Workflows with HubSpot: the secret to successful marketing automation!
Is marketing automation part of your daily routine, and is your best colleague HubSpot, one of the most powerful platforms on the market? Then this article is for you!
Discover the advantages and secrets of this innovative solution, as well as a series of practical tips for automating your campaigns. Your mission, if you accept it: to improve your lead nurturing and enrich the customer experience.
From defining your objectives to the practical tools available, you'll be fully equipped to develop an effective and relevant marketing automation workflow strategy. 🔥
What is marketing automation?
Marketing automation refers to a set of effective technologies and methods for managing your campaigns. This includes:
- sending targeted emails,
- publishing on social networks
- lead management,
- and much more.
Marketing automation works by using data analysis and user segmentation tools to create personalised campaigns. These campaigns adapt to the different segments of your audience. The main aim is to save time, while improving the personalisation and effectiveness of your marketing campaigns.
🧰 Thanks to software like HubSpot, professionals can optimise their marketing efforts. It stands out for its ability to integrate data and analytics to optimise customer interactions at every stage of the customer journey. By offering everything in a single platform, HubSpot simplifies the automation of marketing processes.
Why use marketing automation?
The 5 benefits of automation
- Save time: automating repetitive tasks allows your teams to concentrate on higher added-value activities. This includes developing creative strategies or creating engaging content.
- Advanced personalisation: marketing automation enables you to design highly personalised campaigns based on user behaviour and preferences. This increases your chances of engagement and conversion.
- Ongoing analysis and optimisation: with integrated analysis tools, you can measure the performance of your campaigns in real time. This allows you to adjust your strategies on the basis of concrete data.
- Consistent communication: thanks to automation, every contact receives consistent, sustained messages. This builds credibility and trust in your brand. 💯
- Improved lead nurturing: automation facilitates ongoing interactions with your leads, guiding them through their buying journey in a fluid and relevant way.
The 4 main benefits of automation with HubSpot.
#1 Automate lead nurturing with email campaigns
Lead nurturing is crucial to building strong relationships with prospects. HubSpot makes it possible to create personalised, automated email campaigns that adapt to lead behaviour.
👉 For example, when a contact downloads a white paper, a follow-up email can be automatically sent to offer them additional content or encourage them to sign up for a webinar.
The aim is to keep prospects engaged while guiding them towards informed buying decisions. Studies show that personalised email campaigns achieve open rates of 30% or more, whereas generic emails often struggle to break the 15% barrier.
#2 Visualise and personalise your workflows
One of HubSpot's key features is its ability to visualise and personalise workflows. This makes it easier to manage campaigns and personalise interactions. Workflows can be adjusted according to user behaviour, as well as demographic data and purchasing behaviour.
To illustrate, a workflow could be configured to automatically send a thank-you notification email after a purchase, followed by a message asking for feedback a week after the purchase. These interactions strengthen the bond between your brand and your customers.
#3 Automate lead scoring and follow-up
Lead scoring is essential for identifying which leads are the most promising. By automating this task in HubSpot, you can assign scores to leads based on their interactions with your marketing content (clicks on emails, page visits, etc.). This allows your sales teams to focus on the leads with the highest scores, those who have shown superior interest and engagement. 📈
What's more, you can automate lead tracking to send reminders to the sales team, ensuring that no opportunities are lost. This optimises team time and improves the conversion rate.
#4 Benefit from good support and training
To maximise the use of the platform, good support is crucial. HubSpot offers a number of resources to help you make the most of the platform:
- Online training: free courses are available to familiarise you with the various features.
- Customer support: help is available to resolve technical problems.
- User community: join the community to exchange ideas and get practical advice.
- Technical support: for users with specific needs, professional advice is also available.
3 key HubSpot features for marketing automation
Feature 1: Workflow customisation
Workflow customisation is a fundamental feature. It enables professionals to create sequences of actions based on user behaviour. For example, a user who regularly opens emails about a specific product can be automatically targeted with relevant special offers.
These workflows also allow you to adjust the frequency and type of content sent. A prospect who has shown a high level of interest in a future webinar could receive a reminder e-mail. Meanwhile, a less engaged prospect could have access to more basic content.
Feature 2: Adaptive testing and intelligent content
Adaptive testing allows you to optimise your marketing campaigns by testing different versions of content. A/B tests can include variations in titles, images or messages. This helps you to refine your approaches.
Intelligent content modifies the content displayed according to the visitor's characteristics.
👉 For example, a lead who has recently shown interest in a certain product might see a specific email or content page that fits in with their interests.
Feature 3: Use automation to segment your audience
Dynamic segmentation with HubSpot allows you to automate the classification of your contacts according to specific criteria, such as buying behaviour or interactions with your content.
By automatically segmenting your audience, you can create highly targeted and personalised marketing campaigns. HubSpot adjusts segments in real time to ensure each contact receives relevant messages, increasing engagement and conversions.
This approach not only optimises the effectiveness of your campaigns, but also the customer experience, strengthening brand loyalty.
Set up a marketing automation strategy with HubSpot in 3 key steps
1. Define your objectives
Before you get started, it's essential to clearly define your objectives.
What do you want to achieve? Increase sales, generate leads or improve customer satisfaction? Establish KPIs to measure the effectiveness of your campaigns.
Clear objectives can include specific conversion rates, the number of leads generated per month or the growth of your mailing list.
2. Identify the tasks that can be automated
Identify tasks that can be automated to improve the effectiveness of your marketing.
This could include :
- sending welcome emails; ✉️
- managing lead scoring;
- or scheduling your social media posts.
Regularly evaluate time-consuming or repetitive tasks to identify new opportunities for automation.
3. Use the right tools
HubSpot offers a number of effective tools for marketing automation, such as :
- Workflows: automate inbound marketing campaign tasks and progress leads through the conversion funnel.
- Chatbots: these programs interact with visitors, answer frequently asked questions, and help guide users to the information they're looking for.
- Social media management: plan your publications in advance and make sure they reach your audience at the most opportune moment.
- Web pages and blogs: easily publish and schedule new content using integrated AI tools.
Example of a lead nurturing workflow
A good example of automation is configuring a lead nurturing workflow. Determine a trigger criterion, such as filling in a form to download an eBook.
After a certain period of time, an e-mail can be automatically sent inviting the prospect to discover other similar resources or to register for a webinar related to the subject.
Let's assume that your lead hasn't downloaded this resource after a week. Trigger an email offering additional content that would provide relevant advice or a case study. Your aim will be to adapt your communications according to the lead's behaviour, in order to ease their journey through your conversion funnel.
What can you learn from marketing automation with HubSpot?
Adopting marketing automation is more than just an option for modern businesses; it's a strategic necessity for successfully navigating an ever-changing marketing landscape. By integrating tools like HubSpot into your arsenal, you're not just automating tasks, you're building a strong bridge between your brand and your customers.
By exploring the intricacies of this approach, you'll discover innovative techniques for engaging your prospects, as well as ways to optimise your customer relationships over the long term.
Curious to learn more about other facets of digital marketing? Multi-channel interactions, artificial intelligence and marketing performance analysis are all exciting topics to explore.
Never underestimate the power of a well-orchestrated strategy; it could well be the key to your future success. Are you ready to dive deeper into this fascinating universe? ✨
Article translated from French