INBOUND16 Presentation by Bella Wu and Stephanie DeCoste **VIEW TOOL DEMO VIA LINKS BELOW** - Subscriber + Lead Re-engagement: http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Re-engagement%20Workflow%20INB16.gif - Subscriber + Lead Re-engagement (advanced): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Re-engagement%20Workflow%20Advanced%20INB16.gif - Event Nurturing (part 1): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Event%20Nurturing%20p1%20-%20INB16.gif - Event Nurturing (part 2): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Event%20Nurturing%20p2%20-%20INB16.gif - Event Nurturing (part 3): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Event%20Nurturing%20p3%20-%20INB16.gif - Sales Enablement (example 1): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Pricing%20Page%20-%20Sales%20Notification%20-%20INB16.gif - Sales Enablement (example 2, part1): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Demo%20Request%20-%20Sales%20Notification%20-%20INB16%20(gif).gif - Sales Enablement (example 2, part 2): http://cdn2.hubspot.net/hubfs/122117/INBOUND16%20Videos/Demo%20Request%202%20-%20Sales%20Notification%20-%20INB16%20(gif).gif Thanks for bearing with us while we wait for the recording and slides to be available on content.inbound.com!

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AUTOMATE YOUR FUNNEL:
WORKFLOWS THAT WORK
FROM TOP TO BOTTOM
Bella Wu & Stephanie DeCoste

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STEPHANIE
DECOSTE
PRO SERVICES @salussier

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BELLA WU
PRODUCT @bellacwu

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Automation Cool Kids Club
You?

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of CMOs have either an informal or no process
to manage their marketing automation.
The Annuitas Group
64%

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www.bit.ly/beta-workflows

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AGENDA
1. Top of the funnel: subscriber + lead re-engagement
2. Middle of the funnel: event nurturing
3. Bottom of the funnel: sales enablement workflows
4. Takeaways & Questions

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AGENDA
1. Top of the funnel: subscriber + lead re-engagement
2. Middle of the funnel: event nurturing
3. Bottom of the funnel: sales enablement workflows
4. Takeaways & Questions
S K I L L L E V E LS K I L L L E V E L

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL

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PURPOSE
A FRAMEWORK FOR AUTOMATION

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SEGMENT
PURPOSE
A FRAMEWORK FOR AUTOMATION

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SEGMENT
PURPOSE
A FRAMEWORK FOR AUTOMATION
ACTIONS

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1 SUBSCRIBER + LEAD
RE-ENGAGEMENT

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Marketers spend a lot of time
crafting the perfect email…

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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Don’t be like this.
Instead, be like this.
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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HOW DO WE PROACTIVELY SEGMENT
PEOPLE IN OUR DATABASE BY
ENGAGEMENT?
SO . . .
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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RE-ENGAGEMENT WORKFLOW
PURPOSE: Identify and segment out contacts who are not
engaged with our emails
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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SEGMENT: People who have received 7+ emails since they
last engaged (opened / clicked)
PURPOSE: Identify and segment out contacts who are not
engaged with our emails
RE-ENGAGEMENT WORKFLOW
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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SEGMENT: People who have received 7+ emails since they
last engaged (opened / clicked)
PURPOSE: Identify and segment out contacts who are not
engaged with our emails
RE-ENGAGEMENT WORKFLOW
ACTIONS: Send emails encouraging contacts to
update their email preferences or re-engage
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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Create the Re-Engagement Emails
W E L L , H E L L O !
TIME FOR A REFRESH?
I’d like to stay in touch >
Update my preferences >
LOGO
It’s been a while since you’ve engaged with us via email.
Is it us? Is it you? How can we change how we
communicate?
LOGO
H E L L O S T R A N G E R
TIME FOR A REFRESH?
update your email preferences >
No thanks, I want to update my
preferences >
LOGO
W E M I S S Y O U
Whether you’ve just been busy, or you are no longer interested in
getting emails from us, we want to make sure we’re on the same
page with you. Please update your preferences or opt-out.
Yes, I’d like to stay in touch >
Photo Credit: saratogajean on Flickr
D O N ’ T B E A
S T R A N G E R …
Please continue to communicate with me >
No thanks, I’d like to update my
preferences >
LOGO
It seems like now may not be a good time or like you
may need some space. We understand your inbox has
valuable real estate, and we want to respect that. We’ll
check-in from time to time to see if you’ve changed your
mind but, our ears are always open to hearing from you.
Stay well!
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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Create the List of Unengaged Contacts
S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E
COMING SOON

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S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E

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S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
I N T E R M E D I A T E
Next Steps
• Suppress contacts who complete the workflow and do not meet the goal.
• Monitor the conversion % to gauge effectiveness.
• Consider increasing or decreasing the “Sends Since Last Engagement”
threshold for varying results.
BONUS: Use branching logic to optimize when the 2nd and 3rd emails are sent.
A D V A N C E D

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S U B S C R I B E R + L E A D R E - E N G A G E M E N T
I N T E R M E D I A T E
A D V A N C E D

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2 EVENT NURTURING

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S
Source: Constant Contact
Survey: How do you promote your events?

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E V E N T N U R T U R I N G A L L L E V E L S
Source: Constant Contact
Survey: How do you promote your events?

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E V E N T N U R T U R I N G A L L L E V E L S
EVENT

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E V E N T N U R T U R I N G A L L L E V E L S
Reminder emails
Pre-registration
Logistics & details
EVENT

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E V E N T N U R T U R I N G A L L L E V E L S
EVENT
Reminder emails
Pre-registration
Logistics & details
NPS surveys
Thank you emails
Promotions

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EVENT NURTURING WORKFLOW
PURPOSE: Promote attendance for current and future
events
E V E N T N U R T U R I N G A L L L E V E L S

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SEGMENT: People who registered for event
PURPOSE: Promote attendance for current and future
events
EVENT NURTURING WORKFLOW
E V E N T N U R T U R I N G A L L L E V E L S

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SEGMENT: People who registered for event
PURPOSE: Promote attendance for current and future
events
EVENT NURTURING WORKFLOW
ACTIONS: Send emails before and after the event
E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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E V E N T N U R T U R I N G A L L L E V E L S

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• Webinars
• Group demos
• Networking events
• Open houses
• Lunch-and-learns
• Limited-time sales/promotions
E V E N T N U R T U R I N G A L L L E V E L S
Other events you can use this for

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3 SALES ENABLEMENT

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL

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WHO FEELS THEIR SALES AND MARKETING
TEAMS ARE STRONGLY ALIGNED?

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INGREDIENTS FOR A HEALTHY SALES AND
MARKETING RELATIONSHIP•
Speak the same language
 Set-up closed-loop reporting
 Implement a Service Level Agreement (SLA)
 Maintain open communication
 Rely on data

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the odds of having a meaningful conversation when
you follow-up within one hour vs. 24+ hours
Harvard Business Review
60x
S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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PURPOSE: Let sales quickly know a lead is warm so they
can reach out
SALES ENABLEMENT WORKFLOW #1
S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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SEGMENT: Leads who view the pricing page 5+ times
PURPOSE: Let sales quickly know a lead is warm so they
can reach out
SALES ENABLEMENT WORKFLOW #1
S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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SEGMENT: Leads who view the pricing page 5+ times
PURPOSE: Let sales quickly know a lead is warm so they
can reach out
SALES ENABLEMENT WORKFLOW #1
ACTIONS: Send a notification to their sales owner
S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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You Have a New Warm Lead!
S A L E S E N A B L E M E N T # 1 A L L L E V E L S
Create a notification email

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You Have a New Warm Lead!
Create a notification email
S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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S A L E S E N A B L E M E N T # 1 A L L L E V E L S

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S A L E S E N A B L E M E N T # 2 A L L L E V E L S

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Demo request

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Demo request
Assign the lead to a sales rep
Send a notification
Create a task
Create a deal
Give sales details about lead

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SALES ENABLEMENT WORKFLOW #2
S A L E S E N A B L E M E N T # 2 A L L L E V E L S
PURPOSE: Assign a marketing-qualified lead to sales for
follow-up

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SALES ENABLEMENT WORKFLOW #2
SEGMENT: People who request a demo
S A L E S E N A B L E M E N T # 2 A L L L E V E L S
PURPOSE: Assign a marketing-qualified lead to sales for
follow-up

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ACTIONS: Rotate the lead, send a notification,
(HubSpot CRM) create a deal and a task
PURPOSE: Assign a marketing-qualified lead to sales for
follow-up
SALES ENABLEMENT WORKFLOW #2
SEGMENT: People who request a demo
S A L E S E N A B L E M E N T # 2 A L L L E V E L S

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S A L E S E N A B L E M E N T # 2 A L L L E V E L S

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S A L E S E N A B L E M E N T # 2 I N T E R M E D I A T E
BONUS:
Use Meetings
HubSpot Sales Pro

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S A L E S E N A B L E M E N T # 2 I N T E R M E D I A T E
BONUS:
Use Meetings
HubSpot Sales Pro

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S A L E S E N A B L E M E N T # 2 A L L L E V E L S

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S A L E S E N A B L E M E N T # 2 A L L L E V E L S

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1. What are the most important activities you want to
notify your sales reps about?
e.g. viewed pricing page, submitted demo request
2. What information do your sales reps need for follow
up?
e.g. company name, product interest, last conversion
SEGMENT
ACTIONS
What to think about
S A L E S E N A B L E M E N T # 2 I N T E R M E D I A T E

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4 TAKEAWAYS

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SUBSCRIBERTOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
Subscriber and Lead
Re-engagement

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
Subscriber and Lead
Re-engagement
Event Nurturing

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SUBSCRIBER
LEAD
SQL
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM
OF FUNNEL
Subscriber and Lead
Re-engagement
Event Nurturing
Sales Enablement

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SEGMENT
PURPOSE
A FRAMEWORK FOR AUTOMATION
ACTIONS

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PURPOSE
A FRAMEWORK FOR AUTOMATION
• Where are there bottlenecks in our process that could be
streamlined through automation?

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PURPOSE
A FRAMEWORK FOR AUTOMATION
• Where are there bottlenecks in our process that could be
streamlined through automation?
• Is there a quantifiable metric or tracked behavior that I can use to
measure the effectiveness of this workflow?

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SEGMENT
A FRAMEWORK FOR AUTOMATION
• What audience do I want to target?

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SEGMENT
A FRAMEWORK FOR AUTOMATION
• What audience do I want to target?
• What characteristics/behavior are shared by contacts in this group?

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SEGMENT
A FRAMEWORK FOR AUTOMATION
• What audience do I want to target?
• What characteristics/behavior are shared by contacts in this group?
• Are there people I don’t want to include?

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ACTIONS
A FRAMEWORK FOR AUTOMATION
• Based on what I know about this segment of contacts, what
information do I need to send to help them reach the goal?

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ACTIONS
A FRAMEWORK FOR AUTOMATION
• Based on what I know about this segment of contacts, what
information do I need to send to help them reach the goal?
• Is there are timeline for this workflow?

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ACTIONS
A FRAMEWORK FOR AUTOMATION
• Based on what I know about this segment of contacts, what
information do I need to send to help them reach the goal?
• Is there are timeline for this workflow?
• After each action, how much time do your contacts need to digest
the information and react?

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Automation Cool Kids Club

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NEXT STEPS
GET A D EMO.
Head down to HubSpot
HQ to talk with
HubSpotters about the
Workflows tool
TA LK STR ATEGY.
Head down to HubSpot HQ to
talk with Pro Services about
automation and the
Workflows tool
B U ILD .
Take a stab at building one or
more of the examples we
walked through today

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THANK YOU.