In this series on How Automotive companies can use HubSpot I look at HubSpot's different website, sales, marketing, and service tools and how we use them to help our Automotive clients to grow. This time I’m going to walk you through how we use Workflows.
As always you can read our blog, watch the video on YouTube, or listen on iTunes and Soundcloud...
Put simply, Workflows are a way to automate tasks that you'd normally have to do manually. You can see Workflows as your digital assistant. Lets jump in to some examples of how to use Workflows to cut down on manual tasks, to make you and your sales and marketing team more efficient, and to give your customers the best level of service.
With GDPR this is one that I feel is particularly important. You shouldn't just stick all your contacts onto your mailing list. If they didn't expect to get your monthly newsletter or if they didn't want to get it at all then sending one to them is a waste of time, it will turn them off, and it will hamper your Sender Score and email deliverability, which is an essential part of making sure all emails you send get delivered.
With this approach, always make sure you're GDPR compliant and you've given the right notice at the point of capturing data and have received the right level of consent to follow-up on email.
What's nice about this approach is that you're actually asking first. When we're doing outsourced sales for our clients, where we're doing sales activity for our clients, we typically get a reply that says "Yes please, thanks for asking.". It helps you come across as an outward facing company that's ethical. From a marketing and sales performance perspective, you get a higher quality database that engages with your content and results in a better pool of leads for new business and the opportunity to more easily upsell to existing customers.
This is a basic workflow but it's a good example of making sure that no contact is forgotten and automating a tasks that would otherwise be manual.
Lost deal workflows that email your contact 30-days after saying no to see if there's still an opportunity, as the solution they chose might not have worked out, or to ask for feedback, to help you improve on closing future deals.
Workflows that send out customer satisfaction surveys every 90-days to check how you're doing and to ask for referrals - because word of mouth is still a top channel for generating new sales.
You might want a workflow that automatically adds a contact from HubSpot CRM to your accounts package then lets you know when their account has been created so you know to send the first invoice - and so your sales team can easily see each customers accounts balance in HubSpot CRM without having to login to your accounts package - helpful if you trying to improve cashflow.
And, a workflow that makes sure your account managers regularly keep in contact with your customers without having to remember manually.
You can find previous posts in our series on how to use HubSpot on our blog, at iTunes and Soundcloud, or on YouTube.