Top HubSpot Marketing Automation Features

Want to streamline processes, create personalised content, improve overall efficiency, and increase lead conversion? HubSpot marketing automation helps you do all of the above. As one of the biggest names and most powerful tools in digital marketing, HubSpot offers comprehensive marketing automation designed to simplify and enhance the marketing efforts of organisations big and small.

As a HubSpot partner, we’re the experts when it comes to utilising HubSpot and its array of tools. From HubSpot web design and development to content management, BFJ Digital knows all the tricks of the trade. And now, we’re sharing our favourite marketing automation software features so that you and your team can take your digital marketing strategy to the next level.

What is HubSpot Marketing Automation?

HubSpot’s marketing automation tool allows you to create workflows that streamline your marketing and sales processes and increase efficiency throughout your organisation. From automated follow-up emails, sales notifications, lead scoring and more, HubSpot helps focus your marketing efforts on strategy and creative work, tackling the repetitive tasks itself and making sure no lead slips through the cracks.

Each automation focuses on a trigger and an action. For example, if you wanted to send a welcome email each time a user signed up to receive your monthly e-newsletter, the trigger would be the user signing up and the action would be the welcome email being sent out automatically.

Having a HubSpot solutions partner, such as BFJ Digital, to create, manage, and maintain these automations adds an increased level of efficiency to you and your team.

Automated Sales Workflows

It’s no secret that the world of sales is demanding – it has to be in order to maximise lead conversion. But what if there was a way to simplify it? Well, that’s where HubSpot comes in.

With HubSpot, you’re able to automate workflows such as assigning leads to staff, sending internal notifications, and even following up on potential leads. By automating these processes, your sales team can dedicate more of their time to engaging high-quality leads and increasing conversions. Having a HubSpot partner (like ourselves) set this up for you will ensure the process is as smooth and simple as possible.

Connect to External Applications

One of HubSpot’s standout features is its ability to seamlessly integrate with third-party applications, such as Zapier, Salesforce, Hotjar, and over 100 more. This allows your business’s data to flow effortlessly from platform to platform, unifying operations across multiple areas.

 

Custom Code for Tailored Workflows

Create solutions that meet your business’s unique requirements with custom-coded workflows. Whether you’re looking to integrate third-party APIs, implement complex lead-scoring systems, or create personalised content recommendations based on user behaviour, HubSpot custom code automation can allow you to do just that – and more.

With custom codes, your business can experience greater flexibility for all HubSpot sales and marketing efforts, taking you far beyond the limitations of pre-built HubSpot workflows. For example, an e-commerce company selling internationally could use custom-coded actions in HubSpot workflows to calculate shipping costs based on the customer’s location. When a customer places an order, the workflow:

• Gathers the customer’s shipping address.
• Runs a custom code snippet that calculates the shipping fee based on distance, weight, and delivery time.
• Updates the total order value in HubSpot and sends an email to the customer with the exact shipping cost breakdown.

This custom code helps automate a complicated process that can’t be handled by standard HubSpot workflows, making sure the shipping fees are accurate and the customers are informed in real time.

Smart Lists for Segmentation

HubSpot allows you to create dynamic lists based on specific criteria with the Smart Lists feature. HubSpot Smart Lists are automatically updated to ensure each and every contact continues to meet specified conditions, removing those who no longer do, and ensuring all marketing communications and materials are received by the desired audience.

For example, if you want to focus on converting high-potential leads, you can create a Smart List of those who have visited your website in the last 30 days but haven’t made a purchase.

Smart Content for Personalisation

The more personal your content is, the greater the chance of conversion. If audiences are engaged with content that is meaningful to them, they’re more likely to make the leap into purchasing. Now, creating personalised content for every potential customer is an almost impossible task – but not with HubSpot’s Smart Content feature.

Smart Content allows you to deliver personalised content based on user behaviour, location, previous content engagement, industry, and more. This includes adjusting CTAs to suit website visitor behaviour, displaying different blog recommendations, showcasing localised content, and displaying dynamic product recommendations. Personalisation is easy to achieve with simple-to-use tokens across marketing emails, sales sequences, and nurture automations. Create your message, add your tokens and start sending to improve your email engagement rates.

 

Automated Follow-Up Emails

We all know how important it is to follow up with your leads. We also all know just how time-consuming this process can be. Thankfully, HubSpot can automate this process for you by sending personalised follow-ups based on behaviour. This specific HubSpot email automation not only saves time but increases your chances of conversions by producing timely, meaningful content. Now, your leads can stay engaged as they progress through the sales funnel without manual effort from your sales and marketing teams.

Website Visitor Tracking

Want to understand how users interact with your site? Firstly, you definitely should. User interaction provides crucial information on how to optimise your website and marketing strategies, so with HubSpot’s tracking feature, you’re receiving valuable insights to help drive decision-making.

Track which pages users a visiting the most, how long they stay per page, what actions they take, and more,  to get a better understanding of your audience and uncover any pain points you may not have previously been aware of.

Lead Scoring

Identify and prioritise your most valuable leads with HubSpot’s lead scoring feature. Allow your sales team to put their time and focus into leads that are most likely to convert by assigning scores based on specific criteria. This customisable feature allows you to define what lead actions and attributes are the most valuable for your business, as we know this changes business to business, industry to industry.

Personalised Event Automations

Whether it’s a webinar, seminar, internal or external function, HubSpot elevates your event management system with customised automated workflows. Create customised invitations based on your target’s segment to ensure copy is tailored for maximum engagement, and send out reminders based on target behaviour. Have a user who’s clicked on the event link but hasn’t registered? Send them a personalised reminder to encourage sign-up. Once the event is over, you can automate follow-ups tailored to those who attended and those who didn’t.

With HubSpot event automations, you can maintain consistent communication with registrants and attendees, creating stronger relationships and gathering valuable feedback.

Customer Onboarding

Streamline your onboarding processes to create a smoother onboarding experience for customers – and your organisation. This is automation is crucial for customer satisfaction and retention. Incorporating this HubSpot CRM automation into your onboarding process to send welcome packs, useful resources and materials, or tutorials will allow new customers to feel welcomed and supported. HubSpot also gives you the option of providing personalised communications based on behaviour, allowing your organisation to send automatic follow-ups if, for example, a new customer hasn’t engaged with any of the onboarding material.

Choose BFJ Digital as Your HubSpot Agency

There’s no doubt that the HubSpot platform is a powerful tool for businesses, and its marketing automation features only reinforce this notion. Whether you want to focus on some or all of the above features, your organisation will experience noticeable improvements in terms of operational efficiency, lead conversion, and customer satisfaction.

As Platinum HubSpot agency partners, BFJ Digital can create a personalised HubSpot marketing strategy to ensure all the features you require are not only incorporated but utilised to their full potential. Our HubSpot project management services ensure your marketing efforts are streamlined and executed flawlessly. We provide in-depth HubSpot onboarding, training and support services throughout your entire relationship with us, making us the HubSpot partners that you can count on right from the beginning.

Get in touch with us today to discuss how our HubSpot agency can assist you in enhancing your business’s success through HubSpot.