How to set a goal to focus your workflow's objective

Last updated: November 1, 2017

Applies to:

Marketing Hub
Professional, Enterprise

Good marketing automation starts with a goal in mind. Before you start creating assets or adding steps for your workflow, you’ll want to decide upon the goal of your workflow. The flexibility of marketing automation tools can sometimes make it easy to lose sight of your end goal, so here are some questions to consider when setting a goal for your workflow:

  • What actions do you want your contacts to take, as a result of this workflow?
  • What new information are you trying to gain about your contacts as a result of this workflow?
  • What is the key performance indicator that your company uses to assess the success of a series of marketing events?
  • How do I want to measure the success of this workflow?

By setting a goal for your workflow, once a contact that is in your workflow meets this goal criteria, they will be unenrolled from the workflow.

This goal will not only help you create any assets required for the workflow, select the type of workflow, and set up appropriate actions, but will also help you track the success of your workflow.

Please note: goal statistics are used to measure engagement with specific marketing content, and are only available for Marketing Professional and Marketing Enterprise subscriptions. To learn more about how to use workflow goals with Sales Professional, check out this article.

Navigate to Workflows

From your HubSpot Marketing Dashboard, navigate to Contacts > Workflows.

Edit or create new workflow

Choose an existing workflow to edit by clicking on the name of a workflow in the dashboard or click new workflow.

Name your workflow, choose a workflow type, and select enrollment criteria

You will learn more about types of workflows and enrollment criteria, in this section.

Set the goal for your workflow

Once your workflow is reated, you can click Goal at the top-left of your workflow and a pop-up will appear to allow you to set criteria for your goal. 

For this example, the goal will be set to find any contact whose Lifecycle Stage is Marketing Qualified Lead and then unenroll them from the workflow when a contact meet thats criteria. So the selection will be Contact Property > Lifecycle Stage > [is any of] Marketing Qualified Lead. After chosen, you'll see the selection you've set and then you'll want to click Done

Verify your goal is set up the way you want it to be, then click Save.

Edit an existing goal

If you've set a goal already on your workflow but aren't completely content with the criteria and want to edit it, you can choose to Goal again.

From here, you can simply add more criteria onto the existing criteria you have by choosing the and... or or... buttons.

If you need to edit existing criteria in your goal, you can click the pencil icon to edit.

If you want to delete any existing criteria, click Delete.

Reviewing your goal

Keep in mind the end-goal of your workflow will also be important to determine the necessary actions that should happen in your workflow. For example, now that you have a clearly defined goal, you may want to start with sending an email to provide your contacts information about the healthcare webinar and a call-to-action leading them to the page where they can find the registration form. One week later, you could send another follow-up email containing this information, conveying a sense of urgency to register early. After one more week, you could send a final follow-up email with the details and state that the time to sign up is running out.

If your reach is effective, you’ll start seeing your "met goal" metrics climb and the conversion rate on the workflow Actions screen increase along with it. This is a sign of a healthy, successful workflow.

Once a contact meets your goal criteria, he or she will be removed from the workflow. You’ll see in the workflow’s history an alert that a contact was removed from the workflow because they met your goal criteria previously.

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