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How to Master Your Marketing Automation with Workflows

Stephanie Lussier

Principal Inbound Marketing Consultant, HubSpot

You can’t hum while holding your nose closed. (Seriously, try it.)

@salussier

STEPHANIELUSSIER

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M A R K E T I N G A U T O M A T I O N

Automating different actions or tasks we find ourselves doing over and over again. Specifically, those that impact the way contacts interact with your brand and the internal processes

that drive your marketing.

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Who is this session for?

1 3 Advanced Techniques for Marketing Automation – Interacting with internal stakeholders– Executing a workflow around a specific date– Optimizing steps conditionally around behavior

2 Q&A Session [10-15 minutes]

AGENDA

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1 INTERACTING WITH INTERNAL STAKEHOLDERS

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SCENARIO:Need to get

QUALIFIED LEADSto the appropriateSALES REPS

as FAST as possible

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Andie

Andie Cooper

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Jackson

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In Arizona, Utah, New Mexico or Colorado

Engaged with his company via email, site visits

and form submissions

Marketing Manager, Director of Marketing, CMO

A Qualified Lead =

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we need to make sure these leads are assigned to Jackson.

First,

let’s make sure Jackson receives the details about the qualified leads that have been assigned to him.

Next,

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Jackson’s Qualified Leads

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Setting the Owner Property

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Setting the Owner Property

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we have set everything up to assign new leads to Jackson.

So,

let’s make sure Jackson is notified when he has a new qualified lead.

Now,

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Notifying Jackson of New Qualified Leads

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Notifying Jackson of New Qualified Leads

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Internal Notification Through the Workflow

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More Examples

to Try(based on contact behavior)

When certain pages are viewed by qualified leads

Lifecycle Stage changes

Start/end of a trial

When enrolled in or removed from a

Workflow

Recent email clicks

Social clicks

Webinar registration and attendance

When specific parts of the website are clicked on

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2 EXECUTING A WORKLFOW AROUND A SPECIFIC DATE

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SCENARIO:Need to CREATE

AWARENESSaround a NEW PRODUCT

LAUNCHto EXISTING contacts

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Connor

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• Initial announcement

• Release-related content

• Product details

• Follow-up

As part of the promo, Connor wants to send:

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Product Launch Promo Workflow

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Open houses

Webinars

Tradeshows or

conferences

Renewal reminders

Appointment confirmations

More Examples

to Try(based on dates)

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3 OPTIMIZING STEPS CONDITIONALLY AROUND BEHAVIOR

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SCENARIO:Need to QUALIFY

more leads by getting

them to sign up for a DECISION stage offer

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Jimmy

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Tess

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Trial nurturing

Reuse content for on-going contact engagement

Provide ‘Consideration’ stage

content to qualified leads at the right time

Customer engagement (can include boosting product adoption)

Re-engage contacts and identify their area of interest for content

More Examples

to Try(leveraging branching logic)

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RESOURCES

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Prodigy Bar

KEYNOTE: BRIAN HALLIGAN & DHARMESH SHAH | Tuesday, 3:00 PM

THERE'S MORE TO LEAD NURTURING THAN EMAIL … MK GETLER | Wednesday, 10:30

AM

At INBOUND 2014

Post-INBOUND 2014HubSpot’s Marketing & Customer Blogs

HubSpot Academy Videos

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Thanks!

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Q&A Session