What is HubSpot Workflows? How to use it for Lead Nurturing?

If you are a regular reader of our Blog, I am sure you must know what is HubSpot and I don’t think I need to explain to you again. If not, below is a brief Introduction about HubSpot, and you can read my detailed guide on What is HubSpot and How to use it effectively.

HubSpot is a marketing, service, and sales automation tool used by various business promoters to attract potential customers, convert them into leads and build a good relationship with them to enhance the business productivity.

By using the robust feature of HubSpot, you can improve your old marketing tactics and can remain unbiased. This- all-in-one marketing tool provides emails, blogging, landing pages, social media, marketing automation, SEO, and web analytics.


Source: HubSpot

We all aim to automate our business processes to manage our time and efforts. By looking at the desires of the marketers, HubSpot provides an automation tool to robotize your business activities like sending emails, storing contact records, live chat bots etc. and makes the day-to-day work more easily.

Now, you might be curious to know about HubSpot Workflows in details. Read below.

What is HubSpot Workflows?

We all want to increase the number of clicks and opens for nurturing more contacts and better our business success by putting less efforts. Right? You might wish the same.

Here is the answer “HubSpot Workflows”. With the help of this amazing tool, we can structure our work process accurately. Basically it provides the ability to execute marketing actions automatically in less time.

Moreover, you can implement the whole process and execute it in a structured way to scale our business growth efficiently. You don’t need to spend extra time while performing repetitive tasks as all the actions will be done itself.

Therefore, by using workflows, you can easily customize, visualize and personalize your contacts to convert them into leads by performing the business activities automatically. .

Different Types of Workflows

To make you more clear with the term Workflows, now let’s discuss various types of workflows which you can create to complete multiple tasks by determining your needs.

HubSpot provides 5 different types of Workflows which are commonly used by the organizations to automate their business process.

  • Contact-based Workflows

  • Company based Workflows

  • Deal based Workflows

  • Ticket based Workflows

  • Quote based Workflows


You can utilize each workflow type according to your requirements by taking in-depth knowledge of each to achieve your business needs.

Always to remember to understand your goals before creating the workflow. You can refer to my previous Blog in which I have discussed the steps to create workflows in HubSpot automation tool. By following these steps, you can easily start a HubSpot sequence with a workflow.

What is Lead Nurturing

Wait for a moment and think- What is the primary aim of the marketers?

As per my knowledge and experience, marketers aim to enhance their RIO and revenue by building their reputation and converting the visitors into leads. Therefore, it is essential for you to understand the concept of lead nurturing deeply.


Source: HubSpot

Lead nurturing is basically the process which will help you to develop a good relationship with the customers by evaluating each stage of the buyer’s journey. Furthermore, it helps you to engage the contacts via touches by providing the information and answers they need.

Hope, you get the basic idea about the term lead nurturing. Now, let’s see how can nurture more contacts by using the workflow tool of HubSpot.  But, before, knowing it's processed, let’s discuss why to prefer workflows for lead nurturing.

Why Workflows are Important for Lead Nurturing

If you are a regular reader of my blogs, then you might have observed that how vital it is to focus on lead nurturing in the inbound recruitment playbook: Methodology to recruit best candidates in less time.

Do you know that the organizations those who are relying on lead nurturing processes have observed 50% more sales at 30% low cost.


To achieve the goals, I also used workflows for lead nurturing by sending automatic emails of blog post which has been designed to aware visitors about career prospects. Not just emails, I am also able to automate endless properties for effective lead nurturing.

Take a rundown of the benefits, which we have seen while creating automatic workflows in HubSpot.

1- Send the updated content automatically

By creating workflows, information related to all the updated content will be sent to all the customers whose data is stored in the database. If you create the workflow, you need not search for the visitors.

Whenever, any type of editing or updation is done in the content, it automatically notifies your potential customers. Thus, you need not go back and forth to complete your processes individually.

2- Helps to nurture relevant leads

By creating workflows, we can nurture the leads which are relevant to us and are interested in availing our services. You can also build a positive impact to nurture more leads by sending relevant content to the respective lead.

3- Major Time Saver

Everyone aims to complete the task as early as possible. HubSpot workflows will be a major time saver for you and your other team members.

By using it, our team does not have to remember each task manually because all the remembering will be done by the workflow. Therefore, there are no chances to forget any task. Moreover, all your leads will be engaged automatically without spending extra time.

4- Streamline the marketing processes

Once the workflow is created, you don’t have to evaluate the clicks and business processes individually. Till now, you might be finding ways to streamline your process.

Now, you don’t have to search more, because HubSpot provides workflow feature which helps to streamline the business processes and nurture valuable leads.

WANNA! Avail such benefits to nurture valuable leads in less time? For this, you have to learn about its effective usage.

How to Effectively use HubSpot Workflows for Lead Nurturing

It is essential for you to know how to use HubSpot Workflows easily for lead nurturing without facing any major challenge.

Now let’s dive into the top-notched steps to effectively use the tool.

Step-1: Identify the objective of your lead nurturing campaign

The main foundation of every business is its objective and purpose. Their main focus is to achieve its target by fulfilling the desires of their audience. Therefore, it is the most crucial step while creating workflows.

There are two different types of objectives which will help you to nurture more leads and better the success such as qualitative and quantitative. Quantitative goals will help you to measure the business productivity numerically, and qualitative goals will help you to evaluate the bigger picture of your lead nurturing campaign.

Moreover, you can easily maintain and organize lead actions for team collaboration. To achieve such goals, you should first identify your every goal to nurture potential leads.

Step-2: Recognize the audience you want to nurture

This step is also essential because you should know the audience for which you want to create a lead nurturing campaign. To reach your target, you can develop your buyer personas.

Are you aware of the term buyer persona? It is basically the semi fictional representation of your ideal customers.

As it’s said every customer is not your lead so it is essential for you to identify your potential customers. Buyer persona will help you to filter the potential customers who are aligned with your requirements. Once, you are able to recognize the interested audience, then you can easily nurture those leads by delivering desired services in less time.

Step-3: Have deep knowledge about each stage of your Buyer’s Journey

If you want to nurture your target audience, then it is important for you to evaluate each stage of your buyer’s journey.

Do you know the three stages of the buyer’s journey?

Yes!, its Awareness stage, Consideration stage and Decision stage.


Source: HubSpot

Awareness stage

This is the stage at which people become aware of their problems. To resolve their issues, potential buyer’s will try to understand their difficulties and provide possible solutions to engage the visitors.

To aware the visitors, you can provide good quality content on your websites. If you are successful in attracting the visitors towards your content, then it can be said that you have completed the first stage of buyer’s journey which is Awareness stage. It will further help you to elevate your website traffic and business productivity.

Consideration Stage

This is the stage in which people, people find the solution for their problems. Such as for the consideration phase, we have added quiz and test to focus on nurturing prospects. Once, the visitors goes through these steps, then it can be said that they are now our leads and we need to engage them.

For engaging audiences, you have to send relevant content or assets. If you want similar services for lead nurturing, you can contact us and get the best output.

Decision Stage

At this stage, people are ready to purchase by finding the best solution to their problems. The main focus at this stage is to nurture sales qualified leads and your past customers by improving your brand image into the customer's mind.

To take the customer’s at the last stage, you need to qualify your leads by providing the targeted solutions to them.

Step-4: Create and promote the content for each stage of the journey

Till now, you might get a deep understanding of three different stages of the buyer’s journey. Now, it is essential for you to create the content for each stage of the buyer’s journey.

As we have also gone through all these process. So here, I am giving an example of different ways through which you can attract, engage and delight the visitors and nurture more leads in better way.

  • For the awareness stage, you can create videos, publish blog posts, create social posts, infographics, etc. to attract the visitors towards your website.
  • To address the content for consideration stage, you can create your brand’s email newsletter, use inbound marketing to promote an event, write an ebook, add newspaper to your website, add case studies, showcase, and host webinars.
  • The decision stage is just like guiding potential customers at the finish line. To create and promote the content for the decision stage, you can create product/service demo, well-positioned pricing page, and offers a free trial which will help you to empower the customers and reach them to the decision stage.

Step-5: Set Up campaign using Workflows

In this step, you need to determine the actions of HubSpot Workflows trigger sequences to start the lead nurturing automation.

image3-11Source: Hubspot

To make sure that you engage with your target audience at each stage of the buyer’s journey, you need to build appropriate workflows.

You should take care of each type of workflow to build optimized lead nurturing workflow. By using the HubSpot tool, you can easily create the list forms, create email templates and save them for automation.

Furthermore, you can also add delays to send messages, update contact properties for engagement, skip emails by evaluating the contact’s behavior. To know more about the steps of HubSpot workflows, refer to my previous blog.

Step-6: Test and update your workflow for lead nurturing to optimize the success

It is essential to optimize lead nurturing workflow strategy because the primary aim of most of the organization is to convert much of the target audience into potential customers.

WANNA! Optimize the success; you need to test and adjust your lead nurturing workflow strategy. For this, you need to know:

  • The right time and the right stage at which you should target your audience to convert them into customers.
  • Different workflows and strategies to build a lead nurturing campaign successfully.
  • Best Content, promotion ways, outreach, and assets to attract, engage and delight more visitors.

By enrolling a test contact, you can quickly evaluate your logic performs and send the emails to the targeted leads automatically.

Hopefully! All these steps will help you to nurture leads and enhance your business productivity effectively.

Real Time Example of Lead Nurturing using HubSpot Workflows

I know it’s challenging to understand the whole concept theoretically for a new marketer.

To clear your doubts, let me share a real-time example of lead nurturing workflow which I have implemented to nurture the contacts stored in the database within the organization.


When visitors evaluate our site and if they click on our CTA’s or visiting our landing pages or fill any form of our site, then, all their information automatically stores into the database.

To notify the customers and convert them into leads, we have set the criteria to send automatic emails to all the contacts whose information stored in the database.

By sending automatic emails, we can nurture leads and convert those leads into potential customers in less time.

Isn’t it interesting! You don’t have to put extra efforts to perform the same task again and again.

Now, you might be thinking to implement the same to nurture more leads within your organization. Am I right?


Feel free to contact us and avail the recruitment plan by reading Inbound Recruitment PlayBook: Methodology to Recruit Best Candidate

In a Crux

I think that this article will definitely help you to nurture leads and boost your business revenue by making an optimized workflow.

By automating all the processes including emails, you can engage more customers and build a good relationship with them.

Do you want to open more opportunities for your organization by nurturing the leads and automating the processes?

Hubspot Workflows will be the best solution. Feel free to consult with our expert team and avail the other beneficial services offered by Webdew.

Danish Wadhwa

Danish Wadhwa is a strategic thinker and an IT Pro, with more than 6 years of expertise in the digital marketing industry. He is more than a results-driven individual, who is well-versed in providing high-end technical support, optimizing sales and automating tools to stimulate productivity for businesses.

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