Of course, there's a right way and a wrong way to use any tool, and HubSpot workflows are no exception. Let's discuss 5 "secrets" that can help you build effective workflows to optimize your sales process.
5 Ways You Can Build Effective HubSpot Workflows
Secret #1: Don't be afraid to create multiple workflows for the same process.
It's important to realize that HubSpot workflows themselves are not "smart" or dynamic. Once created, they simply do what they're programmed to do. However, intelligence must come into play when designing workflows for sales processes. You'll almost always have to design multiple workflows for the same process in order to cover all possible outcomes.
As a simple example, imagine that someone fills out a lead capture form and downloads one of your eBooks. You may need to create multiple workflows to nurture the lead. For instance:
- One workflow may involve sending the prospect an automated email sequence, such as a welcome email, and then a follow-up email 24 hours later.
- If one of your emails contains a specific CTA, and the prospect takes the desired action, another workflow may come into play (e.g., your sales team follows up with product recommendations or offers additional services).
- If the prospect doesn't take any action as a result of the email sequence, you may need a third workflow in place. For instance, this workflow may involve routing the lead to a sales rep for future follow-up.
The point is, that you'll often have to link multiple workflows together in order to effectively complete your sales processes. So take your time, and try to map out as many outcomes as you can. This way, you can match them to an appropriate workflow.
Secret #2: A lot (if not most) of your workflows will be internal.
In the early days of HubSpot, the term "workflow" basically referred to email drip campaigns (aka, "automated email sequences," like the one discussed above). Sales managers could create specific email templates and triggers for any number of customer actions. This can include subscriptions, purchases, downloads, sign-ups, and so forth.
Of course, workflows that involve email sequences are still incredibly valid and useful. However, HubSpot's platform has developed to the point that now many of the workflows users implement aren't customer-facing at all. In fact, for many companies, HubSpot workflows are mainly used for internal processes.
For example, you can use workflows to streamline and automate your lead management process. You can use them to scrub and update your CRM data and leverage your lead scoring model into helpful notifications for your reps. So don't cultivate the mindset that workflows are only for processes visible to your customer base. The truth is, the majority of your workflows may be running behind the scenes, helping your business to run more smoothly than ever before.
Secret #3: Your lead management process has to make sense in order for your workflows to be effective.
If you feed a computer bad data, then no matter how "smart" or powerful it is, you're only going to get bad data in return. In the same way, your workflows will only be effective if your overall lead management process is solid in the first place.
A solid lead management process often comes down to 2 basic elements: (1) a logical progression from one stage of the customer's journey to the next; and (2) adequate training for your reps. If the steps involved in leading your prospect from the awareness stage to the decision stage are not well-thought-out, then no matter how many workflows you design, your sales funnel will still have major bottlenecks. And if your reps don't know how to input key data into HubSpot's system (e.g., contact info, deal stage info, account properties, etc.), then your workflows could backfire due to human error.
Secret #4: The best workflows are the ones you can recycle.
Imagine for a moment that your workflows are like snippets of programming code for a website. In a few cases, that snippet may be unique to only one page, or a series of pages. However, in other situations, you could reuse those snippets again and again. You can even implement them on every page on your website.
In the same way, you'll quickly find that the most useful workflows in HubSpot are the ones you can utilize again and again, for a wide variety of use cases. For example, can you use an email sequence workflow across multiple products and services that you offer? Can you use the same basic workflow for handing off a prospect to sales that you do for handing off a customer to fulfillment?
Of course, not every workflow can be "copy-and-pasted" into a new application. Nevertheless, you can save a lot of time and effort by reusing basic routines across a range of processes.
Secret #5: Limit the number of people who can edit your workflows.
This final secret is simple but vital. The idea is that you don't want "too many chefs in the kitchen" when it comes to designing, implementing, and updating your workflows. Everyone in your sales department may have their own idea about what should and shouldn't be in a particular workflow. However, it's usually best to appoint a small task force over workflow management and troubleshooting. Fortunately, HubSpot gives you the option to restrict access to workflow editing based on user roles and other properties.
There you have it: 5 key "secrets" to building effective workflows in HubSpot! If you follow these principles when designing automated routines for your business, you'll find that your overall sales process will be simpler, more efficient, and more successful. Your sales reps will also be more at ease. They'll have a better idea about what they should do, and when they should do it.
Do you have any questions about how HubSpot workflows can take your sales process to the next level? Reach out to our friendly team of digital marketing experts at OverGo Studio today for a free consultation. We'd be happy to assist!
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