5 HubSpot Automations Sales Teams Should Use - TopLine Results Corporation

Sales teams can start to struggle when administrative tasks take over: follow-up on hot leads becomes inconsistent, and promising opportunities quietly stall in the pipeline. Over time, these small gaps can add up, making it harder for sales reps to stay focused on the activities that move opportunities forward. That’s where automation can help.

Building automations within your HubSpot platform can be a great way to start eliminating those gaps, which can include assigning leads, prioritizing prospects, creating timely follow-up activity, and allowing reps to focus on building relationships and less time managing their CRM.

Here are five HubSpot automations we recommend all sales teams should use.

Automatically Assign and Route New Leads
1. Once a qualified lead enters a salesperson’s CRM, that lead should be assigned to a user in the database. With HubSpot, you can setup automatic assignments of leads based:
  1. Territory or location
  2. Industry type
  3. Company size and/or annual revenue
  4. Existing ownership of specific accounts in CRM
  5. Interest in a particular product or service
2. This allows for faster lead response times, clear distinction of account ownership, and increasing your odds of being the first to get in front of the opportunity at hand.
Lead Qualification and Prioritization
1. Incorporate lead scoring into the qualification process using a combination of ideal customer profile criteria and prospect buying behavior. Factors that could contribute to a higher lead score include:
  1. Matching your ideal customer profile
  2. Visiting certain pages from your website
  3. Submitting a form
  4. Opening a certain email or clicking on a certain link
  5. Attending a webinar or your booth at a tradeshow
2. Once a lead reaches a scoring threshold defined by your team, HubSpot can automatically assign the lead to the appropriate sales rep, update its lifecycle stage, and create tasks and alerts for timely follow-up.
Follow-Up Consistently
1. Automating follow-up can help make sure each action from the sales team produces a next step. Examples of triggers are:
  1. Forms submitted by a prospect
  2. Completion of a discovery meeting
  3. Sending out proposals
  4. Deals moving from one stage to another
  5. Opportunities that have gone stale after a certain amount of time
2. Automation can also create tasks, schedule reminders, send internal notifications, or enroll leads into a sequence, which helps relevant opportunities not slip through the cracks.
Deal Stage Actions
1. Just as consistent follow-up helps keep deals moving, automation can help opportunities progress through your pipeline when specific criteria are met. Examples of automated deal stage updates can include:
  1. Discovery meeting scheduled → Create a task to prep with research for the meeting
  2. Qualified opportunity → Send out a request for any missing qualifying information that is needed for the next step
  3. Completed demo → Create follow up with proposal estimate and schedule meeting to review internally
  4. Proposal meeting → Schedule follow up reminders and send out documents for signature
  5. Closed won → Schedule follow-up tasks to assign appropriate resources and kick-off the project with your new customer
2. Automating deal stage actions can allow your sales process to be standardized, improve the data quality inside your CRM, and give your team a pipeline with a process they can buy into.
Identify Stalled Opportunities
1. Recognizing stalled deals that are taking up space in your pipeline is always critical in sales. With HubSpot, you can build workflows that watch for warning signs within each of your deals, such as:
  1. Required qualification information is missing
  2. 14 days without activity
  3. Deals without a next step scheduled
  4. Deals that are in early pipeline stages but are approaching their close date
  5. The close date has passed, but the deal is still open
2. When any of these examples are identified, HubSpot can send an alert to the owner of the deal, automatically create certain tasks, or alert management to act. This prevents your pipeline from stalling out.

By automating lead assignments, qualification steps, follow-up tasks, pipeline activities, and stalled-deal alerts, sales teams can operate more consistently and respond to opportunities faster. Start with the automations that address your team’s biggest bottlenecks, measure their impact, and continue refining them as your sales process evolves.

Not sure where automation could make the biggest difference for your team? TopLine Results can help you evaluate your current HubSpot sales process, identify opportunities for automation, and build workflows that support your team’s goals. Contact us today to learn how we can help you get more out of HubSpot. Call 1-800-880-1960 or email info@toplineresults.com.