What is a...Marketing Workflow?
- Beth Mayhew
- Jun 9
- 2 min read
Updated: Jul 30
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 of actions:
▪ 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 webhook (advanced use)
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 a real-world 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 {{first.name}}”) 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.
