Notice: This page requires JavaScript to function properly.
Please enable JavaScript in your browser settings or update your browser.Learn Marketing Automation and CRM | Email Marketing, CRM and Automation
Digital Marketing Professional Certification

bookMarketing Automation and CRM

Introduction to Workflows

Marketing automation means using software to perform tasks automatically instead of manually. Trigger β†’ Actions β†’ Result
Contact joins "New Subscribers" list β†’ Send a welcome email β†’ Every new subscriber gets the message instantly

Common Triggers Used in Workflows

Behavior-Based Triggers:

  • Joined a specific list;
  • Opened an email;
  • Clicked a link;
  • Submitted a form;
  • Viewed a landing page.

Automatic System Triggers:

  • Contact property changes (ex: "Lifecycle Stage = Lead");
  • Deal moves to a new pipeline stage.

Task and Activity Management

Note
Definition

Tasks are reminders created to help you stay on top of important actions, such as following up with a lead, calling a customer, or sending information.

Tasks help you stay organized by reminding you to follow up on time, recall past conversations, maintain consistency across different customers, and prevent leads from slipping through the cracks, an essential workflow for marketing, customer support, and sales teams where timing directly affects results.

Activity tracking means logging every important interaction with a contact, emails, calls, meetings, messages, and notes.
It creates a complete timeline so anyone on the team can see what happened and what needs to happen next.

Most CRMs follow the same principles:

  • Log calls;
  • Record notes;
  • Track email activity;
  • Store reminders.

Lead Scoring and Nurturing

Note
Definition

Lead Scoring is a system that gives points to each lead based on their actions (like visiting pages, opening emails, or filling out forms).
The more points a lead earns, the more likely they are interested and ready to buy.

HubSpot's lead scoring system assigns numerical values to behavioral signals to estimate a contact's purchase intent. Actions that indicate strong interest increase the score, while signals of disengagement reduce it. Not every interaction affects scoringβ€”some behaviors remain neutral and are tracked for context rather than intent.

High-Intent Signals (Positive Scoring)

These actions suggest active evaluation or readiness to engage with sales and are typically rewarded with positive points:

  • +10 β†’ Visiting the pricing page;
  • +5 β†’ Opening marketing emails;
  • +15 β†’ Submitting a form;
  • +20 β†’ Requesting a demo.

Low-Intent Signals (Negative Scoring)

These behaviors indicate declining interest or reduced engagement and lower the lead score:

  • –10 β†’ Unsubscribing from marketing communications;
  • –5 β†’ Stopping engagement with marketing emails;
  • –15 β†’ No recorded activity for 60 days;

Neutral or Context-Dependent Signals

Some actions provide useful context but do not reliably indicate purchase intent on their own. These signals are often monitored without affecting the score.

Activation Threshold

Once a lead reaches a defined score threshold (for example, 50+ points), HubSpot can automatically:

  • Notify the sales team;
  • Change the lead's lifecycle stage;
  • Enroll the contact into a targeted nurturing or follow-up sequence.

This approach ensures that outreach is triggered by measurable intent, not isolated actions.

Using HubSpot Snippets

Note
Definition

A snippet is a short, reusable text block you can insert into emails, notes, or tasks with one click. It helps teams communicate faster and stay consistent across every message.

You can use snippets in emails, tasks, and notes, personalize them with fields like a contact's name, and insert them instantly using shortcuts. They are ideal for follow-ups, scripts, explanations, and any repeated communication you want to automate.

1. Which of the following is the best example of using tasks in marketing?

2. What does a lead score primarily represent?

3. Negative points in lead scoring are only used when a lead unsubscribes.

4. Match the snippet use-case to the type of activity:

question mark

Which of the following is the best example of using tasks in marketing?

Select the correct answer

question mark

What does a lead score primarily represent?

Select the correct answer

question mark

Negative points in lead scoring are only used when a lead unsubscribes.

Select the correct answer

question-icon

Match the snippet use-case to the type of activity:

Adding a call script β†’ ;
Repeating a follow-up email β†’ ;
Logging personalized notes β†’ ;
Creating onboarding checklists β†’ .

Click or drag`n`drop items and fill in the blanks

Everything was clear?

How can we improve it?

Thanks for your feedback!

SectionΒ 8. ChapterΒ 4

Ask AI

expand

Ask AI

ChatGPT

Ask anything or try one of the suggested questions to begin our chat

bookMarketing Automation and CRM

Swipe to show menu

Introduction to Workflows

Marketing automation means using software to perform tasks automatically instead of manually. Trigger β†’ Actions β†’ Result
Contact joins "New Subscribers" list β†’ Send a welcome email β†’ Every new subscriber gets the message instantly

Common Triggers Used in Workflows

Behavior-Based Triggers:

  • Joined a specific list;
  • Opened an email;
  • Clicked a link;
  • Submitted a form;
  • Viewed a landing page.

Automatic System Triggers:

  • Contact property changes (ex: "Lifecycle Stage = Lead");
  • Deal moves to a new pipeline stage.

Task and Activity Management

Note
Definition

Tasks are reminders created to help you stay on top of important actions, such as following up with a lead, calling a customer, or sending information.

Tasks help you stay organized by reminding you to follow up on time, recall past conversations, maintain consistency across different customers, and prevent leads from slipping through the cracks, an essential workflow for marketing, customer support, and sales teams where timing directly affects results.

Activity tracking means logging every important interaction with a contact, emails, calls, meetings, messages, and notes.
It creates a complete timeline so anyone on the team can see what happened and what needs to happen next.

Most CRMs follow the same principles:

  • Log calls;
  • Record notes;
  • Track email activity;
  • Store reminders.

Lead Scoring and Nurturing

Note
Definition

Lead Scoring is a system that gives points to each lead based on their actions (like visiting pages, opening emails, or filling out forms).
The more points a lead earns, the more likely they are interested and ready to buy.

HubSpot's lead scoring system assigns numerical values to behavioral signals to estimate a contact's purchase intent. Actions that indicate strong interest increase the score, while signals of disengagement reduce it. Not every interaction affects scoringβ€”some behaviors remain neutral and are tracked for context rather than intent.

High-Intent Signals (Positive Scoring)

These actions suggest active evaluation or readiness to engage with sales and are typically rewarded with positive points:

  • +10 β†’ Visiting the pricing page;
  • +5 β†’ Opening marketing emails;
  • +15 β†’ Submitting a form;
  • +20 β†’ Requesting a demo.

Low-Intent Signals (Negative Scoring)

These behaviors indicate declining interest or reduced engagement and lower the lead score:

  • –10 β†’ Unsubscribing from marketing communications;
  • –5 β†’ Stopping engagement with marketing emails;
  • –15 β†’ No recorded activity for 60 days;

Neutral or Context-Dependent Signals

Some actions provide useful context but do not reliably indicate purchase intent on their own. These signals are often monitored without affecting the score.

Activation Threshold

Once a lead reaches a defined score threshold (for example, 50+ points), HubSpot can automatically:

  • Notify the sales team;
  • Change the lead's lifecycle stage;
  • Enroll the contact into a targeted nurturing or follow-up sequence.

This approach ensures that outreach is triggered by measurable intent, not isolated actions.

Using HubSpot Snippets

Note
Definition

A snippet is a short, reusable text block you can insert into emails, notes, or tasks with one click. It helps teams communicate faster and stay consistent across every message.

You can use snippets in emails, tasks, and notes, personalize them with fields like a contact's name, and insert them instantly using shortcuts. They are ideal for follow-ups, scripts, explanations, and any repeated communication you want to automate.

1. Which of the following is the best example of using tasks in marketing?

2. What does a lead score primarily represent?

3. Negative points in lead scoring are only used when a lead unsubscribes.

4. Match the snippet use-case to the type of activity:

question mark

Which of the following is the best example of using tasks in marketing?

Select the correct answer

question mark

What does a lead score primarily represent?

Select the correct answer

question mark

Negative points in lead scoring are only used when a lead unsubscribes.

Select the correct answer

question-icon

Match the snippet use-case to the type of activity:

Adding a call script β†’ ;
Repeating a follow-up email β†’ ;
Logging personalized notes β†’ ;
Creating onboarding checklists β†’ .

Click or drag`n`drop items and fill in the blanks

Everything was clear?

How can we improve it?

Thanks for your feedback!

SectionΒ 8. ChapterΒ 4
some-alt