How Workflows Automate Internal Marketing Processes

[NAvramenko]

Building a brand requires consistency across all mediums of communication. One of the ways you can make your communication consistent is by getting everyone on your team on board with your company’s vision. In short: by using internal marketing strategies.

Internal marketing is a process companies can use to promote company goals and objectives to their employees. It represents a company’s brand value, builds word-of-mouth channels, and gets its teams to produce work consistent with its values.

You can automate your internal marketing processes within your company by using HubSpot Workflows. Read on to learn how Softeq, a software services company delivering high-quality omnichannel digital ecosystems, automated its internal marketing processes with HubSpot Workflows.

The Need For Automation

As Softeq got global, we started to feel the need to manage our diverse team spread across the world. Bringing everyone in line with company goals and objectives became more and more vital. Although we knew how beneficial internal marketing is, most of our internal marketing efforts were passive.

As we started to activate our internal marketing efforts, we quickly realized that we were reinventing wheels. Softeq, like most companies, already had interdepartmental communication channels. These channels helped different departments play crucial roles in ongoing company projects so that all of them could synchronize their collaborations toward a common objective. These channels facilitated the exchange of ideas and allowed departments to refine their execution strategy.

We quickly realized that the existing flow of information enabled by inter-departmental communication could be leveraged to automate internal marketing processes effortlessly. We achieved automation by using HubSpot Workflows to introduce standards, established procedures, and protocols to streamline communication processes so that everybody was on the page with the company’s policies and objectives.

How To Automate Internal Marketing Processes Using HubSpot Workflows

Share And Recommend Relevant Content Using Workflows

Heaving an organizational strategy in line with your company’s goal and values helps build your company’s public-facing persona. It also makes its employees believe in the organization’s integrity. It also helps your employees understand how company policies and mandatory best practices align with corporate goals.

Use workflows to automate the sharing of relevant content and make it more accessible. Use workflows to create actionable objectives and success scenarios for your internal marketing campaigns. Create these objectives around your company’s existing educational seminars, workshops, and meetings.

At Softeq, we used workflows to quantifiably assess the effectiveness of our internal marketing efforts and to identify areas that needed improvement. For our IoT-based climate tech campaigns, we used workflows to highlight some knowledge-sharing practices which improved inter-departmental communication.

Facilitate Quality Communication

We used workflows to build an easy-to-use and engaging employee experience. After setting up workflow objectives and success scenarios, we introduced a new onboarding experience and added all new employees to HubSpot contacts. These new employees were then contacted via email. These emails would contain informational content that would help them understand their tasks more clearly and describe how these tasks would help the company achieve certain objectives.

An internal marketing strategy is effective if it allows employees to engage and persistently communicate ideas. Automating these communication channels is a way to introduce transparency which boosts employee morale with minimal effort.

You can also use workflows to assess employee engagement by checking email bounce-back rates. You can then repurpose the content to make it more effective. If you continue this process, you can have an automated feedback loop that will improve your company’s company’s internal marketing efforts.

Use HubSpot contacts and ticket-based workflows, to recommend informational content related to employees’ roles within the company. For example, at Softeq, we used workflows to send our developers technical instructions that helped them complete these tasks with ease.

Make Operational Goals More Transparent

Use workflows to help your employees learn why the company implements certain practices. You can send automated emails to address members of different teams and educate them regularly on how company policies and best practices are helping it achieve its main objectives, and how these objectives will eventually lead to attaining certain corporate goals. Introducing transparency helped create more trust and employee loyalty within the company.

We learned that as operational goals became more transparent, employees felt more trust in the company’s internal work culture. It also assisted in improving peer-peer relationships.

You can also leverage workflows for increased collaboration which will also improve your company’s internal work culture. Use property-based workflows to suggest potential constructive inter-departmental collaborations to team leaders. Be transparent about how these collaborations will assist them in coming up with innovative ideas for their creative projects. You can also use these workflows to ask team leaders for their approval for an inter-department collaboration, and eventually schedule the collaboration between their teams.

Use workflows to recommend daily tasks to employees based on roles, personas, and behaviors to make sure that the overall productive output is in line with your company’s values and workplace culture. You can use contact-based workflows, HubSpot object properties and page views filter can be to recommend actions and assist employees in their jobs. Workflow actions can also be bound to specific schedules which, once triggered, will send emails and notifications to all relevant personnel.

Promote Internal Communication

The most important aspect of using HubSpot Workflows was that we identified the need for leveraging the already-existing inter-departmental instead of incorporating a top-down approach for communication.

You can use workflows to evaluate and strategize internal marketing efforts based on employee responses and feedback. It also highlighted the need for engaging with employees one-on-one to get a more accurate assessment of the effectiveness of current marketing efforts. Use HubSpot’s MQL lifecycle stage workflow to organize marketing efforts over Twitter and LinkedIn via consensual employee seminars, discussions, and live streams.

Final Thoughts

HubSpot workflows are a set of powerful tools that companies can use to automate their internal marketing channels. Softeq enjoyed leveraging inter-departmental communication to automate internal marketing processes using HubSpot Workflows. In the future, the company intends on publishing a methodical, data-driven, action plan to help enterprise software solution companies achieve better success.

[kvlschaefer]

This is fantastic insight!

Thanks for sharing with us, @NAvramenko! 

Best,

Kristen