Optimal workflow design for multiple buyer personas and languagesSOLVE
Apr 27, 2018 8:26 AM
We are new to Hubspot and trying to design our lead nurturing workflows. We have two aims with the design:
a) to know what is working and what is not
b) to keep things organised and agile
Whether there is a tradeoff involved, I'm not sure. Answers to initial questions on onboarding calls suggest it is better to have many small workflows.
However here is the thing. We have 5 personas and offer our product in 4 languages and
from the point someone provides an email to the point they generate revenue, there are 4 separate funnel progression stages. Assuming that there are 4 emails per funnel progression stage, that would mean:
I) Number of emails = 5*4*4*4 = 320
II) Number of workflows = 5*4*4 = 80
(and this ignores internal workflows, emails etc).
I was wondering about two options
- using Smart Content linked to buyer personas in emails via CTA which would reduce emails by a factor of 5
- using branches linked to language which would reduce workflows by a factor of 4
However, I'm not sure if this is a good solution. I'm worried that I won't be able to drill down and compare performance across persona or language (i've seen in the documentation that Hubspot recommend workflow branches for things like "mini-goals" with no mention of segmentation which is effectively what I am proposing).
Any recommendations as to what would be best way to structure things to maintain agility and still be able to drill down into performance?
Separately, would be great if there was some sort of folder classification system of tagging for workflows, or at very least being able to add a detailed description of the workflow. Pretty worried that if we don't configure this right from the get-go, it could be chaos.
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