When credit unions onboard HubSpot to take advantage of the benefits that the CRM provides, it can be daunting to know where to start in creating workflows and how they are built. We’ve onboarded HubSpot for dozens of credit unions and found there are some that benefit practically every one.
Workflows can be simple or multi-step processes (including decision trees) that execute action to an object based on a designated trigger. Before setting up the workflow you’ll need to determine the object that the workflow will work around as well as the trigger that initiates the workflow.
There are three main types of workflow: Operational, Marketing, and Internal. A bonus workflow is internal messages that are used with Sales Hub.
Some of the marketing workflow templates that are available:
Operational workflows are used for data management: keeping the database clean and updating data points (contact, company, deal, or custom object records) based on user behavior as they interact with website content, forms, and calls to action.
The better your data, the better your targeting will be so an automated workflow that keeps it clean is needed for credit union marketing. Operational workflows perform updates that happen behind the scenes and keep data accurate so you can effectively:
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Follow best practices to keep mailing lists current with workflows to process contacts that unsubscribe, hard bounce, or are unengaged by using suppression lists in email and use a workflow to clear out the people from the database if you choose.
Marketing automation workflows are based on a trigger action, such as a property updated on the data management side such as a form submission, page view, or change to list membership.
- when an action is complete, send email 1
- set a delay then send workflow 2
- set if/then branches and suppress anyone who should not get the messages
Setting goals will show how successful the workflow is. For example, if there is a series of five emails and the person converts (takes the desired action and goal is met) after the second email, then they become unenrolled from the remaining actions because the goal is achieved. This creates a better member/customer experience.
We find Step Zero Forms drive tremendous engagement. The forms obtain information from an applicant prior to the online application system to keep in the CRM. That information can be used to Attract, Engage, and Delight prospects throughout the buyers’ journey such as:
With email marketing lists established, workflows help:
Attract Members
Engage Members
Delight Members
Use internal notification workflows when you want to know when a contact takes a certain action and set a trigger based on that action. When it’s met, HubSpot sends an internal notification to a designated member(s) of the team. For example, sales team members can be notified if a prospect started a conversion but didn't complete it, and the workflow will assign tasks to the team member. While form submission routing can often be managed on the form setup, circumstances may require several tasks that would be better handled with a workflow. For example, a workflow can handle updating their contact record and sending a confirmation email, as well as notifying the appropriate team member (contact owner). |
Business development team members can get internal notifications on the sales side that start conversations, deepen relationships, and manage the pipeline.
Sales workflows enable a valuable management tool managing leads by routing leads and assigning contacts so they are distributed throughout the team.
There are countless ways that workflows increase efficiency at credit unions by automating tasks and enabling communication with the right person at the right time. Leveraging the tools elevates credit unions' success rates and ROI on marketing campaigns.
If you want to add HubSpot to your marketing stack, but don't want to go it alone, contact us because we have years of experience onboarding HubSpot at credit unions across the country. Or if you have it now but want to realize more of its potential, schedule a call and we'll be happy to brainstorm ways to improve HubSpot's effectiveness at your credit union.