Top 5 Marketing Automation Workflows to Implement in 2024

Automation - the trend that has revolutionized how we work, conduct business and live our lives. You must adapt to automation to scale your business and keep up with the changing market. This is especially applicable to marketing automation.  

Customers today, have different expectations from brands. They want to know about the product, the purpose it solves, and the reliability of the brand they are buying from. Additionally, they want personalized content but don’t want to be spammed with endless promotions.

Evidently, it is a complicated task to keep your marketing strategies up to date with so many variables. This is where marketing automation workflow comes into play. This blog will explore the top 5 HubSpot marketing automation workflows you need for your business in 2024.

But before we dive in let’s talk a little more about marketing automation and workflows.

All you need to know about B2C Marketing Automation

B2C businesses usually comprise a complex and long customer journey with several customer touchpoints. Your prospects may start shopping on one platform, and finish at another - and this is just one of the many aspects. Nevertheless, you must keep track of all user interactions, and information.

But with over 7000 marketing applications available, which tools should you choose? The solution is B2C marketing automation.  

What is Marketing Automation?

Marketing automation is a technology that enables businesses and marketing teams to unify, organize, and manage marketing campaigns under a centralized platform.

Marketing automation effectively tracks and reports customer interactions, stores contact records and keeps the marketing campaigns running with minimal human involvement. As a result, marketing executives enjoy a higher bandwidth and fewer repetitive tasks.

Why do I need Marketing Automation?

• Increase Your Overall Productivity: It is no news that automation reduces the need for manual labor. With the right automation tools at your disposal, your team can focus on strategic tasks, Instead of spending time updating the contact records or sending follow-up emails to leads.

• Generate Quality Leads: Businesses can generate more quality leads by processing data and turning it into actionable insights through B2C marketing automation. It can also help marketing teams qualify leads and pass them on to sales, resulting in higher revenue and great growth.

• Provide Personalized Experience: Personalization is at the core of inbound marketing solutions. Sending your customers customized content can increase your chances of closing sales faster. Marketing automation allows you to personalize content without spending hundreds of man-hours on it.

• Improve Customer Retention: Customer relations is the core of marketing automation and inbound marketing solutions. With marketing automation tools you can define, segment, track, and personalize your campaigns and deliver to your customers’ expectations.

• Scale Your Business Effortlessly: A growing business needs more resources and effort. More customers mean more data to manage. Automation can help you reach more potential customers, store their data, and present them as a comprehensive dashboard, making it effortless for your team to plan and execute strategies.

With HubSpot’s marketing hub onboarding, you can unlock the true potential of automation for all your marketing campaigns - both in the present and the ones you plan for the future. Now that we are clear about marketing automation, let’s talk about marketing automation workflow and how it can benefit you.

"Marketing automation assets are lucrative tools in the digital space that can automate your workflow."

THE POWER OF HUBSPOT'S AUTOMATION ASSETS

What is a Marketing Automation Workflow?

To put it in simple words, a marketing automation workflow is a series of rules that creates a framework for automating marketing tasks without human intervention. They can take over repetitive tasks like sending emails, publishing social media posts, managing leads, sharing data, etc.

What are the Benefits of a HubSpot Marketing Automation Workflow?

There are several perks of implementing HubSpot workflows in marketing. Here are a few of them.

• Lead Nurturing: Deliver personalized and useful content at each step of the customer journey to propel the leads forward in the sales funnel.

• Lead scoring: Identify leads with a strong likelihood of converting by evaluating and ranking prospects according to their readiness to purchase.

• Campaign Management: Design and refine campaigns swiftly, attracting additional leads using landing pages.

• Customer Engagement:  Increase engagement and reduce response times.

• Personalization: Deliver the appropriate message to each customer at the optimal moment.

• Sales and Marketing Alignment: Integrating marketing automation with a CRM into a single platform helps reduce both time and expenses.

• Efficiency: Increase efficiency by reducing time spent on repetitive tasks.

• ROI: According to research, 76% of marketers experience a positive return on investment within a year after implementing marketing automation, with 44% seeing returns in just six months.

Top 5 Marketing Automation Workflows to Implement in 2024

Marketing Team Workflow

• Streamlining Your Marketing Workflow: A well-defined marketing workflow is crucial for any business. It maps out the steps involved for each asset, ensuring everyone's on the same page. It enhances internal collaboration and improves productivity.

• Building Your Workflow: There's no one-size-fits-all approach. The ideal structure depends on your team's focus and marketing strategy. The triggers you choose should be focused on the nature of your operation. However, a common flow might involve stages like "Newly Assigned," "In Progress," and "In Review."

• Project Management Tools: For content-driven marketing teams, project management tools like Asana or Monday.com can be game-changers. These platforms help avoid missed steps, like forgetting to send a blog post for review or attach the relevant document. With an automated workflow, everyone stays informed, and content moves seamlessly from creation to approval. HubSpot marketing hub onboarding allows you to connect your task management processes in Asana using workflows.

Onboarding Automation Workflow

• Optimizing Free Trials for Customer Acquisition: New free trial sign-ups represent a significant opportunity for businesses. However, maximizing this potential requires effectively converting these users into paying customers. A well-crafted onboarding workflow plays a critical role in this process.

• The Power of First Impressions:  A user's initial interaction with your product, through the onboarding process, sets the stage for their entire experience. A positive first impression is essential for fostering user engagement and ultimately, driving conversions.

• Creating a Frictionless Onboarding Flow: The key to a seamless onboarding experience lies in automation. HubSpot workflows allow us to set up automated email sequences triggered at specific intervals. This ensures we stay connected with valuable leads who might convert in the future. By keeping them engaged with informative and relevant content, we can nurture their interest and guide them toward becoming paying customers.

Performance Analytics Workflow Automation

• Conquering Data Overload for Marketing Agencies: Data is the lifeblood of performance marketing, and marketing agencies understand this well. However, managing data across multiple campaigns and clients can quickly become overwhelming. This is where workflow automation shines.

• Centralized Data for Informed Decisions: Effectively monitoring ad performance requires a unified view of your data. Workflow automation tools like HubSpot social marketing tool, automatically pull information from various social platforms into a central location. This eliminates the need for manual data gathering and ensures you have the most accurate information for insightful analysis.

• Flexibility for Advanced Analysis: HubSpot's dashboards offer unparalleled flexibility and customization. It provides a holistic view of your customer journey by effortlessly combining customer behavior data with revenue attribution insights. By visualizing these combined insights, you gain a clear understanding of the touchpoints that most significantly impact your business goals.

Newsletter Workflow Automation

• Moving Beyond Content Creation: Distribution is Key: While crafting valuable content is essential, maximizing its reach is crucial. Weekly email newsletters are a powerful tool for customer engagement, but manual distribution for large audiences can be overwhelming.

• Simplifying Email Marketing:  Platforms like Mailchimp streamline email marketing workflows by automating the sending process. However, you'll still need to supply content regularly for the newsletters. With HubSpot development services, you can integrate Mailchimp and optimize your email marketing campaigns. However, if you are already using HubSpot for your blogs and services, it provides a powerful solution for automating your email marketing workflow. By setting up a pre-designed template and defining your recipient list, you can automatically send a weekly newsletter featuring your latest blog content.

• Automated Workflows for Effortless Communication: This streamlined approach eliminates the need for manual content selection and distribution. HubSpot can automatically extract content from your most recent blog post, ensuring your audience receives fresh updates effortlessly. With this automation in place, you can focus on creating high-quality content while HubSpot handles the delivery, freeing up your time and resources.

Re-Engagement Workflow

• Keeping Customers Connected:  Maintaining consistent customer engagement can take time and effort. When users go inactive or have yet to interact with your emails for a set period, a re-engagement campaign can be a powerful tool to win them back. Automating this process streamlines communication and ensures timely outreach.

• Marketing Automation for Re-Engagement: Several email marketing platforms offer automation features for re-engagement campaigns. Popular options include HubSpot marketing automation workflow, Mailchimp, Woodpecker, and ElasticEmail. By tailoring the campaign to your brand, product offerings, and promotions, you can encourage customers to re-engage or provide a convenient unsubscribe option if they prefer. This revision removes the specific mention of sending emails manually and avoids directly referencing the previous phrasing about project management tools. It focuses on the purpose of re-engagement campaigns and the benefits of automation.

• Setting Up Your Automated Campaign: To set up an automated re-engagement email campaign, you'll must design your email template within your preferred email marketing platform. Then, you'll define a trigger that initiates the email-sending process. Common triggers include unopened emails or a lack of user engagement for a specific period. Once triggered, the email will automatically land in the inboxes of your inactive subscribers.

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"From automating recurring tasks and providing assistance to streamlining your customer service process and sales forecasting, HubSpot’s AI features are a class apart."

HUBSPOT AI TO AUTOMATICALLY FILL PROPERTIES

essential Marketing Automation workflow every business needs

Lead Nurturing Workflow Automation

• Nurturing Leads with Email Automation: Email marketing offers a range of automation features, with lead nurturing campaigns (also known as drip campaigns) being a powerful tool to convert potential customers into loyal users.

• Drip Campaigns in Action: Imagine you offer a free downloadable resource, like an e-book or whitepaper. Drip campaigns let you nurture leads based on their download choices. For example, someone downloading a guide on churn rate might be interested in further content about customer retention and revenue growth.

• Building the Automation: You'll need a sequence of pre-written emails scheduled for delivery to automate this workflow. Segmenting your audience allows you to tailor drip campaigns to specific interests. Most email marketing platforms, like Mailchimp or Moosend, offer user-friendly automation features with just a few clicks.

Upselling/Cross-Selling Workflow Automation

• Understanding Customer Needs in B2C Businesses: Keeping track of customer needs can be a challenge for B2C businesses, especially with a large subscriber base. Identifying upsell or cross-sell opportunities amidst hundreds of customers requires a strategic approach.

• Customer Success Tools: Your Secret Weapon: Customer success software (CSS) and Customer Relationship Management (CRM) platforms offer a comprehensive view of your customer base. These tools, like HubSpot, can automate outreach based on customer behavior.

• Automated Cross-Selling Opportunities: E-commerce businesses excel at cross-selling using automation. After a customer purchases a product, a CRM can recommend complementary items based on their purchase history, increasing customer satisfaction and average order value.

How to create a Hubspot Marketing Automation Workflow?

To create a HubSpot marketing automation workflow open HubSot and navigate to the knowledge base, then go to workflows. In the workflow tool, you will find two options. You can either create from scratch or use one of the existing templates. Let’s understand the execution of each of these options in detail.

Start from Scratch

Take the following steps to create a HubSpot marketing automation workflow from scratch:
In the left panel, choose the [object]-based option to select your workflow object. This choice determines the types of records that can be enrolled in the workflow. When starting a new workflow from scratch, you can select from these objects:

• Contacts

• Companies

• Deals

• Quotes (Sales Hub Professional or Enterprise)

• Tickets (Service Hub Professional or Enterprise)

• Custom objects (Enterprise only)

• Conversations

• Feedback submissions (Service Hub Professional or Enterprise)

• Subscriptions

• Payments

• Goals

• Leads (Sales Hub Professional or Enterprise)

In the right panel, under Choose type, select the type of workflow you want:

• Blank workflow:  Begin with a blank slate and add your own enrollment triggers, actions, and delays.

• Scheduled workflow (Operations Hub Professional and Enterprise only): set your workflow to recur at specific intervals such as daily, weekly, monthly, or annually, then add your own enrollment triggers, actions, and delays. Learn more about creating scheduled workflows.

• Specific date or Contact date property (contact-based workflows only): start with a blank workflow and add actions that trigger based on a particular date or dates defined by a property on enrolled records. Learn more about creating Specific date or Contact date property workflows.

• Click Next.

• Select the edit pencil icon to name your workflow and add a description. Alternatively, you can use HubSpot's AI to create a description for your workflow by clicking Generate.

• Then, click Save.

Use a Template

Use a workflow template that aligns with your objectives to streamline your automation processes. Browse through the templates to discover various workflow automation options.

To create a workflow using a template:

• Go to the templates library, and search for a template that fits your workflow goals.

  Select a category in the left sidebar to filter templates by function or objective,

• Enter a search keyword in the top right To find a specific template.

To review a template's details, click Preview. You can verify its compatibility with your HubSpot subscriptions and review the following details in the dialog box.

• Purpose: The aims and objectives of the workflow.

• Included triggers and actions: The enrollment triggers and workflow actions are in the template.

• What you'll need to prepare: Any assets required to populate placeholder actions, such as marketing emails or forms.

Once you've chosen your template, click Use Template. The template will be displayed in the workflow editor with placeholder actions you can edit, add, and remove as needed.

Conclusion

As you can see, implementing marketing automation is quite straightforward. You don’t even need to know coding to implement these workflows. However, these will change the way you do business forever. So, what’s the wait? Go for it.

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