#Unpacked EP6: HubSpot Workflows

George: Yeah, now that I put the sticker on there. Anyway, so hey anybody who is watching or listening to this now, or in the future, make sure that you leave a comment, leave a question, and also leave an emoji. Remington, you didn't know I was going to do this, this week, but what emoji should they leave in the comment section this week?

Remington: The lightening emoji, if something's a good idea.

George: Oh, lightning, I love that and-

Remington: Or I think like the shortcuts electric, you won't find it if it's lightning, but yeah lightning, electric, or let's do a mushroom emoji if you're unsure about things.

George: Oh, yeah mushroom, those are powerful I'm just going to throw that out there. So this week, it's funny that you bring up mushrooms because we're talking about workflows, which by the way don't have anything to do with each other, I just figured I would roll into it that way. We're talking about HubSpot, we're talking about workflows, and out of all of the tools, I feel like this and reporting might be the episodes that we get the most questions from people who are viewing this now or in the future. So HubSpot workflows, one thing I will say, there's a bazillion different ways that we could go with this episode. So I'm just going to kind of let you lead it off, I'm going to follow your lead, and I'm going to see if we can't kind of align this into some type of journey versus a tennis match.

George: It may end up, it can completely end up as a tennis match, but we'll see. So, where would you like to start when it comes to the world of HubSpot workflows?

Remington: Yeah, just slight disclaimer for the audience, and I would love their opinion on this, this is a 100% unscripted show.

George: Yeah.

Remington: What I mean by that is, George and I haven't mentioned anything other than, "Dude, you ready for workflows?" Like that's pretty much all we got, so if you have some change in structure or you want more structure, or you just enjoy this, let's roll with it. But let us know with a lightning or a mushroom, and this is for you, so make it so that it's for you, valuable for you, and if it isn't, you've got to let us know.

George: Yeah, yeah.

Remington: So I am going to kick off with a mind-blown emoji.

George: Uh-oh, uh-oh.

Remington: I just noticed that there is a quote based workflows that were just added to the tool, and that's pretty peculiar, what sucks is we don't have access to it quote right now, might have to change that here shortly. But, quote based allows the enrolls and is triggered off of quotes. So oh, the possibilities, I was doing a little bit of reading into it, you could, if you get a quote that is signed, you could automate a customer service workflow or an onboarding workflow automatically, depending on the product that is included. Holy potential, holy potential, so-

George: Yeah, like talk about optimizing time.

Remington: Right, yeah, yeah. So the quote based workflows I think are going to be pretty incredible, so I can't wait to get more info and I'm sure we're going to have a Sprocket Talk episode or two about those, once I get access to that.

George: Yeah, I can't wait.

Remington: That's fun.

George: Yeah, it's funny because one thing I will say is, a side product of this show is that now all of a sudden we want to buy more HubSpot tools.

Remington: Even for us, so effective for HubSpot apparently.

George: That's a good thing or a bad thing, I don't know. So here's another little tidbit, it's funny that you went with the quotes. If you go into the workflows tool and you look, there's actually a little tab that says new, and of course, it doesn't mean that it's new as of today, or new as of yesterday, it may be new as of a couple weeks ago. But there are workflow templates in your portal, and what it is is now you can set a lifecycle stage to MQL, you can copy from company to contact, and you can focus on the high-value deal, at least that's where you can start and drill down into these already pre-made workflow templates. It's interesting because, Remington, when I saw these, my mind flipped to this idea of almost like the projects tool, which by the way could be a whole nother episode.

George: How you have these projects, or pre-baked projects in the project tool, that it just man, you press a button and boom you go. And my mind even went back historically to that there were these things called ... Oh, what the heck, they called them, where you could go and ... Recipes! There were these HubSpot recipes.

Remington: Recipes, 100%.

George: Anybody who's been in the game for a while.

Remington: Yup.

George: And you can hit these things and it would automatically build it, so it feels a little bit like projects, it smells a little bit like recipes, but they're calling them workflow templates. So if you're watching this and you didn't realize they were in there, go in there, you're going to see it, it lives right next to the start from scratch tab. And you're going to see new, and then templates, and you can drill down and try some of those.

Remington: Yeah so I love that for people who are getting started.

George: Mm-hmm (affirmative).

Remington: But, I think recipes ... I'm trying to figure out which way I'm going to go with this. Workflows are something that are incredibly powerful but have to be incredibly specific.

George: Yes.

Remington: And so, what I don't like about the concept of recipes, or the set it and forget it type of mentality on a workflow is the fact that you can't be general with it, you've got to be very intentional. So, it's just something to think about, so that's one area.

George: Yeah, yeah, for sure. So, what else, when you think of workflows, Mr. Remington Begg, do you think of that just kind of gets you like all shook up and ready to rock and roll?

Remington: Yeah so triggers, so I'm an old school guy, I'm a big fan of having your lists being your triggers, for workflows.

George: Yeah.

Remington: Because it forces a certain criteria that allows for you to really think through all this stuff, sorry I'm about to sneeze, so I'm Like-

George: Bless you

Remington: ... trying to get my finger on the mute.

George: Bless you.

Remington: Thanks-

George: Does it work? I don't know if it works over the digital sphere, but whenever I do that-

Remington: Yeah they say look at lights, and I got a whole bunch of lights on the other side of the screen here.

George: Yeah, I don't know if that works.

Remington: So, things that excite me, like the criteria that you can filter by, but in addition to that, when you start talking about all the integrations that you have, there's some really awesome stuff. Especially when you start to tie in all the potential things that are possible from list memberships. So I'm going to take you down a journey right now.

George: Okay.

Remington: If someone watches an entire video of two different videos, show them a different chat widget, right? So like, you could have a workflow that automates and notifies sales and puts someone into a list and do all of those things, and it's all based off the triggers that the other integration [inaudible 00:07:37]. So whether you have 23, Wistia, or Vidyard, you can say when someone's 75% of the way through this video, trigger this workflow and it could be an email to sales, it could be an email to the person, it could be a whole bunch of crazy stuff that organizes your contacts. And so, triggers are just something that you should just nerd out on if you're getting started with workflows, and just dig super deep.

George: Yeah, so here's the thing, I'm going to pseudo piggyback, or at least try to stay on this little bit of the journey instead of a tennis match. One thing I like about workflows is they can be as simple or as complex as you want them/need them to be.

Remington: Yes.

George: Now let me unpack that for a second, sometimes people go into workflows and they think they have to create this masterpiece, that they have to use, if-then logic and all of this stuff, and it's not necessarily the best practice. Like sometimes, it might be better to create five workflows that do independent functions but work in conjunction with each other, instead of trying to do the mind meld that is five if-then logics, and then remembering what this is, and what that shuts off. And so, just know that sometimes there is power in simplicity, but there's also knowing when, "No, this one needs to be a massive workflow, and it needs to be if-then logic, and it needs to be delayed, and it needs to be multiple emails."

George: And if that's the case, by the way, pro-tip if that is the case, make sure you whiteboard that sucker out first.

Remington: Yeah.

George: And then go into the HubSpot tool and make that mastermind meld of a workflow, but always keep in mind it can be as simple or as complex as you want, or it needs to be.

Remington: Yup, yup. So we have hundreds of them that are literally one step if someone does X and Y, then set contact property to something. Or set last viewed date of, so there's a lot of those types of workflows, I do those all the time. But one of my favorite actions in workflows is the delay action.

George: Very powerful.

Remington: Yeah, so I was talking to one of our other team members, one of our other way finders, and we were talking about how to get a follow-up property to happen based on a workflow membership right? And so, we were like, "Oh, when should we tell them to set a task for instance, for follow up?" Well we want to check in with them after 30 days of inactivity, well how do you make that happen, and so essentially that delay function was 30 days where it immediately sets the task if they ever make it there. And it re-enrolls every single time, so there's little things like that where the delay isn't ... I think it's the most underappreciated building block there is, but yet it's so important for that context.

George: Yeah, without a doubt, since we went down into a little bit micro, and again I want to do journey instead of tennis match, I'm going to keep saying that this whole episode, because I feel like this out of all of them, could have gotten just really, really wonky. When you're in that section when you're looking at where delay it, you can scroll down a little bit, and, Remington, one of the things that I absolutely love is the ability to be able to do round-robin or this kind of lead processing. Just so if you don't know what round-robin is, it's literally like a lead, let's say we have a form, people fill out that form, it gets us 20 leads a day but we just don't want to dump 20 leads on one individual sales rep. We can say, "Hey, we've got seven sales reps, rotate those 20 leads throughout the seven sales reps." And now you get the idea, that's what a round-robin is.

George: And the fact that you can build out a workflow and go, again, super simple or super complex on the way that you're distributing those out, and if they're not followed up within a certain amount of time, they go back into the bucket and get redistributed and all sorts of stuff like that, it's just a nice part of sales that lives in kind of the marketing ... Because you'll see it in sequences too, or the automation piece, that's a ... Gosh, can't go through an episode without talking about HubSpot changing a name of something, anyway digress. You'll see it in there, but it really lives under marketing workflows and you can do this kind of round-robin lead distribution piece, and I love the fact that we have that ability.

Remington: Yeah, that's super powerful, especially you mentioned the follow-up, like if someone doesn't take action on something.

George: Mm-hmm (affirmative).

Remington: So that's really awesome, so you do need sales professional in order to get access to the rotation of leads, and you need marketing professional in order to get access to workflows from the marketing side of the hub, and you need service professional if you are going to get access to the ticket part of the workflows. But all that being said, I remember I used to hate it when they were like, "Hey, you don't get access to these tools." Now that HubSpot's going more platform based, I actually don't mind it because I don't need automatic service ticket creation because we have automatic service ticket creation in like 47 other parts of our business.

Remington: So, I'm totally, totally cool with that, but if you can't find something, the nice part is, now it's grayed out, it used to be it just wasn't there in the tools.

George: Yeah.

Remington: So it makes it a little bit more self-explanatory.

George: Yeah. Well it's self-explanatory, plus let's be honest, it's a subtle sell.

Remington: Well, yeah.

George: "You know you want that, doesn't that steak look good? You could have a piece of this steak if you just had this other part of the platform." Which, by the way, I'll go back to what you're talking about, maybe just buy it all people, I don't know just buy it all and then you won't have to worry about it, you were going to say something, Remington.

Remington: Yeah, yeah, so going into the actions, I know one of the most ... I'm going to go for another underappreciated item, is sending an internal email.

George: Mm-hmm (affirmative).

Remington: So, context is king, I'm a broken record and I'll that for a long, long time, especially for sales and marketing alignment. But the context, handing off from marketing to sales, there's so much value that you can put in, and for those of you that don't know what an internal email is, is literally you can draft up a marketing email that uses personalization for the contact, but you can send it to, for instance, I could send it to George as a salesperson and say, "Hey George, Remington, my alter ego, went to website and viewed 4,229 pages in the past four months, and you should probably talk to him, because he has this contact info." You could just tell that whole story and that whole narrative, and literally, do what George I think calls the holy grail of lead cheats or something.

George: Oh, yeah, yeah, holy grail of sales lead cheats, without a doubt, yeah.

Remington: Yup. So, internal automatic emails are great, especially when you're getting started in HubSpot and your sales team is getting accustomed because they're going to need access to that context because they may not know it's there.

George: Yeah, it's fun because I love that you tease that out, which workflow is a fundamental base tool for radar, research, revenue. Which, if you're wondering what that is, well you're going to have to hit me up, okay, because I'm not going to cover-

Remington: @GeorgeBThomas on Twitter, or Facebook.

George: Yeah, @GeorgeBThomas everywhere, well Facebook it's Mr. George B. Thomas, but anyway it is what it is. So, next thing that I love about workflows, Remington, is being able to be specific in something that maybe feels like it's a general push out, and what I mean by that is, there's a little section inside of your workflows where you can say, "Hey, I only want this to go out on weekdays, and I don't want it to go out on weekends, or I want it to go out on certain times." Because here's the thing, if you're a business, you may want to engage with these workflows on a business day or in business hours, and so when you go to build your workflows make sure you're paying attention to if somebody ... Gosh, I don't know the way they are or how the surf the internet, but if CEO John, like one night because he's on a trip, does something like downloads and e-book at 1:30 AM in the morning, because he can't sleep, do I necessarily want his phone, his computer, to ding in seven days at 1:30 AM?

George: Maybe not, right? Because maybe this isn't a good time for that to happen, maybe I want it to happen at 4:30 on a Thursday because that's an actual workday. So think about that, think about the user, think about when they might be doing these things, when you want to deliver things back to them because you're using these workflows, just a little micro piece in there that I like to set and make sure it's tweaked exactly how I want it to be.

Remington: Absolutely, and that's under the setting tab for those of you that are looking for it. So the other thing that I'm ... Because, you have automation, the craziest thing ... I'm shielding myself here, the craziest thing that you can do with automation is make it feel like automation to the end-user.

George: Mm-hmm (affirmative).

Remington: And nothing says, "I'm automating everything." When you just finished an amazing conversation from a sales meeting, you're like, "That was the absolute best." And they said, "Wow that was the best meeting I've ever had, I can't wait to sign that contract." And then automatically within a couple minutes after you are on that sales meeting, you have an automated email that says, "Oh, hey John, I haven't heard from you in a few days, how your life, would you like to have a conversation?" Suddenly now, you went from super authentic, like you won the deal just making it feel like, "Wait, was anything ever authentic?" Right?

George: Yeah.

Remington: And so where I'm going with that is unenrollment and suppression lists. So I bring this up because, and it wasn't even going to be on the top of my list to talk about until I did this HubSpot training earlier today, and someone is coming from another tool, won't say what it was, but you can only have a workflow active in one list at a time, or one workflow at a time. And so, when you think about that, we're not talking about like, a linear like you're on one highway at a time, you have the potential to be in multiple active workflows at the same time. While that is incredibly powerful, it is incredibly dangerous if you're not thinking about it too. And so, making sure that you're in control of how things should be going, super, super important.

Remington: So, a lot of times what we'll do at Impulse is we'll put in an opportunity stage, anything at the opportunity stage where a real-life human is a part of shuts off all automation across the accounts because we want to make sure we're not clouding the journey to that sale. So you can use that suppression list to just stop the workflow in its tracks when someone meets that goal. The other thing is, you can remove from all workflows. Which, if you're used to thinking that way, it might be the safe way to start as well. So, super powerful stuff, you could have a whole bunch of automation, and they jump into a sales one, and it's like, "Er, shut off everything." You've got the power."

George: Yeah and so we've got to take this one to the next level, like in my humble, honest opinion, I believe that the workflows for your lead magnets should always be paying attention to this, and I don't think that many companies are. Meaning, if somebody comes to the website the first time and they fill out a consideration type offer, I don't necessarily want them to really go into a nurturing sequence if they then went and downloaded an awareness. So for instance, so I come to the website and I download an e-book, right? And then I go, "Oh, let me check out that checklist too." And the checklist is very much awareness, it's just so we can start the conversation. What I don't want to happen is for you to get the workflow of the guide and get the workflow of the checklist because in the checklist emails I'm talking to us like you're just figuring out your problem, you're just starting your journey.

George: In the consideration, which by the way is the thing that teased you out first and you're like, "Yes, I want to get into the nitty-gritty."

Remington: Yes.

George: Now I'm talking about like you're actually educated about the thing, so if you're telling me that you're educated about the thing, why am I going to talk to you like you're not yet educated about the thing? And so-

Remington: When you already have the thing.

George: When you have the ... right! And so, why do I want to have an email say, "Hey, by the way, you should download our guide that talks about the thing." What? So, if you set up your campaigns in a proper inbound way, you've got an awareness magnet, a consideration magnet, a decisions magnet, you're going to want to use those suppression lists as, look, if they go decision first, man, keep them out of those other two workflows, if they go consideration, keep them out of that awareness, let them go forward, don't let them go backward. We don't want to go five steps back, you know what I'm saying? We want to keep them moving forward in that buyer's journey, that's just an extra tidbit.

George: I want to say, Remington, another piece of the workflows tool that I love, which by the way, we have almost been doing this for 30 minutes already-

Remington: We haven't even touched the top-

George: And haven't scratched the freaking surface of workflows.

Remington: Yeah.

George: But I love the fact that you have goals in workflow, because just-

Remington: Yup, you stole mine.

George: Aw, hey, hey finally after seven episodes I steal one. So, here's the thing, we should always, like we were just talking about the buyer's journey, we should have a journey for where we're trying to get as well.

Remington: Yup.

George: For instance, Remington, you teased out radar, research, revenue, right? And I was just teaching this to a client earlier, and it's about in the workflows, paying attention to let's say informationally qualified, a set of page numbers. In this case, we'll just go like 10, 20, 30, okay? 10 pages, 20 pages, 30 pages, if I had a list and if I had a workflow for each set of those pages and I set the goal, I would want to know how many people who have read 10 pages have read 20 pages. So, meaning how many people have made it from this list to this other list.

Remington: Mm-hmm (affirmative).

George: And then 20 pages to 30 pages from this list to this list, because if I set a goal, there's a performance section of my workflow that tells me, "Well hey, George, guess what? 47.5% of people who read 10 pages, read 20 pages, and 36.7% that read 20, became 30." And now here's the fun part, Remington, is at the very end of this kind of journey that you're putting them through in your campaigns, by the way, I'm using page views, you could do awareness, consideration, decision lists, I'm just saying. And then this end part really starts to make sense where the last part of the workflow is, make sure that the life cycle stage is customer because now my workflow is literally telling me, "22.5% of people who did these three things became a customer."

George: Now I can tweak what's happening and really just wring out, "Well, how do I get to 37% of the people become customers? How do I get to 52% of the people become customers? What can I change in those emails, in those workflows, in those downloads?" Man, I'm just saying.

Remington: All right, so I'm going to pivot on this.

George: Okay.

Remington: So, we're getting super nerdy about the things you can do, I just want you to rapid fire off, like five of the more important types of workflows, or the most ... Yeah, five of your favorite workflows with a one breath explanation of what each does.

George: Five of them?

Remington: Yeah, five, go.

George: Oh my gosh, okay so, I definitely like a workflow that I can change a contact record because those need to be updated. It might be something like, I don't know, I don't even know what it would be like, but I like being able to do that. I like to be able-

Remington: Update your contact property, right? So like, automating-

George: Yup, yup.

Remington: Mm-hmm (affirmative).

George: I definitely like the ability for doing lead magnet stuff that we've been talking about, so just the actual journey. Gosh, man, I wasn't ready for five of these on the spot, but hang on, but hang on, but hang on, because if I think ab this like if I think about this right, there's got to be something company-wide that would be nice to have a workflow on. Man, I just don't know about five, you're killing me with five here.

Remington: Okay, I'll add one and then I'm sure you can fire these off.

George: Okay.

Remington: Because I think some of these might tease into some people about like, yes-and, they can start thinking of other things.

George: Mm-hmm (affirmative).

Remington: So, I really love the idea of a company property workflow, like HubSpot puts all of these insights into the company record when you get a domain. So workflow, when a new company is created, and the information is known in some of those insight fields, that that information gets passed down to the contacts. So you could actually create and copy a company property into a contact property. What's cool about that is if you have lead scoring, lead scoring right now is mostly done at the contact level, so you could totally set up some of your lead scoring based on company size and stuff like that and you don't have to ask those questions on an actual form.

George: So, setting a contact property value, like number, numerical, right?

Remington: Sure.

George: Because we also have calculations right?

Remington: Yeah.

George: So, calculations and workflows and numerical values with workflows, there are some very interesting things you can do with that.

Remington: Cool, love it.

George: Another one, managing subscriptions with workflows because there's a whole thing that you can do with that, I think that gets me to five actually which I'm kind of not sweating anymore because like-

Remington: Do you want to keep going?

George: I don't know if I want to keep going or not.

Remington: Okay.

George: I'm sure you have more because you brought it up.

Remington: So, I have a couple, yeah so I have a couple.

George: Like you literally set the trap, have probably done the research.

Remington: No, I haven't done any research, I was a bad boy, I didn't research.

George: Aw snap.

Remington: But no-

George: No, you were a busy, busy boy, not bad boy.

Remington: Yeah, the subscription thing's huge, especially coming out of a lead pop-up form, like a pop-up form if you've got it on a page and you want someone to subscribe, I was just in a portal where they had this like, "Subscribe to our blog." And no one was actually subscribed to the blog because they submitted the form and there was no connection to the actual blog subscription.

George: Oh!

Remington: So, you could take a, "Subscribe to our blog." And then automatically set their subscription status based on the intent, and the GDPR stuff. But then also push that through and then say, "Subscribe to a weekly drip of this email." So, that's a huge one, to your blog subscription point. And then-

George: I have another one.

Remington: Go ahead.

George: So here's another one, because remember I talked about simplicity or being complex?

Remington: Yup.

George: And you might have five simple ones, being able to use workflows to actually string those together and use a workflow to enroll them into another workflow, is definitely a workflow that you should have, by the way, that got very meta.

Remington: Yes.

George: But it is the ability to enroll people into other workflows with a workflow, just saying.

Remington: Yup, love it. So, my favorite is, so you were talking about like where they are on the buyers journey, probably one of my all time favorites, I haven't done it in a while because I don't get too nitty-gritty into the tool, but when you have those lead nurturing sequences from one workflow to a second to a third and you've got all the goals, if someone goes back up to the top of the funnel, the normal workflows are, you get that thank you email right? We definitely want to deliver on our promise, but then the second follow-up email's always usually the guide that they've already downloaded. So, what I like to do is if they've already downloaded the guide that we're going to promote, have a sales conversation in its place saying, "It looks like you already downloaded this guide." Give them a link to it because we already know they converted, and make it so it comes from your salesperson, so add a couple if-then conditions after that thank you email so that they get the doc.

Remington: But then they get routed to sales, accelerate that funnel.

George: Accelerate the funnel, you know, I can't believe that it is like one minute left of our show, we only mentioned the fact that they should use emojis once. We only mentioned once that they should leave comments and questions. You should leave comments and questions, let us know, Remington, this is the first time I will say this to you.

Remington: Yup.

George: This topic begs for a workflows 2.0 like there are so many things that we didn't touch upon that you can do with workflow.

Remington: Yeah I agree.

George: I feel like it's almost doing workflows a disservice to sign off.

Remington: I agree.

George: However, the rules are that we only unpack this topic for 30 minutes, we have been at this topic for 30 minutes, I'm going to give you one last thing, one last parting nugget or gift that you can give to the Sprocket Talk viewers. Mr. Remington, when it comes to HubSpot workflows, what would be that nugget that you would like to share at the end of this episode?

Remington: The nugget of info? Good lord, maybe we should do this Thursday, yeah so I think that deal based automation is a new feature that no one touches, and it could allow for management to get info, you could use it for additional reporting, you could copy a lot of fields. Pay attention to deal based workflows because it could transform how you do sales in your Org.

George: Mm-hmm (affirmative) that was a good one. Well, ladies and gentleman, that is another episode of Sprocket Talk unpacked.

Remington: Sprocket ton, it was, it was a sprocket ton. Of information.

George: It was a sprocket ton, I love that they're live, it was also a tongue twister. Anyway, I am George B. Thomas, he is ...

Remington: Remington Begg.

George: And we hope that as we, and I do think, Remington, Thursday workflows 2.0, especially after what you just opened, I mean that in itself could be so many things that we talk about.

Remington: Let's dig into sales workflows.

George: Oh, sales workflows, next episode, if you know a salesperson let them know, get them in the group, we're going to be here. Well, until next time, we hope that you are able to do some happy hubspotting.

Remington: Woo!

George: Woo-hoo!