Getting the Most From Workflows with a HubSpot Software Demo
A workflow is a series of tasks, programmed to be performed automatically in response to a specific customer action. For example, a customer fills out a form on your site, and automatically receives an e-mail asking them to download a related white paper.
Of course, in today’s marketing world, workflows can be much more complicated and versatile than that. With Hubspot’s Workflows tool, there are all sorts of tasks you can perform automatically, based on customer behavior. Let’s look at some ways you can make workflows work for you.
Marketing automation is about recognizing specific behaviors in potential customers and meeting them with a calculated response. They’re interested in your blog about a particular topic? Offer them an ebook that covers that topic in more depth. They’re spending time on a specific product page? Send them a case study explaining why that product is superior to the competition.
The first thing you need to do in creating a workflow is specify the action or other criteria that will trigger a particular response. We’ve already talked about setting a response to filling out a form. This is probably the most common criteria, as well as one of the most useful.
When someone fills out a particular form, you instantly know two things about them: First, that they’re more than just passing through your site. They’re genuinely interested in learning more about your company and products. Second, based on the form they filled out, you know the general area they’re interested in. By adding them to a particular workflow based on that form, you can then target them with more content in the same vein that will also likely interest them.
You can also trigger a workflow based on more complicated criteria, though, through Smart Lists: categories into which you can place your leads based on specific actions. If someone clicks on a particular product page multiple times, they can be put on a list of people who are interested in that product. Or you can set a list of B2C companies of a certain size, based in Chicago for example. The sky’s the limit. Whatever criteria are important to you, you can create a list of customers who meet it.
Once you’ve determined the criteria for a workflow, it’s time to set your response. As we discussed, the most common response to a customer action is an automatic e-mail. But there’s much more you can do.
Say your lead’s actions exhibit immediate interest in your company by requesting a demo of your product. Set a workflow to categorize them as high priority leads. Then, once they’ve bought your product, categorize them as existing customers. How you treat them once they’re in these categories is up to you, but knowing where they stand with your company is important information that can be provided automatically using a workflow.
You can even set a workflow to e-mail you instead of them, once a particular criteria has been met. They requested more information? Rather than send an automated e-mail, alert a salesperson to get in touch with them personally and ask what they can do to help.
These workflows are tools that can be used in whatever way you see fit. What do you want to know about your customers, and what do you want to do in light of that knowledge? Whatever the answer, you can create a workflow to carry it out.
To learn more about workflows and how they can work for your company, click below to try our Hubspot software demo, and get started using them for yourself.