In the world of digital marketing, automation isn’t just a nice-to-have—it’s a game-changer. Companies using marketing automation see a 14.5% boost in sales productivity. Yet, many marketers leave valuable tools, like HubSpot, underutilized.
Let’s change that.
Here are five practical workflows you can implement today to streamline your marketing, nurture leads, and get better results.
1. Welcome Email Workflow: Make a Strong First Impression
First impressions matter—especially when someone subscribes to your content. A strong welcome email workflow sets the tone for your relationship.
How to Set It Up:
- Create a contact-based workflow.
- Use the “form submission” trigger for your newsletter sign-up form.
What to Include in Your Welcome Series:
- Email 1: A warm thank-you and confirmation of their subscription.
- Email 2: A helpful resource, like a blog post or free guide.
- Email 3: A little more about your business, with an exclusive promotion or industry insight.
Space these emails out over a few weeks to keep your audience engaged without overwhelming them.
Pro Tip: Allow re-enrollment. If someone unsubscribes and later signs up again, they should experience the same welcome series as before.
2. Manage Communication Preferences: Respect Their Choices
No one likes being bombarded with unwanted emails. Managing communication preferences ensures you’re respecting your audience while staying compliant.
How to Set It Up:
- Create a workflow triggered by the same newsletter sign-up form.
- Use this to let subscribers opt in or out of specific channels, like email or SMS.
Why It Matters:
- Keeps your contact list organized.
- Ensures compliance with email regulations like GDPR.
- Builds trust by giving your audience control over how they hear from you.
Bonus Tip: Double-check that new subscribers are marked as “marketing contacts” in HubSpot so you’re set up to communicate with them effectively.
3. Webinar Promotion Workflow: Drive Attendance Without the Stress
Webinars are a goldmine for lead generation—if people show up. A well-crafted promotional workflow takes the guesswork out of boosting attendance.
How to Execute:
- Target Your Audience: Use filters to identify those most likely to attend, such as newsletter subscribers or specific segments.
- Plan Your Emails: Send promotional messages at key intervals—one month, one week, and one day before the webinar. Highlight the value of attending and what participants will gain.
- Use Goals Wisely: If someone registers, unenroll them from future promotional emails. No one wants to keep getting invites for something they’ve already signed up for!
This workflow ensures your audience feels informed, not overwhelmed.
4. Lead Lifecycle Management: Automate Qualification
Manually sorting leads is tedious, and worse, it slows down your sales team. Automating this process helps you focus on the leads that truly matter.
Steps to Get Started:
- Define Lead Scoring Criteria: Decide what qualifies a lead. For instance, a lead with a score above 20 could be considered marketing qualified (MQL).
- Build the Workflow: Automatically update lifecycle stages when a lead’s score hits the threshold. Notify your sales team so they can follow up immediately.
- Add Extra Actions: Add these MQLs to a specific list for targeted communication or next steps.
With this system, your sales process becomes faster, more efficient, and laser-focused on high-quality leads.
5. Marketing Contact Management: Stay Organized and Save Money
Every contact in your database comes at a cost. Managing your marketing contacts effectively prevents unnecessary expenses while keeping your lists clean.
Here’s How to Do It:
- Identify Unsubscribed or Bounced Contacts: Create lists in HubSpot to track them.
- Update Their Status: Use a workflow to mark unsubscribed contacts as “non-marketing,” saving you from overspending.
- Handle Hard Bounces: Keep their info for historical reference, but make sure they’re marked correctly.
This simple workflow ensures you’re only paying for active, engaged contacts while staying compliant.
Take Action
These five workflows aren’t just “nice ideas”—they’re actionable strategies you can set up in HubSpot today. From welcoming new subscribers to managing leads and contacts, these tools will save you time, boost efficiency, and help you connect with your audience in a meaningful way.
Start with one. Implement it. Then move on to the next.
You’ll be amazed at the difference even a small dose of automation can make.
Your marketing deserves to work smarter—not harder. Ready to dive in?