What to have ready prior to setting up your workflow

Last updated: January 13, 2017

Available For:

Marketing: Pro, Enterprise
Sales: N/A
The first step to setting up effective marketing automation is deciding upon a clear goal. After deciding on your workflow’s goal, it’s time to gather your resources in preparation to set up your workflow. What you’ll need will be contingent on what the workflow is supposed to do. For example, if your workflow is to send emails, add a contact property value, or add contacts to a static list, you’ll want to have those emails, properties, and lists prepared prior to setting up your workflow. While many of these items can be created at the same time as the workflow itself, sometimes it’s best to have those items prepared beforehand so you have the opportunity to focus on the quality of the individual assets and not create it on the fly.

Example workflow assets

Some key items you may want to have prior to setting up your workflow:

Outgoing emails personalized with the contact’s first name and personalized from their owner’s name.

Personalization tailors your emails with contextual information about your users and allows that recipient to know who they can contact with questions. Keep in mind that too much personalization can come across as creepy, so keep it simple when personalizing.

If your workflow is designed to send a series of follow-up emails, it is good practice to have all emails in the series created and named appropriately. If you forget to create an email, or if it is easier for you to do so, you can still easily create them in the workflow. You’ll want to plan out how many emails you wish to send and determine the best timing for your emails, keeping in mind of what your sales cycle looks like, what content you want to send based on the persona segment and part of the funnel these leads are in, and not making your leads feel pushed into buying, ultimately resorting them to opt-out of your emails. You will learn about automating lead nurturing campaigns in this article.

Internal emails to the owner with the lead details and follow up actions.

These emails are intended to notify an internal team member of a lead’s actions or to notify that team member of follow-up actions to take. When creating this email, you can include that lead’s information by using personalization tokens.

Goal list and suppression list (if applicable).

You’ll want to have your goal and suppression list (if applicable) ready for use prior to setting up your workflow, but note that if you don’t yet have it created, you can do so directly from the workflow itself and will be immediately available to select. To learn about setting a goal for your workflow, check out this article.

Contact properties and set values (when necessary).

If your workflow sets a custom contact property value to a contact, this contact property will need to be created prior to setting up your workflow. You will not be able to create this from the workflow’s screen, but you can learn about how to create custom contact properties in this article.

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