At our recent February 2017 meeting of the Fairfield County Hubspot User Group, we gave an overview and differentiated Workflows from Sequences. We also provided a demonstration of the Sequences. The various uses of automated follow-up features built-in to the Hubspot sales and marketing platform enables targeted messaging and response flows that make marketing and sales interactions with customers consistent and organized from beginning to end. Our discussion centered on how Hubspot users are able to nurture their leads by configuring follow-up tasks, schedules and predictive trigger-based actions to manage customer experience throughout the buyer's journey.
Workflows and sequences take away the email exchange and meeting follow-up grunt work and lets Hubspot Users make the most of its marketing and sales automation features. Shared libraries of content, files and templates allow for seamless integration of customer engagement with internal work processes.
What is a Workflow?
Workflows are automated sets of marketing actions that execute based upon a given starting condition which is the rule that determines when a contact should enter a workflow. It automates lead-nurturing tasks and generates real-time snapshot dashboard overview of how your content, your list and your email is performing.
Users can set-up standard, fixed date and property-based workflows, and contacts can either be manually or automatically enrolled in workflows.
A Standard Workflow is triggered by either one of the following:
- event completion
- form submissions
- manually enrolling an individual contact or an imported list of contacts
- page visits
- smart list sign-up
A Fixed Date workflow is triggered by the same starting conditions, but its timing is relative to a set event date, such as:
- a webinar
- a conference
- a holiday
Property-based workflow is triggered by the same starting conditions, and is similar to the fixed date workflow that is centered around a specific date, but its timing is based on a custom date property on a contact's record, such as:
- a trial expiration date
- renewal date
Download marketing email workflows you can use today.
What is a Sequence?
Sequences make each follow-up action 'specific' or customized to individual prospects based on their most recent interaction with your company--making it more suitable for follow-up sales activities and increasing efficiencies across your sales and marketing teams. You can also send sequences using your Gmail or Outlook
The 'If-Then' branching logic enables users to set up different event sequences. Depending on what the desired objectives are, Hubspot Sequence feature gives users the ability to see whether or not the outcomes fall short, meet or exceed set targets so adjustments can be done accordingly.
It is relatively easy to set up workflows and sequences in Hubspot. To start using this powerful feature, download the presentation.