HubSpot sequences - Revolutionise Your Sales Process

Does this scenario sound familiar to you?  You've just wrapped up a promising call with a potential client. They seemed interested, but you know the dance – it's all about the follow-up. You make a mental note to send an email tomorrow, then another next week, and maybe a final nudge the week after. But let's be honest, how often do those well-intentioned follow-ups fall through the cracks? 

 

If only there was a solution to make follow-ups easier. Guess what, there is! Enter HubSpot sequences – your new best friend in the world of sales automation.

What Are HubSpot Sequences?

Did you know 31% of B2B marketers say email newsletters are the best way to nurture leads? This underscores the importance of automated email sequences to make sure you don’t lose touch with your leads.

Think of sequences as your personal sales assistant, tirelessly working behind the scenes to keep your leads warm and your pipeline flowing. They're a series of targeted, timed communications that go out automatically to your prospects, ensuring no opportunity slips through the cracks.

You might be thinking, "Doesn't that sound a lot like workflows?" Great question! While both sequences and workflows are automation tools in HubSpot, they serve different purposes.

Difference Between Sequences vs. Workflows 

Let's break down the key differences and help you choose the right tool for your sales and marketing efforts. 

Types of Email 

Sequences are like your right-hand man, sending emails directly from your inbox as sales emails. These emails use sale templates which can be tailored and personalised to look and feel like you've typed them out yourself. 

Workflows, on the other hand, are more like your marketing megaphone. They blast out marketing emails to the masses, customisable but clearly part of a larger campaign.  

Enrolment 

Now, let's talk about how to get people into these automated journeys. Workflows are more flexible here. They can automatically add contacts based on specific triggers (like filling out a form or visiting a particular page), or you can manually add contacts if you have a list. 

Sequences, true to their more personal nature, require manual enrolment. You choose who gets enroled, ensuring that personal feel from start to finish. These are for targeted emails that will result in a reply or even booking a meeting. It's perfect for those high-value leads that need more attention. 

Tracking Engagement 

Here's where sequences really shine in the personalisation department. If a contact replies to a sequence email or books a meeting, they're automatically removed from the sequence. It's like having a super-attentive sales rep who knows exactly when to stop following up. 

Workflows, being more about the big picture, don't have this automatic stop feature. The workflow will keep flowing unless you set up specific 'goal' criteria to stop the process.  

Should You Use Workflows or Sequences? 

• Go for sequences when you want that personal touch, especially for high-value leads or when you're in the later stages of the sales process. 

• Opt for workflows when you're casting a wider net, nurturing leads in the masses, or running broader marketing campaigns.

Let’s look at how a Sequence will work vs a Workflow. 

Imagine you’re a sales rep for a manufacturing company. You've just had a great conversation with Sarah, the CEO of a small startup. You could use a sequence to follow up with Sarah personally, referencing points from your conversation and addressing her specific needs. 

Meanwhile, your marketing team might use a workflow to nurture all the leads who downloaded your latest whitepaper from your website, sending them a series of educational emails about your product.

See the difference? Sequences are your personal touch in the sales process, while Workflows handle the heavy lifting of broader marketing efforts.

How to Trigger a Sequence in HubSpot: 

With sequences, you can send a series of targeted, timed email templates to nurture contacts over time. 

To create and execute sequences, the HubSpot user account must meet the following requirements:

• The user account has an assigned Sales Hub Professional or Enterprise or Service Hub Professional or Enterprise seat. 

• The user account has a connected personal email address. A team email address connected to the conversations inbox cannot be used to send sequence emails. 

• The user account has sequences permissions.  

Triggering a Sequence 

If you've just had a fantastic call with a potential client, the rapport might have been great, but you know the real work begins now. Here's how to start your follow up game: 

1. Navigate to your contact's record in HubSpot.
2. Look for the "Enrol in Sequence" button. 
3. Choose the sequence that fits this particular situation (from your pre-set sequences). 
4. Personalise the first email if needed. Remember, authenticity is key! 
5. Hit "Enrol" and watch the magic unfold.
   

So when should you use this feature?  

• Just wrapped up a product demo? Trigger a sequence that sends a thank-you email, followed by case studies and a gentle nudge to schedule the next steps. 

• Met a sea of faces at a conference? Use sequences to send personalised follow-ups, sharing relevant content based on your conversations. 

• For leads who aren't quite ready to buy, trigger a sequence that educates them about your product over time, warming them up for a future conversation. 

• Has a once-hot lead gone cold? Trigger a sequence to reignite the spark, offering new insights or solutions to their challenges. 

Using Sequence Automations

What if your HubSpot could automatically enrol contacts in the perfect sequence based on their behaviour? Welcome to the world of sequence Automations!

Here's how to set it up:  

1. In HubSpot, navigate to Automation > Sequences.
2. Click "Create sequence" and choose "Automated sequence." 
3. Set your enrolment triggers. These could be form submissions, page views, or other actions. 
4. Design your sequence steps, including emails, tasks and LinkedIn actions. 
5. Activate your automation and watch your follow-ups happen like clockwork!

Tips for Mastering Sequences 

• Personalise, Personalise, Personalise: Use HubSpot's personalisation tokens to make each email feel tailor-made. 

• Mix It Up: Don't just stick to emails. Include tasks like phone calls or LinkedIn interactions in your sequence. 

• Test and Refine: Regularly review your sequence performance. Which emails get the best response? Adjust accordingly. 

• Mind the Timing: Space out your sequence steps thoughtfully. You want to be persistent, not pushy. We all hate being harassed by emails and phone calls all day. 

• Use Branching: Create different paths in your sequence based on how contacts engage with previous steps.

HubSpot offers a wealth of resources to help you master Sequences. Check out their YouTube channel for step-by-step tutorials, or better yet, why not book a demo with Media Matters Agency?  
 
We'd be happy to show you firsthand how to leverage the full power of HubSpot sequences for your business. 
 

So, what are you waiting for? It's time to supercharge your sales process with HubSpot sequences. Your future self (and your sales numbers) will thank you!