The main tool within HubSpot for setting up and expanding automation is called “Workflows.” These workflows are the steps and sequences that HubSpot will execute based on a variety of triggers.
Those triggers could be simple — like signing up for your email list triggering a string of automated marketing emails.
Or they could be more complicated — like viewing a specific blog post triggering a completely different string of emails, outside of your normal campaigns.
HubSpot marketing automation workflows work by tying together different aspects of their platform to create a consistent experience for all leads and customers in your system.
Let’s take a look at some of the things that you can do with HubSpot automation workflows:
Run Segmented Lead Nurturing Drip Campaigns
One of the most common and oft-cited channels for marketing automation is email. It’s simple to envision how an effective email sequence, delivered to interested prospects, might help them to become familiar with your brand and develop trust over time.
HubSpot’s email nurturing drip campaigns can be used to push prospects down the funnel and help you to generate and identify more qualified leads within your pipeline. One example of an innovative drip campaign is a re-engagement campaign for inactive prospects.
You could build a workflow to automatically segment leads based on when they last engaged with your brand, then deliver a re-engagement campaign to prospects that haven’t engaged with your brand for 60 days, for example.
A Visual System with HubSpot’s Marketing Automation Platform
You could send a specific personalized sequence to customers that have abandoned their cart with products in it. The beauty of HubSpot’s system is that you don’t need to be all that technical to use it. You never have to write a line of code.
There are dozens of pre-defined triggers and conditions that you can choose from. You can also tie email workflows to specific goals.
The HubSpot Workflow system is visual. You can see the exact paths that prospects will take based on the decision trees that you create.
Automate Dozens Any Marketing Task
When it comes to digital marketing, there are dozens of tasks that you do on a daily, weekly, and monthly basis that could potentially be automated. The power of the HubSpot workflow system might not be completely clear until you start to dig in and see what kind of tasks are predefined in the system.
The best part is that HubSpot is automatically set up to collect data to make these features possible.
Here are some examples of marketing tasks that can be automated through HubSpot:
- Lead scoring
- Sending qualified leads to sales
- Updating lead properties and records
- Sending emails
- Sending text messages
- Segmenting prospects (adding them to a HubSpot list)
- Copying contact information
The more creative you are, the more interesting ways that you can find to use workflows and automation within Hubspot.
Their system also allows you to set up internal notifications for your team, letting them know when a contact takes a specific action.
Connect All Channels
The beauty of HubSpot’s workflow feature is that it allows you to seamlessly connect all channels to create a consistent multi-channel experience for your customers. The actions that they take on your website could influence the emails they receive, landing pages they view, sales reps they interact with, or personalized attention that they receive.
Companies that do not utilize automation find it hard to track the actions that their users take and acknowledge those actions through other channels. The result is that the experience does not end up feeling personalized for the prospect.
They feel like you are missing something, and not truly up to date with their engagement with your brand.