HubSpot Sales Automation Examples - How to Successfully Leverage the Software


HubSpot is one of the most popular sales and marketing automation platforms on the market today. It's easy to navigate, comes with a fairly short learning curve, and offers a range of robust features that can take your sales process to the next level. 

It takes time, planning, and experience to unleash the full potential of HubSpot's automation functionalities. However, you can always get a head start by examining what other companies have done. With that in mind, let's discuss 5 specific examples of how to successfully leverage HubSpot's sales automation software in 2022.

Best HubSpot Sales Automation ExamplesGroup of sales representatives in an office managing their leads through a strategic sales automation process - a concept of using HubSpot tools.1. Use a Lead Sourcing Integration

Lead sourcing can be defined as the process of acquiring new leads, often by partnering with 3rd party providers. Lead sourcing platforms like ZoomInfo and UpLead offer integrations with HubSpot's CRM. By using such integrations, you'll be able to maintain updated and accurate contact info for your prospects. You'll also be able to sync your contact lists between the two systems. 

Using a lead sourcing integration saves a lot of time and effort that would otherwise be spent on researching contact information for prospects. This kind of automation is relatively simple to implement and helps to lighten the load for your sales team.

2. Develop a Workflow for "Lost Deals"

Just because you've lost the battle doesn't mean you've lost the war. Even prospects that say "No" right now may become interested in your offerings in the near future. The question is, how can you make sure that those prospects don't slip through the cracks and become permanently "lost?"

One step you can take is to develop a workflow (or multiple workflows) specifically for lost deals. In HubSpot's CRM, you can define a custom property such as "Reason for Lost Deal" and make user input within it a requirement before your sales reps can officially close out the prospect's account. Then, that property can be linked to the prospect's account (either as an individual or a company) so that other reps will see it before engaging in future interactions.

In addition, you can develop a workflow that will periodically "recycle" such closed lost deals through your pipeline. For instance, you can create a custom lead status (such as "Lost Deal Follow-up") that will send the prospect back into your team's lead pipeline after a predefined interval of time (say, three months). Then, simply apply that lead status to all closed lost deals in your system.

Setting up workflows like this will ensure that no prospect accidentally falls by the wayside. Moreover, you may be surprised at how many refusals can turn into acceptances, given patience and a well-structured follow-up process.

3. Develop a Workflow for Lead Reactivation

Some prospects flatly say "No" to your sales team. Others simply stop responding to their outreach and become inactive over time. The good news is, that you can also develop an automated workflow specifically designed to identify inactive leads and "reactivate" them when certain conditions are met. 

For example, you can build a workflow that identifies all prospects who have stopped engaging with your team over a certain time frame (such as 6 months), and then add those contacts to your inactive list. Then, you can define some parameters that would indicate it's time to reach out to them once again. Your criteria could include actions that the prospect takes, such as:

  • Visiting your website
  • Signing up for your email newsletter
  • Reaching out to your customer service department
  • Engaging with your company's social media account

Once one or more of these conditions are met, the prospect can be added back into your sales funnel. In addition, you can set up an alert for your sales team that the lead has been reactivated, and requires prompt follow-up.
Group of businesspeople brainstorming about sales automation workflows for their company.

4. Automatically Distribute Your Leads Evenly Across Your Sales Team

A lot of friction and confusion could result when you assign leads manually. A few of the pitfalls associated with this approach can include human error, nepotism, and burnout. 

Fortunately, you can bypass these pitfalls by setting up a workflow that will automatically assign leads to each member of your sales team. You can use a "round-robin" system to ensure that new leads only go to an available sales rep, and have your leads evenly distributed across your sales team. In this way, you'll be able to prevent one rep from dealing with a crushing workload while another has very few leads to follow up on.

Make sure that when you set up this workflow in HubSpot, you assign the lead owner via rotating. Moreover, you can use this same basic automation to assign tasks and other activities to your team members on a round-robin basis. As the saying goes, "many hands make the load light!"

5. Leverage a Booking Confirmation Integration

Booking and conducting meetings are two vital tasks that your sales reps must perform if they want to achieve (or exceed) their quota. Of course, an automated booking confirmation email is a useful tool when it comes to reminding a lead of an upcoming appointment. Realistically, though, not every lead stays on top of the inbox as it should. So what can you do to ensure that they receive the confirmation message, and either attend or reschedule the meeting?

One solution is to use a HubSpot integration designed to contact prospects via alternative mediums. For example, you can set up an app like Just Call to automatically send a confirmation text message to leads that have scheduled a meeting with one of your reps. Simply add the confirmation text to your workflow in HubSpot. This way, any time a lead finalizes an appointment on your website, or with one of your team members, they'll receive the reminder text as well. (You can also set it up so that they receive multiple messages before the day of the meeting.)

Do you have any questions about the 5 HubSpot automation examples discussed above? Do you want to learn more about how to set up workflows? Reach out to our team of experts at OverGo Studio today for a free consultation. Let us share our experience and insight with you!

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