With the inception of social media, came the introduction of a two-way channel of communication between a business and its customers. So it makes sense that there has been a significant shift towards hyper-personalised communication in the marketing world. Today, customers expect to be engaged in real-time, and in a way that shows a brand is actively listening to them.
HubSpot, a leading provider of inbound marketing and sales software, offers a powerful tool called Workflows that enables businesses to streamline their marketing efforts, automate repetitive tasks, and nurture leads through the sales funnel – all using hyper-personalised and strategically timed communication.
Read on as we explore how HubSpot Workflows can future-proof your marketing strategies, enhance your efficiency, and drive business results.
What are HubSpot Workflows?
57% of sales professionals agree that by 2024, most sales pros will use AI/automation in their role. – HubSpot
HubSpot Workflows is a feature of the HubSpot platform. It’s a tool designed to improve the quality and personalisation of communication between a business and its customers by enabling users to automate communication-based marketing, sales, and customer service tasks.
How do HubSpot Workflows work?
Research suggests that businesses that invest in AI automation are seeing a 10-20% sales ROI boost – McKinsey
HubSpot Workflows was designed with marketers in mind. It offers a wide range of hyper-relevant triggers, actions, and conditions that allow users to create highly targeted and personalised workflows. The user-friendly interface and intuitive drag-and-drop functionality make it easy to build and customise workflows according to your specific requirements.
Let’s look at an example. Below is a Workflow that was created to send a welcome email to the new subscribers of a business’ newsletter. Workflows allow you to automate the process of sending the welcome email to all new subscribers as well as tracking and reacting to their engagement with the email. You achieve this automation by inputting info, including a trigger, the desired action to be taken, a desired timeline, your goal and the desired result. Let’s see it in practice –
Trigger
A contact is added to the ‘New Subscribers’ list after signing up for your newsletter.
Timeline
Workflows will wait for 3 days to give the subscriber time to read the welcome email and engage with your website or content.
Action
Workflows will send a welcome email to the new subscriber, thanking them for subscribing and providing valuable information about your company, products, or services.
Goal
If the new subscriber clicks on any links in the welcome email or visits specific pages on your website, they will be moved to the ‘Engaged Subscribers’ list so that they don’t receive another welcome message from you. The contact will then be removed from the workflow after they have received the welcome email and engaged with your content. A second action could also be set up to email inactive subscribers to try and further engage them.
Follow-Up Action
This function lets you automate a secondary email, which would be sent a few days later – to inactive subscribers who didn’t open or interact with the initial email. This second email could feature a sale or discount, aimed to encourage and entice engagement.
Higher-quality customer data
“74% of businesses have adopted automated solutions to enhance productivity and collaboration.” – ATSG
Lead nurturing and customer-base growth are at the heart of Hubspot Workflows. The tool allows your customer communication to be created based on a range of different consumer insights, including their behaviour, interests, and stage in the buying journey. This helps businesses stay top-of-mind with prospects, nurture relationships, and repeatedly guide customers through the sales funnel.
A workflow also allows you to track and analyse lead behaviour, including website visits, email interactions, and form submissions. This means you can identify high-value prospects using their lead-scoring system and focus your efforts on the customers most likely to convert.
Workflows allows you to segment prospective clients into specified lists or groups based on predefined criteria to make communication even more specific to customers.
What else does Workflows offer?
Customer Onboarding and Retention
Outside of lead generation and personalised communication, HubSpot Workflows can be used to automate customer onboarding and retention. By creating workflows that deliver targeted content and support to new customers, businesses can create a seamless and lasting onboarding experience that sets the stage for long-term success.
Performance monitoring and optimisation
An essential aspect of any marketing strategy is monitoring performance and making data-driven decisions to optimise your results. HubSpot Workflows provides in-depth reporting and analytics tools that allow users to track the performance of their workflows, measure engagement metrics, and identify areas for improvement. By analysing key performance indicators like open rates, click-through and conversion rates, you’re able to refine your workflows, test new strategies, and continuously improve your marketing communication.
Start winning with Workflows today
HubSpot workflows have transformed the way I manage tasks that were once confined to my thoughts, preventing steps from slipping through the cracks. By automating these processes, they’ve become a powerful business asset, allowing for measurement, optimisation, and refinement to enhance effectiveness. – Nathan George, Pixeld
HubSpot Workflows is an effective tool that helps businesses create a positive first impression, nurture relationships, and encourage ongoing engagement between themselves and their customers.
Whether you’re new to the world of inbound marketing or are looking to streamline your current marketing strategy, having an expert marketing partner is always your first choice. As an official HubSpot agency partner, Pixeld prides itself on a deep, strategic alignment with HubSpot’s cutting-edge marketing solutions.
Our partnership grants us privileged insights and access to HubSpot’s resources, enabling us to deliver our clients tailored, high-impact strategies that drive growth and efficiency for our clients. Get in touch with a member of our marketing team today.
