In this blog post, we unveil 5 essential automated HubSpot-workflows designed to better guide your leads through your marketing and sales funnel and transform them into loyal customers. From personalized onboarding to re-engagement, learn how to get more out of HubSpot's capabilities to optimize your CRM strategy and in the end securing a better brand and more revenue for your business.
1. Lead Nurturing Workflows
2. Welcome Workflow for New Subscribers
3. Customer Onboarding Workflow
4. Re-Engagement Workflow for Inactive Leads
5. Customer Feedback and NPS Survey Workflow
Let's start with the first crucial workflow in our arsenal: Lead Nurturing.
The journey from lead to customer begins with capturing your lead’s interest and guiding them through your funnel.
With Lead Nurturing workflows, you can strategically deliver relevant content to nurture leads, and build trust along the way. Let's explore how this workflow can help you move leads from awareness to consideration and ultimately drive increased engagement.
🎯 Objective:
Guide and nurture your leads through the marketing funnel by providing relevant content.
🪄 Trigger:
Lead requests or downloads a top-of-the-funnel (TOFU) content piece (e.g., eBook, whitepaper, webinar).
💪 Actions:
- Send a series of educational emails showcasing your products/services.
- Offer additional valuable content aligned with lead's interests and pain points.
- Invite leads to attend webinars or live demos.
🏆 Goal:
Move leads from awareness to consideration stage and increase engagement.
Speaking of nurturing your leads …
By personalizing the onboarding experience and introducing new subscribers to your brand, you can set the stage for fruitful relationships through a welcome email-flow.
If you are new to this: Start with one email and then increase your welcome workflow into 4 to 5 emails over time.
Are you aiming for an even higher level? And have you already been through a lot of other low hanging fruits in your business and digital marketing?
Then your welcome flow should be extremely personalized: Deliver a special-tailored email experience depending on how your lead interacts with your brand. Combine this with lead scoring if you are even more next-level.
Here is an overview:
🎯 Objective:
Welcome new subscribers and introduce them to your brand and the spokesperson that communicates on behalf of your brand.
🪄 Trigger:
Lead subscribes to your newsletter (use your ‘Email Subscription Status’-property).
💪 Actions:
Send a personalised welcome email thanking your subscriber for joining while informing what kind of emails, subjects and frequency that your leads should expect from you.
For B2B-SaaS: Provide an overview of your products/services and highlight key features.
Consider offering exclusive content or discounts as a welcome gift.
🏆 Goal:
Establish a positive first impression and encourage further engagement which in the end warms up your leads. (Bonus tip! Remember to lead score your leads depending on how they engage with your welcome emails. Open-rate, click-rate etc.).
Examples:
Campaign Monitor have created a great infographic with examples of how to create a good welcome email.
When your lead has become a customer, there is more work to do: you need to onboard them properly 👋
The journey doesn't end once a lead becomes a customer — it's a new beginning.
With a seamless and personalized onboarding experience, ensure that new customers get off to the best possible start with your product or service. From welcome emails to onboarding calls and educational resources, this workflow is designed to facilitate a smooth transition and set the stage for long-term satisfaction and success.
🎯 Objective:
Provide a smooth and personalized onboarding experience for new customers.
🪄 Trigger:
Lead becomes a paying customer or completes a purchase.
💪 Actions:
Send a welcome email with next steps and resources for getting started.
Schedule onboarding calls or demos to help customers set up and use your product/service.
Provide educational content and tutorials to facilitate the onboarding process.
🏆 Goal:
Ensure a positive onboarding experience, increase product adoption, and foster long-term customer satisfaction.
However, even though you already have customers, you also need to keep your existing leads interested.
It's not uncommon for leads to lose interest or become disengaged over time.
With a Re-Engagement Workflow, you can reignite your leads’ interest and bring them back into the fold.
By strategically reaching out to inactive leads with compelling offers and incentives, you can revive their interest and rekindle the relationship.
Here is the outline of how you can effectively reconnect with your dormant leads to drive renewed engagement.
🎯 Objective:
Reconnect with leads who have become inactive to reignite interest.
🪄 Trigger:
Lead hasn't engaged with your emails or website for a specified period.
💪 Actions:
Send a re-engagement email with a compelling subject line to grab attention.
Offer a special promotion or incentive to encourage reactivation.
Provide options for updating preferences or unsubscribing if not interested.
🏆 Goal:
Revive interest and bring inactive leads back into the sales funnel.
And once you have gotten your leads from your sales funnel into your customer base, you have to know how they feel.
Feedback is the lifeblood of any successful business.
With a Customer Feedback and NPS Survey Workflow, you can gain valuable insights into customer satisfaction levels, identify areas for improvement, and create lasting loyalty.
By leveraging automated surveys and feedback forms, you can gather actionable data to enhance your customer experience and turn satisfied customers into vocal ambassadors for your brand.
Below, you will find the outline of it:
🎯 Objective:
Gather valuable feedback from customers to understand their satisfaction levels (for instance a scale of 1-10), identify areas for improvement, and foster long-term loyalty of your customers.
🪄 Trigger:
Customer completes a purchase, reaches a milestone, or interacts with specific touchpoints.
💪 Actions:
Send automated post-purchase or milestone emails containing Net Promoter Score (NPS) surveys or feedback forms.
Based on survey responses, trigger follow-up actions such as requesting testimonials, addressing concerns, sending internal emails or messages to remind you to reach out, or offering incentives for referrals.
Analyze feedback data to identify trends, areas for improvement, and opportunities to enhance the customer experience.
🏆 Goal:
Gather actionable insights, improve customer satisfaction and retention, and turn satisfied customers into brand advocates.
That’s it!
So, always remember whether it’s nurturing leads, welcoming new subscribers to gathering feedback, re-engaging inactive leads or onboarding new customers, each workflow in this blog post can play a vital role in optimizing your customer journey and driving tangible results for your business.
Do you want to get tips and tricks on how to gain even more from your HubSpot CRM Strategy?
Then reach out to me on email, kh@profoundnorth.com, or by phone, +45 28 88 12 62.
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