Marketing Automation and CRM
Introduction to Workflows
Marketing automation means using software to perform tasks automatically instead of manually.
Trigger → Actions → Result
Contact joins "New Subscribers" list → Send a welcome email → Every new subscriber gets the message instantly
Common Triggers Used in Workflows
Behavior-Based Triggers
- Joined a specific list;
- Opened an email;
- Clicked a link;
- Submitted a form;
- Viewed a landing page.
Automatic System Triggers
- Contact property changes (ex: "Lifecycle Stage = Lead");
- Deal moves to a new pipeline stage.
Task and Activity Management
Tasks are reminders created to help you stay on top of important actions, such as following up with a lead, calling a customer, or sending information.
Tasks help you stay organized by reminding you to follow up on time, recall past conversations, maintain consistency across different customers, and prevent leads from slipping through the cracks, an essential workflow for marketing, customer support, and sales teams where timing directly affects results.
Activity tracking means logging every important interaction with a contact, emails, calls, meetings, messages, and notes.
It creates a complete timeline so anyone on the team can see what happened and what needs to happen next.
Most CRMs follow the same principles:
- Log calls;
- Record notes;
- Track email activity;
- Store reminders.
Lead Scoring and Nurturing
Lead Scoring is a system that gives points to each lead based on their actions (like visiting pages, opening emails, or filling out forms).
The more points a lead earns, the more likely they are interested and ready to buy.
HubSpot lets you assign positive points for strong engagement and negative points for cold behavior.
Examples of positive points:
- +10 → visited your pricing page;
- +5 → opened marketing emails;
- +15 → submitted a form;
- +20 → requested a demo.
Examples of negative points:
- –10 → unsubscribed from marketing;
- –5 → stopped opening emails;
- –15 → no activity for 60 days.
Once a lead gets enough points (e.g., 50+), HubSpot can automatically notify your team or move the lead into a nurturing sequence.
Using HubSpot Snippets
A snippet is a short, reusable text block you can insert into emails, notes, or tasks with one click. It helps teams communicate faster and stay consistent across every message.
You can use snippets in emails, tasks, and notes, personalize them with fields like a contact's name, and insert them instantly using shortcuts. They are ideal for follow-ups, scripts, explanations, and any repeated communication you want to automate.
1. Which of the following is the best example of using tasks in marketing?
2. What does a lead score primarily represent?
3. Negative points in lead scoring are only used when a lead unsubscribes.
4.
5. Match the snippet use-case to the type of activity:
Grazie per i tuoi commenti!
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Can you explain more about how to set up a workflow in HubSpot?
What are some best practices for using lead scoring effectively?
How do I create and use snippets in HubSpot?
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Introduction to Workflows
Marketing automation means using software to perform tasks automatically instead of manually.
Trigger → Actions → Result
Contact joins "New Subscribers" list → Send a welcome email → Every new subscriber gets the message instantly
Common Triggers Used in Workflows
Behavior-Based Triggers
- Joined a specific list;
- Opened an email;
- Clicked a link;
- Submitted a form;
- Viewed a landing page.
Automatic System Triggers
- Contact property changes (ex: "Lifecycle Stage = Lead");
- Deal moves to a new pipeline stage.
Task and Activity Management
Tasks are reminders created to help you stay on top of important actions, such as following up with a lead, calling a customer, or sending information.
Tasks help you stay organized by reminding you to follow up on time, recall past conversations, maintain consistency across different customers, and prevent leads from slipping through the cracks, an essential workflow for marketing, customer support, and sales teams where timing directly affects results.
Activity tracking means logging every important interaction with a contact, emails, calls, meetings, messages, and notes.
It creates a complete timeline so anyone on the team can see what happened and what needs to happen next.
Most CRMs follow the same principles:
- Log calls;
- Record notes;
- Track email activity;
- Store reminders.
Lead Scoring and Nurturing
Lead Scoring is a system that gives points to each lead based on their actions (like visiting pages, opening emails, or filling out forms).
The more points a lead earns, the more likely they are interested and ready to buy.
HubSpot lets you assign positive points for strong engagement and negative points for cold behavior.
Examples of positive points:
- +10 → visited your pricing page;
- +5 → opened marketing emails;
- +15 → submitted a form;
- +20 → requested a demo.
Examples of negative points:
- –10 → unsubscribed from marketing;
- –5 → stopped opening emails;
- –15 → no activity for 60 days.
Once a lead gets enough points (e.g., 50+), HubSpot can automatically notify your team or move the lead into a nurturing sequence.
Using HubSpot Snippets
A snippet is a short, reusable text block you can insert into emails, notes, or tasks with one click. It helps teams communicate faster and stay consistent across every message.
You can use snippets in emails, tasks, and notes, personalize them with fields like a contact's name, and insert them instantly using shortcuts. They are ideal for follow-ups, scripts, explanations, and any repeated communication you want to automate.
1. Which of the following is the best example of using tasks in marketing?
2. What does a lead score primarily represent?
3. Negative points in lead scoring are only used when a lead unsubscribes.
4.
5. Match the snippet use-case to the type of activity:
Grazie per i tuoi commenti!
