Many companies lose a significant portion of their revenue each year due to process inefficiencies. Process inefficiencies cause businesses to lose up to 30% of their revenue annually. The reality is that your company loses revenue due to process inefficiencies too. But what if there was a way to turn this around? Marketing automation offers a powerful solution.
76% of companies already use marketing automation and those that do see a 77% improvement in lead conversion rates. The business process automation market is expected to grow by at least $12 billion in the next seven years, which shows how critical these tools are for businesses.
Marketing automation tools like HubSpot Workflows and Sequences streamline your marketing efforts. They help you connect with and nurture your customers more effectively, reducing waste and boosting your bottom line.
Let’s discuss these tools in detail!
Workflows for Marketing
According to IDC, businesses lose 20% to 30% of revenue annually because of process inefficiencies. HubSpot workflows and sequences are a great automation resource for consistently engaging customers in a nurturing way and helping eliminate the waste that adversely affects your bottom line.
A HubSpot Workflow is an automation tool designed to manage and streamline your marketing tasks. It allows you to automate various actions, such as sending emails, updating contact information, and assigning tasks to your team. This helps you stay organized and ensures your marketing efforts run smoothly without manual intervention.
When Are Workflows Used?
Workflows are used when you want to automate repetitive marketing tasks. For example, you can use workflows to:
- Send a welcome email series to new subscribers.
- Nurture leads by sending them relevant content based on their behavior.
- Automatically update contact properties based on specific actions taken by the contact.
- Assign leads to sales representatives based on predefined criteria.
How are Customers Enrolled in Workflows?
Customers are enrolled in workflows based on the triggers you set. These triggers can include actions such as:
- Filling out a form on your website.
- Viewing a specific page or set of pages.
- Reaching a certain stage in the customer lifecycle.
- Meeting specific criteria, such as location or job title.
Once enrolled, the workflow will guide the customer through a series of automated actions you have predefined.
The Unique Distinctions or Functions of Workflows?
HubSpot Workflows offer several unique functions:
- It allows you to create different paths based on contact behavior.
- It helps you track the success of your workflows by defining specific goals.
- It automatically scores leads based on their interactions with your brand.
- It seamlessly integrates with other HubSpot tools and third-party applications to provide a cohesive marketing experience.
Workflows are flexible and can be customized to fit your specific marketing needs, making them a powerful tool in your automation arsenal.
Sequences for sales
A HubSpot Sequence is an automation tool designed for sales tasks. It allows you to automate a series of personalized emails and follow-up tasks. This helps you engage with prospects consistently without manual effort, making your sales process more efficient and effective.
When are Sequences Used?
Sequences are used when you want to follow up with prospects in a structured and automated way. Examples include:
- Following up with a lead after an initial contact.
- Sending a series of educational emails to nurture a prospect.
- Reminding prospects about upcoming meetings or events.
- Re-engaging cold leads with a targeted email series.
How are Customers Enrolled in Sequences?
Your sales team manually enrolls customers in sequences. This usually happens when a sales representative identifies a prospect that needs regular follow-up. Once enrolled, the sequence sends emails and assigns tasks according to the schedule you have set.
What are the Unique Distinctions or Functions of Sequences?
HubSpot Sequences offer several unique functions:
- Each email in a sequence can be personalized with the prospect’s information to increase engagement.
- Ensures timely follow-ups without manual intervention, keeping prospects engaged.
- Automatically creates tasks for sales representatives, such as calling or sending a follow-up email.
- Seamlessly integrates with HubSpot CRM, allowing for better tracking and managing your sales activities.
Sequences help sales teams maintain consistent communication with prospects, ensuring no opportunities are missed, and leads are nurtured effectively.
Conclusion
HubSpot Workflows and Sequences are both essential automation tools but serve distinct purposes. Workflows are designed to automate marketing tasks and manage large-scale campaigns. They help you nurture leads and streamline various marketing activities. In contrast, Sequences are tailored for sales tasks, allowing sales teams to automate personalized follow-ups and maintain consistent communication with prospects.
Pros of HubSpot Workflows
- Automate complex marketing tasks.
- Personalize communication based on customer behavior.
- Improve lead nurturing and conversion rates.
- Integrate seamlessly with other HubSpot tools and third-party applications.
- Track the success of your marketing campaigns with goal setting and lead scoring.
Pros of HubSpot Sequences
- Automate personalized follow-up emails.
- Ensure timely and consistent communication with prospects.
- Create tasks for sales representatives to maintain engagement.
- Personalize each email with prospect information.
- Integrate with HubSpot CRM for better tracking and management.
Both tools offer significant benefits for businesses looking to enhance their marketing and sales processes.
We help our clients clarify their messaging so it resonates with their audience. Our expertise in HubSpot tools positions us as a trusted authority in marketing automation. For more insights and to optimize your use of HubSpot tools, consider getting a HubSpot Portal Audit.
