Struggling to keep up with all your leads and customers? A marketing automation workflow might be the secret sauce your business needs.
As a HubSpot partner, Nexalab specialises in building smart, automated workflows that save you time and engage your audience. We align HubSpot’s powerful tools with the unique needs of Australian SMEs. So you get big-league marketing results on an SME budget.
In this article, we’ll explore seven powerful workflow examples that can transform your outreach, from welcoming new subscribers to nudging shoppers who abandoned their carts. Ready to see how automation can turbocharge your growth?
What is a Marketing Automation Workflow?
A marketing automation workflow is a trigger-based sequence of marketing actions that runs on autopilot. Think of it like a row of dominos. Let’s say when a trigger event occurs, for example, someone filling out a form or clicking a link, it automatically sets off a series of actions. The actions could be sending an email, adding the contact to a list, etc.
The whole process works hands-free, saving you from manually chasing every lead. Unlike sales automation, which streamlines tasks for sales reps, like setting reminders or logging calls, marketing automation processes focus on nurturing leads and engaging customers at scale without constant human intervention.
This is why Nexalab HubSpot’s marketing automation tools make it easy to build these workflows. With a visual drag-and-drop editor and smart, AI-driven features, HubSpot lets you create complex customer journeys in simple marketing automation.
You can incorporate tricks like predictive send times or AI-powered lead scoring to maximize engagement. For Australia’s fast-paced SMEs, having agile automation like this is key. An automated workflow ensures no lead falls through the cracks and your marketing keeps humming 24/7, even when you’re off the clock.
You want more details about HubSpot marketing automation and what it can do for your business? Kindly check into its features, pricing, and integration options to see how it can power up your marketing strategy.
How to Create a Marketing Automation Workflow
With HubSpot, building a marketing automation workflow is straightforward. You can try follow these five marketing automation scenarios:
- Define Your Goal: Decide what you want to achieve. Are you converting leads, onboard new customers, or boosting retention?
- Identify Your Audience: Choose who will enter the workflow. Is this a new lead, first-time buyers, or something else? Please identify so you can tailor the content to them.
- Set the Trigger: Pick the event that kicks it off. You can use form submission, cart abandonment, a specific date, and so on.
- Craft the Actions & Content: Outline the series of steps after the trigger. Write your emails or messages and set delays between them. HubSpot’s drag-and-drop builder makes it easy to build and even branch the workflow.
- Test & Refine: Run tests to ensure it works as intended, then activate it and monitor results. Adjust timing or content as needed, and A/B test different variations to improve performance.
If you are really short on time, try HubSpot’s pre-made workflow templates and Nexalab’s industry-specific blueprints to jumpstart the process. For example, there’s an “Abandoned Cart Recovery” template perfect for retail, and a “New Customer Welcome” template ideal for tourism or hospitality. Just load a template and tweak the content to fit your brand.
Marketing Automation Workflow Examples & Use Cases
Now let’s look at seven powerful marketing automation workflow examples and how Australian businesses can use them in real life. Each marketing automation use case below addresses a common challenge and shows how you can put your marketing on autopilot with HubSpot workflow.
Lead Nurturing Workflow (Drip Campaign)
A drip email campaign to warm up cold leads. When someone downloads your eBook, this workflow automatically sends a series of follow-up emails with extra tips or resources. HubSpot’s email marketing automation handles the timing and personalization. You can use lead scoring – as contacts engage and their score climbs, the workflow can alert sales once they’re hot.
Welcome Email Workflow (First Impressions)
First impressions count. This workflow instantly greets new contacts, like a newsletter subscriber or first-time customer, with a warm welcome email. It’s your chance to say “g’day”, thank them for joining, and maybe offer a welcome discount. One of our Sydney clients saw a 40% higher open rate on their email marketing automation workflow after we set it up in HubSpot – talk about a strong start.
Abandoned Cart Workflow (Recover Lost Sales)
Shoppers leaving items in their cart? No worries – this workflow can help bring them back. If a customer abandons a cart, HubSpot automatically sends a friendly reminder email listing the items left behind, maybe with a discount to entice them back. You can even add an SMS reminder the next day. These timely nudges often recover a chunk of lost sales.
Re-engagement Workflow (Win Back Dormant Users)
Don’t let old contacts slip away. If someone hasn’t interacted in a while, say 6 months, automatically send a “We miss you” email or a special offer to win them back. If they still don’t respond, the workflow can follow up again or even try a different channel. HubSpot’s analytics help pinpoint which inactive contacts are worth re-engaging. A smart way to revive dormant leads or customers.
Post-Purchase Workflow (Upsell/Cross-sell)
The sale isn’t the end; it’s a new beginning. This workflow automatically sends a thank-you email right after purchase, then follows up days later with a related product recommendation or a discount for the next purchase. Done right, this upsell/cross-sell approach boosts repeat business. At Nexalab, we helped a Melbourne architect firm lift customer LTV by 20% using a post-purchase email marketing automation lead.
Event/Webinar Workflow (Reminders & Follow-ups)
Keep your event communications on autopilot. When someone registers for a webinar or event, this workflow sends a confirmation email with all the details (Zoom link, date/time, etc.). Then it schedules a reminder or two before the event. After it’s over, the workflow automatically sends a follow-up email to thank attendees and share a recording or survey. HubSpot’s Zoom integration even logs who attended so you can tailor your follow-ups.
Lead Scoring Workflow (Hot Lead Alerts)
Let AI in marketing separate the hot leads from the cold. HubSpot’s AI-powered lead scoring gives each contact points for their activities, like email opens, site visits, etc. When a lead’s score hits a threshold, the workflow automatically notifies your sales team so they can follow up right away. One Brisbane B2B company cut their lead follow-up time by 50% with this approach – their team now contacts hot leads immediately.
Best Practices for Getting Started with Marketing Automation Workflow
- Start small: Don’t try to automate everything at once. Pick one or two high-impact sales workflows, like a welcome series or cart reminder and get them running smoothly first.
- Segment your audience: Group your contacts into relevant segments. Yes, please identify your segments. Is it new leads vs. repeat customers, or what? So, each automated workflow delivers more personalized, relevant content. The right message to the right people gets better results.
- A/B test & refine: Continuously improve your workflows. Experiment with different email subject lines, send times, or offers to see what works best. Check your HubSpot analytics and tweak your approach based on the data.
- Use Nexalab Hubspot Solutions: Ready to automate your marketing and accelerate growth? Let Nexalab’s HubSpot experts handle the setup while you focus on growth. Explore our HubSpot Solutions to get started.
Your Next Steps
Now is your moment to seize success with a dedicated team ready to craft solutions that suit your unique needs. We empower you to overcome marketing strategies and challenges, streamline operations, and unlock new expansion opportunities.
Embrace the power of a smart marketing automation workflow, and let our HubSpot solutions propel your business forward. Our team at Nexalab HubSpot Solutions provides expert guidance and customized tools that free you from repetitive tasks and maximize engagement. With our proven strategies and hands-on support, you can focus on growth while we take care of the details. 2025 is your automation time!
