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HubSpot workflows – what are they and how are they set up?


HubSpot workflows – what are they and how are they set up?

If you have heard about the inbound methodology and have become familiar with the HubSpot tool to implement it, you must take into account workflows , what they are for and, above all, how to use them! Getting concrete results in attraction marketing is essential. For this, two axes must be worked well: generating a qualified database and educating it so that leads become customers. Many companies work with a large database of potential clients and their management ends up Kuwait Phone Number List somewhat chaotic, they lose the pre-established objectives or end up losing control of the “route” to take in the sales funnel. This is why HubSpot workflows can be of great help in bringing your online marketing strategies to fruition.One of the purposes of the inbound philosophy is to automate tasks when a user reaches one of the goals, so that they can continue to advance to the next one automatically.list_altIndex of contents
What are HubSpot workflows?
What are HubSpot workflows used for?
HubSpot workflows for contact nutrition
The workflows for lead scoring
Basic guide to using HubSpot workflows
Actions you can create with HubSpot workflows
Example of a workflow in HubSpot for a lead nurturing campaign
Workflow example: simplification with If / Then branches
This gear of strategies is little valued by some, but the truth is that it is an art worthy of admiration. It is about working non-invasively with the contacts obtained so that they continue to advance in the purchase process. It is not enough to have them as leads : if we want to achieve the established commercial objectives, we must inform them, educate them and attract them to those products and services that may be to their liking.


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Generally, this process starts with an interaction carried out by the contact or potential client (for example, downloading an ebook from our website, commenting on content, visiting a page or filling in a form). This circumstance triggers a series of marketing actions that have a very clear purpose: to attract the user to the product or service in question. Among them, we can refer to the automated sending of various Betting Email List with advanced information ( lead nurturing ) or invite contacts to follow our blog.Since HubSpot is very complex software, in this article we will focus solely on its Workflows tool. With it, it is possible to control all the lead nurturing actions of any inbound marketing campaign and make the evolution of the lead towards a state closer to the purchase much easier.What are HubSpot workflows?
Automating lead management and achieving our marketing goals is easier than ever thanks to the giant HubSpot, specifically, through the design of workflows.HubSpot workflows are workflows , that is, a series of automated tasks that are executed in simple sequences based on predefined rules, based on user behavior and their degree of interaction. These rules are known as triggers and can respond to different criteria (number of form fields filled in, purchases made, contacts who ignored a specific CTA, etc.).With this tool, we find a very intuitive workspace where we can choose the actions to be carried out depending on the path followed by the user.As HubSpot himself says, a “workflow allows you to automate your marketing processes to follow up on your prospects, optimize your resources and accelerate sales.”Ultimately, the premise of automation marketing is to activate key actions at the most appropriate time for a very specific segment.New Call-to-Action
What are HubSpot workflows used for?
The most obvious functionality of workflows is the automation of the sending of emails to develop strategies for nurturing . However, beyond nutrition and education of contacts with valuable content, the reality is that we can take advantage of the tool for many other purposes. For example, to activate automations internally (internal company communication), so that a contact is assigned to a person from the sales team or notify notices, among other functionalities.In addition, workflows are used to develop scoring , management and distribution tasks , which are also very interesting functions because, as we have mentioned, there is always a goal to meet.The interesting thing about a workflow is that you can configure the route of automations that you want to follow for each of the leads that are fulfilling the objectives that you have previously predefined.In short, our task will consist of writing a series of emails and guaranteeing that these emails are sent to our contacts based on a series of predefined rules.Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
HubSpot workflows for contact nutrition
The requirement to activate this process should always be based on user interaction, which, as a general rule, will be to fill in a form that helps the contact become a lead.In this way, the user gets content of value or the purpose they wanted and, at the same time, authorizes us for the subsequent sending of emails, which we will adapt depending on the phase of the purchase process in which they are.Once the contact is made, we put all the marketing automation machinery to work. As a brand, we will take care of giving you more information so that you feel closer to us and can continue moving through the funnel.With this in mind, we set the rules that we want HubSpot to comply with and under what conditions : sending emails with related content when a lead downloads an ebook, sending a certain offer when the lead shows a greater interest in our products and services, notifying to sales personnel about the qualification of the lead when it meets certain objectives, etc.For example, if we determine that our buyer persona is the CEO of a company with X workers and a specific sector, we can create a workflow that is activated each time we capture a record that meets these conditions. Thus, this contact can be randomly assigned to a person from the sales team, a task that will be done automatically, achieving more efficiency and agility in the department.New call-to-action
The workflows for lead scoring
On the other hand, we can also make workflows serve us for lead scoring , so that when a series of predefined rules are met we can raise or lower the scoring score that each of the contacts has. All this process can also be done in an automated way, saving a great deal of time.Without having to manually be in charge of determining who the qualified leads are and in what stage of the purchase process they are, we can operate with a broader database and aspire to a more complex strategy.New Call-to-action
Basic guide to using HubSpot workflows
Now that you know everything that can be done, it is time to see the step by step for the configuration of these workflows.The first thing is to enter HubSpot and go to the “Automation / Workflow” section. By clicking on this section we see this Marketing Dashboard, which will serve as a reference to see the steps we are establishing.hubspot workflow how to useIn the section “Create a new Workflow”, we see the following box, where within the section of the contact database the three options that we have when creating a workflow are indicated:hubspot workflow how to createAmong these options, the most common is to select the element of the contact database , but we have other options on which to work the workflows : the company database, about the businesses that we have practically closed, about the “tickets “Of services or” quote based “to prepare sales budgets.Regarding the three options that we have to do a workflow, they are:The standard one, to start a new workflow from scratch.Focused on a date, which is perfect for creating certain events (for example, for notification of webinars).
Focused on a different date for each contact (for example, to send emails on each birthday).hubspot workflows exampleAs for the most common option, it allows users to be automatically added by virtue of four variables:If they have entered a smart list.
If they have filled out a form.
If they have visited a certain web page.
If they have a certain value in one of their properties.
In addition, it also offers the ability to add users manually. To do this, we have to go to the page of the contact we want to add and select, in the menu on the left, the option “Workflows”. Once there, in the upper menu, we select the corresponding workflow and click on “Enroll contact”.

Once the workflow is created, we select the mode of entry of the contacts to the workflow (list, form, manually, etc.) and with this we would have configured the part that refers to the contacts.

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Actions you can create with HubSpot workflows
When we have defined the contacts, we can start creating the actions to be taken. Here we summarize the most frequent ones:

Delay. It is used to add an interval between actions. For example, if we want to send three emails to the user during the workflow, we will have to do it in a staggered manner. Therefore, between sending one email and the other, you will have to leave a few days of margin.
If / Then branch. It is an option that allows you to add certain logic to workflows. It’s like saying: “Has the user done this? Then we do this.” Later we will show you a concrete example.
Send an email. This option is used to send an email to the contact. For example, if a user has downloaded online content from the first phases of the purchase cycle (that is, in those in which they investigate possible solutions to a problem), we can send them more related information, but with content more commercial. This is how we approach it when purchasing a certain product or service.
Send internal email and Send internal SMS. They are used to send an email or text message to someone in the company who is interested in knowing that the lead has reached this phase of the workflow.
Set a contact property value. Used to add a property to the contact. The applications of this option are multiple, since through the properties we can segment the leads that appear in our lists in more detail. For example, we may be interested in creating the property “E-mail 1 sent date”, and, within the workflow, use this option to set the e-mail delivery date. We can also use this functionality to mark the lead in its different stages of the purchase cycle, using the lifecycle stage property and changing it, to illustrate, to the marketing qualified lead property .
Set a company property value. It is similar to the previous one, with the difference that now we change properties of the company and not of the leads.
Add to / remove from a list. Allows you to add and delete contacts to static lists. Using this option, we can create a more complex contact list that probably could not be created solely from segmentations of the contacts through their properties. For example, we could refer to a list of contacts that have reached a certain stage within the workflow.
Increment a numeric property value. Used to manipulate properties with numeric values, such as adding or subtracting a specified quantity.
Copy a contact property value. It is used to take the value of a specific property (source property) and copy it to the value of another property (target property).
Trigger to webhook. This action, more advanced than the previous ones, is used to execute a call to an application programming interface (API) or a web service. A common application consists of the integration with a CRM to update the data of a contact, or to trigger or activate an action in this area.
Clear a contact property value. It is similar to Set a contact property value, with the difference that this option is used to suppress the property value.

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