No matter how seasoned you are using your HubSpot Marketing Automation Tools, there is one little treasure that you might not be aware of. These little gems are timesavers for the advanced marketer and pure gold for someone just starting out on HubSpot.
What am I talking about? HubSpot Recipes, of course!
Is setting up workflows intimidating to you? Learn how Mike Volpe, Chief Marketing Officer at HubSpot and other senior HubSpotters would use Workflows.
Now, does that sound interesting?
What exactly are HubSpot Recipes?
Recipes are like templates for frequently built use case scenarios for campaigns and workflows. According to the HubSpot Knowledge Base, “they are designed to not only help first-time workflow users, but also provide time-saving templates to veteran workflow masters. Once you have installed a recipe, all that is left to do is to customize the assets and activate your workflow.” However, these are recipes – you do have to cook yourself.
According to the HubSpot Knowledge Base, “they are designed to not only help first-time workflow users, but also provide time-saving templates to veteran workflow masters. Once you have installed a recipe, all that is left to do is to customize the assets and activate your workflow.” However, these are recipes – you do have to cook yourself.
However, these are recipes – you do have to cook yourself.
To start using your own, navigate in your HubSpot portal to Content > Campaigns. There you will see all your campaigns. On the far right is a link “Browse All Recipes”. Click on it. Now you can toggle on the top between Campaign and Workflow recipes.
Campaign recipes include landing pages, thank you pages, follow up emails, promotional emails, a call to action and a basic structure of a blog post. As of this blog post, there are 2 recipes available to install: and one more middle of the funnel campaign to actively push your consultation offer:
This is a top of the funnel marketing campaign to promote your latest eBook. You can use this campaign in many ways – as part of a re-engagement strategy, or you can use it to use to generate more qualified leads from your website. It includes a sample landing page and form, a thank you message, a promotional email, and a call-to-action.
“We’re constantly creating new ebooks to generate new leads and expand the top of our funnel.” – Anum Hussain, Content Marketing Specialist & Creator of this recipe
This is a typical middle-of-the-funnel (MOFU) campaign designed to further qualify your existing leads and invite them to request a free consultation.
“Middle-of-the-funnel offers and forms are vital when we want to create a filter that lets our truly sales qualified leads stand out.- Ellie Mirman, Head of Inbound Funnel & Creator of this recipe
Workflow recipes include pre-built lists, workflow logic and emails. This will save you time and planning. As of now, there are six workflow recipes in your repertoire.
Blog subscribers are a great asset to a business: They are interested in what we have to say and often times share our content. But they have yet to convert into a lead. This recipe collects subscribers in your database and sends them automated emails in an attempt to turn them into leads.
(Heads-up: Check the “All Subscriber” list after switching on the workflow to make sure you want these people contacted! HubSpot will add by default the lifecycle stage “Subscriber” to all manually added contacts if you do not change the lifecycle stage.)
“Subscriber nurturing has helped us expand our lead database in scalable ways.” Mike Volpe, Chief Marketing Officer & Creator of this recipe
Collecting leads is the simple part – at least for me. Now comes the real work. How do you make sure these lease are actually qualified to buy? This recipe will help you accomplish this by sending leads a middle-of-the-funnel marketing offers to weed out unqualified buyers and strengthens your relationship with those most likely to buy from you.
“I customized the lead nurturing recipe for my target persona to send them content that’s more relevant to their challenges.” Ellie Mirman, Head of Inbound Funnel & Creator of this recipe
Once that step is done, no it is time to notify your sales team! This is fun, because this means your job is done and hopefully you are sending a steady stream of hot leads to your sales to keep them happy. By using this workflow recipe, you can trigger notifications about newly converted Marketing Qualified Leads, and helps you strike while the iron is hot.
“Not one customer should ever be forgotten. This recipe is a great opportunity to stay in touch with customers and delight them.” Mark Kilens, Customer Training Manager & Creator of this recipe
Did you know it is much easier to engage your customers and make them ambassadors for your brand than attracting new customers? So, why not use this workflow recipe to convert new customers into more engaged members of your community. It will sort all active customers into a list, triggers two nurturing emails and includes a workflow.
“Contacts who are savvy with social media like to share our content. Why not actively encourage them to do so?” Brittany Leaning, Social Media Manager & Creator of this recipe
One of the great things about using a marketing automation is that you are able to learn more about your contacts. And as you will find out, some of them are real social media evangelists. Use this recipe to reach out to active evangelists by asking them to share your content on social sharing sites.
“Contacts who are savvy with social media like to share our content. Why not actively encourage them to do so?” – Brittany Leaning, Social Media Manager & Creator of this recipe
Finally, an inspiration to get starting to think about some spring cleaning your database. Nothing looks more automated (hence not personalized) if you use the fake company name they might have put in at the time of their first conversion. Clean them up with this recipe!
“I don’t want to send any emails that say Hi asdf or other gibberish words, so I keep my personalization data clean with this recipe.” – Sarah Goliger, Head of Paid Marketing & Creator of this recipe