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Hubspot Workflows: The Ultimate Guide to Optimize Business Operations

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22 min read

In recent years, the concept of "automation" has become increasingly dominant in the digital world, thanks to the integration of advanced software and the optimization of various productivity apps. By utilizing trigger criteria, filter types, and default functions, these apps can effectively manage notifications and streamline operations, ensuring a seamless workflow and achieving workflow goals.

As automation, particularly through the use of specific apps, continues to gain traction in the digital landscape, marketers are constantly seeking ways to enhance their processes and increase efficiency. One tool that has gained significant popularity is "workflows," which plays a crucial role in segmenting and engaging the target audience. So, what exactly is a workflow? Essentially, it is a branch of automation that strategically fulfills enrollment and re-enrollment criteria to benefit digital marketing strategies.

Workflows serve as a powerful tool for automating event-driven tasks within a business. By implementing workflows, tasks like email campaigns, internal processes, and out-of-office replies can be streamlined, saving valuable time and effort. For example, the use of email actions that respond to specific triggers in business operations greatly enhances productivity. Just imagine receiving prompt documentation feedback without any delay – this is precisely what efficient workflows achieve. For those seeking to streamline operations through automation, Operations Optimization: Your guide to Streamlining Business Operations offers comprehensive insights and strategies.

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What is a workflow?

A workflow is a collection of automated sequences that are activated by specific events or conditions. For instance, a workflow can be set up to automatically send a series of emails to a customer who has left their shopping cart abandoned on an eCommerce website. By automating this process, marketers can focus on other tasks, knowing that the workflow will take care of re-engaging potential customers.

Building a workflow, especially through an optimized app, can seem daunting at first, but with the right tools and a little bit of practice, it can be a straightforward process. Many automation platforms, such as Mailchimp or ActiveCampaign, offer pre-built templates that can be customized to fit the needs of a particular campaign. Alternatively, more advanced users may choose to create their own workflows from scratch using a visual workflow builder.

Building A Workflow

After creating a workflow and setting the appropriate trigger criteria, it can seamlessly run in the background, allowing marketers to focus on other important tasks. This default setting is particularly advantageous for repetitive or time-consuming tasks like sending regular newsletters or conducting market research. Once you grasp the simplicity behind workflows, you'll wonder how you ever managed without them.

When developing a successful marketing and sales strategy, it's crucial to consider the customer journey. Understanding the details of workflows not only streamlines contact record management but also aids in creating a smooth progression from lead to satisfied customer.

1. Main Pillar Strategy

To ensure that your contacts are effectively converted into customers, it is crucial to create a series of workflows and workflow actions that cover each stage of the customer lifecycle. From lead generation to maintaining an updated contact record, effective workflows dashboard management plays a vital role in business processes. The engagement, segmentation, and integration of these sequences are essential, highlighting the importance of using a proficient workflows tool.

This strategy can be implemented using workflow templates, with one workflow dedicated to each stage. Within each workflow, you can include specific actions to be completed, ensuring that your contacts are a good fit to advance into the next lifecycle stage. Additionally, managing the unenrollment percentage in each workflow and tracking the workflow history can provide a comprehensive view of your operations.

Several key elements should be considered when designing a workflow. These include timely email notifications to keep stakeholders informed, a well-structured subscription system to engage clients, and active link utilization to improve engagement and resource sharing.

When designing a workflow, it is important to determine the number of pieces of content to include. Workflow examples enriched with data from your workflow history can significantly enhance performance and engagement. Consider incorporating at least three pieces of content in each workflow to provide your audience with a variety of valuable information and resources without overwhelming them.

To qualify for a particular lifecycle stage, a contact should complete specific actions that align with your goals and plans. By creating buyer personas and understanding their needs and behaviors, you can determine the actions that will convince them to make a purchase. It is crucial to consider all possibilities and provide multiple options and strategies to cater to different customer journeys.

Creating workflows for your business involves harmoniously combining the lifecycle stage and the deal stage of your contacts. This coordination allows for automated marketing efforts and personalized sales interactions, maximizing the effectiveness of both. Utilizing SQL queries to filter contacts can further enhance the relevance of your marketing efforts to each member of your audience.

It is important to create automated processes that deliver fresh and relevant content to your contacts. This, combined with efficient customer service, is essential for maintaining interest and positively influencing the subscription count.

When creating a plan for each lifecycle stage, identify your target audience, create buyer personas, set clear goals, and determine the actions that will help you achieve those goals. Use data and analytics to track the success of your efforts and be open to experimentation and innovation.

The number of workflows needed depends on considering both the lifecycle stage and the deal stage of your contacts. This comprehensive approach ensures a well-rounded strategy that covers automated marketing efforts and personalized sales interactions.

Marketing workflows should aim to engage contacts with valuable content, while sales workflows allow for more detailed and specific processes that guide contacts through the sales pipeline. Adapt your processes as needed, and continue providing valuable information to contacts who don't convert immediately. Patience and persistence are key in sales and inbound marketing.

By analyzing your audience and understanding their needs, you can improve marketing and sales strategies incrementally. Regularly deliver valuable content through marketing emails to nurture leads and ensure that your communications remain relevant and non-intrusive.

Remember, relevant and informative content is crucial for audience engagement and interest. Utilize workflows to avoid appearing pushy or spammy. Dive deeper into enhancing your workflow's efficiency with Operations Optimization: Your guide to Streamlining Business Operations, a resource that provides practical, adaptable strategies.

How many pieces of content should we include per workflow?

Typically, I prefer to integrate a minimum of three content pieces into my workflow, as this greatly enhances the overall performance. By doing so, I am able to offer my audience a diverse range of information and resources, while ensuring that the workflow remains organized and manageable.

When selecting the specific content to incorporate, my main focus is on providing value to my audience. This includes offering them practical tips, valuable resources, and useful tools that can help them improve their businesses and achieve their goals. By adding this value, it becomes evident that the workflow is performing exceptionally well.

What kind of actions should a contact complete to qualify for a particular lifecycle stage?

When it comes to determining the actions necessary to qualify for a specific lifecycle stage, it's crucial to establish clear goals and devise a well-thought-out plan. Take into account the intricate details of the workflow and create personalized contact records. Recognize that each customer journey is unique, so it's essential to explore all possibilities and provide your employees with a range of options and strategies to cover as much ground as possible.

One way to approach this is to put yourself in the shoes of your buyer persona. Think about their interests and expectations, and what actions would finally convince them to make a purchase? By considering these questions and using them to guide your workflow templates, you can begin to create a plan for each lifecycle stage, enhancing the user experience.

The planning process should never be underestimated. It plays a crucial role in the success of your marketing efforts, so take the time to thoroughly explore your workflow examples and create a solid plan. This step can make a significant difference in achieving your goals and objectives.

To optimize your business, it's essential to create workflows that seamlessly integrate the lifecycle and deal stages of your contacts. This strategic approach allows for a seamless coordination of your marketing email campaigns and personalized sales interactions, resulting in enhanced effectiveness. By utilizing SQL queries, you can filter contacts to ensure maximum relevance of your marketing efforts to each individual in your audience.

Creating automated processes that deliver timely and personalized content is crucial for engaging your contacts. This level of support, combined with efficient customer service, plays a vital role in sustaining interest and positively impacting your subscription numbers.

Here are a few key things to keep in mind when creating a plan for each lifecycle stage:

  • Identify your target audience and create buyer personas to understand their needs and behaviors.
  • Set clear goals for each stage and determine the actions that will help you achieve them.
  • Use data and analytics to track the success of your efforts and make adjustments as needed.
  • Don't be afraid to experiment and try new things – not everything will work, but it's important to be open to innovation.

How many workflows do I need?

In order to develop effective workflows for your business, it is crucial to take into account both the lifecycle stage and the deal stage of your contacts. By considering these factors, you can create a comprehensive strategy that encompasses automated marketing efforts as well as personalized sales interactions. This approach ensures that you are engaging with your contacts in a well-rounded and impactful way, ultimately leading to increased success in your marketing and sales efforts.

2. Marketing Workflows

Marketing workflows are an essential component of any successful marketing strategy. They allow you to automate and streamline your marketing efforts, ensuring that your contacts are engaged with compelling and valuable content.

The key to developing effective marketing workflows is understanding your target audience and their needs. By creating buyer personas and conducting thorough research, you can gain valuable insights into what types of content will resonate with your contacts. This knowledge will enable you to create personalized workflows that deliver the right message to the right people at the right time.

When designing your marketing workflows, it's important to consider the different stages of the buyer's journey. Each stage requires a different approach and content strategy. For example, in the awareness stage, your goal may be to educate your contacts and build brand awareness. In this case, your marketing workflow could include informative blog posts, educational videos, and engaging social media updates.

As your contacts move through the consideration stage, your marketing workflows should focus on providing them with valuable content that helps them evaluate their options. This could include case studies, customer testimonials, and product comparison guides.

In the decision stage, your marketing workflows should aim to convert your contacts into customers. This could involve offering discounts or incentives, providing personalized product recommendations, and sending targeted marketing emails.

To ensure that your marketing workflows are effective, it's important to regularly review and analyze their performance. Use data and analytics to track the success of your workflows and make adjustments as needed. This will help you optimize your marketing efforts and drive better results for your business.

Marketing workflows are a powerful tool for engaging your contacts and driving conversions. By developing automated workflows that deliver compelling and valuable content, you can ensure that your marketing efforts are effective and impactful. Remember to always tailor your workflows to the specific needs and preferences of your target audience, and regularly review and analyze their performance to drive continuous improvement.

3. Sales Workflows

Sales workflows play a crucial role in driving the success of your business, particularly for your enthusiastic sales team. These workflows are designed to guide your contacts seamlessly through the sales pipeline, ensuring a smooth and personalized experience for both the sales representative and the prospect. With the help of the workflow editor, you can create detailed and specific processes that align with your business objectives and effectively nurture leads.

One of the key benefits of sales workflows is the ability to assign tasks to contact owners or sales staff within your Salesforce system. This fosters genuine conversations and interactions between the sales representative and the prospect, allowing for a more personalized and tailored approach. By utilizing suppression filters, you can ensure that your communications remain relevant and respectful, building trust in your brand and establishing a strong foundation for a successful sales process.

Sales workflows offer a strategic and systematic approach to managing your sales pipeline. By defining clear steps and actions within each workflow, you can ensure that your sales team follows a consistent and effective process. This not only leads to improved efficiency and productivity but also enhances the overall customer experience.

The workflow editor provides you with the flexibility to customize your sales workflows to meet the unique needs of your business. You can incorporate various elements such as enrollment triggers and targeted marketing emails to make your efforts more efficient and beneficial. By leveraging your knowledge of SQL and suppression filters, you can tailor your content and communications to specific segments of your audience, increasing the relevance and impact of your sales efforts.

In addition to creating effective workflows, it's important to continuously evaluate and optimize your sales processes. Regularly reviewing the performance of your workflows and analyzing data and analytics will help you identify areas for improvement and make necessary adjustments. This proactive approach ensures that your sales workflows remain effective and aligned with your business goals.

Sales workflows are a powerful tool for driving conversions and building strong relationships with your prospects. By leveraging the capabilities of the workflow editor and incorporating strategies such as suppression filters and targeted marketing emails, you can create a personalized and impactful sales process. Remember, the key to success lies in fostering genuine conversations, providing relevant and valuable content, and continuously optimizing your workflows to meet the changing needs of your audience.

Pro Tip:

While workflow automation tools are undoubtedly valuable, it's important to acknowledge that they may not cater to every possible scenario or thought pattern. It's perfectly alright to adapt your process as needed and recognize that a specific workflow may not be applicable to every prospect. Take advantage of the video lessons provided by Salesforce to troubleshoot any challenges or refine your use of features like SQL and customer service automation tools. These resources can help you fine-tune your approach and optimize your workflow for maximum effectiveness.

What if a contact doesn’t convert at all?

Not every contact will immediately convert, and that's perfectly alright. Marketing and sales strategies, especially when utilizing platforms like Salesforce, don't always have a one-size-fits-all solution. It's important to experiment with different approaches and test multiple options to determine what works best for your specific audience. Consider taking certification courses from reputable academies to gain additional insights on optimizing your suppression and filter systems, maximizing the impact of your marketing emails.

By conducting a thorough analysis of your target audience, you can gain valuable insights into their needs and preferences. This understanding will allow you to make incremental improvements to your marketing and sales strategies within your system. Additionally, having knowledge of effective customer service strategies can greatly contribute to the overall success of your efforts.

If a potential client doesn't immediately convert, it's important to maintain a consistent flow of valuable information. This ongoing engagement, combined with regular marketing emails, can help to keep them in your pipeline and potentially lead to their conversion at a later date.

The key lies in creating customized content that aligns with your audience's readiness, subtly assuring them that you'll be available whenever they're ready to engage – whether through a direct sales call or a thoughtfully crafted marketing email.

Patience and persistence are crucial in sales and inbound marketing. Not everyone will be prepared to make a purchase or commit to your business right away. However, just because someone isn't ready doesn't mean you can't nurture them using the knowledge gained from various Salesforce certification courses, which often cover topics like SQL and customer service.

Consistently delivering valuable content through the Salesforce system and marketing emails can effectively nurture these leads.

Relevant, informative, and genuinely useful content is the foundation of audience engagement and interest. Many Salesforce academy certification courses place significant emphasis on this aspect, as well as the importance of understanding and managing email suppression lists effectively.

By leveraging workflows, you can avoid coming across as pushy or spammy. Instead, you're simply letting your audience know that you're available and ready whenever they are.

4. Later Opportunities Workflow

A key strategy for optimizing your workflow is to carefully plan your content in advance, guaranteeing a consistent stream of valuable information over an extended period. During this planning stage, it's important to leverage your expertise in SQL and suppression filters to customize your content and marketing emails effectively.

By strategically planning your content in advance, you have the opportunity to guarantee that it is of high quality and perfectly aligned with your goals and objectives. Incorporating elements such as enrollment triggers and targeted marketing emails can significantly enhance the efficiency and effectiveness of your efforts. This is especially valuable for marketing professionals who work in companies that handle a large volume of client data and interactions, such as service hub professionals. These individuals possess the expertise to analyze and interpret vast amounts of data, transforming it into valuable strategies that align with the values of the company.

These tools are like hidden gems, with the power to revolutionize your marketing campaigns and optimize your database. As a seasoned marketing hub professional, mastering the intricacies of workflow types, enrollment nuances, and settings can significantly reduce costs and boost productivity. These factors are pivotal in ensuring successful enrollments and maximizing the overall performance of your campaigns.

The description of how to wield these tools effectively is as follows:

  • Newsletters
  • Blog posts
  • Social media updates

Over time, implementing the appropriate workflow settings, utilizing the optimal workflow type, and skillfully managing enrollments will yield substantial enhancements in campaign performance and outcomes for your business. These actions have the potential to decrease expenses and greatly enhance efficiency in organizations of all sizes.

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5. Qualifier Workflows

Here's a powerful strategy to boost your campaign performance and enhance your database segmentation. Follow these steps to get started:

Begin by collaborating with your marketing and sales teams to gain insight into the various lifecycle stages that apply to your company. These stages may differ depending on your business, so it's crucial to have a clear understanding of what qualifies a contact as a sales qualified lead or an opportunity.

Next, connect these concepts to specific actions that your contacts take within your content, website, or overall activity. This will enable you to identify where a contact stands in their lifecycle stage and determine the most effective way to engage with them.

Now, set up workflows to automatically enroll contacts based on the criteria you've established for each lifecycle stage. Keep it simple and let the workflow software handle the heavy lifting. This will not only help you qualify your contacts but also keep your database organized and segmented.

In the long run, these straightforward workflows will significantly improve your campaign performance and deliver better results for your business.

6. Form Submission Workflows

As a busy marketer, you understand the importance of staying on top of every email, meeting, and ticket that arises from your marketing efforts. Regular video lessons can be a game-changer when it comes to troubleshooting common issues and keeping your Salesforce system running smoothly. However, it can be overwhelming to manually handle enrollment triggers and track every form submission on your website.

That's where automation comes in! In the role of a service hub professional, a well-trained expert with the right certification can leverage their skills to maximize the benefits of automation in managing client requests.

One effective way to automate your workflow is by setting up automated emails based on submission forms using a community CRM. For instance, when someone fills out a form on your website to request information (which can serve as an enrollment trigger), you can send them a thank you email that includes a realistic timeframe for when they can expect a response from you.

Not only does this simplify your life as a marketing hub professional, but it also demonstrates to your prospects that you genuinely care about their requests and tickets. It shows that you are willing to invest in training and expertise to assist them. This nurturing process is crucial as it can ultimately lead to converting prospects into paying customers.

7. Holiday Workflows

The holiday season can be a chaotic time for businesses, with customer expectations, ticket management, and communication all requiring careful attention. This is where the power of workflows, proper settings, and the versatility of a community CRM can make a real difference.

If your office is closing for the holidays, there's no need to worry! With the right workflow settings, training experience, and enrollment triggers, you can ensure that your emails reach the appropriate inboxes at the perfect time. This optimized flow will keep the conversation going with your customers, even during holiday breaks, showcasing the efficiency of a service hub professional's approach.

By incorporating workflows into your business operations, you can guarantee a smooth holiday period. Your tickets will be managed effectively, costs will be reduced, and your customers will always be informed and well taken care of. This is all thanks to the expertise of your team and the capabilities of the community CRM.

6. Email Campaign Workflows

Email campaigns have often been labeled as outdated, but the truth is, they are more popular and effective than ever before. In fact, according to Statista, a staggering 319.6 billion marketing emails were sent and received daily worldwide in 2021. With such a massive number, it becomes imperative to possess certification level expertise in crafting compelling email strategies that truly stand out and engage the recipients.

Here are a few tips to run effective email campaigns:

  • Create top-notch content: Your content should be well-written, engaging, and relevant to your audience. Don't be afraid to experiment with different formats, such as videos, infographics, and interactive elements.
  • Select your audience carefully: Segment your list into different groups based on factors like age, location, and interests. This will help you tailor your content to the specific needs of each group and improve the chances of them engaging with your emails.
  • Set up workflows: Workflows allow you to automate certain tasks, such as sending follow-up emails or sending personalized messages to different segments of your audience.
  • Use delays wisely: Plan out your email schedule in advance and include strategic delays between each message. This will help you avoid bombarding your audience and give them time to engage with each email.

Email campaigns may sometimes be perceived as old-fashioned, but they still hold great value in your marketing toolkit. In 2021, a staggering 319.6 billion emails were sent and received daily worldwide, as reported by Statista.

With such fierce competition, it's easy to feel discouraged. However, don't let that deter you. With the right strategy, supported by your expertise and certification, you can create an email campaign that truly stands out and delivers outstanding results.


Workflows are an invaluable tool for businesses looking to streamline their operations and increase efficiency. By automating processes, both internally and externally, workflows can save time and resources, allowing employees to focus on more important tasks. However, it's crucial to understand that workflows are not a one-size-fits-all solution. Each company has its unique needs and requirements, which means that experimentation and trial-and-error are necessary to find the best approach.

When implementing workflows, it's essential to consider the specific goals and objectives of your organization. Take the time to assess which areas of your business can benefit from automation and create workflows that address those needs. Whether it's automating email campaigns, managing form submissions, or qualifying leads, workflows can be customized to suit your company's requirements.

It's important to regularly evaluate and refine your workflows. As your business evolves and changes, so too should your workflows. By regularly reviewing and optimizing your processes, you can ensure that they continue to meet your company's needs and drive success.

Ultimately, workflows are a powerful tool that can revolutionize how your business operates. They can help you save time, improve efficiency, and enhance productivity. However, it's crucial to approach workflows with an open mind, understanding that finding the best approach for your company may require some trial and error. With patience and perseverance, you can unlock the full potential of workflows and propel your business towards success.

Elevate your automation approach by exploring Operations Optimization: Your guide to Streamlining Business Operations, and lead your team to new heights of success.

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