Are you a user of HubSpot 3? Have you started using Workflows? If so, you’ve probably come to the conclusion that yet again, HubSpot has changed the game when it comes to lead generation.

If not, you should learn about the number of features and benefits that workflows can have on your lead nurturing campaign. Workflows is a tool that allows you to create a personalized series of automated emails helping your company connect with leads and contacts that are already customers. As an inbound marketer, your most valuable asset is your marketing database.

Workflows makes it easy to build targeted segments and develop lead nurturing campaigns based on your contacts information, lifecycle stage, and behavior. Letting you nurture them effectively through your entire sales and marketing process.

Interested in learning more about implementing workflows for your campaign? Contact IMPACT and learn how we can help!

Introducing Workflows Into Your Lead Generation Strategy

A lead or customer is added to workflows through the use of a smartlist, submitting a form, or being manually added. A smartlist is a list of segmented contacts that were generated based on a set of criteria they met. Changes are automatically made to the lists adding and removing contacts to different lists based on the leads information and their lifecycle stage, allowing you to better segment your contacts.

By more effectively segmenting your contacts, it allows you to have more control over which series of emails are being sent to that contact. You don’t want to be sending a contact an email about downloading an ebook that they already downloaded. You would want to send that contact a series of emails about requesting a free demo or downloading a webinar. The segmenting tool is a great feature, allowing you to segment your contacts by page views, clicks, downloads, contact properties,  social media interactions or a combination.

Nurturing Leads Further Down the Sales Funnel

Sometimes one email won’t make someone sales ready. Creating personalized series of emails that are targeted towards a prospects or leads interests can push them through the sales funnel, purchasing your product or service. Workflows is a great way to automate your emails from setting contact property values, updating contacts lifecycle stage, adding and removing contacts to triggering email personalization.

The emails that you are sending should add value to your contacts, not creating clutter in their inboxes. Think about the number of emails that go unread everyday. You want to make sure that you are reaching your contacts. Sometimes an email can go unread for several reasons;

  • Entered the wrong email address
  • Already downloaded the offer being emailed about
  • Email is going into their spam inbox
  • Might receive thousands of emails a day
  • Not interested in product or service

Utilizing smart content marketing strategies should create a better experience for your contacts, by eliminating repeat conversions and tailoring a lead based on their lifecycle stage. If a contact already downloaded a particular offer they are not going to want to see more offers about downloading that particular offer. It will make your contacts feel unimportant, as if you did not put any time or effort into your lead nurturing campaign.

A contact can start to wonder how important they really are to your company. Using smart rules to remove a particular offer from their view provides your contacts with a more personalized experience. You will create a better experience for your contacts when they are reading your emails. Providing them with new offers and information will create an experience that will never get old, giving you the opportunity to expose your contacts to new offers and products that will boost reconversions. Tailoring to a leads lifecycle stage is important because their stage will determine how far along the sales process your contact is.Your contacts could be considered a:

  • Subscriber
  • Lead
  • Marketing qualified lead
  • Sales qualified lead
  • Sales ready
  • Opportunity
  • Customer

You would not want to send a contact that is just about to purchase your product or service an email about downloading a beginners guide to inbound marketing ebook. Knowing their lifecycle stage whether it was their first time visiting your site to still evaluating their options to being ready to buy can help you personalize an experience that will keep you from over selling or missing an opportunity with a contact.

Workflows is a great tool that can help your company generate more conversions. By automating your lead nurturing process and utilizing smartlists, allows you to personalize your emails making it easier than ever to better target your contacts. creating a more personalized experience that can help your company generate more conversions and reconversions.

Looking to learn more about HubSpot and their tools that can transform your marketing? Contact IMPACT and learn more.