Marketing folks don’t always understand the challenges that sales staff face if the leads that you are sending them are not adequately qualified. Frontline sales people typically don’t have the time to sift through and make cold calls on stacks of so-called “leads” that are little more than lists of contact names and companies. As marketing professionals, we need to do better!

With over 15 years of using HubSpot to help clients improve their inbound marketing processes, the Resource Boxe team has designed and managed many custom tailored workflows to both nurture contacts along the Buyers’ Journey and to automate frontend processes for turning raw contacts into Marketing Qualified Leads (MQLs).  Some on the team like to call these workflows “automated ingestion engines” because of the way they can consume large numbers of net new contacts, engage with them via a series of emails using behavior-based branching logic, and then output only those that are deemed MQLs based on specified engagement criteria.

For example, in a recently launched program for a major professional services client, we set up a series of ten workflows tailored to specific solutions categories that are designed to engage raw contacts with focused emails on current relevant issues for each category. So far, in less than 90 days, the workflows have processed over 9,000 net new contacts and output nearly 400 Marketing Qualified Leads that met the predetermined criteria. It’s not hard to imagine how much wasted staff time and inefficiency would have resulted from just handing those 9,000 raw, unqualified contacts over to the sales team!

Automating email workflows in HubSpot involves using the platform’s robust automation tools to streamline communication processes. Here’s a general overview of key steps to automate email workflows in HubSpot:

    1. Set Goals and Objectives: Define your goals and objectives for the email workflow. In addition to qualifying MQLs as described above, workflow can be used for his lead nurturing, customer onboarding, re-engagement campaigns, etc.
    2. Segment Your Audience: Segment your contacts based on criteria such as demographics, behavior, or stage in the buyer’s journey. HubSpot offers powerful segmentation tools to help you target the right audience with relevant content.
    3. Create Email Templates: Develop email templates for various stages of your workflow. Ensure that your templates are well-designed, personalized, and optimized for different devices.
    4. Design Your Workflow: Use HubSpot’s visual workflow editor to design your email automation sequence. This involves setting up triggers, conditions, and actions to define the logic of your workflow. Triggers could include actions like form submissions, website visits, or specific dates. Conditions allow you to segment contacts further based on their properties or behavior. Actions involve sending emails, updating contact properties, adding/removing from lists, etc.
    5. Personalize Content: Personalization is key to effective email marketing. Leverage HubSpot’s personalization tokens to dynamically insert contact-specific information into your emails, such as the recipient’s name or company.
    6. Test and Optimize: Before launching your workflow, perform A/B tests on different email variations to identify which messages resonate best with your audience. Continuously monitor and analyze the performance of your emails using HubSpot’s analytics tools, and make adjustments accordingly.
    7. Automate Follow-Ups: Set up automated follow-up sequences to nurture leads or re-engage contacts who haven’t responded to previous emails. HubSpot allows you to schedule follow-up emails based on specific time intervals or triggers.
    8. Integrate with CRM and other Tools: If you’re using HubSpot CRM or other third-party tools, ensure seamless integration to sync contact data and track interactions across platforms.

Benefits of automating email workflows in HubSpot include:

  • Increased Efficiency: Automating repetitive tasks saves time and resources, allowing your team to focus on more strategic initiatives.
  • Improved Lead Nurturing: Automated email workflows enable personalized and timely communication with leads, helping to move them into and through the sales funnel more effectively.
  • Enhanced Engagement: By delivering relevant content to the right audience at the right time, you can improve engagement rates and foster stronger relationships with your contacts.
  • Better Tracking and Analytics: HubSpot’s reporting tools provide insights into email performance metrics such as open rates, click-through rates, and conversion rates, allowing you to refine your strategies for better results.
  • Scalability: As your business grows, automated email workflows can scale to accommodate larger contact lists and more complex communication processes without sacrificing effectiveness.

The Bottom Line Automating email workflows in HubSpot can streamline your marketing efforts, make your sales staff more effective, drive conversions, and ultimately contribute to the growth of your business. Depending on your company’s unique requirements, the Resource Boxe team can help in a variety of engagement models, from providing turnkey workflow creation and management to setting everything up and training your team to carry the process forward. For more information detail on workflows and other Resource Boxe marketing services, click here.

Jim Hunt

Jim Hunt

Jim has executive level experience on both the client and agency sides, with deep skills in strategic business positioning along with creation of hundreds of targeted content pieces. There’s nothing he likes more than mapping out the intersection of new disruptive technologies and their optimal market positioning.