It is crucial to use the right tools and software to get the best results in the digital marketplace.

Software and tools alone won’t help you generate leads or convert customers. Once leads are entered into your database, the first step is to distribute them and assign them to the appropriate sales team members.

Effective marketing strategies must be able to take timely actions based on the user’s journeys. Lead routing plays a crucial role in this process.

Table of Contents

What is Lead Routing?

Marketers use lead routing to assign new leads or potential leads to the appropriate sales and marketing staff members. This is how they get started in lead management.

Lead routing can be used in both marketing and sales processes. Lead routing can be used to assign leads based on their territory or niche. Marketing leads can be assigned based on the demographics and areas you target so that your team can create targeted content to convert. Automated lead routing can increase productivity and efficiency, as well as deliver a satisfying customer experience.

What is Workflow?

Workflow refers to a series of automated actions that are executed in a specific and strategic way.

Different types of Workflow

Get in touch with Engagement

Any marketing campaign should aim to remain at the top. Online contact engagement can be used to nurture contacts by reusing existing content and generating conversions.

Marketers can use Workflow to promote existing content to contacts who have not seen it before. Targeting your contacts with existing content can help trigger actions like page views, website visits, and clicks.

If you share an ebook about Best Software and Tools for Marketing with your contacts, wait for at least a week to see if they have all downloaded it. You can modify your email to send it again to those who haven’t downloaded it. Wait 5 to 7 business days before sending it again. You can send them a final email if they don’t decide to download the file. Make sure it is engaging and informative to see if they do take action.

Marketing Qualified Leads

Marketing qualified leads, or MQLs, are designed to nurture contacts more quickly by informing them and educating them. You must provide the buyer with the information they need at each stage of their journey.

Send them an ebook, for example. If they open it, you can invite them to a demo. If they don’t download your ebook, then you can send them a link to your product video or new catalog. 

Sales Efficiency

This workflow is designed to improve lead distribution to increase sales productivity. To improve your sales efficiency, you begin by assigning leads for your sales team members based on their knowledge and information.

You can, for example, assign leads based on the area and location where team members are most productive.

Re-engaging Contacts

Contacts who aren’t engaging with you should be reconnected. Create a list of contacts who have not responded to your email or campaigns. To reactivate their interest in your products or services, you can create a re-engagement workflow or provide them with a way to get out.

You can, for example, send non-engaging contacts a list with offers that have had a high success rate. Ask them if you don’t see any traction or conversion within 5 to 7 business days.

HubSpot: Building Lead Routing Workflow

To ensure a successful lead routing workflow, you must have a good understanding of the ongoing sales and marketing work cycle. This can be done by asking some questions.

• How does your lead enter the database? What happens after leads have been added to the database?

• When is the best time to give the leads to the team members?

• How can you determine which qualified leads are available and which team members will use them?

These questions will help you to get a better grasp of your leads.

Create a Workflow

When creating a workflow, there are two key elements: actions and enrollment criteria. Enrollment criteria are used for checking the records that will be included in the workflow, and actions to define the tasks you want the workflow to do.

You can automate your sales and marketing processes with the workflow tool. This will make your team more efficient and productive. You can set enrollment criteria to automatically add records to the workflow. This will allow them to take the specified actions on your contact, quotes, companies, and other information.

The workflow also allows you to perform actions based on the records associated with your contact. For example, updating company information associated with a contact who enters the workflow.

Follow these steps to create a workflow:

• Click on Automation from your HubSpot account.
• Choose from the drop-down menu to select workflows in the automation.
• In the upper right column, click on Create a Workflow.
• Click Clone to copy an existing workflow.
• Click Edit to modify an existing workflow.
• Choose the type of workflow you wish to create from the options.

Types of workflows:

• Contacts
• Companies
• Deals
• Get Quotes
• Tickets
• Custom objects
• Conversations
• Send feedback

HubSpot Properties

It’s now time to determine which techniques you use to get better results in your workflow.

Marketers are familiar with many scenarios and patterns that will help them succeed. Without a strategy and a system in place, it is difficult to make your anticipation a reality.

To achieve your goals, you have two options: create a custom property, or choose the default option in HubSpot. Then, start collecting data into HubSpot.

You should check that all properties are present. This means you need to look at the processes you wish to use. Make sure your workflow is the same property that was assigned to it in the fields.

Based on the properties present, you can look if there is any modification required or if you need to optimize/troubleshoot these properties to ensure when you apply it to your workflow relevant data will occur.

If you don’t have the correct data, you can still follow these steps to troubleshoot:

• To check which properties are being used, open settings. Click on properties. Verify that these properties are associated with the correct contacts.

• For duplicate properties, check the properties section. Redundancy should be eliminated. You should also ensure that the workflow includes the same properties that were used to collect data.

• If you need data, check the import leads.

• Check your forms for the required fields if you’re getting leads through them.

Spreadsheet to Organize Workflow

A clearer picture of your next task will help you be more productive and efficient. This applies to both sales and marketing teams. You can organize your workflow using a spreadsheet if you need to create workflows for multiple factors or if you have large teams.

You can create a spreadsheet to get a good idea of who your team members are working on next, and who will be the next lead. This information can be used to translate it into HubSpot. 

It is easy to organize.

• Verify that all sales reps are given the same tasks.
• You should keep an eye on the properties.
• You can quickly group members who cover the same area as you.

Conclusion

It is only the beginning of having leads in your database. It is crucial to assign leads to the right people in your company to ensure efficiency and effective work, especially for large companies. HubSpot’s lead routing workflow will help you grow and improve the productivity of your entire team.

Our HubSpot-certified experts are always available to help our customers make the most of their marketing automation. Kobe Digital will provide full-funnel lead routing strategies and marketing techniques that will allow your business to succeed.