In recent years, businesses have had to do what they can to both move forward with the times, as well as save money. By automating the way you keep track of and contact potential customers from your sales pipeline, you can relieve some of the pressure from your sales teams – who may be overwhelmed with the amount of time spent contacting people. There is a solution with HubSpot sequences.
HubSpot sequences are a journey of sorts that you can use in a variety of ways. In this post, we’ll discuss what HubSpot sequences are, and how you can utilize them best for your B2B tech business and sales pipeline.
What Hubspot Sequences are
HubSpot sequences allow you to automate how you keep in contact with your leads before they finalize their purchase with you. There are different aspects of the sequences that you can change to directly target your different contacts. These include the timings of the emails, the language used, and any content that you want to push to them.
They also work seamlessly with HubSpot’s lead scoring system, allowing you to filter the scores of your leads into how the sequence progresses. This will keep your warm leads invested, and allow slightly colder leads to develop their relationship with you.
How They Are Used
HubSpot sequences are used to nurture your leads with a mid/high lead score before you finalize the sale.
Unlike generic email sequences, you can customize them and integrate reminders for your teams. For example, once a lead reaches a certain point in their journey, you can send a reminder to one of your marketing team to either create or just send over a piece of content that will be most relevant to them.You can also trigger tasks, for example asking your salesteam to call the people who opened emails but didn’t convert. Alongside the lead scoring integration, you will have clarity with your leads – knowing that you are doing everything to keep them as warm as possible.
As soon as a contact replies to an email, and books a meeting, the sequence will automatically remove them from the journey. Alternatively, if they still aren’t ready to buy, you can simply move them to a different sequence which can be more tailored to them with the new information you will have received in your meeting.
Within the sequence, you can add a journey point which is a task for your teams. These can be required tasks before the journey can continue (such as calling the contact) or non-required, such as checking the status of your lead scoring.
At this point you can also look at utilizing your marketing team to create specific content that may aid in raising lead scores and move your contacts into more tailored sequences that would be beneficial to your relationship.
The difference between HubSpot Sequences and Workflows
HubSpot also offers a service called ‘Workflows’. These are somewhat similar to HubSpot sequences but are less customizable for individual customers. Workflows are better used for your colder leads – ones that you don’t have much information about.
Workflows aren’t as customizable as sequences, and therefore don’t work for tailoring to individual companies. They are optimal for bulk communication to gain an understanding of the contacts behaviours online and what aspects of your company they are looking for a partnership in.
Put simply workflows are if/then business rules so you can trigger emails based upon behavior. As an example, they are well suited to sending downloadable content when a lead completes a form or sending other emails based on specific behaviour or atributes.
With this, you can create marketing tasks within your workflow to further inject content into your emails that will be beneficial to growing relationships with the contacts.
What Are The Benefits and Challenges of Sequences
- HubSpot sequences are simple to set up and edit with changes
- They are the most direct form of automated communication that you can have while limiting the manpower of your team
- They are very customizable, allowing you to tailor to different company sizes or even just different Lead Scores
- Because sequences aren’t used as a bulk form of communication, you are limited to sending 150 emails per day. You’ll need to ensure that your tags and categories are concise and tailored
- If you include content in the sequence, you will not be able to see the click-through rate immediately. Only once the email has been opened or replied to will more information be available to you
How HubSpot Sequences Can Save You Time
As mentioned above, HubSpot sequences are automated, meaning that you’re immediately saving time and money. They help you to keep in regular communication with your leads, allowing you to focus your attention on contacts that are on the precipice of buying. You can keep your leads hot while they continue to deliberate as to whether they are willing to purchase a product or service from you.
At Nituno, we’re a HubSpot partner. We can utilize HubSpot Sequences, while integrating their Lead Scoring, in order to help you to organise your leads and nurture them until they are ready to buy. Our technical teams work hand-in-hand with our content marketing team to provide tailored content for your sequences to help improve and grow the relationships with your contacts. Get in touch with us to find out more about how.