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3 min read

How to automate business processes with HubSpot Workflows and Sequence

3 min read

How to automate business processes with HubSpot Workflows and Sequence

Discover why an automation module is indispensable for your company, how it optimizes business processes and customer experience.

Nowadays companies try to solve problems and management areas with their customers daily using different digital platforms. One of them is a CRM to store and deal with the constant tasks, business processes, follow-up, and customer and prospect tracking. 

The truth is, not all CRM's, even if they help to connect digital islands, store databases, and manage customers, not all of them are user friendly, handle customized reporting, track customer and prospect interactions, or one of the most important factors how process automation is lacking. Meet one that has all those features! This CRM is HubSpot.

HubSpot is an ideal platform for any type of business, learn more about some of its most important functionalities and processes it automates in the following articles: 

There are many reasons why it is among the top 5 CRM's in the world today and one of those reasons is workflow automation which we will discuss below. 

In this blog we will look at 3 fundamental aspects of why any business requires HubSpot's automation module, in this case, we will specifically look at workflows: 

  • Why will making use of automation benefit your business?
  • How do HubSpot workflows and sequences bring omnichannel to your business processes?
  • How does HubSpot's automation module consistently enhance the customer experience?

Why will making use of automation benefit your business?

A company today requires a digital transformation, although this assumption has been heard in recent years, the truth is that not all companies, without exception industries, have done so.

According to Gartner, in one of its "Top Strategic Technology Trends for 2022" guides, CEO's want three things: growth, digitization, and efficiency. Among the top trends highlighted, HubSpot has three such strategies, which have been targeted at those goals for the coming year, of which it highlighted the main aspects:

Cloud-native platforms: "By 2025, cloud-native platforms will serve as the foundation for more than 95% of new digital initiatives, up from less than 40% in 2021."  Gartner.

Hyper-automation: "By 2024, diffuse spending on hyper-automation will increase the total cost of ownership 40-fold, making adaptive governance a differentiator for business performance." Gartner.

Total Experience: "This factor brings together 4 disciplines: customer experience, user experience, employee experience, and multi-experience to create a better experience for consumers and employees". Gartner.

HubSpot as such is a cloud platform with many years in the market, which unlike many CRM's, can be adapted to any company, any industry and can manage all your business activities.

It constantly updates its products and user experiences and its high-level automation tools prove it every day.

In another of Gartner's studies, one of its latest Magic Quadrant, HubSpot is ranked among the leading CRMs for process automation in sales, service, and marketing.

Imagineer_HubSpot Sequence_Magic Quadrant

Its automation module has 2 multipurpose tools which are:

  • Workflows.
  • Sequence.

Which fulfill both simple and highly hyper-automated functions within the CRM. Which we will deal with in more depth below.

How do HubSpot's workflows and sequence make your business processes more omnichannel?

Both automation tools can fulfill multiple business objectives. To give you an insight into this, let's look at the following examples:

Omnichannel business processes through workflows: 

Within HubSpot, workflows function as an additional cog in the chain of business processes we have defined.

In simple words, "when your marketing or sales teams receive a notification when a prospect schedules a meeting, downloads content from your website, enters their data or changes their lead status", all these processes, a workflow is in charge of generating this omnichannel traceability of the efforts of your sales teams.

Workflows can also be developed using targets according to the basis on which they are configured: 

  • Contacts.
  • Companies.
  • Business.
  • Tickets.
  • Conversations.
  • Feedback submissions.
  • Subscriptions.


Omnichannel commercial processes through the sequence:

In HubSpot, the sequence can be used in various ways, always depending on the strategy of the commercial teams. Let's separate it by areas: 

Use of Sequence for the sales team: Within its configuration, HubSpot configured this automation tool from the beginning as a complementary element to the existing ones for the sales team.

It combines 4 processes in an omnichannel way: HubSpot's email template creation tool, located in the conversations module, the contact owner's address book, the registration of contacts from the database, and the sending of automated email sequences. 

Using Sequence for the service team: For customer service teams, while Sequence was not essentially developed to be a tool for handling customer requests or complaints, it can be used as a quick method for communicating initiatives with customers and prospects.

Using Sequence for the marketing team: Marketing teams within HubSpot, in addition to the tools they have within their Marketing Hub, can make use of Sequence within their monthly strategies to maintain 1-to-1 contact with customers, send them insights and valuable content to nurture them with valuable content. 

How does HubSpot's automation module constantly enhance the customer experience?

Automation is essential to keep companies in tune with their customers' demands.

For this, HubSpot workflows and sequences work as a complement to the efforts of the company's commercial teams, simplifying tasks, generating a follow-up to customers and prospects, as methods for improving communication, sales, redesigning business processes, which are focused on improving the customer experience day by day.

If you are interested in learning more about how to automate your business management and customer contact areas schedule a meeting with our team at Imagineer.

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