HubSpot Sequences: Your Sales Team’s Superpower

Earlier than we dive into the complete HubSpot Sequences clarification, have you learnt what number of emails it takes to make a sale?

Whereas it might probably differ tremendously, 70% of responses are generated by the 2nd to 4th electronic mail of a gross sales sequence, according to recent data, and the percentages of touchdown an in-person dialog goes up with every touchpoint after that.

That implies that following up and having a method in your gross sales outreach is essential. One electronic mail merely isn’t sufficient. That stated, it might take a ton of additional time to trace every new lead and electronic mail them on the acceptable instances.

Fortunately, gross sales automation makes this so much simpler, and there’s an important software that empowers your gross sales crew to avoid wasting time and create consistency of their outreach: HubSpot sequences. Not solely do these let you automate electronic mail duties, however they supply personalization instruments and efficiency monitoring, empowering your gross sales crew to give attention to the duties that take advantage of impression.

Need assistance organising sequences, or optimizing your HubSpot to higher develop your corporation? Find out about our HubSpot services, or read about the basics of HubSpot.

Contents:

• What are HubSpot sequences?
• HubSpot sequence instance
• Distinction between a workflow and a sequence in HubSpot
• create a HubSpot sequence technique
• arrange HubSpot sequences for your corporation
• Profiting from Dynamic Sequences in HubSpot
• What do you have to embody in a HubSpot gross sales sequence?
• Greatest practices in your sequences

What are HubSpot sequences?

HubSpot sequences are a set of instruments within the Gross sales Hub that let you automate a lot of your gross sales course of — extra particularly, to automate messages to your prospects, saving you time in your gross sales outreach. HubSpot sequences They combine together with your present inbox and make it simple to personalize and ship emails shortly. Sequences are solely accessible in Gross sales Professional and Gross sales Enterprise up to now.

HubSpot sequences let you:

• Create customized 1-to-1 electronic mail templates to ship sequentially to a focused viewers of your selection. When creating sequences, you may select from pre-made sequences HubSpot has already made templates for (like “latest conversion” or “commerce present follow-up”), or you may create your personal from scratch. 
• Customise the timing of the emails to ship at whichever tempo is sensible in your crew.
• Create duties to comply with up with contacts (like making a name, or connecting with them on LinkedIn), so no one falls by way of the cracks. You may add as many duties as you need, however you’re restricted to 5 emails per sequence.

You may routinely unenroll contacts from the sequence after they full the specified motion, like reserving a gathering or replying to your electronic mail, so you may keep away from sending extreme emails as contacts transfer down your funnel. (These triggers to unenroll contacts can’t be turned off, however may be edited).

HubSpot sequences are an effective way to automate and optimize your gross sales emails — however not at the price of personalization, which is what makes all of the distinction. It’s additionally an important alternative to get these emails out of particular person gross sales reps’ inboxes and into a spot the place you may observe and monitor every electronic mail’s success (after which optimize it for higher outcomes).

Automation tends to require some upfront time funding to get every little thing arrange, however as soon as the techniques are in place, chances are you’ll be shocked at how a lot time you save on mundane duties.

HubSpot sequence instance

Sequences can look totally different relying in your aim. You may need a sequence devoted to introducing prospects to your organization, an engagement sequence to share worthwhile content material and construct rapport, or a conversion sequence to get them to join a session name. 

Right here’s a pattern of a primary HubSpot sequence that includes all three of these:

• E mail 1: Welcome E mail
• Job 1: Join with Prospect on LinkedIn
• E mail 2: Useful Content material
• Job 2: Cellphone Name
• E mail 3: Social Proof + Invitation to Chat
• Job 3: Change Lead Standing
• E mail 4: Comply with-up E mail
• E mail 5: Break-up E mail
• Job 4: Analyze Sequence

This kind of sequence can present a customized expertise in your prospects whereas automating among the extra tedious duties your gross sales crew offers with.

Think about a number of examples of once you may use HubSpot sequences

1. Proposal follow-up: Preserve purchasers engaged after a proposal with well-timed emails to reply questions, spotlight key advantages, and present responsiveness. HubSpot sequences simplify this course of, serving to reps keep high of thoughts and shut offers.
2. Worth-based follow-up: Tackle pricing considerations with a customized sequence. Clarify worth, share price justification, and comply with up primarily based on curiosity. HubSpot’s automation lets reps deal with questions, serving to prospects see worth within the funding.
3. No-show demo rebooking: For missed demos, use understanding, versatile follow-ups to rebook. Automated emails spotlight demo worth, rescheduling choices, and personalised incentives, growing the probability of getting prospects again on observe.

Distinction between a workflow and a sequence in HubSpot

Newer HubSpot customers usually confuse workflows and sequences within the platform. Each instruments characteristic automation duties, reminiscent of nurturing leads, automating tedious gross sales, or notifying crew members of well timed data. Listed here are some key variations between them.

HubSpot Sequences vs Workflows:

To get you a greater grasp of those variations, try this video explaining once you may wish to use every:

Coupled with different helpful options like workflows and HubSpot playbooks, an important set of gross sales sequences could make it a lot simpler to scale your corporation.

create a HubSpot sequence technique

Because the saying goes: “with out technique, execution is aimless. With out execution, technique is ineffective.” We stay by that mantra at Easy Strat, so earlier than we clarify the best way to arrange sequences, we wish to emphasize the significance of realizing your technique. 

Regardless that particular person gross sales reps may need their very own concepts and ways they’ve used up to now, the most effective follow is to create an total technique in your HubSpot sequences primarily based on their experiences. 

Your preliminary communication technique units the stage for every contact’s view of (and relationship with) your organization, so let’s give it the eye it deserves:

Know your personas

Step one is realizing who you’re writing to. If you happen to don’t have a deep understanding of the challenges, wants, and targets that your prospects have, it is going to be troublesome to speak successfully and write your gross sales emails in a means that may resonate with them.  

Take time to determine how you’ll create several types of gross sales sequences for these personas. If you happen to solely plan on creating one sequence for all of your prospects, you’re lacking a chance to tailor your content material to their particular person ache factors. Particularly when entrepreneurs have famous a 760% increase in revenue from personalised and segmented campaigns.

Speak to your gross sales reps

Your gross sales crew is a worthwhile useful resource relating to realizing what works and what doesn’t. So, take the time to ask them what has been profitable up to now. Think about sending out a survey asking for enter or ship check sequences to high reps to ask for his or her suggestions.

This may also assist to get buy-in out of your gross sales crew once you’re able to launch your sequences and wish salespeople to implement them of their outreach.

Add a private contact

An enormous level in favor of HubSpot sequences is which you could simply personalize these emails primarily based on knowledge in your CRM. If you happen to hold observe of knowledge like a prospect’s greatest problem, you may add a personalization area to tug that into your electronic mail and point out it in your outreach. This worth is big, with personalised experiences creating a mean improve of 20% in gross sales, according to Monetate.

You may also edit the e-mail templates for a selected contact once you enroll them within the sequence. That is one other nice alternative so as to add a private contact and make a much bigger impression in your prospect.

Observe what works (and what doesn’t)

Arrange a number of sequences and check what works. Does one sequence generate a variety of assembly requests? Does one other shut numerous offers? By utilizing HubSpot to arrange your sequences, you’re in a position to observe this data and enhance your outreach primarily based on it.

A/B check your sequences

HubSpot sequences additionally now embody A/B testing, making it simple to refine emails by testing parts like topic traces, physique copy, CTAs, and personalization. This helps gross sales groups enhance engagement and increase conversions by specializing in what works finest. Arrange is easy: create variations, cut up sends, and let the information information you.

Learn more about A/B testing sequences.

arrange HubSpot sequences for your corporation

Okay, so that you’ve established your communication technique and it’s time to arrange your first sequence. 

Earlier than we dive in, a number of issues to recollect. To create, edit, and execute HubSpot sequences, your account must have the next:

• An assigned Gross sales Hub Skilled, Enterprise, Service Hub Skilled, or Enterprise seat
• A linked private electronic mail tackle (you may’t ship sequence emails with a crew electronic mail tackle linked to the conversations inbox)
• Sequences permissions

The next steps will probably be simpler to comply with visually, so watch our HubSpot sequences tutorial video for a greater understanding of how the sequencing setup works. This video goes over HubSpot sequence templates, organising your personal sequences from scratch, and a few professional tricks to get essentially the most out of your sequences.

Earlier than you get began 

When utilizing sequences, keep in mind that there’s a restrict to the variety of them you may create in your account. To test what number of sequences you might have up to now, take a look at the highest proper nook of your Sequences dashboard. 

Additionally, keep in mind that any duties in a sequence will probably be assigned to whichever person enrolled the contact into the sequence.

Creating and organising sequences

When you’re within the sequences part, you may select between beginning a brand new sequence from scratch, or utilizing one of many pre-made templates.

1. Choose the kind of sequence to create.The pre-made templates cowl a useful vary of widespread use circumstances, and would require minor customization to get arrange. If you happen to begin from scratch, you’ll have far more flexibility with what your sequences do (although word that should you haven’t already created saved templates of your personal, you’ll want to jot down them as you go). While you’re prepared, hit Create Sequence.

2. Edit the sequence. On the subsequent web page, you may identify and edit your sequence on the high of the display screen, add steps utilizing the + icon, or edit steps utilizing the pencil icon. Pay attention to the timing between every electronic mail, and ensure it really works in your targets. If step one in your sequence isn’t an automatic electronic mail, you’ll wish to set the variety of days (or weeks) earlier than step one occurs.

3. Add actions. From the aspect panel on the fitting, you may choose actions so as to add, reminiscent of automated emails, or job reminders. A helpful job reminder may be to name the contact, or so as to add them on LinkedIn in the event that they don’t reply after a time frame. HubSpot is not going to full these duties for you, however these reminders will let you realize when it’s time to take every motion.

4. Customise your emails. Inside every electronic mail, you may customise the content material to fit your wants, and add customized contact tokens to autofill textual content reminiscent of names or firm names. The templates present the bones for an excellent electronic mail however aren’t able to go as-is, so at a naked minimal you’ll must swap out placeholder textual content in your personal.

enroll contacts in a sequence

When you’ve bought your sequence arrange, put it aside (utilizing the button within the high proper), and also you’ll be taken to a web page the place you can begin sending contacts into it.

The “Enroll” button permits you to ship a contact into the sequence. This may open up a window with extra customization choices, such because the timing of an electronic mail. 

When you’ve set this up and confirmed, your “Whole Enrolled” contact rely will improve (this will take a web page refresh to indicate up). 

Observe that should you began utilizing the Gross sales Starter plan early sufficient, you’ll have been “grandfathered in” and have entry to sequences, however solely on a minimal stage, so you may solely enroll 1 contact at a time.

Monitoring Sequence Success

Additional down the display screen, you may see every enrolled contact and their standing. This allows you to get a fast sense for a way your emails are performing. With this type of knowledge, you will get a significantly better understanding of the place the weak spots are in your gross sales communications, so you realize what to work on.

That stated, we’ve discovered many individuals don’t truly know which sort of electronic mail content material will get constant outcomes, so let’s dive into that.

Benefit from Dynamic Sequences to drive your gross sales crew’s effectivity

Is your crew juggling tons of leads, however only some are literally prepared to attach? What in case your system might ship the most popular leads straight to your reps, whereas routinely nurturing the remaining? HubSpot’s dynamic sequences make that occur, combining automation with a private contact so your crew can shut extra offers, quicker.

Right here’s the way it works: dynamic sequences ship personalised, automated emails to nurture leads, however solely floor handbook duties when contacts interact—like opening or clicking an electronic mail. That means, reps spend time with leads which are genuinely , whereas the sequence takes care of everybody else. Examine that to static sequences in different instruments, the place each prospect will get the identical remedy, irrespective of how chilly they’re.

Right here’s why HubSpot’s Dynamic Sequences are such a recreation changer:

• Concentrate on the leads that matter: Dynamic Sequences routinely flag sizzling leads, releasing reps to spend their time the place it counts.
• Versatile multi-channel outreach: Reps can swap simply between automated emails and handbook follow-ups, adjusting primarily based on a lead’s engagement.
• Actual-time insights: Enhanced reporting lets reps see engagement straight away, making it simple to regulate their strategy on the fly.

With Dynamic Sequences, your gross sales crew spends much less time on admin work and extra time connecting with the fitting folks.

What do you have to embody in a gross sales sequence?

The brief reply? Your HubSpot electronic mail sequences must have worthwhile content material. It’s vital to make use of these emails as a chance to deliver worth to your potential prospects and present them that you just empathize with their challenges. 

To do that, supply options to these challenges together with your content material from the beginning, and it’ll change into a lot simpler to supply your merchandise as an answer down the street. The content material you embody in these emails will differ primarily based in your services, however listed below are a number of concepts to get you began:

• Case research
• Webinars
• Perception studies
• Movies
• Blogs on business matters
• Customized surveys
• Testimonials
• Referrals

In the end, the aim is so as to add worth in your prospects and construct a relationship they’ll belief.

Greatest practices for HubSpot sequences

Need your HubSpot sequences to truly convert? Comply with these simple finest practices to make your sequences extra focused, participating, and efficient—so you can begin seeing actual outcomes.

1. Set a transparent aim. Each sequence ought to begin with a aim that guides what you’re saying and the way usually you’re reaching out. Whether or not it’s reserving a gathering, sharing assets, or nurturing curiosity, a transparent aim retains issues targeted.
2. Make it private and focused. Personalization means extra than simply utilizing a contact’s identify—tailor your content material to suit their wants. Use segmentation to succeed in the fitting teams and make every sequence really feel related and worthwhile.
3. Concentrate on fixing actual issues. Your content material ought to reply questions, sort out ache factors, and clear up points your contacts care about. Sequences that tackle actual wants get higher engagement.
4. Optimize for cellular. Most emails are opened on cellular, so be sure they’re simple to learn on small screens. Preserve your message concise, and make your name to motion (CTA) simple to search out and click on.
5. Use clear calls to motion. Every electronic mail ought to information the recipient to do one thing particular. However don’t simply ask for a gathering—combine it up by asking them to observe a video, learn a information, or join on social.
6. A/B check and enhance. Take a look at one factor at a time (like the topic line or CTA) to search out what works finest. HubSpot’s A/B testing makes it simple to see what’s driving engagement, so you may hold enhancing.
7. Observe and share what you study.Doc what you’re testing and the outcomes. Sharing these insights retains everybody within the loop and helps the entire crew get higher outcomes.

We lined these practices and extra in a latest webinar, condensed here in your comfort.

Learn more about Simple Strat’s webinars.

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When used accurately, HubSpot sequences is usually a highly effective software in your gross sales crew to work together with prospects and shut extra offers, particularly after they’re backed by a wise technique.

What’s labored for you? Any gross sales sequence professional ideas or success tales out of your firm? Share them within the feedback beneath!