Skip to content
, ,

What is a Marketing Workflow?

Workflow Strategy

A workflow (in HubSpot) is an automation tool that lets you set up a series of actions based on specific triggers, conditions, or behaviors. It helps you automate tasks like sending emails, updating contact properties, assigning leads, and more, without manual effort.

Think of a workflow utilizing Hubspot as a "set it and forget it" system that nurtures leads or handles repetitive tasks behind the scenes.

 

A typical HubSpot workflow includes:

Enrollment Trigger

➡️ This is what starts the workflow.

Examples: someone fills out a form, joins a list, views a page, or has a specific contact property (like “Lead Status = New”).

Actions

➡️ Once a contact is enrolled, HubSpot performs a series of actions. Examples include:

  • Send an email
  • Wait (delay for hours/days)
  • Update contact/company property
  • Add to a list
  • Rotate a lead to a sales rep
  • Trigger a web hook
Branches (If/Then Logic)

➡️ You can add conditional logic to create different paths based on how contacts behave or what data they have.

Example: “If contact opened the email → send the next email. If not, → resend or change messaging.”

 

Types of Workflows

  • Contact-based: Triggered by actions or data tied to individual contacts.
  • Company-based: Useful for account-based marketing.
  • Deal-based: Automate pipeline updates, task creation, or follow-ups in the sales process.
  • Ticket-based: Automate support workflows (e.g., follow-ups or status changes).
  • Custom object-based: For more advanced users, managing custom data objects.

Why Workflows Are Valuable

  • Save time and reduce manual work
  • Ensure timely, relevant communication with leads and customers
  • Standardize processes across teams
  • Help nurture leads through the buyer’s journey
  • Improve data accuracy by automatically updating CRM fields

 

Lead Nurturing Workflow Example

Here's an example of a lead-nurturing workflow in HubSpot, often used in B2B or service-based businesses to guide leads from interest to sales-readiness.

Goal: Nurture a new lead who downloaded an eBook

Objective: Educate them, build trust, and guide them toward a consultation or demo.

➡️ Enrollment Trigger:

Contact fills out a form to download an eBook called “10 Strategies to Improve [Industry] Performance.”

➡️ Workflow Steps:

  • Send eBook Download Email (Immediate)
  • Subject: “Here’s your eBook!”
  • Includes download link + quick intro to your company

1️⃣ Wait 3 Days

      • Send Educational Email 1
      • Topic: A deeper dive into one of the strategies from the eBook Includes a blog post or short video

2️⃣ Wait 4 Days

      • Send Educational Email 2
      • Topic: Case study showing how someone successfully used those strategies Includes a client testimonial or short success story

3️⃣ Wait 5 Days

      • Send Email 3
      • Invitation to a Webinar or Free Consultation
      • Call-to-action: Sign up for a live session or book a time to talk

4️⃣ If/Then Branch (Checks If They Clicked CTA)

      • If Yes → Send confirmation, remove from workflow, notify sales rep
      • If No → Send a final follow-up email with a softer offer (e.g., checklist, guide)

 

Extra Tips:

  • Use personalization (e.g., “Hi ”) to make emails more engaging.
  • Score leads as they engage (opens, clicks) using HubSpot's Lead Scoring.
  • Enrich the workflow with Smart Content or dynamic tokens for more relevant messaging.
  •  

 

 
Category
Popular Post