How does On-Target! Marketing implement HubSpot Sales Automation and Workflows?
Phase 3: Automation & Workflow Optimization
This phase focuses on designing and implementing automation workflows that streamline lead management, improve follow-ups, and ensure efficient lead qualification and assignment. By optimizing workflows, we reduce manual effort, improve response times, and enhance sales and marketing alignment.
1. Designing & Implementing Lead Nurturing & Follow-Up Workflows
Audit existing workflows to identify inefficiencies and gaps in follow-up processes.
Create automated lead nurturing workflows based on user actions, such as:
- Email engagement (opens, clicks).
- Website visits (key pages viewed).
- Form submissions (contact forms, content downloads).
- Implement multi-step nurture sequences that guide leads through the funnel:
- Educational content → Value proposition → Sales call scheduling.
- Set up automated follow-up tasks and reminders for sales reps when a lead becomes engaged.
- Integrate behavior-based triggers, ensuring that highly engaged leads move to sales faster.
Deliverable: Fully automated lead nurturing sequences that keep prospects engaged and reduce manual follow-ups.
Estimated Hours: 10
2. Setting Up Automated Lead Rotation & Assignment for Sales Reps
Define assignment rules based on criteria such as territory, industry, company size, or lead score.
- Automate lead distribution to ensure fair workload balancing among sales reps.
- Implement round-robin lead assignment for equal distribution.
- Set up real-time alerts for newly assigned leads so reps can respond quickly.
- Configure fallback rules for unclaimed or inactive leads to prevent stagnation.
Deliverable: A streamlined lead assignment system that ensures every lead is promptly assigned and engaged.
Estimated Hours: 8
3. Establishing Lead Qualification Workflows Based on Engagement & Criteria
Define qualification rules for MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads).
- Automate lead scoring updates based on real-time engagement and demographic fit.
- Set up lead qualification workflows that:
- Automatically move leads to the correct stage based on scoring thresholds.
- Trigger notifications for sales reps when a lead is ready for outreach.
- Enroll unqualified leads into long-term nurture sequences.
- Implement data validation rules to ensure that only well-qualified leads enter the pipeline.
Deliverable: A dynamic lead qualification system that prioritizes high-value leads and nurtures lower-priority ones.
Estimated Hours: 8
4. Ensuring Seamless Integration with Marketing Automation for Cross-Functional Alignment
- Audit current marketing and sales automation workflows to identify disconnects.
- Ensure CRM and marketing automation platforms (HubSpot, email marketing tools, ad platforms) work together.
- Create lead handoff workflows between marketing and sales:
- When a lead reaches a scoring threshold, sales gets an alert.
- When a lead goes cold, they are re-entered into marketing nurture sequences.
- Establish feedback loops where sales reps can update lead status and return unqualified leads to marketing.
- Enable closed-loop reporting for tracking marketing-attributed sales performance.
Deliverable: A fully integrated sales & marketing automation system for seamless lead handoff and tracking.
Estimated Hours: 9
Total Estimated Hours: 35
By the end of this phase, you will have a fully optimized, automated lead management system, ensuring seamless handoffs, faster response times, and more effective sales follow-ups.