What Are Workflow Triggers in Lead Scoring? 

DEFINITION
Workflow triggers are actions or events that trigger specific workflows or processes to run; in lead scoring, workflow triggers are actions a lead takes that may move them from one category to another. 

💡Understanding Workflow Triggers in Lead Scoring 

Workflows are a series of activities done in a specific order with the goal of better managing or completing a certain task. Workflows can be automated; when this happens, there’s a workflow trigger that causes the sequence of actions to begin.

For example, a user may complete a lead form to download an ebook; when they do, a workflow is triggered. The user’s name will be added to your CRM, and they’ll be sent an email with the ebook. They’ll also receive a welcome email series moving forward.

The same thing can happen with lead scoring. When users take specific actions, it can trigger a lead’s score to shift. This can be either positive or negative. If they book a demo, for example, they’re moved into a high-intent quadrant of the lead scoring system. If, however, they unsubscribe from your email list, they’re moved to a lower intent quadrant. 

Some businesses will use workflow triggers to alert their sales team when a lead moves from one quadrant to another, indicating that their lead status has potentially changed. This can help your sales team discover when new opportunities arise, whether it’s for selling, cross-selling, or upselling. 

🖋 Takeaway

Workflow triggers in lead scoring can make your sales team’s job much more effective. Workflow triggers can cause new leads to appear in your lead scoring dashboard or move them from one category to another. This should all happen without your sales team needing to manually review each lead to track different interactions, like which pages they’ve viewed or what ebook was downloaded.

Similarly, having workflow triggers that alert your sales team when leads move from one lead scoring quadrant to another in different models—indicating high intent, which is time sensitive—can be essential. Your team will receive notifications so they can act promptly and before that window of opportunity closes altogether.

Finally, you can also use triggered workflows to facilitate the lead qualification and lead nurturing process. You can set up workflows to help qualify marketing-qualified leads, for example, with intensive email campaigns. You can also have automatic follow-up campaigns ready to go for your sales team when it looks like there’s a cross-selling opportunity on the horizon. 

As soon as you’ve got solid lead scoring models up and running, it’s a good idea to start implementing automated workflows for lead scoring. This will help you get the most out of the tool that you’re using while making the process more efficient for everyone involved. 

What is automated lead scoring? 

Automated lead scoring takes advantage of workflow triggers to accurately score a contact based on up-to-date actions and fit. 

What are lead scoring triggers? 

Lead scoring triggers are any actions that could trigger the lead’s score to be impacted in some way. Positive triggers (like viewing a product page) could drive the lead’s score up, while negative triggers (like unsubscribing to an email list) could drive that score down. 

How to use workflow triggers in lead scoring? 

Workflow triggers can be used to automatically update a lead’s score; it can also be used to update your sales team across a variety of different channels (including Slack or by email) when changes happen with leads that you’re monitoring. 

How to set up HubSpot workflows for lead scoring? 

Setting up HubSpot workflows for lead scoring is relatively easy. You’ll connect HubSpot with your lead scoring tool (like Breadcrumbs—fortunately, we have an integration ready to go!) and then head to “automation” and “workflows” in HubSpot. 

Check out our full blog post on this here. 

How to set up Salesforce triggers for lead scoring? 

Setting up Salesforce triggers for lead scoring, like HubSpot, is fairly straightforward. It’s included in the Lightning Experience and Salesforce Classic. You create a workflow rule and then add specific automation actions to that workflow. See how it works here. 

How do you automate lead qualification? 

You can automate lead qualification with triggered workflows for lead scoring. You can, for example, set up a triggered workflow of marketing content that’s designed to nurture leads from marketing-qualified to product- and sales-qualified. 

You could, for example, start out with a welcome series for marketing-qualified leads. Then, as they begin a free trial, they receive a series of campaigns to increase activation and usage during a free trial period. Finally, they become sales-qualified leads as the sales team is alerted to reach out directly to the client. 

See more about specific workflows that can benefit your lead qualification process here.