It’s a fairly simple inbound process that’s worked for many companies for years:
But why not start building that critical relationship with the salesperson from the moment they enter your email database? Why wait until step 3? Imagine how cultivating the lead's relationship with your salesperson early on could improve your chances of closing a deal.
Let's revamp the above process to reflect this concept...
If you like the sound of process number two, you’ll be glad to know that it can be set up in HubSpot Professional or Enterprise—no extra add-ons needed; just a little elbow grease.
First, add your salespeople as HubSpot Users so that they can be recognized as potential HubSpot Owners.
Next comes the most important part. Determine your best way to assign HubSpot Owners to accounts. If you already have a system for assigning accounts internally or through a CRM, you’ll want to match that system in HubSpot using Workflows. You can assign HubSpot Owners manually, but our goal is to have this work automatically behind the scenes.
Let’s say your leads are assigned by territory. Your workflow logic might look something like this:
If the account's State/Region is part of the Northeast or Mid-Atlantic region, then assign them to HubSpot Owner Erick Garcia.
Once you build your workflow, you’ll want to clone it to create one for each salesperson.
This workflow logic assumes you have either collected the State/Region information through a form submission, manually uploaded it, or used HubSpot Insights. Your workflow setup will vary depending on the lead and company information available and the systems in place to collect that information.
After you’ve set up your automatic account assignment workflows, you’ll want to personalize your emails to come from the right HubSpot Owners.
Go to Content > Email in your HubSpot portal, and pop into the editor of the email you would like to customize. In the Email Details, change the From and Email Address to the HubSpot Owner using owner.fullname and owner.email shown below.
Scroll down to the body of the email to personalize the email signature. In the email signature area, click Insert and then select Personalization Token. Select HubSpot Owner as the Category and customize the signature with the tokens available. Always set up a default value for each token in case a lead does not have a HubSpot Owner. The default value can be a Sales Manager or another human in your company. If you would like to make changes to the HubSpot Owner tokens, go to User Settings.
The tokens below will be replaced by the lead’s HubSpot Owner information.
Now, the easy part. As soon as you set up your lead assignment workflows you can turn on Lead Notifications. Go to Settings > Notifications. Click the Lead Revisit setting for each salesperson. Under “Receive lead revisit alerts for:” click “The leads that email@example.com owns”. Then you’re all set!
Even if you set up your workflows correctly on the first try, things are always changing in the digital world and, of course, in your business. Make changes as needed to your set up. Here's what you may want to consider:
These are just some examples of situations that could pop up that will help you make adjustments, not only to your workflow logic, but to other settings in your HubSpot portal. If you need some help, reach out! We know HubSpot in and out and we're happy to save you some time and do it all for you, or provide a second pair of eyes before you hit GO on your streamlined masterpiece.
Sheila Villalobos is a PMG Account Manager and trend tracking extraordinaire. When she’s not being her naturally resourceful self and figuring out new ways to use old marketing tools, you can find her staying up to date on all things web design, ABM, contextual marketing and strategy (and writing blogs about them).
Tags: HubSpot Sales Enablement