Let’s face it—marketing and sales teams have a lot on their plates. Between nurturing leads, following up with prospects, and keeping customers engaged, things can get overwhelming fast. That’s where automation comes in. With HubSpot workflows, you can automate repetitive tasks, improve efficiency, and ensure no lead or customer is left feeling as if they’ve been forgotten.
Whether you’re looking to nurture leads, onboard new customers, or give your sales team a competitive edge, the right workflows can make all the difference. Here are five essential HubSpot workflows to help streamline your marketing and sales efforts and maximize productivity.
1. Lead Nurturing Workflow
Many prospects aren’t ready to convert immediately. Lead nurturing workflows keep potential customers engaged by sending personalized emails based on their interactions. Rather than letting leads go cold, nurture workflows keep your business and products top of mind by providing relevant content, focused on your products or services value and competitive advantage. It is like planting a seed and nurturing it with just the right amount of sunlight and water—until it’s ready to bloom into a customer.
How to Set up a Basic Lead Nurture Workflow:
- Enrollment Trigger: A visitor submits a lead form.
- Actions: Send a series of 5-10 educational and promotional emails across 2-3 months.
- Goal: Have lead engage in with emails and either setup a sales call or convert to a customer.
2. Lead Scoring & Qualification Workflow
Sales teams often waste time chasing unqualified leads. Automating lead scoring ensures your sales reps focus on high-value prospects. HubSpot’s lead scoring tool assigns point values based on behaviors, like website visits, email opens, and demo requests. Based on these scores, you can build a qualification workflow that will auto-set lifecycle stages and send alerts to your sales team that there is a high value lead they need to follow up with. With the help of these tools, your sales team can jump in at just the right moment, improving efficiency and boosting conversion rates.
How to Set Up a Qualification Workflow:
- Enrollment Trigger: A contact reaches a lead score your team has identified as a high value lead.
- Actions: Assign a Lifecycle Stage of MQL or SQL, notify the sales team, and enroll in a sales sequence if qualified.
- Goal: Identify high value leads and transition lead from being nurtured by marketing team to sales team.
3. New Customer Onboarding Workflow
First impressions matter. Automating the new customer onboarding process creates a smooth experience for new customers. A well-structured onboarding workflow makes customers feel welcome, sets expectations, and helps them quickly find value in your product or service. Whether it’s sending a welcome email or contracts to sign, providing a tutorial, or connecting them with a dedicated success manager, this workflow ensures no new customer feels lost after signing up.
How to Set Up an Onboarding Workflow:
- Enrollment Trigger: A deal is marked as “Closed-Won.”
- Actions: Send 3-5 emails, including a welcome email, descriptions of services or products they can use now that they are a customer, and assign a customer success representative to answer any questions.
- Goal: Provide new customer with a clear path of how they engage with this new service or product which will increase customer satisfaction and decrease churn.
4. Re-Engagement Workflow for Dormant Leads
Not all leads convert right away. A re-engagement workflow helps bring inactive prospects back into the funnel. Maybe they got busy, lost interest, or just needed a little more convincing. By sending tailored content, special offers, or reminders about your product’s value, this workflow reignites interest and reminds a lead why they engaged with your brand in the first place. It’s a second chance to capture leads who might have otherwise slipped through the cracks.
How to Set up a Re-Engagement Workflow:
- Enrollment Trigger: A lead has not engaged with emails or content for 60 days.
- Actions: Send a series of personalized emails with special offers or updated content with strong calls-to-actions (CTA).
- Goal: A lead clicks on a CTA or reaches out via email or phone, rekindling interest and generating new opportunities.
5. Internal Notification Workflow for Sales Teams
Timely follow-ups make a difference. Automating notifications ensures sales reps reach out at the right moment. Instead of manually tracking every lead’s activity, this workflow sends instant alerts when a contact takes a high-intent action—like requesting a demo or visiting your pricing page. This means sales teams can strike while the iron is hot, responding with relevant information and increasing their chances of closing the deal.
How to Set Up an Internal Notification Workflow:
- Enrollment Trigger: Lead completes a high-intent action (e.g., requesting a demo or pricing page visit).
- Actions: Send an internal alert to the assigned sales rep (or use the lead assignment round-robin tool) with contact details and recommended next steps.
- Goal: Increase response speed and improve lead conversion.
Final Thoughts on HubSpot Workflows
HubSpot’s automation tools save time and enhance productivity by reducing manual tasks and increasing communication with leads and customers. Implementing these five workflows can improve marketing efficiency, strengthen sales efforts, and ultimately drive business growth. Start automating today and see the impact on your organization.
Need help setting up workflows in HubSpot? Contact us to get started!
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About the Author: Allison Bischoff
As Gate 39's Director of Marketing, Allison is responsible for supervising strategy and execution for Gate 39's marketing clients, integrating marketing technology and CRM tools, like HubSpot and Salesforce, for seamless data flow, operational tasks and complex reporting.
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