This document provides an overview of workflows and recipes in HubSpot. It describes the different types of workflows (standard, fixed date, property-based), starting conditions that trigger workflows, and action types that can be included in workflows. It also shows examples of different nurturing, sales notification, and lead scoring recipes that demonstrate how to structure workflows to automate common lead generation and qualification processes.

1. HubSpot Workflows &
Recipe Exchange
Thursday, January 29, 2015

2. Agenda
● Intro
● Workflow Types & Starting Conditions
● Goal List & Actions
● Workflow Example
● Recipes
● Recipe Exchange

3. WORKFLOW TYPES &
STARTING CONDITIONS

4. 3 Types of Workflows
HubSpot has three
types of workflows:
standard, fixed date
and property-based.

5. Starting Condition
Once created, each workflow will display starting
condition options under the heading “When activated, this
workflow will enroll..”. Starting conditions include contacts
who:
● Manually
● Join the list
● Submit the form
● Visited the page
● Completed the event
(Enterprise only)
● Set the Property

6. Starting Condition
The join the list starting condition enrolls contacts
in a workflow when they join a particular smart list
that you select from your available smart lists. Only
smart lists will appear as options for this starting
condition.
Joining a list1

7. Starting Condition
The submit the form starting condition enrolls
contacts in a workflow when they fill out a specified
form. This starting condition allows you to choose
from all of your HubSpot forms.
Submit a form2

8. Starting Condition
The visited the page starting condition enrolls
contacts in a workflow when they have visited a
specified page on your website. You can use the full
url option to enroll contacts only if they view a
specific page of your site, or you can use the partial
url option.
Visited a page3

9. Starting Condition
The completed the event starting condition enrolls
contacts in a workflow when they completed the
event you have setup in the Events tool.
Completed the event (Enterprise only)4

10. Starting Condition
The set the property trigger enrolls contacts in a
workflow every time the value of a contact property
changes (to any value) or when the value of that
property is set to a specific value.
Set the property5

11. Starting Condition
The manually starting condition allows you to enroll
any list or individual contact in the workflow when it is
active (without specifying specific criteria).
Manually6

12. GOAL LIST
& ACTIONS

13. Goal List
Using a goal list is important as it gives your workflow
and actions focus, and it also allows you track how
successful your workflow was in getting contacts to that
goal.

14. Actions
Setting the timing of actions
In standard workflows, when a delay is added, that delay is relative to
the previous action. When an action executes, the next action is
scheduled.
In a fixed date or property-based workflow, any delays are relative to
the selected fixed date or the date property value set on the contact's

15. Actions
Types of Actions
Actions are organized by type, which include
● Delay(1),
● If/then branch(2),
● Lead nurturing(3), and
● Administrative(4)

16. Branching Logic
Select If/then branch
The If/then branch action allows you to have your
contacts follow one path or another based on them
meeting or failing to meet criteria you set in your workflow.

17. Branching Logic
Add filter criteria
Filter criteria includes filtering by the following options:
● form submission
● page view
● email
● contact property
● event (enterprise only)
● list membership

18. Branching Logic
Adding multiple filtering criteria
When adding more than one filtering criteria, those criteria
function as "and rules," meaning the contact needs to meet
both criteria in order to follow the IF YES branch.

19. WORKFLOW RECIPES

20. Recipes
Lorem Ipsum
Nurturing: Subscribers → Leads

21. Recipes
Nurturing: Leads → MQLs

22. Recipes
Nurturing: Lead Engagement
Engaging Leads with Topic-Specific Workflows
If you have a long sales cycle, new leads may need more nurturing before they’re ready for a
“Lead → MQL” workflow. Build the relationship and nurture that lead using workflows for each of
your primary industry-related topics or services.
Content Offer Smart List
This defines the starting list. The list is based on a content offer download.
Engaged Leads
This is the goal list. To build it, set up a smart list to pull in leads that are engaged with you. When
creating the list, use trigger criteria such as form submissions, clicks on your emails, high threshold of
visits to your website, and/or clicks on social media posts.
Lead Nurturing Email 1
Email with popular, on-topic related content.
Lead Nurturing Email 3 (optional)
Email with popular, on-topic related content.
Lead Engagement Workflow
The workflow ties it together, sending two emails to the starting list of contacts to nurture
them into engaged leads.
Lead Nurturing Email 2
Email with popular, on-topic related content.
Lead Nurturing Email 4 (optional)
Email with popular, on-topic related content.

23. Recipes
Sales Notification: MQL Notice
Internal Team Notice of MQLs
This recipe is designed to notify your sales team about newly converted Marketing Qualified
Leads.
All MQLs
This list triggers the workflow and is a list that groups all contacts who have a Lifecycle Stage of MQL.
Sales Notification
This email notifies your team members when a contact has become a MQL.
Sales Notification Workflow
The workflow ties it together, sending one email to a member (or members) of your team
once a lead becomes qualified for sales follow-up

24. Recipes
Sales Notification: Service Page View
Notify Sales of Service Pageviews
When a lead views a service page, this workflow will alert your sales team so they can take
prompt follow-up action.
Service Page View
This workflow can be built using a page view starting condition, or you can use a smart list based on
service pageviews.
Sales Notification Workflow
The workflow ties it together, sending one email to sales team members to alert them of
service pageviews.
Sales Notification
This email notifies your team members when a contact has viewed one of your service pages.

25. Recipes
Set Contact Property: Lead Scoring &
Lifecycle Stage (MQL)
Automate Lead Qualification: MQL
This recipe will use custom lead scoring criteria and workflows to automatically update lifecycle
stages. (Note: This workflow requires you to first establish custom lead scoring in HubSpot.)
HubSpot Score 10-30
In this example, the smart list selects all contacts who are not customers and have a HubSpot score
of 10-30.
Set Lifecycle Stage to MQL
With this action, you set the lead’s lifecycle contact property to Marketing Qualified Lead.

26. RECIPE EXCHANGE

27. Save the Date!
Twin Cities HubSpot User Group Meetup (TC HUG)
Saint Paul, MN | Media Junction
Thursday, April 2, 2015 9:30 AM to 11:00 AM
Trish Lessard
trish@mediajunction.com
Donna Arriaga
donna@denamico.com