How to Keep your Leads Warm By Utilizing HubSpot Workflows
So we know that not all prospects and leads are at the same level of the buying cycle. Therefore, we shouldn't be marketing to them all as if they were.
Because of this however, many leads go forgotten due to the fact that they may not fall under certain criteria you're trying to market to. Huge mistake. But it doesn't have to be this way anymore. With the unveiling of HubSpot 3 in August, HubSpot also introduced Workflows, a new take and approach to lead nurturing.
Workflows are an effective way for moving leads further down the sales funnel, triggering automated email responses based on a leads behavior, ensuring they're being marketed to during the critical moments of the buying cycle.
What does this mean?
Well...say a prospect downloaded your ebook on an awesome new service you're offering. Well...using workflows, you can automate a series of follow up emails containing other relevant content to be sent at intervals of your choosing.
You're ensuring that they're only receiving content relevant to them and their unique sales process, and you're also keeping them engaged in an effort to move them further down the sales funnel. Email marketing has come so far, that there is so much more you can do than simply sending and email and forgetting about it.
Interested in learning more about implementing workflows to your marketing? Contact IMPACT and learn how we can help you get started. Also, be sure to check out our free ebook, "The Fast Track to Powerful Emails" to jumpstart your email marketing campaign.
Pushing Leads Further Down the Sales Funnel Using HubSpot Workflows
By staying engaged with your leads, you're effectively working them further down the sales funnel. And with automated workflows, it takes far less effort than doing it yourself.
There are three basic steps for setting up successful workflows. They are:
- Choose a starting condition
- Trigger Desired Actions
- Set delays
1. Choose a Starting Condition
The first step in setting up a workflow is choosing a starting condition from which you'd like to trigger an automated response. For instance, you can choose a starting condition based on the following:
- A form is submitted
- A smart list is triggered
- No starting condition
This ensures that if any of your leads complete a form for one of your offers, or if a specific smart list is chosen, they'll instantly be added to the workflow, where you can schedule automated emails focused on keeping them engaged with your brand.
This is also extremely helpful, as you'll be able to automate certain content or offers to be sent to leads when they download a specific offer. This enables you to execute a more targeted campaign, as you can send only the content you know someone who downloaded a certain offer would be interested in.
2. Trigger Desired Actions
Once you have chosen a starting condition for your workflow, it's now time to trigger the desired actions for when the starting condition is met.
For instance, if your starting condition is for when a lead downloads your free ebook on social media marketing, the next step is choosing what these leads will receive once they've downloaded the offer. Here's where some strategy comes into play. If they've downloaded your offer on social media, perhaps the first automated response should be promoting your more advanced ebook on Twitter engagement.
The important thing to consider with workflows is to always focus on pushing leads further down the sales funnel. Continually sending introductory offers will only have your leads running in circles. So after you've triggered the first action of sending your advanced Twitter offer, perhaps the next automated response should be promoting your free consultation, in an effort to push them to a sale.
3. Set Your Time Delays
Here's the best part. Now that you've chosen which emails and offers your leads will receive after downloading a certain offer, you can now schedule when exactly they'll receive more content.
For instance, you can basically say, "send these leads an email promoting the next offer in 1 week. The following week, send them an email promoting a free consultation."
And once you set this up once, any lead who ever downloads that specific offer will automatically be triggered into the workflow, ensuring all of your leads from here on out will be further engaged and marketed to.
This will result in more qualified and sales-ready leads, the ultimate goal for all business owners and marketers alike.
Looking to implement workflows to your email marketing campaign? Contact IMPACT and learn how we can help you get started!
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.