their mechanism of operation is very similar.

The fundamental difference between both types of automation tools is based on the use we make of them. While we use workflows to automate the rotation of leads and the assignment of tasks, we generate sequences to simplify the follow-up we do with our contacts / prospects and encourage the closing of a business (for example, to schedule a meeting).

As we have discussed, a sequence depends on the emails we send to individual contacts, reminders, and pre-assigned follow-up tasks to automate sales processes. Your goal is to always stay in contact with the prospect so that, once they actively demonstrate their interest in one of our products or services, we don’t end up being forgotten or in the spam bin.

For its part, a workflow is also an automation tool, but it generates sequences between the marketing, sales and service processes. These processes can be both internal (to notify your team of what is happening on your website) and external (to communicate with your leads each time they fill out a contact form), so their objectives do not have to be aimed solely at the sale.

Therefore, workflows are used at a more general level than sequences, since they establish criteria to activate automatic sequences and facilitate the task of teams when carrying out actions with your contacts, companies, deals or tickets.

Unlike the HubSpot sequences, this tool can be found in the Marketing, Sales and Services Hub packages (only in the Professional or Enterprise version). Instead, the Sequences tool is only available to Sales Hub or Service Hub (Pro or Enterprise) users.

How to set up HubSpot streams?
The sequences can be activated, either from your personal email (via Gmail or Outlook) or directly from the HubSpot tool. What is evident is that the sequences have to be personalized .

In the sequences you will always deal with the “registered” users , that is, those prospects to whom you are directing the emails or contact follow-up actions.

Once these registrants complete an action and that action is registered in the CRM, your prospects will be unsubscribed and will no longer appear in the “registrants” tray. This will happen, for example, if these prospects respond to one of the emails sent as part of the scheduled sequence, if they schedule a meeting or when they directly accept a call and it is registered in the CRM.

When these actions happen, our marketing goals are met, which HubSpot will interpret positively and automatically remove your sequence , even though you still have more tasks assigned in case those goals are not met.

➡ Click here for the full HubSpot guide
Steps to edit HubSpot streams
How to create or edit these sequences?
Once you enter your HubSpot account, you must click on the Automation part , where you will find the Sequences page , above the Workflows page. Then you can go to ‘Create sequence’.

You can create sequences from what HubSpot already offers by default. But you can also start from scratch. You have to start somewhere!

The default sequences that HubSpot offers you are:

Recent conversion: Trigger a sequence when a prospect downloads relevant content from your website to communicate with them. An example is when the user downloads the study program of a course that you offer on your website.
Follow-up after exhibition or fair : If you have held an event, for example, a conference, and have made contacts, you can activate a follow-up sequence with them to finish closing the deal.
Product or demo request: On one of the product or service pages, a prospect indicated through a form that they want more information. He will be receptive for you to contact him and start making a proposal.
Follow-up sequence after call / meeting: Have you had a first initial contact in person? It was probably just a first contact, but you can make more progress by staying in touch with your prospect via follow-up email.
Prospecting: Once this term becomes more than evident, you can introduce yourself to your prospect and speak clearly about your product by activating a custom sequence.
Voicemail / Unable to Connect: Have you tried other sequences without success? Your contact may not have read you: try other ways.
How to manage these sequences?
All the sequences that appear by default are editable , that is, you can choose a template and customize it, configure the fields in which the contact is mentioned and, above all, include textual or graphic information about the products or services you offer.

These sequences work in the following way: each of them has a series of steps, which you can remove or add as needed. It might look like this: Step 1: Automated first follow-up email; step 2: call; step 3: automated mail to remember the failed call, etc.

To add a step , click the + sign. You will get the option to add automated emails or create task reminders.

In turn, you can customize the delay between steps in the sequence so that emails and tasks run whenever you want. Think about the number of days or weeks that should pass before the mail is sent or a certain task is executed. By default, some default values ​​will appear.

For example, if we click on the sequence “Request for products or demonstration” we can see that its duration is delayed in 4 steps and it has 7 days to complete.

In addition, HubSpot itself tells you when the contact will be unenrolled for the sequence you are working on.

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The usefulness of HubSpot sequences
Imagine that the interested user has requested more information about a product or service. What would you do?

With HubSpot Streams, you can trigger a stream in response to that request. It is recommended to start with an automation email . Thus, we give you the information we want, but we leave something pending, so that, later, and depending on the user’s response, we can contact him by phone or chat for a more direct communication.

Thus, if the user responds positively, the next sequence would become the call. This step is nothing more than a reminder of the assigned task for the team, and therefore the title of the task is “call immediately ”. You can also edit this title.

On the other hand, if the call does not achieve its objective, that is, if you cannot contact the user, the sequence will automatically assign the next task: for example, sending another follow-up email. And so on until we complete our objective or until we understand the disinterest on the part of the user.

Our advice
Remember that the philosophy of inbound marketing is to maintain contact with the user through appropriate communication to try to move forward through the conversion funnel; however, it is essential not to be intrusive . So don’t overwhelm the contact / prospect either, as you would ruin your strategy.

Keys to creating a sequence in HubSpot
To create a new sequence, we click on “the file” of the registered contact in question and go to the “Emails” part . Next, we will get a pop-up window in which we can go to “select sequence” . It is then when we will find the sequences that we have previously configured.

Then the window of the image that we have attached below will appear.

hubspot streams

Now you can activate the sequence with your contact!

You can edit the email template or task reminder directly from the sequence, to make it easier for you.

On the other hand, once you have added the steps that you want your sequence to have, you can edit their configuration.

Topics to consider when configuring sequences

Shipping days : keep in mind that emails will only be sent on business days by default, but this option is something you can edit if you click on the “Settings” tab and uncheck the “Send emails and create tasks only on business days ”.
Time selectors to customize delivery time : Click the “Send automated emails between …” option to set a specified time interval. Within that time frame, HubSpot will use machine learning to send the stream email at the best time. You can also select the time for the assignment of follow-up tasks in the Tasks section, under “Create tasks in …”.
Avoid spam tray: click on the “Include follow-up emails as replies” check so that your emails appear in the recipient’s inbox.
Unenroll from a company: For example, when a contact is unenrolled, you can make it the same for all contacts with the same company email address. If the boss has responded, why stay in touch with the employees? You have this option in the “Cancel registration of contacts from the same company” check.
What Automated Sequence Emails Can Do
What else can we highlight? Here are some key points.

1. Company and client in coordination through the virtual agenda
For example, if in the automated emails we leave the option where the user can click on “Schedule a call on the day and time that best suits you” , we will have more possibilities of closing a meeting or telematic contact date. This link will lead to the “Meetings” tool, which is also part of the HubSpot “Sales Hub” pack, so that, through this virtual agenda, the same user can coordinate with the salesperson the day and time that best suits . Thus, the salesperson will know when to contact the user.

As soon as the user responds, the sequence will be automatically unsubscribed.

2. Use HubSpot Streams with LinkedIn Sales Navigator
LinkedIn and HubSpot have a good relationship so that you can optimize your marketing and sales strategies. So much so that you can integrate the HubSpot tool with LinkedIn Sales Navigator to run your sequences and, in this way, automate InMail shipments from the social network. This way, you can create a task reminder to send an InMail request or a connection request, so it will be much easier!

3. HubSpot Sequences: Statistics
When you have been using the sequences for a certain time you will be able to obtain statistics about their evolution.

With the statistics, you will be able to see the total number of registrants (the contacts you have pending in the sequences), the rate of openings, clicks, the response rate (which are key to moving on to the next phase), how many meetings you have managed to schedule, unsubscribes or bounce rate.

Also, you will have a history of all the contacts that you have “enrolled” in a sequence.

Knowing all this data will allow you to improve over time, developing other marketing strategies that help you optimize your sales processes and achieve more results. By nurturing your leads and following step by step all the follow-up actions with them, you will increase your sales conversions.

Would you like to answer any questions about this topic? I read you in the comments!

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