How to set up HubSpot automation workflows
Quick Answer: To set up HubSpot workflows, navigate to Automation > Workflows in HubSpot, choose a workflow type (contact, company, deal, or ticket-based), define enrollment triggers, add actions (send email, update property, create task), and activate. Operations Hub Professional ($800/month) adds custom-coded JavaScript actions.
How to Set Up HubSpot Automation Workflows
HubSpot workflows automate marketing, sales, and service processes using a visual workflow builder.
Step-by-Step Setup
Step 1: Navigate to Workflows
In HubSpot, go to Automation > Workflows. Click "Create workflow" and select the object type:
- Contact-based: Trigger on contact properties and behavior
- Company-based: Trigger on company properties
- Deal-based: Trigger on deal stage changes and properties
- Ticket-based: Trigger on support ticket events
Step 2: Set Enrollment Triggers
Define which records enter the workflow:
- Filter by property value (e.g., lifecycle stage = "Lead")
- Trigger on form submission, page view, or email interaction
- Use date-based triggers (e.g., "deal close date is within 7 days")
- Combine multiple criteria with AND/OR logic
Step 3: Add Workflow Actions
Add actions in sequence:
- Send email: Choose a template or create inline
- Update property: Change lifecycle stage, lead score, or custom fields
- Create task: Assign a follow-up task to the record owner
- Internal notification: Email or Slack alert to team members
- Delay: Wait a specified time before the next action
- If/then branch: Route contacts down different paths based on conditions
Step 4: Test Before Activation
- Use the "Test" tab to preview which contacts would enroll
- Review the action sequence for logic errors
- Check email templates in the preview pane
- Verify branch conditions with sample contacts
Step 5: Activate and Monitor
Click "Turn on" to activate. Monitor performance in the workflow dashboard:
- Enrollment count and rate
- Completion rate per action
- Error and unenrollment tracking
Common Workflow Examples
| Workflow | Object | Actions | Outcome |
|---|---|---|---|
| Lead nurturing | Contact | 5-email drip + lead score update | Move to MQL |
| Deal follow-up | Deal | Task creation + email after 3 days | Prevent stale deals |
| Ticket escalation | Ticket | Reassign if no response in 4 hrs | SLA compliance |
| Onboarding | Contact | Welcome sequence + property updates | Automated onboarding |
Editor's Note: We built a lead nurturing workflow for a B2B SaaS company with 8,000 contacts. The 5-email sequence with if/then branching based on email engagement took 4 hours to build and test. Within 90 days, MQL conversion rate improved from 12% to 19%. The workflow replaced 15 hours/week of manual email follow-up by the sales development team.