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CRM & Automation


One of the key things we get asked by our clients is how to unlock the benefits of marketing automation in their business and we want to share our first best workflows to get you off the ground.

Automating your marketing actions frees up your teams time allowing them to focus on being able to deliver content at the right time in the right moment to your prospects.

To help you get started with alleviating those mundane tasks, we’ve put together our top 9 HubSpot Workflow Examples that’ll support your B2B inbound marketing.


Our 9 key picks for HubSpot workflows

Lifecycle stages
Lead assignments
Internal notifications
Welcome emails
Event promotion emails
Lead nurturing emails
Lead scoring
Deal stage automation
Format data

New to HubSpot or need extra support?

Contact us today and find out how we can help businesses like yours master the HubSpot CRM Suite with customised B2B HubSpot onboarding and setup.


But before we begin, what are HubSpot workflows?

Workflows are activated when a user triggers an automated action by entering information like a person’s contact details.

In the HubSpot platform, we set up workflows to automate internal processes saving time and aligning marketing and sales, which all enables improved lead nurturing.


These signals move prospects down the funnel and using internal notifications and lead scoring, generate even more qualified leads.


1. Lifecycle stages

HubSpot lifecycle stages can explain any moment a contacts journey begins. From initial engagement to that moment of purchase and indeed repurchase.

We relate it to the Buyers Journey - Are they a subscriber? Marketing Qualified Lead (MQL)? Sales Qualified Lead (SQL)? Are they an opportunity, existing customer, or are any of these applicable?

If you are using HubSpot as your marketing automation platform or CRM, the lifecycle stage is central as it is built into reporting and capabilities. The HubSpot implementation is hard-coded and, for some stages, automatically applied.

So it is important to think of terminology and configuration in the early solution phase to keep things simple and elegant.

Setting up HubSpot workflows for lifecycles automatically updates your contact’s position and lets you determine where a contact or company is on the buyer's journey.


Pro Tip #1: Some of HubSpot’s automation and reporting are built-in and you cannot change, add or remove the values in the lifecycle.

Pro Tip #2: You can set up an “other” stage for irrelevant contacts so as to exclude them from being qualified as a lead and thus affecting your data.

2. Lead assignment 

On attaining a contact's details, the ideal next step is to automatically assign the lead to the most relevant team member – this may be by location or experience. HubSpot Workflows can handle this for you ensuring you improve quality and responsiveness.


3. Internal notifications

We all know how quickly time flies by and we are often re-prioritising our lists, but a great feature in HubSpot is that prompts can be automated. It means we ensure opportunities or changes and closing of deals don’t get missed.

Internal notification choices include email, text or in the HubSpot app if a follow-up is required.


Pro Tip: HubSpot workflows are available with integration to Slack.  Your team can receive messages in real-time from HubSpot via Slack by default.


4. Welcome emails

We’ve become so accustomed to receiving that branded, helpful, welcome email from that first contact. That moment a prospect provides their contact details is a crucial awareness to consideration stage and you want to connect straight away. HubSpot lets you automate welcome emails to new contacts.

Pro Tip: You can personalise the rules for time, channel and content making it seamless.

Branue Inbound Marketing Infographic
  •  5. Event promotion emails

If you're hosting an event (webinars, etc) it’s interesting to note that 54% of attendees sign-up eight days before a webinar launches. What does this mean for a workflow? We can set the trigger to send the webinar event invite at the optimal time and of course, filter out anyone who has already signed up for the event.


6. Lead nurturing emails

It can take 5-8 marketing nudges for a Prospect to convert 79% of all marketing leads never convert to sales. That’s why it's so important to send relevant regular communications and we can get this set up to run automatically.


7. Lead scoring


lead scoring strategy helps you identify if a lead fits your ideal buyer profile, or where they are in the buyer's journey. This is usually based on a combination of behaviours, your ideal customer profile and firmographic data


If a specific contact or company is highly valuable, you can set up a workflow to notify you. HubSpot workflows can be used to categorise these contacts into priority tiers, helping internal teams to know how much attention to pay to them.


8. Deal stage automation

If you reach a deal agreed in principle with a prospect, a HubSpot workflow can be set up to automate the deal stage and assign a task to the correct person. When it's completed, the deal can move to the next stage.

This is a powerful tool when you're working in a large-scale sales team and ensures that someone always follows up on opportunities. This is beneficial for operational processes in your business, as it generates tasks automatically and increases efficiency. 


9. Format data

HubSpot has a wide range of functionalities and innovative marketers are always looking for new, more relevant ways to nurture their contacts, but it can’t do everything.

You can standardise your contact's names and automatically set it to capitalise the first letter of the name & surname or phone numbers improving data hygiene and enriching the operational side of your business, enabling a standardised set of data.



However, these are just a few examples of how HubSpot workflows can help your business.

HubSpot has many workflow templates that are easy to set up.  


Workflows enable better marketing automation

Marketing automation drives velocity and effectiveness through the management of multiple channels, internal teams and aligning to Customers across the buyer's journey.


HubSpot’s workflows tool is automation beyond email, so you can scale your growth and spend less time on repetitive tasks.


Let our experts help you craft your marketing communications, promotions or prompts to your contacts and internal teams with workflows infused with insight, triggering the right emails at the right time. 



Frequently Asked Questions

What is MarTech?

Marketing technology, also known as MarTech, describes a range of software and tools that assist in achieving marketing goals or objectives. When a marketing team utilises a number of marketing technologies, this is known as their marketing technology stack.

Why would I need an assessment?

A MarTech stack is only effective when it makes life easier for your marketing and sales teams to achieve their business goals, but if the platforms are not connected to each other or even used to their fullest, you will never work in the most efficient way possible. Branue will analyse your activity, your current stack (if you have one), fill any gaps and ensure full training is provided.

How do I know which CRM platform is right for me?

There are hundreds of providers of CRM platforms. But really what it comes down to is budget, integration and futureproofing. Branue looks at your current business goals and establishes your future goals to choose the right platform for you.

What is the difference between CRM and CDP?

While both CRMs and CDPs collect customer data, the main difference between them is that CRMs organise and manage customer-facing interactions with your team, while CDPs collect data on customer behaviour with your product or service.

Why do I need CDP?

A CDP can manage fragmented data across multiple touchpoints, provide the capability to track customer behaviour across all channels and make intelligent recommendations based on customer-journey triggers. It identifies the highest-value prospects most likely to complete a purchase using predictive analytics.

What is Lead Nurturing?

It is the process of pointing prospects in the right direction and developing a relationship with them, answering their questions and helping them with the buying process. Nobody comes to your website ready to buy, more often than not, potential customers will need to be provided with further information before the actual sale.

How do you create a content strategy?

You need to establish and define your goals, target audience and content channels before setting clear and achievable KPIs (so you know what success looks like). You then assess your current position by reviewing all of your content ‘assets’ to decide whether you can repurpose or whether you need to create new content. This will enable you to discover where you have content gaps. You can then create a content calendar that will plan out your campaign.

What is Marketing Automation?

Marketing Automation is a powerful marketing and sales tool that automates many otherwise manually performed tasks such as sending out email campaigns, following up, lead generation, and lead nurturing campaigns. Marketing automation helps you move prospects through the sales funnel with minimal time and resources spent, at a maximum efficiency rate.

How do I know which Marketing Automation platform is right for me?

As with our CRM assessment, we analyse what would work for your business and the desired outcomes. There are a lot of platforms out there to choose from, but we only pick the best for you.

What is a chatbot?

There are a few types of chatbot available right now and it would depend on what your budget is and what you wanted to achieve as to which you would implement. There are simple ones that work as FAQs where your customers can filter through questions to find what they are looking for. There are also versions that work as per the previous example, but then lead your customer to someone in your customer services team in a seamless manner. Some can also work as pop-ups on a site, prompting your customers to make contact if they have been on your page for a certain amount of time. And finally, there is the complete self-service option to booking an appointment with your customer service team.

If I use a chatbot, will I need people anymore?

Branue are firm believers that technology only works at its best when it works alongside people. It's there to make processes easier and chatbots can be a great way for customers to do the simplest of tasks themselves (without them realising it) or to quickly connect with a company or brand when they need it. To us, it is about Augmented Reality, not AI.

Why is trust so important?

Trust has never been more important for companies to develop and maintain. It affects every aspect of a customer’s relationship with a brand and can ultimately result in the success or failure of an organisation.

Give me three reasons why trust is so important and therefore worth investing in developing.

Branue will do better than that. We'll give you six reasons. Trusted companies have greater license to operate, trusted companies have better relationships with consumers, trusted firms have trusted employee relationships, trusted companies are more likely to receive institutional investment and investor opportunities, trusted companies are more likely to out-perform the stock market, and finally, trusted companies are much more resilient in the face of a crisis or risk.

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