The world of automation is to make things easier, so why can it seem so hard? See how you can effectively use HubSpot tools and software to automate actions, campaigns, and activities throughout an entire buyer's journey. Increase your chances of generating leads, new sales and an improved result in your marketing ROI.

1. Don't Wait, Automate:
Get Started With Workflows &
Take Your Automation Strategy
To The Next Level

2. Clwyd Probert
HubSpot Solutions Provider for 6+ years
CEO, Whitehat

3. Agenda
1. Introductions
2. Automation in HubSpot
3. Examples: Workflows for external outreach
4. Building a workflow for external outreach
5. Examples: Workflows for internal processes
6. Building a workflow for internal processes
7. Measuring success with workflows
8. Wrap Up

4. TODAY’S INTENTION
Discuss the importance of workflows in the context of the
inbound methodology and use workflows to enhance your
automation strategy.

5. “What are the credentials for the webinar again? It’s
in 20 minutes and I haven’t heard back from your
support team.”
“I never received directions on how to start setting
up my account.”
“No one told me my subscription was
ending today. I didn’t even get a heads
up and now I can’t login.”

7. “Mark didn’t update the lead status for any of his
contacts before he left. Who am I supposed to reach
out to first?”
“It looks like this contact moved from lead to
customer on the same day. Do you remember what
they purchased? I don’t see any notes here.”
“I already connected with Katie on your
sales team. Why am I getting another
email from you?”

8. of salespeople cite
manual data entry as the
biggest challenge when
using their existing CRM.
23%
of salespeople are
spending an hour or
more on data entry each
day.
27%
Source: HubSpot, State of Inbound

9. Automation in HubSpot

10. Inbound Methodology

11. A workflow is a series of
automated actions that you can
trigger to occur based on a
person’s behavior or contact
information

12. The Flywheel Model

13. FORCE

14. FRICTION

15. Internal Processes
External Outreach
Connecting with
your contacts
Managing your business’s
data and operations

16. Examples: Workflows
for External Outreach

17. Workflows for External Outreach
• Lead nurturing
• Re-engagement
• Promotions and referrals
• Event reminders
• Onboarding customers or
welcome series
• Upsell engaged customers
• Request feedback from
customers
• Provide education around a
new product
• Abandoned cart
• Reminders about upcoming
subscription renewals
Page 4

18. Lead Nurturing
• Send a series of emails to a contact
who has expressed interest in getting
more information from you
• Enrollment trigger: “Contact has filled
out x form”
○ form submission, page view, CTA
click

19. Re-engagement
• Connect with contacts who
haven’t interacted with your
business or canceled a
subscription/service
• Trigger: Contact has not visited
your site in the last 180 days
○ website visit, length of time
since their last form
submission, or email click

20. Welcoming and
Onboarding Customers
• Keep customers engaged after they
buy
• Provide value right from the first
interaction
• Include training materials on an
incremental basis so new users have
guidance but aren’t overwhelmed
• Trigger: lifecycle stage is equal to
customer

21. Building a Workflow
for External Outreach

22. Building a Workflow in HubSpot
1. Select the workflow type
2. Set the enrollment triggers
3. Add actions
4. Edit the settings
5. Set the goal

23. Demo:
Let’s take a look at how to build a workflow in
HubSpot.
Pages 5-9

24. Best Practices with
Workflows
Page 10

25. Map out your workflow on paper or whiteboard
● Allows you to get an aerial view
of your workflow
● Collaborate with other team
members, find gaps and
opportunities
● Faster building in HubSpot
● Pro tip: Gliffy Chrome extension

26. Test your workflow

27. Avoid editing active workflows

28. Check for conflicting workflows

29. Don’t forget to add delays when necessary

30. Communicate with your team & select a naming
convention from the start

31. Activity
In your workbook, complete the “Planning
Worksheet: Workflow for External Outreach.”
Then, login to HubSpot and build your workflow.
Need inspiration? Check out your personal inbox
to see what types of marketing emails resonate
with you, and consider what would work for your
target customer.
Reminder: If you’re new to HubSpot, pages 5-9 have
step-by-step instructions.
Pages 11-12

32. Let’s Recap
● Workflows and the inbound methodology
● How to create a workflow
● Best practices with workflows
● Workflows for external purposes

33. Examples: Workflows
for Internal Processes

34. Workflows for Internal Processes
• Set, clear, copy
• Task management
• Deal management
• Update lead status or lifecycle
stage
• Marketing to sales hand off
• Rotate leads
• Escalate high priority tickets
• Onboarding new employees
• Track hiring process using deal
stages
Page 4

35. Set, Clear, and
Copy Properties
• Set contact or company properties
• Clear a contact or company
property
• Copy company data to the contact
record (ex. city)
• Copy contact data to the company
record
• Ex. update the industry for a list of
contacts

36. Task Management
• Create a task as a reminder for
someone to reach out to a contact
○ Sales rep reaches out to a
customer who has no sales
activity in the past few weeks
• Ex. create task for Sales Ops to
approve a quote

37. Deal Management
● Assigning deal owner: update deal
owner once an employee transitions
off the team
● Updating deal stages: move deal
stage to “demo scheduled” once
meeting is booked
● Prioritizing Deals: surface deals that
have no sales activity
● Ex. Creating deals: create a deal
anytime a demo is scheduled

38. Escalate High Priority Tickets
● Surface tickets that need immediate
action
○ Customer needs to edit an order
before it ships out
○ Lead wants to buy another
product now
● Ex. Create a task for a manager to
reach out to a customer who had a
negative experience

39. Building a Workflow
for Internal Processes

40. Activity
In your workbook, complete the “Planning
Worksheet: Workflow for Internal Processes.”
Then, build your workflow in HubSpot.
Here are a few ideas to get you started:
● Set, clear, and copy properties
● Escalate high priority tickets
● Create a deal
● Move a deal from one stage to another
Pages 13-14

41. Measuring Success
with Workflows

42. Example:
Let’s take a look at measuring success with
workflows in HubSpot.

43. Recap

44. 1. Take the Inbound Certification Course
2. Lesson on using workflows in all three hubs
3. Explore additional courses from HubSpot Academy
4. Sign up for HubSpot User Blog
5. Engage on the HubSpot Community
6. Keep up to date with HubSpot News
Resources and Next Steps

45. Let’s connect
Linkedin:
https://www.linkedin.com/in/clwyd

46. Thank you