Introduction to Workflows

Marketing automation means using software to perform tasks automatically instead of manually. Trigger → Actions → Result
Contact joins "New Subscribers" list → Send a welcome email → 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

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

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 scoring—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 → Visiting the pricing page;
• +5 → Opening marketing emails;
• +15 → Submitting a form;
• +20 → Requesting a demo.

Low-Intent Signals (Negative Scoring)

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

• –10 → Unsubscribing from marketing communications;
• –5 → Stopping engagement with marketing emails;
• –15 → 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

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.