When you consider lead nurture, you’re likely used to automating activities on the marketing side. But what about for sales?
Automation tools such as HubSpot sequences can offer substantial value to your sales team; enabling your team to create personalised, customised email templates to follow up, reach out and engage at the right time, in the most efficient way.
Your sales team will already be conducting nurture activities; building a personalised rapport with new leads; following up with those close to renewal or purchase; sending next-stage resources to stuck prospects. If you can automate this with a tool like HubSpot’s Sequences, you’ll set your team up for success, with a more efficient process.
Sequences is a tool in HubSpot that allows your sales team to create personalised, automated email messaging to target specific users in intervals. Combining the benefits of highly targeted, personalised engagement with the process benefits of nurture automation; sequences can increase the efficiency of your sales process.
But you may be thinking, how are sequences different from workflows?
Workflows are often used by marketers to nurture prospects, often at an earlier stage in the sales cycle. For example, an initial email workflow may be triggered by a lead downloading content/ converting on a landing page. In a workflow scenario, the communications sent to prospects are personalised, but often only so far as by name and company; any content recommendations are pre-set to align with the content that triggered the workflow.
However with sequences, personalisation is core. Unlike workflows, sequences only start after a sales rep manually enrols a contact on a specific flow. Plus when creating sequence templates it’s possible to customise the timing and specific messaging of each individual step in the nurture flow to make each email specific to that particular prospect.
It’s this greater ability to personalise that makes sequences a more intelligent nurture tool at the sales stage - especially for high-value prospects and accounts.
We all prefer messages that recognise us as individuals; that understand our challenges and direct us to what we’re looking for. HubSpot Sequences helps your marketing and sales teams to do exactly that.
There are a few key aspects to sequences that can help you to enhance your sales and marketing activities. Sequences can:
Lastly, be sure to regularly review the effectiveness of your messaging - review your templates to see what works or not; use the open, click and response data you have to refine and optimise your sequences. Then, be sure to share that insight with the rest of your team to scale those successes and efficiencies!