Marketing automation tools are no longer a novelty. They are an important asset if you want to both grow and scale your business — and they are essential if you want to compete.
According to one study, 67% of marketing leaders said they rely on marketing automation. Another 21% planned to implement some type of marketing automation platform within a year. A separate study revealed that 91% of users agreed marketing automation is “very important” to their success.
Most businesses have been using automation in one form or another for years. If you use or are familiar with HubSpot, you should be no stranger to automation. It’s built into the system.
HubSpot automation helps you eliminate manual processes. Instead of posting to social media by hand, you can schedule social media posts in advance. Instead of responding to every email, you can use automated email responses to nurture leads.
But HubSpot’s automation capabilities go way beyond social media and email. The HubSpot Workflows tool lets you span automated sequences across all your HubSpot apps for a seamless customer and user experience.
You can finally scale your operations without worrying about how you’ll be able to keep up with new business.
Automation Beyond Email
The HubSpot Workflows tool is similar to the tools you might use to create an automated email campaign, but it goes well beyond email. It lets you execute a series of automated actions within almost all of HubSpot’s tools based on defined conditions.
For example, a simple workflow might place a contact in one of your lists if they take an action like clicking on a CTA in an email. Or, you could send out an automated email based on how a contact responds to one of your form fields.
A more complex workflow might include branching “if/then” logic:
In the image above, you can see how a contact might become a Lead or a Sales Qualified Lead depending on whether they’ve filled out a contact form. You can even expand upon this by creating additional automated tasks underneath the “set contact property” tasks.
If they haven’t filled out a contact form yet, you may need more information. Enroll them in an email workflow that will nurture them further.
If the contact is an SQL, they’ve been researched and vetted by your sales and marketing team. Why not create a task to remind one of your salespeople to call them? Create multiple stages for follow-up reminders and include other if/then parameters in case the status of the lead changes.
If they move to the next stage and are ready to discuss a purchase, you can automatically enroll them in a deal workflow. Set up reminders for your sales team to circle back with a prospect after a proposal is sent.
If a deal is marked as closed and lost, you can even set up a workflow to reach out to the prospect again in the future. Use a time delay of days, weeks, months, or even a year in your workflow to ensure they’ll be ready to talk again.
With HubSpot’s tools, you can create company-based, deal-based, and quote-based workflows, and you even create ticket-based workflows if you use HubSpot’s Service Hub:
If it can be automated, you can build a HubSpot workflow around it. You’ll free up valuable time, you’ll miss out on fewer opportunities, and you’ll be able to scale your operations more effectively.
Scaling Your Business with HubSpot Workflows
There’s a big difference between growing and scaling your business. You can grow your business with old tools and processes. All you have to do is take on new clients. The problem is, your operations won’t be sustainable if you don’t find new efficiencies — especially not in today’s fast-moving markets.
If you’re not using workflow automation to save time and effort, you’ll grow your expenses every time you grow your revenue. Eventually, your team will reach full capacity, and they may even become overworked.
When that happens, mistakes happen. It becomes difficult to maintain and follow up with the clients you have, much less onboard new ones. Deals fall through the cracks and your sales growth slows to a sputter.
According to one study, companies can miss out on 20% to 30% of revenue each year due to inefficiencies. This may be due to manual processes that should be automated, siloed data, or systems that just don’t speak to each other.
Grow More Efficient with HubSpot
The HubSpot Workflows tool removes many of the cumbersome and repetitive tasks that keep your employees occupied.
There’s no need to draft a new email every time you want to follow up with a prospect. You won’t have to copy and paste information into spreadsheets to keep your contacts organized — just enroll them into lists automatically based on their actions.
With all the time you save, you can focus on more important things like strategic planning or even your next marketing campaign.
If you’d like to learn more about how HubSpot’s tools can help, contact us at Growth Panda. As a HubSpot Diamond Agency Partner with numerous HubSpot certifications, we’re well positioned to help you implement and take advantage of everything HubSpot has to offer.