HubSpot workflows automate repetitive marketing and sales tasks
You can build workflows that send emails, create tasks, update properties, and trigger other actions
Setting up your first workflow takes 10-15 minutes
Workflows work 24/7, even when your team is offline
Most teams start with 5-10 workflows covering their key business processes
Imagine if you could eliminate repetitive manual tasks and have HubSpot do the heavy lifting. That's what workflows do. Instead of your team manually sending follow-up emails or updating records, workflows handle it automatically when conditions are met.
A typical workflow might look like: "When a form is submitted, send a welcome email after 2 hours, add a tag, and notify the sales team."
Step 1: Navigate to Workflows
From your HubSpot dashboard, click "Automation" in the top menu
Select "Workflows"
Click "Create workflow" in the top right
Choose "Object-based" for contact workflows (this is most common)
Select "Contact" as your object type
Name your workflow something descriptive like "New Lead Welcome Sequence"
Step 2: Set Your Trigger (What Starts the Workflow)
Triggers are the "if" part of your workflow. They define when the workflow runs. Common triggers include:
Click "Set up trigger"
Choose your trigger type.
Popular options are:
- "Contact submitted a form"
- "Contact property value changed"
- "Contact added to a list"
- "Email was opened"
- "Contact became a customer
Set specific conditions if needed (for example: "Form equals Demo Request")
Click "Apply filter"
Step 3: Add Your First Action
Actions are what the workflow does when triggered. To add an action:
Click the "+" icon below your trigger
Select an action type. Most common first actions:
- Send an email: Automatically email the contact
- Create a task: Alert your sales team to call or email
- Delay: Wait hours or days before the next step
- Send notification: Alert a teammate in HubSpot
- Update property: Change a contact's status automatically
Let's add an email action:
Select "Send an email"
Choose an email template or create a new one
Add any personalizations (first name, company name, etc.)
Click "Apply"
Step 4: Add a Delay (Optional but Recommended)
Most workflows include a delay to make them feel natural:
Click "+" below your email action
Select "Delay"
Choose your delay time (we recommend 2 hours or 1 day)
Click "Apply"
Step 5: Add More Actions
Let's say after the welcome email, you want to notify your sales team:
Click "+" and select "Send notification"
Choose who gets notified (you can pick team members or teams)
Add a message like "New lead from demo request - follow up within 2 hours"
Click "Apply"
Step 6: Test Before Activating
Before going live:
Look at the workflow summary
Click "Test" in the top right
Search for a test contact to run through the workflow
Verify the test contact receives the email and notifications work
Once confirmed, click "Turn on" to activate
Step 7: Monitor and Optimize
After your workflow is live:
Check your "Workflow analytics" weekly
Look at enrollment and completion rates
Check if the workflow is achieving your goal (more sales, faster follow-up, etc.)
Adjust timing, messaging, or actions based on results
Workflow 1: Demo Request Follow-Up
Trigger: Contact submits demo request form
Action 1: Send welcome email (immediate)
Action 2: Create task for sales team (immediate)
Action 3: Send second email (after 2 days if no demo scheduled)
Workflow 2: Lead Nurture Sequence
Trigger: Contact added to "Cold Lead" list
Action 1: Send educational email about your solution (immediate)
Action 2: Wait 3 days
Action 3: Send case study email
Action 4: Wait 3 days
Action 5: Send feature benefits email
Action 6: Wait 3 days
Action 7: Send final offer email, then remove from workflow
Workflow 3: New Customer Onboarding
Trigger: Contact property "Customer" equals "Yes"
Action 1: Send onboarding guide
Action 2: Create customer success task (assign to owner)
Action 3: Add to customer portal list
Action 4: Wait 1 week, send training video
Less is More: Don't create too many actions per workflow. Keep it to 5-7 steps maximum.
Always Include Delay: Emails sent immediately to emails sent after a 2-hour delay perform better. It feels more natural.
Test Thoroughly: Always test workflows with a dummy contact before going live to hundreds of real leads.
Monitor Performance: Create a dashboard that shows workflow enrollment and completion. Track which workflows deliver ROI.
Update Regularly: Review your workflows quarterly and update messaging, timing, and actions based on performance data.
HubSpot workflows are not just a helpful automation feature. They are a practical way to build consistency, reduce manual effort, and create a better experience for both your team and your leads. When set up thoughtfully, even a simple workflow can save hours of repetitive work, improve follow-up speed, and make your marketing and sales processes more reliable.
The best part is that you do not need to build everything at once. Start with one workflow that solves a clear problem, test it properly, and refine it as your team grows more confident. Over time, these small automations can become the foundation of a smarter, more scalable operation. For teams looking to get more value from HubSpot, workflows are often the first step towards building a system that works harder in the background so your people can focus on higher-impact work.