Event-based workflows refer to systematic sequences of actions triggered by specific events or conditions. By defining rules and actions that are executed in response to certain events or triggers, it automates and streamlines business processes.
From lead nurturing to customer engagement, EBWs empower businesses to automate and optimize their marketing efforts, driving better results and enhanced customer experiences.
This article explores the concept of EBWs, sheds light on their applications across industries, and provides practical insights on implementing them successfully.
Structure
What does a typical HubSpot event-based workflow look like?
- Event Trigger: The workflow starts when a predefined event occurs. Depending on the situation, an event can be anything from a lead entering the system to a customer purchasing something.
- Workflow Rules: Rules are established to determine what actions should be taken in response to the event. The rules are determined by the specific business objectives and requirements.
- Action Execution: Once the event is triggered and the rules are met, the workflow executes a series of actions. You can send automated emails, assign tasks to specific members, update records, establish follow-up activities, and generate reports to those on your team.
- Workflow Evaluation: Throughout the workflow, the system evaluates the progress and condition of the process. The system may check for additional triggers, assess the success or failure of certain actions, or make decisions based on predefined criteria.
- Completion and Tracking: The workflow continues until all the defined actions have been executed, or until a specific condition is met. It provides visibility into the workflow status and tracks progress.
Benefits
What are some of the many benefits of applying EBWs in your marketing & sales efforts?
- Automation: Workflows automate routine tasks and eliminate the need for manual intervention, saving time and reducing errors.
- Consistency: Workflows ensure consistent and standardized processes across the organization, maintaining a high level of quality in customer interactions.
- Efficiency: By automating actions and reducing manual effort, event-based workflows improve operational efficiency and productivity.
- Scalability: Workflows can handle large volumes of events and actions, making them suitable for scaling business operations.
- Visibility: With workflow tracking and reporting capabilities, organizations gain visibility into the status and performance of their processes, enabling better decision-making and optimization.
Use cases
- Lead Nurturing: Event-based workflows are a game-changer for lead nurturing. Businesses can deliver personalized content, nurture leads at various stages of the sales funnel, and provide relevant information to drive conversions by capturing user interactions and behaviors.
- Customer Onboarding: Ensuring a smooth onboarding experience is crucial for customer satisfaction and retention. Through event-based workflows, businesses can send welcome emails, educational content, and personalized messages to guide new customers through the onboarding process.
- Abandoned Cart Recovery: E-commerce businesses can leverage event-based workflows to address cart abandonment. A workflow can automatically send reminder emails, offer incentives, or offer customer support when a user leaves items in their cart without completing the purchase, increasing conversion rates.
- Customer Engagement: Engaging customers throughout their journey is vital for building long-term relationships. Businesses can deliver relevant and personalized content to their audience based on specific actions or preferences with event-based workflows.
Implementation
Implementing event-based workflows on HubSpot is a straightforward process. To begin, follow these steps:
- Define Your Goals: Determine the purpose and desired outcomes of your workflow. Select the triggers or events that will initiate the workflow and the actions you want to automate.
- Map out the workflow: Visualize the different paths based on user actions or conditions. This will help you create a logical and effective automation sequence.
- Set Up the Triggers: Utilize HubSpot's automation features to define the triggers that will initiate the workflow. This can include form submissions, page visits, email opens, or specific contact properties.
- Configure Actions: Determine the actions you want to automate, such as sending emails, assigning tasks, updating contact properties, or integrating with other systems. Configure these actions within the workflow builder.
- Test and Refine: Before launching your event-based workflow, thoroughly test each step to ensure it functions as intended. Monitor its performance and make adjustments as needed to optimize results.
Overall, event-based workflows enable businesses to streamline their customer interactions, improve efficiency, and enhance the overall customer experience. HubSpot workflows offer a powerful way to automate these experiences, from lead nurturing to customer engagement.