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HubSpot workflows – what are they and how are they set up?

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HubSpot workflows – what are they and how are they set up?

If you have heard of the inbound methodology and have become familiar with the HubSpot tool to implement it, you must take into account workflows , what they are for and, above all, how to use them!

Getting concrete results in attraction Latvia Phone Number List is essential. For this, two axes must be worked well: generating a qualified database and educating it so that leads become customers. Many companies work with a large database of potential clients and their management ends up becoming somewhat chaotic, they lose the pre-established objectives or end up losing control of the “route” to take in the sales funnel. This is why HubSpot workflows can be of great help in bringing your online marketing strategies to fruition.

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One of the purposes of the inbound philosophy is the automation of tasks when a user reaches one of the objectives, so that they can continue advancing to the next one automatically.

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list_altIndex of contents
What are HubSpot workflows?
What are HubSpot workflows used for?
HubSpot Workflows for Lead Nurturing
The workflows for lead scoring
Basic guide to using HubSpot workflows
Actions you can create with HubSpot workflows
Example of a workflow in HubSpot for a lead nurturing campaign
Workflow example: simplification with If / Then branches
This gear of strategies is little valued by some, but the truth is that it is an art worthy of admiration. It is about working in a non-invasive way with the contacts obtained so that they continue to advance in the purchase process. It is not enough to have them as leads : if we want to achieve the established business objectives, we must inform, educate and attract them to those products and services that may be to their liking.

Generally, this process starts with an interaction carried out by the contact or potential client (for example, downloading an ebook from our website, commenting on content, visiting a page or filling in a form). This circumstance triggers a series of marketing actions that have a very clear purpose: to attract the user to the product or service in question. Among them, we can refer to the automated sending of various emails with advanced information ( lead nurturing ) or invite contacts to follow our blog.

Since HubSpot is very complex software, in this article we will focus solely on its Workflows tool. With it, it is possible to control all the lead nurturing actions of any inbound Forex Email List campaign and make the evolution of the lead towards a state closer to the purchase much easier.

What are HubSpot workflows?
Automating lead management and achieving our marketing goals is easier than ever thanks to the giant HubSpot, specifically, through the design of workflows.

HubSpot workflows are workflows , that is, a series of automated tasks that are executed in simple sequences based on predefined rules, based on user behavior and their degree of interaction. These rules are known as triggers and can respond to different criteria (number of form fields filled in, purchases made, contacts who ignored a specific CTA, etc.).

With this tool, we find a very intuitive workspace where we can choose the actions to be carried out depending on the path the user follows.

As HubSpot himself says, a “workflow allows you to automate your marketing processes to follow up on your prospects, optimize your resources and accelerate sales.”

Ultimately, the premise of automation marketing is to activate key actions at the most appropriate time for a very specific segment.

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What are HubSpot workflows used for?
The most obvious functionality of workflows is the automation of the sending of emails to develop strategies for nurturing . However, beyond nutrition and education of contacts with valuable content, the reality is that we can take advantage of the tool for many other purposes. For example, to activate automations internally (internal company communication), so that a contact is assigned to a person from the sales team or notify notices, among other functionalities.

In addition, workflows are used to develop scoring , management and distribution tasks , which are also very interesting functions because, as we have mentioned, there is always a goal to meet.

The interesting thing about a workflow is that you can configure the route of automations that you want to follow for each of the leads that are fulfilling the objectives that you have previously predefined.

In short, our task will consist of writing a series of emails and guaranteeing that these emails are sent to our contacts based on a series of predefined rules.

Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
HubSpot Workflows for Lead Nurturing
The requirement to activate this process should always be based on user interaction, which, as a general rule, will be to fill in a form that helps the contact become a lead.

In this way, the user gets content of value or the purpose they wanted and, at the same time, authorizes us for the subsequent sending of emails, which we will adapt depending on the phase of the purchase process in which they are.

Once the contact is made, we put all the marketing automation machinery to work. As a brand, we will take care of giving you more information so that you feel closer to us and can continue moving through the funnel.

With this in mind, we set the rules that we want HubSpot to comply with and under what conditions : sending emails with related content when a lead downloads an ebook, sending a certain offer when the lead shows a greater interest in our products and services, notify to sales personnel about the qualification of the lead when it meets certain objectives, etc.

For example, if we determine that our buyer persona is the CEO of a company with X workers and a specific sector, we can create a workflow that is activated each time we capture a record that meets these conditions. Thus, this contact can be randomly assigned to a person from the sales team, a task that will be done automatically, achieving more efficiency and agility in the department.

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The workflows for lead scoring
On the other hand, we can also make workflows serve us for lead scoring , so that when a series of predefined rules are met we can raise or lower the scoring score that each of the contacts has. All this process can also be done in an automated way, saving a great deal of time.

Without having to manually be in charge of determining who the qualified leads are and in what stage of the purchase process they are, we can operate with a larger database and aspire to a more complex strategy.

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Basic guide to using HubSpot workflows
Now that you know everything that can be done, it is time to see the step by step for the configuration of these workflows.

The first thing is to enter HubSpot and go to the “Automation / Workflow” section. By clicking on this section we see this Marketing Dashboard, which will serve as a reference to see the steps we are establishing.

hubspot workflow how to use

In the section “Create a new Workflow”, we see the following box, where within the section of the contact database the three options that we have when creating a workflow are indicated:

hubspot workflow how to createAmong these options, the most common is to select the element of the contact database , but we have other options on which to work the workflows : the company database, about the businesses that we have practically closed, about the “tickets “Of services or” quote based “to prepare sales budgets.

Regarding the three options that we have to do a workflow, they are:

The standard one, to start a new workflow from scratch.
Focused on a date, which is perfect for creating certain events (for example, for notification of webinars).
Focused on a different date for each contact (for example, to send emails on each birthday).
hubspot workflows exampleAs for the most common option, it allows users to be automatically added by virtue of four variables:

If they have entered a smart list.
If they have filled out a form.
If they have visited a certain web page.
If they have a certain value in one of their properties.
In addition, it also offers the ability to add users manually. To do this, we have to go to the page of the contact that we want to add and select, in the menu on the left, the option “Workflows”. Once there, in the upper menu, we select the corresponding workflow and click on “Enroll contact”.

Once the workflow is created, we select the input mode of the contacts to the workflow (list, form, manually, etc.) and with this we would have configured the part that refers to the contacts.

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Actions you can create with HubSpot workflows
When we have defined the contacts, we can start creating the actions to be taken. Here we summarize the most frequent ones:

Delay. It is used to add an interval between actions. For example, if we want to send three emails to the user during the workflow, we will have to do it in a staggered manner. Therefore, between sending one email and another, you will have to leave a few days of margin.
If / Then branch. It is an option that allows adding certain logic to workflows. It’s like saying: “Has the user done this? Then we do this.” Later we will show you a concrete example.
Send an email. This option is used to send an email to the contact. For example, if a user has downloaded online content from the first phases of the purchase cycle (that is, in those in which they investigate possible solutions to a problem), we can send them more related information, but with content more commercial. This is how we approach it when acquiring a certain product or service.
Send internal email and Send internal SMS. They are used to send an email or text message to someone in the company who is interested in knowing that the lead has reached this phase of the workflow.
Set a contact property value. Used to add a property to the contact. The applications of this option are multiple, since through the properties we can segment the leads that appear in our lists in more detail. For example, we may be interested in creating the property “E-mail 1 sent date”, and, within the workflow, use this option to set the e-mail delivery date. We can also use this functionality to mark the lead in its different stages of the purchase cycle, using the lifecycle stage property and changing it, to illustrate, to the marketing qualified lead property .
Set a company property value. It is similar to the previous one, with the difference that now we change properties of the company and not of the leads.
Add to / remove from a list. Allows you to add and delete contacts to static lists. Using this option, we can create a more complex contact list that probably could not be created solely from segmentations of the contacts through their properties. For example, we could refer to a list of contacts that have reached a certain stage within the workflow.
Increment a numeric property value. Used to manipulate properties with numeric values, such as adding or subtracting a specified quantity.
Copy a contact property value. It is used to take the value of a specific property (source property) and copy it to the value of another property (target property).
Trigger to webhook. This action, more advanced than the previous ones, is used to execute a call to an application programming interface (API) or a web service. A common application consists of the integration with a CRM to update the data of a contact, or to trigger or activate an action in this area.
Clear a contact property value. It is similar to Set a contact property value, with the difference that this option is used to suppress the property value.
workflows hubspot options

Within the same workflow, we can create as many actions as we want . In addition, we will have the peace of mind that our contacts will finish the workflow having taken all the steps that interest us.

On the other hand, there is an option for users to leave the workflow early, using the objective lists (or goal lists), so that all those contacts that appear in them are left out of the process. That is why it is necessary to be very clear about the objective of the workflow and what we want to achieve, since if a contact reaches the goal list before the workflow is finished (this happens when it reaches a certain degree of interest in the commercial offer of the company), you will need to exit this.

Example of a workflow in HubSpot for a lead nurturing campaign
In a good inbound marketing strategy, we turn to buyer personas to define the types of customers we want to impact. However, since each one is different, with their own interests and concerns, it is advisable to treat them differently so that they receive the information they really need.

And, to achieve this, nothing better than using a workflow for each of them . For example: let’s imagine that we have our database segmented according to the buyer persona they belong to. Based on this assumption, we can use the HubSpot tool to create and define our buyer persona, or segment the contacts using contact lists and properties. In the end, we must have a list for each type of buyer person, for example:

BP1 List: Small Business CEO.
BP2 List: Marketing Director.
Once we have segmented the contacts, we have to think about what we want to obtain from the workflow that we are going to create. For example, if we are carrying out a lead nurturing campaign, our objective will be to achieve more qualified leads (in English, marketing qualified leads or MQL ). In addition, when the users who are inside the workflow reach the MQL state, we will want them to exit the workflow, since they will be ready for the sales department.

To this end, we are going to create the goal lists that we will use in our campaign. For the first case we have indicated (BP1: CEO small company), the list would be as follows:

workflow hubspot example list

As regards the second goal list, the criteria will be similar:

BP2 MQL: Marketing Director.
Criterion 1: Contacts that are on the BP2 list.
Criterion 2: contacts with which they reach the condition (lifecycle stage) of MQL.
After these considerations, we can start creating the workflows we need. First, we will write the name and select the type of workflow within the Standard category, as shown in the image:

workflow hubspot example nurturing

Next, we will choose the users from the BP1: Small business CEO list (as the contacts that are going to start the workflow), and we will mark the “Enroll the list’s existing contacts” checkbox, so that the contacts that are currently on the list enter the workflow. If we do not check this box, only contacts that are on the BP1 list would enter: small business executives, leaving out those already within these lists.

Next, we will select the goal list using the upper right link “Select a goal”, and we will choose the list of buyer persona that are already qualified leads or MQL.

workflow hubspot example goal

Once the workflow base has been created, the next step is to generate the actions to be implemented in it. To do this, we will click on the “Add action or delay” link between the beginning and the end of the workflow:

workflow hubspot actionsReturning to the case of our BP1 list, we are going to create a workflow. Let’s say that a person enters a landing page and fills out a form that identifies them as a buyer person from our first list (that is, they are a CEO of a small company). In this case, the lead will enter the corresponding list and activate our workflow. What steps will you take now?

Once inside the workflow, we want the person not to receive any email for 24 hours. To do this, we will add the corresponding delay .
Our next purpose is to send an email with adequate information for the buyer person we are evaluating. This information does not have to be related to any content on our site; it is simply information that is relevant to the lead in its status within the purchase cycle.
We wait a couple of days before sending another email to the user. In this way, we also give you time to read your mail, find more information and evolve in the purchase cycle. If at some point it becomes MQL (the change is normally controlled by another workflow), the lead will enter the goal list and exit the current workflow. This change is entirely logical, since, if this contact has become MQL type, the emails of this workflow no longer suit your needs.
Finally, we send one last email. This time we can send you to a page much more focused on the business process. For example, we can ask the user if they want us to call them to provide detailed information or if they want a demo of our product.
Finally, we have to activate the workflow, using the button located in the upper left part.

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Workflow example: simplification with If / Then branches
As we have seen in the previous example, we can create a different workflow for each of our buyer persona .

In addition, we often want to segment the workflow much more, based on certain properties, something that until very recently meant creating more and more workflows (one for each segmentation of the database).

However, thanks to the new HubSpot update, with the introduction of the If / then branches we can segment our database more easily and with a single workflow.

We are going to repeat the previous example, but considering both buyer persona at the same time. To do this, we will have to first create a start list and the goal list:

Workflow start list. It must contain the buyer persona who are the CEO of a small company or marketing directors.
Target list of the workflow. They are the contacts that are part of the previous list, but that, in addition, have reached the category of MQL.
After making the lists, we will create the corresponding workflow. We will name it “BP Workflow” and select the start list and the goal list generated earlier.

Next, we will proceed to segment by the buyer persona using an If / Then branch. In the “Add action or delay” section, we will select “If / then branch”.

This branch allows us to choose a criterion so that, based on this, the contacts follow the workflow according to the red tab (If no) if they do not meet the selected criteria, or the green tab (If yes) if they do. comply.

This criterion can be more or less complex. In our case, we want to segment only contacts in case they are a small business CEO or a marketing director. However, in other circumstances we may want to segment the workflow by adding more complex logical conditions: for example, that it is a marketing director residing in Spain or that it is a CEO of a small company that resides in Madrid, and all. in a single property.

Keep in mind that the possibilities are endless!

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In the “Select criteria” section , we first select “Contact property” and then the property by which we want to segment (in this case, by the buyer persona property). As a value, we enter “Small Business CEO” and keep this change.

Thus, this branch will make a CEO of a small company follow the workflow on the green path and, if not, on the red path. If you click on each red or green box, you can see how the lower workflow changes. This is so because the paths that the contacts follow are different .

Now, both on the red and green paths, we will have to add the actions that we want the contacts to carry out . In other words, we must add the emails that we want to send or the properties that we want to modify.

In addition, for each branch, we can create more If / then branches that help us segment users even more (for example, send an email of events in Barcelona to users residing in this city, and a more generic email to the rest).

That is all! If you follow these simple steps with HubSpot workflows, it will be much easier to guide your potential customers through the purchase process. You will get them to carry out the planned marketing actions so that, finally, they decide to buy your products and services.

Do you dare to put these tips into practice? Share with me your doubts in the comments section!

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