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When it comes to lead nurturing, we have learned a few things, both from successes and mistakes. These are our top tips for building and optimizing effective lead nurturing workflows in your HubSpot portal. Read our Introduction to B B Inbound Marketing here and learn all about this powerful approach to generating leads and sales. . Use the minimum number of workflows More workflows do not mean more potential clients, quite the opposite. Designing a bunch of workflows to track a wide range of actions leads to diluted results, inconclusive feedback, and complicated management. Instead, running larger groups of prospects through fewer workflows allows you to get a clearer view of what's working faster. This allows for faster, safer iterations and continuous improvement of results. It's also easier to debug when something goes wrong, manage when everything goes well, and explain to stakeholders when they ask questions.

Use simple starting conditions While HubSpot workflows are powerful enough to photo retouching allow you to create intricate trigger conditions, for lead nurturing purposes you really want to keep them as simple as possible. When we are building lead nurturing for a new client, we enroll all leads or all contacts depending on the circumstances – this way, no one is lost. As time goes by and we introduce more workflows, we use simple criteria to properly segment leads among them. . Exclude people who have opted out of receiving emails Since people who have opted out of receiving email won't receive emails from your automated workflow, excluding them may seem strange at first.



However, people who have unsubscribed before being enrolled in your lead nurturing workflow will continue to count towards the results, even if they can never be nurtured by it, artificially reducing the conversion rate. Use a date window to facilitate revisions Workflows must be optimized over time. However, when a new version is released, you don't want to deactivate the old one while you still have active leads going through the steps. The way to do this is by adding a date window to the start criteria based on the lead creation date.