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#INBOUND14 
How to Master Your Marketing Automation with Workflows 
Stephanie Lussier 
Principal Inbound Marketing Consultant, HubSpot
You can’t hum while holding your nose closed. (Seriously, try it.) 
@salussier 
STEPHANIELUSSIER
#INBOUND14 
M A R K E T I N G A U T O M A T I O N 
Automating different actions or tasks we find ourselves doing over and over again. Specifically, those that impact the way contacts interact with your brand and the internal processes that drive your marketing.
#INBOUND14 
Who is this session for?
1 
3 Advanced Techniques for Marketing Automation 
– 
Interacting with internal stakeholders 
– 
Executing a workflow around a specific date 
– 
Optimizing steps conditionally around behavior 
2 
Q&A Session [10-15 minutes] 
AGENDA
#INBOUND14 
1 
INTERACTING WITH INTERNAL STAKEHOLDERS
#INBOUND14 
SCENARIO: 
Need to get 
QUALIFIED LEADS 
to the 
appropriate 
SALES REPS 
as 
FAST 
as possible
#INBOUND14 
Andie 
Andie Cooper
#INBOUND14 
Jackson
#INBOUND14 
In Arizona, Utah, New Mexico or Colorado 
Engaged with his company via email, site visits 
and form submissions 
Marketing Manager, Director of Marketing, CMO 
A Qualified Lead =
#INBOUND14
#INBOUND14
#INBOUND14 
we need to make sure these leads are assigned to Jackson. 
First, 
let’s make sure Jackson receives the details about the qualified leads that have been assigned to him. 
Next,
#INBOUND14 
Jackson’s Qualified Leads
#INBOUND14
#INBOUND14 
Setting the Owner Property
#INBOUND14 
Setting the Owner Property
#INBOUND14 
we have set everything up to assign new leads to Jackson. 
So, 
let’s make sure Jackson is notified when he has a new qualified lead. 
Now,
#INBOUND14 
Notifying Jackson of New Qualified Leads
#INBOUND14 
Notifying Jackson of New Qualified Leads
#INBOUND14 
Internal Notification Through the Workflow
#INBOUND14 
More Examples to Try 
(based on contact behavior) 
When certain pages are viewed by qualified leads 
Lifecycle Stage changes 
Start/end of a trial 
When enrolled in or removed from a Workflow 
Recent email clicks 
Social clicks 
Webinar registration and attendance 
When specific parts of the website are clicked on
#INBOUND14 
2 
EXECUTING A WORKLFOW AROUND A SPECIFIC DATE
#INBOUND14 
SCENARIO: 
Need to 
CREATE AWARENESS 
around a 
NEWPRODUCT LAUNCH 
to EXISTINGcontacts
#INBOUND14 
Connor
#INBOUND14 
• 
Initial announcement 
• 
Release-related content 
• 
Product details 
• 
Follow-up 
As part of the promo, Connor wants to send:
#INBOUND14
#INBOUND14 
Product Launch Promo Workflow
#INBOUND14
#INBOUND14 
Open houses 
Webinars 
Tradeshows or conferences 
Renewal reminders 
Appointment confirmations 
More Examples to Try 
(based on dates)
#INBOUND14 
3 
OPTIMIZING STEPS CONDITIONALLY AROUND BEHAVIOR
#INBOUND14 
SCENARIO: 
Need to 
QUALIFY 
more leadsby getting them 
to sign up for a DECISIONstage offer
#INBOUND14 
Jimmy
#INBOUND14 
Tess
#INBOUND14 
Trial nurturing 
Reuse content for on- going contact engagement 
Provide ‘Consideration’ stage content to qualified leads at the right time 
Customer engagement (can include boosting product adoption) 
Re-engage contacts and identify their area of interest for content 
More Examples to Try 
(leveraging branching logic)
#INBOUND14 
RESOURCES
#INBOUND14 
Prodigy Bar 
KEYNOTE: BRIAN HALLIGAN & DHARMESH 
SHAH | Tuesday, 3:00 PM 
THERE'S MORE TO LEAD NURTURING THAN EMAIL 
… MK GETLER | Wednesday, 10:30 AM 
At INBOUND 2014 
Post-INBOUND 2014 
HubSpot’s 
Marketing & Customer Blogs 
HubSpot Academy Videos
#INBOUND14 
Thanks!
#INBOUND14 
Q&A Session

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