How Do You Create a Workflow in HubSpot?

Imagine having an extra set of hands that can work tirelessly, flawlessly execute tasks, and never miss a beat. That's the magic of marketing automation.

How Do You Create a Workflow in HubSpot?

Imagine having an extra set of hands that can work tirelessly, flawlessly execute tasks, and never miss a beat. That's the magic of marketing automation

marketing automation

HubSpot stands above other tools, leading the way to seamless and efficient operations. The workflow tool is at the heart of this magic, orchestrating automated tasks and strategies.

Workflows are the unsung heroes of marketing automation, quietly reshaping how businesses connect with their audience. In today's ever-changing digital landscape, where personalization and efficiency are crucial, HubSpot's workflow tool catalyzes ordinary processes into dynamic, personalized interactions.

Welcome to this comprehensive guide on creating HubSpot workflows! Our goal is to demystify the process, making it easier for you to navigate and utilize this powerful tool. Whether you're a seasoned marketer looking to enhance your strategies or a newcomer, this walkthrough will provide a clear and efficient roadmap to HubSpot workflow automation.


HubSpot and Cutting-edge Marketing

HubSpot is a leading force in modern marketing, pushing the boundaries with innovative strategies and technologies that revolutionize how businesses connect with their audience. Built on the foundation of inbound marketing, HubSpot provides a complete suite of tools.

It includes CRM, marketing, sales, and customer service to empower businesses to attract, engage, and satisfy customers throughout their journey. By prioritizing personalized, data-driven approaches, HubSpot remains a go-to platform for marketers navigating the constantly changing digital marketing landscape.

What is a Workflow in HubSpot?

Workflow in HubSpot

In HubSpot, workflows are crucial in streamlining processes and creating personalized experiences. They are a sequence of automated actions triggered by specific conditions. These actions can include tasks like targeted emails, contact updates, internal notifications, and nurturing sequences.

Creating a workflow involves setting triggers, refining the audience with conditions, and specifying actions. This functionality allows marketers to automate tasks, nurture leads with tailored content, and build meaningful relationships with their audience.

Advantages of Creating HubSpot Workflows

Advantages of Creating HubSpot Workflows

Improved Lead Nurturing

HubSpot workflows allow marketers to create personalized nurturing sequences, automating the delivery of relevant content and interactions based on user behavior or specific criteria. This approach increases engagement and cultivates stronger relationships with potential customers, boosting conversion rates.

Increased Engagement with Triggered Actions

Businesses can effectively engage with their audience at important moments in the customer journey by utilizing workflows. Marketers can promptly respond with personalized communications by setting triggers based on actions like website visits, form submissions, or email interactions.

Streamlined Marketing Operations

One major benefit of HubSpot workflows is streamlining repetitive marketing tasks. Marketers save valuable time by automating routine processes like lead scoring, list segmentation, and follow-up communications. This increased efficiency allows teams to focus on creating strategic campaigns, analyzing data, and optimizing marketing strategies for improved outcomes.

Improved Sales and Marketing Alignment

Workflows support the smooth collaboration between sales and marketing teams by automating lead handoff processes. They can automatically notify the sales team or enroll contacts into sales nurturing sequences based on criteria indicating a sales-ready lead. This alignment enhances the conversion of leads into customers and facilitates seamless transitions between marketing and sales efforts.

Data-Driven Decision Making

Workflows in HubSpot help gather valuable data on user interactions and engagement. Analyzing their performance gives insights into effective strategies, responsive segments, and areas for improvement.

Step-by-Step Guide for Creating HubSpot Workflows

Creating HubSpot Workflows

HubSpot's workflow tool is here to help marketers automate their processes, making them more efficient and allowing for personalized interactions with contacts. So, are you ready to go on this transformative journey? Don't worry; we've got you covered! Just follow these step-by-step instructions to create workflows tailored specifically to your business needs.

Step 1: Access Workflow Creation

Access HubSpot's workflow creation feature by navigating to Automation > Workflows within your HubSpot account.

Step 2: Create Workflow from Scratch

You have two options for creating a new workflow: starting from scratch or using a template. To begin a new workflow from scratch, click the "Create workflow" option in the upper right corner and select "From scratch."

Step 3: Select Workflow Object

Once you've started from scratch, select the appropriate object type (such as Contacts, Companies, Deals) from the left panel. This will determine which records can be included in the workflow.

Step 4: Choose Workflow Type

Here are the types of workflows available under the "Choose Type" section on the right panel:

1. Blank Workflow: This option allows you to start from scratch and build your own customized workflow. You can add triggers, actions, and delays that suit your needs.

 Triggered Actions

2. Scheduled Workflow (Operations Hub Pro & Enterprise): With this option, you can create recurring workflows that run at regular intervals, like daily, weekly, or monthly. You can then add triggers and actions to automate your tasks accordingly.

3. Specific Date or Contact Date Property (Contact-based workflows only): If you're working with contact-based workflows, this option allows you to set up actions triggered by specific dates or properties.

Step 5: Proceed and Save

Go ahead and click on "Next" to continue. After this, click the edit pencil icon to give your workflow a name and add a description. Finally, choose the "Save" option to save your changes.

Hubspot Sequences Vs. Workflows

Now that we have discussed the basics, let's look at the difference between HubSpot workflows vs sequences:


  • Focused on Email Cadences: In HubSpot, sequences are all about creating email cadences to nurture leads and engage contacts with personalized, automated emails. These sequences are designed to help you manage and optimize email communication.
  • Emphasis on Timing and Personalization: Sequences make it easy to schedule and time emails with precision. You can even add personalization tokens to include contact-specific information, making each communication more relevant and personalized.
  • Manual Enrollment and Customization: Normally, sales or marketing teams manually input contacts into sequences to allow them to personalize and adapt the sequence to suit each contact's unique responses.
  • Individual Contact Engagement: Sequences revolve around engaging with each contact individually. They lead them through a series of emails that are tailored to their behavior, interests, or stage in the sales funnel. This approach provides a more straightforward and personalized way of communicating.


  • Versatile Automation Tools: HubSpot workflows are powerful automation engines that extend beyond emails, offering a range of actions such as updating contact properties, enrolling in lists, triggering notifications, and changing lifecycle stages.
  • Top-Notch Audience Segmentation and Diverse Actions: Workflows are a powerful tool that enables you to segment contacts based on different criteria and take customized actions accordingly. They can nurture leads across multiple channels, update contact information, assign tasks to team members, and adapt to different customer journey stages.
  • Event-Based Automation: Workflows are set in motion when specific events or criteria occur. These can include form submissions, website visits, lead scoring thresholds, or any other criteria defined by the user. Workflows encompass many actions and automation, extending beyond just email interactions.
  • Continuous Processes: Workflows allow for continuous operation, automating tasks and nurturing contacts without manual intervention after setup. This comprehensive approach to automating marketing and sales processes addresses various touchpoints and actions within a single automation sequence.

HubSpot Automation Workflow Examples

Here are the HubSpot workflow examples for various business functions:

Marketing Workflows

  • Lead Nurturing Workflow: This workflow is activated when a contact downloads a particular eBook. It then sends a sequence of tailored emails that offer helpful content to the lead, ultimately helping them decide to purchase.
  • Event Promotion Workflow: This workflow is initiated when someone registers for an event. It sends confirmation emails, pre-event reminders, and post-event follow-ups to create a smooth and enjoyable experience for attendees.

Sales Workflows

  • Lead Qualification Workflow: The workflow automatically assigns lead scores based on actions and notifies sales representatives when a lead reaches a sales-ready score.
  • Follow-Up Workflow: After a sales demo or meeting, this workflow is triggered to send a series of follow-up emails to the sales team and the prospect. It ensures that no leads are missed.

Customer Service Workflows

  • Ticketing Workflow: This automated workflow efficiently categorizes and assigns support tickets according to the issue's nature, prioritizing them so the customer service team can respond promptly.
  • Feedback Collection Workflow: This workflow collects feedback through surveys or forms after a support interaction, helping the team evaluate customer satisfaction and enhance service quality.

Operations Workflows

  • Data Management Workflow: This workflow ensures consistency across the CRM by standardizing data inputs like contact properties or form submissions. It also automates data cleanup processes.
  • Task Assignment Workflow: In certain situations, like when a new contact reaches a certain stage, this workflow assigns tasks to team members to ensure they follow up or take specific actions quickly.

Creating Workflows Using Templates

Using HubSpot workflow templates can greatly simplify the process of creating workflows. You can align your objectives more efficiently by utilizing these pre-designed structures catering to different marketing and sales goals. If you want to make the most of templates for your workflow needs, just follow these steps.

  • Access Templates: Head over to the templates library and take a peek at the templates that align perfectly with your workflow goals.
  • Filter and Search Templates: Use the left sidebar to filter templates easily based on their function or objectives. Use the search bar in the top right for specific templates, entering keywords to find relevant options.
  • Preview: Take a look at the templates before deciding if they are the right fit for you. Look at factors like purpose, triggers, actions, and prerequisites.
  • Select Your Template: After finding a suitable template, incorporate it into the workflow editor by clicking "Use template."
  • Make Customizations: When the chosen template appears in the workflow editor, you will see placeholder actions. Feel free to edit, add, or remove actions as necessary to match your unique workflow needs.
  • Save Your Choices: Once you have made the necessary changes to the template according to your workflow, simply click "Save" to finalize and deploy the modified template for your workflow.

Virtual Assistance for Ultimate Workflow Creation

virtual assistant benefits

A virtual assistant is essential for businesses to streamline operations and handle tasks remotely. They are versatile assets that optimize workflows and ensure smooth functioning across various platforms. In the context of HubSpot, a skilled virtual assistant in marketing automation is crucial for creating, managing, and optimizing workflows.

  • Set up new workflows based on criteria: A virtual assistant can establish tailored workflows in HubSpot, ensuring they are aligned with specific criteria or triggers to automate actions.
  • Define triggers like form submissions: With their expertise, a virtual assistant can accurately define triggers, like form submissions or contact interactions, which activate the workflow.
  • Build stages using drag-and-drop: VAs can use HubSpot's intuitive interface to construct workflow stages seamlessly, organizing actions and sequences using a drag-and-drop approach for efficient arrangement.
  • Add actions for task automation: Virtual assistants can perform a range of tasks within workflows, including automating actions such as email sending, contact property updates, task assignments, and contact enrollment into specific sequences.
  • Include conditional logic for targeting: VAs can incorporate criteria or branches into workflows to deliver targeted and personalized engagements based on contact behavior or attributes by leveraging their knowledge of conditional logic.
  • Test workflows for proper functionality: Before deployment, a virtual assistant can extensively test workflows, ensuring their functionality and addressing any errors or optimizing sequences for seamless operation.
  • Activate workflows for live use: After being validated, the workflows can be activated for live use, guaranteeing automated processes' smooth and efficient functioning.
  • Monitor and analyze performance: With the help of a virtual assistant, you can analyze data, track engagement metrics, and get insights into the effectiveness of your workflows.
  • Optimize based on performance data: VAs can enhance workflows through informed adjustments, improved sequences, or the introduction of new actions, resulting in better outcomes.
  • Maintain documentation on workflows: A virtual assistant can keep detailed documentation of workflow structures, triggers, actions, and performance data for future reference or audits.
  • Generate reports for insights: They can create detailed reports on workflow performance, providing valuable insights that support strategic decision-making for marketing or sales initiatives.
  • Provide team training on workflows: A virtual assistant can share their expertise to train team members on effectively utilizing workflows to maximize HubSpot's automation capabilities for the entire team.
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Wishup: For Optimizing HubSpot Workflows in the Best Possible Ways

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To create a workflow in HubSpot, you can access the Automation tab and choose to start from scratch or use templates. Then, you define triggers and actions and customize the workflow to match your business goals. These workflows are crucial for automating tasks, nurturing leads, and improving marketing strategies throughout the customer journey.

If you're looking to optimize your HubSpot workflows, Wishup can help. Our platform connects you with experienced virtual assistants, making the workflow creation process faster and more cost-effective. By leveraging top talent, we streamline your operations and enhance efficiency. Contact us via a free consultation or email us at [email protected] to explore how Wishup can help! 

FAQs For HubSpot Workflows

What are the three types of workflows you can create in HubSpot?

HubSpot offers the flexibility to create three primary types of workflows: contact-based, company-based, and deal-based. These workflows are designed to cater to different types of records and their respective interactions within the CRM system.

How many workflows can I create in HubSpot?

HubSpot is incredibly flexible, allowing users to create various workflows tailored to their needs. The number of workflows you can create will depend on your subscription plan, with higher-tier plans granting you even more capacity to create and manage workflows.