How To Create An Automated Lead Rotator In HubSpot

Saturday, March 4th, 2017

Chris Higgins

HubSpot & Marketing Technology Consultant

When you’re just getting started with inbound marketing, the number of leads your website generates for your business will be relatively small and fairly easy to manage.

However as your lead generation efforts mature and you start to attract a higher volume of leads, it becomes increasingly difficult to manually distribute those leads quickly and evenly to your sales team.

Fortunately, there’s an easy way to completely automate this task. In this tutorial you’re going to learn how to create a HubSpot lead rotator that will distribute the leads your website generates automatically and fairly across your sales team. This simple piece of automation will take you less than five minutes to setup, but has the potential to save you hours of manual work every month.

Before you begin, ensure you’re using a Pro or Enterprise version of HubSpot Marketing, and that all of the people you want to include in your lead rotator are already setup as HubSpot users.

To setup your lead rotator, you’re going to create a HubSpot Workflow. From your HubSpot dashboard, click the Contacts dropdown menu and select Workflows.

Click the Create new workflow button and enter a name for your workflow. Under Choose a type of workflow select Standard, and then click the Create a new workflow button.

Next, you need to define the Enrolment criteria for your workflow. This is the “trigger” that sets the workflow in motion. This could be any number of things, most likely (but certainly not limited to):

  • The contact has reached a particular lifecycle stage
  • The contact has a specific property attached to their contact record
  • The contact submitted a particular form
  • The contact reached a specific HubSpot score
  • The contact opened / clicked a particular email (or series of emails)

You’re not limited to a single criteria here. You can easily combine multiple criteria – such as the contact has a specific property attached to their contact record AND they submitted a particular form. And whilst the examples mentioned above are probably the most common, the criteria you choose will be unique to your business and the marketing funnel that you have built.

Once you’ve defined your enrolment criteria, you’ll need to choose what action steps you want to occur in this workflow. HubSpot has a lead rotation action built in, so this process is super simple.

Click the + button, and then select the Rotate leads action (at the time of writing it’s in the bottom right corner of the dropdown list).

Next, you’ll be able to choose which members of your team you want to assign leads to. Click the dropdown box labelled Assign a HubSpot Owner and select which members of your team you want included in your lead rotator. If you don’t see the person that you’re looking for in this list, there’s a good chance they’re not setup as a HubSpot user on your account (go to Settings > Users to check).

You can add as many users as you like here, and the workflow will automatically divide the leads between all of these users. So if you add two HubSpot Owners to your lead rotator they’ll each get 50% of the total leads, but if you add four, they’ll get 25% each.

HubSpot allows you to create as many lead rotation workflows as you need, as long as their enrolment criteria doesn’t clash. So if you have separate sales teams looking after specific verticals / regions / customer types, you can create a lead rotation workflow for each of them that distributes only the leads that are relevant to that particular team.

The last step is to enable your workflow. In the top right hand corner of your browser you’ll find a switch, accompanied by the text Workflow is OFF. Toggle this to the on position and you’ll get a popup confirming the settings you’ve selected for your workflow. Click Turn workflow on.

That’s it! Your workflow is now up and running, and any new leads will be automatically distributed among your sales team. All that’s left to do now is decide what to do with all of that new-found spare time (personally, I’d start by having a cup of tea and a few well earned biscuits 😉).

As always, feel free to get in touch with me on Twitter or Facebook if you’ve got any questions about this article, and do let me know if you come up with any cool uses for the lead rotator workflow action in HubSpot. I’d love to hear your ideas!

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