HubSpot Workflows: Lead Nurturing

Step-by-Step Guide

1. Access Workflow Tool: Log into HubSpot and navigate to Automation > Workflows
2. Create New Workflow: Click "Create workflow" and select "Start from scratch"
3. Set Enrollment Trigger: Choose "Form submission" or "Property-based"
4. Add Delay Action: Set for 2-3 days after the trigger
5. Add First Email: Choose "Send email" and select your first nurturing email
6. Repeat Steps 4-5: Add delays and subsequent nurturing emails (aim for 3-5 emails)
7. Add Branching Logic: Use "If/Then" branches to create different paths based on engagement
8. Set Goal: Choose a goal that indicates successful nurturing
9. Review and Activate: Check all steps and click "Review and publish"
10. Monitor and Optimize: Regularly check workflow performance and optimize

Real World Scenerio

Lead Nurturing Workflow for a SaaS Company

Let's take the example of a SaaS company, CloudPro, which offers cloud storage solutions for small businesses. CloudPro's goal is to nurture new leads who have downloaded an eBook on data security. They use a HubSpot lead nurturing workflow to move these leads further down the funnel toward a product demo.

• Step 1: Triggering the Workflow: The workflow is triggered when a lead fills out a form to download the eBook. HubSpot captures this information and enrolls the lead into the "Data Security Lead Nurturing" workflow.
• Step 2: First Email - Educating on the Problem: Two days after the lead downloads the eBook, CloudPro sends the first email in the series. This email focuses on educating the lead about common data security issues small businesses face. The email is personalized using HubSpot's tokens to include the lead's name and references the eBook they just downloaded.
• Step 3: Second Email - Introducing Solutions: Five days later, the lead receives the second email. This email goes deeper into solutions for the security problems discussed in the first email. It includes a case study of how CloudPro helped a similar small business improve their data security. The email is personalized with details from the lead's business size and industry, which CloudPro captured through the form submission.
• Step 4: Third Email - Offering a Free Webinar: The third email, sent after another 3-day delay, invites the lead to a free webinar on "Best Practices for Cloud Data Security." This email highlights the value of attending the webinar and includes a personalized link to register. Branching logic is applied in the workflow, so if the lead clicks to register, they exit the workflow and are added to a separate follow-up workflow.
• Step 5: Fourth Email - Direct Call to Action: For those who haven't registered for the webinar or engaged with previous emails, CloudPro sends a final email 5 days later. This email offers a clear call-to-action to schedule a free demo of CloudPro's software. The email includes testimonials and a limited-time offer for a free two-week trial, further encouraging the lead to take the next step.
• Step 6: Post-Workflow Monitoring and Optimization: CloudPro's marketing team regularly monitors the workflow's performance through HubSpot's analytics. They track open rates, click-through rates, and conversion rates for each email. Based on this data, they adjust the timing and content of the emails. For example, they test different subject lines in the first email to increase open rates.

Outcome: CloudPro finds that leads who complete the entire workflow are 40% more likely to request a product demo compared to leads who didn't engage. The personalized, valuable content helps build trust, and the gradual progression through educational content to direct offers successfully guides leads through the buyer's journey.