Hubspot Automations for Nurturing Leads
JACS Solutions was a tradeshow-first company, generating virtually all of its leads from conversations, meetings, and referrals during national and regional events throughout the year. A robust plan executed by the marketing team created an influx of new organic, inbound leads as part of its website redesign and SEO keyword strategy. This meant many contacts, new and old, needed to be engaged and warmed for qualification and hand-off.
In order to ensure these leads were nurtured effectively, I developed a sophisticated series of automations based on Hubspot and Salesforce properties to trigger enrollment in many different workflows, ranging from content and email drip campaigns based on vertical market to complex automations designed to trigger action by marketing and sales teams based on lifecycle stage. These automations extended to include support for inbound marketing campaign efforts with form-fill responses and branch logic based on lead behavior.
Now JACS Solutions has the capability to increase its response time for leads. Email automations enroll leads through various workflows contingent upon contact properties, giving them tailored content messaging based on what interests them the most, from industry-specific use cases to product data sheets. Database sync automations are also in place to collect critical information from forms and other automatically collected properties and pass those on to sales through SFDC and Hubspot integrations.
Beyond decreasing the wait period between lead creation and nurturing campaigns, the sales teams are now armed with more information on Web leads which can be used to create customized 1:1 messaging to pursue potential opportunities without the need for unnecessary additional research.