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Workflows Use Cases

Workflows feature enables the use of various data sources as triggers to transfer accounts between segments. This document describes some basic use cases for workflows. Please note that it’s important to follow the exactly same order of workflows as defined in the guidelines. 

Use case

Workflow setup

Keep your segments synchronized with your HubSpot CRM lists

Play:
Manage your account lists in HubSpot as company lists and keep them synced with N.rich segments.

  1. Create a new Workflow using CRM as the data source.

  2. Select HubSpot Company List as the data type/account source.

  3. Select the source HubSpot Company List and a destination segment

 

Using this Workflow will keep your segment in sync with your CRM list. If you aren’t using lists yet, here’s the HubSpot documentation on how to create lists.

Nurturing accounts through their buying journey (Basic Version)

Involves using intent data to uncover in-market account and run ABM campaigns to nurture them through their journey.

Play:
Target Cold (top-of-the-funnel), Engaged (middle-of-the-funnel) and Accounts with open opportunities (bottom-of-the-funnel) with personalised content. Remove accounts with won or lost opportunities form targeting.

Create the Intent Report to capture accounts with buying intent.
1. Create a master Intent Report using Net New Demand preset (80/20) called Master Intent Report.

Create the Segments to be used in Campaigns
1. Cold Accounts
2. In-Market Accounts
3. Engaged Accounts
4. Hot Accounts

Create Workflows using the Intent Report to populate the segments

  1. Cold Account Segment Workflow
    When account reaches an intent score of 60 or less in the Intent report: Master Intent Report then SYNC account to the segment: Cold Accounts

  2. Hot Account Segment Workflow
    When account reaches an intent score of 60 or more in the Intent report: Master Intent Report then SYNC account to the segment: Hot Accounts

  3. In-Market Segment Workflow
    When account reaches an intent score of 60 or less in the Intent report: Master Intent Report then MOVE account from the segment: In-Market Accounts and Cold Accounts to the segment: Engaged Accounts

  4. Engaged Segment Workflow
    When account reaches an intent score of 50 or less in the Intent report: Master Intent Report then MOVE account from the segment: Engaged Accounts and Cold Accounts to the segment: In-Market Accounts

  5. Cleaning Engaged and In-Market Segment Workflow
    When account reaches an intent score of 30 or less in the Intent report: Master Intent Report then REMOVE account from the segment: Engaged Accounts and In-Market Accounts

These Workflows will result in:
Hot Accounts with Intent Score of more than 60
Engaged Accounts with Intent Score between 50 and 60
In-Market Accounts with Intent Score between 30 and 50

Create Workflows to manage CRM Pipeline Segments

  1. When any account has open opportunity created at any time then ADD account to the segment: #Open Opportunities

  2. When any account has lost opportunity created in the last 180 days then ADD account to the segment: #Lost Opportunities

  3. When any account has won opportunity created in the last 180 days then ADD account to the segment: #Won Opportunities

Create Campaigns to target the segments

Create campaigns with personalised content to the buyer journey stage in question.

  1. Awareness Campaign targeting the segment: In-Market Accounts
    You can optionally target Cold Accounts to warm them up by adding the Cold Accounts segment to your Awareness Campaign targeting and excluding the Engaged and Hot Accounts Segment.

  2. Consideration Campaign targeting the segment: Engaged Accounts

  3. Decision Campaign targeting the segment: Hot Accounts

 

For these 3 campaigns, exclude #Open Opportunities, #Won Opportunities and #Won Opportunities in campaign targeting.

Exclude customers from your targeting

Create a segment containing your accounts with won opportunnities and exclude the segment from campaign targeting.
1. Create 1 segment named Customers
2. Create 1 Workflow using CRM Data Source:
When any account has won opportunity created at any time then ADD account to the segment: Customers

3. Update your campaign setup and add the Customers segment as an Excluded segment.

Pipeline acceleration

Play:
Target accounts when they have open opportunities and remove them from targeting when the opportunnity is closed (won/lost)

Create 1 segment called Open Opportunities.

Create 3 CRM workflows:

  1. When account has lost opportunity, remove account from Open Opportunities.

  2. When account has won opportunity, remove account from Open Opportunities.

  3. When account has open opportunity: Add account to Open Opportunities.

Run Win-back Campaigns

Play:
Target accounts with lost opportunities

Create 1 segment called Winback Opportunities

Create 1 CRM workflow: When account has lost opportunity: Add account to Winback Opportunities

Target accounts that are most likely to turn into revenue

Play:
Target hot ICP accounts: Target medium-to-high velocity accounts that are engaged or hot

  1. Create intent report for hot demand for all accounts

  2. Create Intent Reports + ICP workflow:

    1. When account is added to hot demand intent report with > 40 intent score AND account has > 50 as ICP score, add account to the hot ICP segment

Nurturing account through their buying journey (Advanced Version)

Involves using intent data to uncover in-market account and run ABM campaigns to nurture them through their journey.

Play:
Target in-market, Cold, Engaged, Hot and accounts with open opportunities with personalised content. Remove accounts with won or lost opportunities form targeting.

  1. Create the base target account segment or use High Velocity ICP segment

  2. Create intent reports for Net new (in-market), Engaged and Hot.

  3. Create 5 campaigns: “cold”, “in-market”, “engaged”, “hot”, “pipeline”. Each campaign should have personalised content for the stage in question.

  4. Create 3 intent reports: Net New (in-market), Engaged and Hot Demand intent report that will use the base target account segment using the base target account segment

  5. Add the base target account segment to the Cold campaign.

  6. Create the following workflow rules by selecting Intent Reports and CRM

    1. Create 3 Intent Report workflows:

      1. When account is added to In-market intent report with score > 40, add the account to In-market segment

      2. When account is added to Engaged intent report with score > 40, add account to Engaged segment

      3. When account is added to Hot intent report with score > 40, add account to Hot segment.

    2. Create Intent Report workflow: When account is added to Net New Demand (in-market) intent report with score > 40

      1. remove the account from Cold segment

    3. Create 2 Intent Report workflows: When account is added to Engaged intent report with score > 40

      1. remove the account from Cold segment

      2. remove the account from In-market segment

    4. Create 3 Intent Report workflows: When account is added to Hot intent report with score > 40

      1. remove the account from Cold segment

      2. remove the account from In-market segment

      3. remove the account from Engaged segment

    5. Create 5 CRM workflows: When account has lost opportunity

      1. remove the account from Cold segment

      2. remove the account from in-market segment

      3. remove the account from Engaged segment

      4. remove the account from Hot segment

      5. remove the account from Pipeline segment

    6. Create 5 CRM workflows: When account has won opportunity

      1. remove the account from Cold segment

      2. remove the account from in-market segment

      3. remove the account from Engaged segment

      4. remove the account from Hot segment

      5. remove the account from Pipeline segment

    7. Create CRM workflow: When account has open opportunity segment, add the account to Pipeline segment