When someone fills out a form you probably sent a follow-up. After that, you might enroll them in a drip campaign to nurture them through the sales funnel. Great, all good things.
Why stop there though? There are so many functions in HubSpot workflows that they are capable of much more than just email automation.
You could be using your workflows for scalable database management, lead assigning, deal stage creation, etc.
Automation can get pretty overwhelming so let’s go over how you can get a jump-start on five processes you can implement now that extend beyond simple nurturing drip campaigns.
In my opinion, one of the best updates to HubSpot in the last few years was the addition of several sales functions that can be used in workflows.
With the lead assignment rotator, you can assign a lead based on a list of sales people that you can set. If you want an existing assignment to get overwritten just set a step before the lead assignment step to clear the field “Hubspot Owner”.
It’s pretty common to want an existing assignment to stay intact, so just leave out the step to clear the “HubSpot Owner” field. Like this:
Sometimes properties get duplicated. As much as we try to keep each property distinct and unique, if we have multiple team members in a HubSpot portal duplicates are probably going to happen.
Traditional methods of cleaning this up would require you to export the list, make adjustments in a CSV then re-upload it.
With HubSpot’s workflows, you can sidestep a lot of that work and clean up your database. We can use the
Copy a Contact Property or
Copy a Company Property function and paste it in either a company or contact property.
In addition to helping keep your database clean, this also can be used for advanced Salesforce syncing.
I have a client who’s sales team is pretty CRM shy, but they use their email a lot. They aren’t the first company to encounter this, and we’ve been able to set up their HubSpot sidebar to capture key data points sales teams need to stay in the loop.
One of those data points is a “Next Contact Date” reminder. When the “Next Contact Date” is tomorrow they get a reminder to reach out to that contact tomorrow. Seems simple enough.
By setting this process up in a workflow they can set that contact date from their inbox. Then, they’ll receive a notification that’s sent from the contact. This populates the HubSpot sidebar with rich information about the contact they need to be in contact with.
As an added bonus, the ease of accessing information with useful links in the HubSpot sidebar might lead to an increase in sales people using the CRM.
Not surprisingly, they don’t want to click through a dozen UI elements to get to a contact’s record. Thanks to the HubSpot email integration, they can jump directly to contact records, company records, and deals.
Sometimes there are contact behaviors that absolutely require a deal to be made.
An example I’ve worked with before was if a contact requested a demo. We consider this request the “Initial Contact”, then a deal should be created. We’ll use contact tokens to name the deal dynamically. Additionally, that deal should be assigned to a HubSpot owner. This owner will follow-up with the contact, administer a
Additionally, the deal should be assigned to a HubSpot owner. This owner will follow-up with the contact, administer the demo, and guide them through the subsequent deal stages.
For good measure, we’re going to send an internal notification to the sales person to give them a heads up about the new deal. But first, we want to rotate this contact to an owner, in case there isn’t one already.
Sometimes when we make a custom property we’ll have an idea of what the property should be set to if no selection is made. This can be considered its default state.
Sometimes the default state is blank and sometimes there should be a selection made.
By combining the “Unknown” selection for a given property we can enroll contacts who have a blank default state. Then with one step, we can set that property to whatever we want.
So there you have it, five cool tricks you can use in your HubSpot workflows that extend beyond simple nurturing drip campaigns.
I hope these tips inspire other ideas. The thing is, almost anything can be done and it’s easier to count the number of things HubSpot workflows can’t achieve, then every single thing they can.
I seriously spend more time thinking “I wonder if that’s one of the few things we can’t do…” then “I wonder if that can be done…”.
Happy HubSpotting everyone!