5 workflows for successful lead management

There’s nothing worse than losing a lead through poor follow-up management. What happens to the new leads you generate? First of all, you should have form submission notifications in place to inform your marketing and sales teams when new leads are generated.

But how do you ensure that the right person follows up the lead? Every new contact should be assigned to someone within your company. By configuring a simple workflow, you can automatically assign leads to the appropriate person within your team.

How do you set up this type of workflow? Simply create rules based on defined criteria such as country, region or other characteristics. You can also use the lead rotation function to distribute leads randomly among your sales staff.

Lifecycle stages define where your contacts are in the buying journey. The stages are generally defined as follows: subscriber, lead, marketing-qualified lead (MQL), sales-qualified lead (SQL), opportunity, customer, evangelist and others.

So to make sure you’re sending the right content to the right contacts at the right time, it’s essential to keep these stages up to date. Fortunately, this is another process that you can easily automate in HubSpot or another CRM!

For example, if one of the criteria for your MQLs is that they work in a specific industry sector, you can update this via a workflow. You can also update the stage in your contact’s lifecycle for SQL if they have reached a specific stage in the negotiation.

You can set up lead scoring based on personalised criteria. Define the actions or characteristics you expect from your prospects and award them points based on these. In this way, leads will be ranked according to your objectives and what really matters to you.

Leads with a higher lead scoring are the “hottest” and therefore have the greatest potential to convert. You can, for example, define that leads with the highest score are assigned to your most experienced sales reps, or that a lead becomes SQL once it reaches a certain score.

Lead nurturing is one of the key activities for which it makes sense to exploit workflows. It’s essential to nurture your prospects with the right content to help them progress through the acquisition funnel.

For example, your lead might first convert on your website by downloading a high-quality eBook. You could then follow up with them a week later to see if they are interested in other useful content on the same topic.

Sending internal notifications to your team is another excellent example of how workflows can help you automate and facilitate your internal processes. Hubspot’s internal notifications, for example, can be sent either by email, SMS, directly in the application or via a third-party integration (like Slack, for example).

Internal notifications allow you to ensure seamless follow-up of your leads and customers. Your teams can also be informed if there is the slightest problem (e.g. an invalid email address) or if a new sale is made.

In conclusion, implementing lead management workflows is crucial to optimising the growth and profitability of your business. Workflows allow you to automate repetitive tasks and streamline processes, improving efficiency and productivity. Using tools such as Hubspot, you can easily set up workflows to automate the management of your leads, from the automated assignment of leads to lead owners to the implementation of lead nurturing and internal notifications.

By following lead management best practice and optimising your workflows, you can be sure of generating quick wins for your business.