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
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- 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
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- 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
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- 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)
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- 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.
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