A Step-by-Step Guide to Mastering HubSpot Sequences
Are you ready to master the art of sales sequences in HubSpot and create a consistent lead-nurturing strategy that aligns with your sales process? If you said, “Wait, what, what’s a sequence?” then hop on over to our workflows vs. sequences blog before you take a deep dive here.
If you said “YEAAAAASSSS! LET’S GO!” then read on.
What are Sequences?
Sequences are a sales representative’s domain. The deployment and management of these automation paths are the responsibility of the sales rep. This enables reps to send automated outreach in ways that match their communication style and sales process.
An effective sales sequence includes a series of carefully curated touchpoints that promote interest from leads.
Common Use Cases for Sequences
PSA: SEQUENCES ARE NOT FOR SENDING MASS EMAIL. In fact, you can only enroll 50 contacts in bulk to a sequence at a time, because…sequences are no for mass mailing, so just don't do it. Let the marketing team handle your mass-email needs, the use case for sequences is to keep very targeted 1:1 prospect communication progressing for salespeople.
If you’re new to sequences, HubSpot has a bunch of templated sequences that you can customize:
Simply select a template and start tweaking it to meet your needs. You can adjust email content, cadence, task assignment, and the time between steps.
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Building Sequences in HubSpot from Scratch
Build sequences to automate the process of moving prospects down the sales pipeline with ease while maintaining a personal touch.
Step 1: Navigate to the Sequences Area
The Sequences feature is found under the Automation tab. Create your sequence either using a blank template or choose from one of the preexisting options available on HubSpot.
Step 2: Understanding the Sequence Building Blocks
Below is a summary of the building blocks available in sequences:
Automated email
Sends automated emails to enrolled contacts. You have the option to send a “new” email or next the email as a response to an email thread.Call Task
Creates a HubSpot task for you to call the enrolled contact to make sure you don’t miss critical call touchpoints.Manual Email Task
Creates a HubSpot task for you to send a manual email to the enrolled contact. This does NOT send an email on your behalf, it just reminds you to send a personal email.General Task
Creates a general HubSpot task for you.LinkedIn Sales Navigator
Allows you to create InMail Tasks, connection request reminders, and access other LinkedIn Sales Navigator tools.
Step 3: Build Your Sequence
Start adding steps to build your sequence. As you build, be aware of a few key features:
Timing:
There is a “Delay” option between steps. Make sure you set that delay to the correct number of days that you wish to have between steps.
Email Type:
For emails that are NOT the first email in the sequence, you have the option to either start a new email thread or “reply” to a previous email in your sequence to keep all your communications in the same thread:
Task Details:
By default when you create a task HubSpot will check the box that says “Pause sequence until task is completed”. This means the prospect will not move to the next step in the sequence until the task is marked finished. If you want them to progress regardless of the status of task completion, uncheck that box.
When your sequence is built it might look something like this:
Step 4: Enrolling Contacts
You can enroll contacts in the following ways:
On individual contact records
From the sequence interface
By checking off contacts in a list view
Step 5: Monitor Your Sequence
On the sequence page you can see many details about the performance of individual steps in your sequence, such as:
Number of emails sent
Meetings booked
Reply %
Open rate
Click rate
Task completion rate
Use these performance metrics to update your sequence on an on-going basis.
Need help Building Your HubSpot Sales Sequences?
Red Brick Partners can help! Red Brick Partners is a marketing agency with 14 years of experience specializing in B2B and B2C veterinary marketing. Are you looking to refine your data infrastructure using HubSpot? We can help! We design our services to help our clients become more successful.