21 automated workflows to keep your crm squeaky … · 2019. 9. 9. · purpose: replace fake form...

21 AUTOMATED WORKFLOWS TO KEEP YOUR CRM SQUEAKY CLEAN

S E A N H E N R I

#INBOUND19

2

HI, I ’M SEAN!C E O A N D F O U N D E R ,

P E P P E R L A N D M A R K E T I N G

• Dad and Husband

• Marketer

• SEO

• A guy who gets stressed out when things are messy

@SeanHenri / @PepperlandMKTG

#INBOUND19

WHAT YOU’LL LEARN

H O W T O U S E A U T O M A T I O N T O K E E P Y O U R D A T A C L E A N

#21WORKFLOWS by @SeanHenri from @PepperlandMktg at #INBOUND19

K E E P E V E R Y O N E H A P P Y

H O W T O U S E A U T O M A T I O N T O K E E P Y O U R D A T A C L E A NH O W T O U S E A U T O M A T I O N T O K E E P Y O U R D A T A C L E A N

THE IMPORTANCE

OF CLEAN DATA

21 WORKFLOWS GOVERNANCE WHAT YOU’LL GAIN

AS A RESULT

LET’S TALK ABOUT GROWTH


ACCELERATING GROWTH


FUEL

FORCES

REDUCE

FRICTION

EVER GET

AN EMAIL

LIKE THIS?


HOW ABOUT

THIS ONE?


WE’VE ALL BEEN THERE.


“I never signed up

this.”

DAMAGED TRUST

THE DANGERS OF BAD DATA

A H E A D A C H E O R A F A T A L W O U N D

“Amazon accidentally

sent some customers

emails containing

other shoppers'

names, addresses,

and order

information”

PR NIGHTMARES

“Why did my deal just

get blasted with a

25% off promo?!”

DEALS DE-RAILED

You: “I saw you

requested more

information from

ACME Co!”

Them: “I just

downloaded an

ebook!”

CONFUSED SALESPEOPLE

Time spent cleaning

data or responding to

mistakes is time not

selling.

LOST REVENUE



ANNOYED

CUSTOMERS

=

LESS FUEL

FOR YOUR

FLYWHEEL

U N A S S I G N E D

U N T O U C H E D

L I T T L E C O N T E X T


"EVERY TIME I LOG IN TO OUR CRM I FEEL

STUPID.”

-FRUSTRATED PROSPECT


THAT’S NOT FRICTIONLESS.

THE PROBLEM ISN’T THE TOOL,

IT’S HOW YOU USE IT.


A GOOD CRM IS:

Logging in brings you to

the records you need to

see first. Noise is hidden.

FOCUSED

It’s always clear where a

lead came from and what

needs to happen next.

CONTEXTUALIZED

Visible data informs the

next step. Everything can

be acted on.

ACTIONABLE


GOOD DATA IS:

No junk data:

e.g. alsdkfjasdlfj

CLEAN

All critical info (name,

phone, title, etc.)

readily available

COMPLETE

Status reflects what

is happening to a

contact

ACCURATE

Unactionable data is

hidden from view,

creating focus.

ACTIONABLE


OPTION A: HIRE A BUNCH OF INTERNS.


OPTION B: WORKFLOWS!


MARKETING AUTOMATIONHubSpot’s workflows tool is automation beyond email, so you can scale your

growth and spend less time on repetitive tasks.


Available at Professional level and above

PUT LEAD NURTURING ON AUTOPILOT WITH

EMAIL DRIP CAMPAIGNS.

EASILY VISUALIZE, CUSTOMIZE, AND

PERSONALIZE YOUR WORKFLOWS.

AUTOMATE DOZENS OF TASKS BEYOND JUST

EMAIL.

21 ESSENTIAL DATA HYGIENE WORKFLOWSO U R G O - T O R E C I P E S

Workflows for triggering action, reducing manual data entry, and

keeping records accurate.

#INBOUND19

MADE TO FITB E F O R E A U T O M A T I N G , A L I G N F I E L D S W I T H Y O U R

S A L E S P R O C E S S


CONTACT OWNER

The owner of a contact. This can be any HubSpot

user or Salesforce integration user. You can also

add secondary owners.

LEAD STATUS

The contact's sales, prospecting or outreach status.

LIFECYCLE STAGE

Indicates how far someone has progressed in their

relationship with your business or organization.

DEAL STAGE

Indicates how far a Deal or Opportunity has

progressed in your sales process.

LEAD ASSIGNMENT

T R I G G E R I N G A C T I O N

PURPOSE: Make sure new leads are

properly assigned within minutes.

SEGMENT: Owner is unknown.

ACTIONS: Set Lead owner.

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SET LEAD STATUS


PURPOSE: Place new leads in a review

queue.

SEGMENT: Lead Status is unknown.

ACTIONS: Set Lead status to Open.

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ADVANCED ASSIGNMENT


PURPOSE: Assign owner among complex

team structure.

SEGMENT: Owner is unknown.

ACTIONS: Check multiple conditions prior

to assigning. Set Lead status to Open.

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MARK “IN PROGRESS”

R E D U C E D A T A E N T R Y

PURPOSE: Eliminate need for Sales to

update Lead Status.

SEGMENT: Lead Status is Open AND Last

contacted is known.

ACTIONS: Set Lead status to In Progress.

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SET TO “OPEN DEAL”


PURPOSE: Eliminate need for Sales to

update Lead Status.

SEGMENT: Contacts associated with an

Active Deal

ACTIONS: Set Lead status to Open Deal.

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NURTURE STALLED DEALS


PURPOSE: Trigger email nurturing for stalled deals.

SEGMENT: Deals with a past-due close date.

ACTIONS: Create task prompting update, and then

set Lead status to Nurture.

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PROMPT DEAL UPDATE


PURPOSE: Remind deal owner to follow-up.

SEGMENT: Deals with no recent activity.

ACTIONS: Create task prompting update.

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USE IT OR LOSE IT


PURPOSE: Ensure deals aren’t neglected.

SEGMENT: Deals with no activity in 35 days.

ACTIONS: Create three tasks asking owner to

update. If no action is taken, re-assign.

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SHAME!


PURPOSE: Ensure deals aren’t neglected.

SEGMENT: Deals with no activity in 35 days.

ACTIONS: Send Slack notification to shared

channel. Re-assign if no action is taken.

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RE-OPEN COLD LEADS


PURPOSE: Trigger activity on neglected leads.

SEGMENT: Last activity date is more than 52

weeks ago.

ACTIONS: Change Lead Status to Open.

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ZOMBIE LEAD


PURPOSE: Draw attention to cold leads that

recently became active.

SEGMENT: Last activity date is more than 52

weeks ago.

ACTIONS: Trigger internal email.

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WHERE DO THEY WORK?


PURPOSE: Use HubSpot Insights to pre-fill fields.

SEGMENT: Contacts with an unknown company

name.

ACTIONS: Copy company name from Company to

Contact record.

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WHAT INDUSTRY?



SEGMENT: Contacts with an unknown industry.

ACTIONS: Copy industry from Company record

to Contact record.

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WHAT SEGMENT?



SEGMENT: Contacts with an unknown Market

Segment.

ACTIONS: Set Market Segment based on Industry

values.

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HI ASDF,

I M P R O V I N G Q U A L I T Y

PURPOSE: Replace fake form answers with

personalization-friendly values.

SEGMENT: Contacts with obviously fake

company names.

ACTIONS: Replace property value with Your

Company

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ADVANCE LIFECYCLE

T R I G G E R A C T I O N

PURPOSE: Put Lifecycle Stage on Auto-Pilot.

SEGMENT: Contacts with a Lead Score > 30.

ACTIONS: Clear previous Lifecycle Stage and set

to Marketing Qualified Lead.

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AUTO-BOOK


PURPOSE: Automate follow-up when sales

team gets busy.

SEGMENT: Contacts who fill out Consultation

form AND are without sales activity.

ACTIONS: Wait 1 day for sales outreach. If

none, send “Book a Meeting” email.

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PROTECT YOUR TIME

I M P R O V I N G E F F E C T I V N E S S

PURPOSE: Funnel high quality leads directly to

Sales team. Further quality the rest.

SEGMENT: Contacts outside primary target.

ACTIONS: If primary target market segment, send

meeting invite. If not, collect more information.

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DO YOUR HOMEWORK

I M P R O V E E F F E C T I V E N E S S

PURPOSE: Check to see if a lead has completed

their to-do list items before a call.

SEGMENT: Contacts within a current Deal Stage.

ACTIONS: Check to see if contact has submitted

homework form. If not, create task to follow-up.

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DEAL-CREATION


PURPOSE: Automatically create deal when

meeting is booked.

SEGMENT: Contacts who book a consultation

request.

ACTIONS: Create a new deal and assign to

existing contact owner.

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BRING OUT YOUR DEAD!


PURPOSE: Automatically close deals that

stall for an extended period of time.

SEGMENT: Deals with no activity in 120

days.

ACTIONS: Set deal stage to Closed Lost.

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TEST IT ALL.

THINGS WILL GO WRONG.


TELL YOUR TEAM.

NOBODY LIKES SUPRISES.


DOCUMENT EVERYTHING.

YOU WILL FORGET THINGS.


FREE RESOURCE: DOCUMENTATION TEMPLATE

A H A N D Y R E S O U R C E T O G E T Y O U S T A R T E D


https:/ /pepperlandmarketing.com/inbound19

WHY DO ALL OF THIS?

Confidence you’re acting

on the right information

and most valuable leads.

Less time worrying about

data hygiene.

SALES:

Confidence you’ll be

emailing the right people,

at the right time. No more

angry sales team.

MARKETERS:

More leads, faster

moving deals, more

revenue.

MANAGEMENT:

#INBOUND19

COMPLIMENTARY REVIEW:

https:/ /pepperlandmarketing.com/inbound19

#INBOUND19

21 automated workflows to keep your crm squeaky … · 2019. 9. 9. · purpose: replace fake form...

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