Set up HubSpot workflows and use triggers
Workflows in HubSpot sind das wichtigste Tool, um wiederkehrende Aufgaben zu automatisieren und Prozesse effizient abzubilden. Gleichzeitig sorgen unklare Strukturen, fehlende Standards und falsch gesetzte Bedingungen schnell für Chaos.
HubSpot Workflow: The most important things in a nutshell
- Workflows are that HubSpot automation toolto automatically process contacts, companies, deals, or tickets with actions based on triggers.
- Requirements: The workflow editor is only available in Professional and Enterprise levels. Starter only allows simple automations.
- Trigger & Enrollment: Data sets are added using defined criteria. Depending on the setting, this can happen once or several times.
- actions: From email delivery to tasks and data set updates to webhooks, custom code and AI-based data agent actions.
- Examples of workflows: Lead nurturing, lead routing, deal stage automation, ticket management, data cleansing.
- AI integration through the HubSpot Data Agent Breeze, for example for Summarize, Research, or Custom Prompt.
What are workflows in HubSpot?
HubSpot workflows are a automation tool within the HubSpot platform. The workflows make it possible to automatically process data sets such as contacts, companies, deals, tickets or user-defined objects.
The basis is always a Recording trigger, for example when a property is set or a form has been filled out. As soon as a data set is recorded, it goes through the defined actions, delays and branches of the workflow.
Access to the Workflow editor is only available in Professional and Enterprise-Versions of HubSpot hubs available (Marketing Hub, Sales Hub, Service Hub, Operations Hub, Data Hub, Commerce Hub, and Smart CRM). In Starter or Free You can only use simple, predefined automations, but you can't create your own workflows.
Distinction: Workflows vs. sequences in HubSpot
- workflows automate processes in marketing, sales, service or operations. They are based on data sets from CRM, enable mass automation and can map complex logics with if/then branches, webhooks or AI actions.
- sequences are used exclusively for sales for 1:1 communication from the connected personal mailbox. As soon as a person answers or makes an appointment, the sequence automatically ends.
How do I create a workflow in HubSpot?
You create a workflow in HubSpot by creating a new workflow in the Automation —> Workflows menu, selecting the desired object type, defining triggers and actions, and activating the workflow after a test.
- Start a new workflow
- Menu: Automation > Workflows > Create Workflow
- Choice: Use a template or completely new one.
- Select object type
- Select the record type: Contact, Company, Deal, Ticket, or Custom Object.
- Important: Triggers and actions depend on the selected object type.
- Set recording trigger
- Criteria define when records are added, for example form submission, property value, list membership, date.
- Standard: Each data set only goes through the workflow once, but resumption can be activated.
- Add actions
- Typical actions: send an email, set properties, create tasks, assign owners.
- Advanced actions: webhooks, app actions, custom code, AI-based data agent actions.
- Include delays and branches
- Delays determine the time of the next action.
- If/then branches allow different paths depending on the condition.
- Note: For analytics-based conditions, allow a delay of approximately 80 minutes.
- Check settings
- Define execution windows (days of the week, times) and break dates.
- Apply suppression rules to exclude specific records.
- Test and activate
- Use the test function to check how a data set goes through the workflow.
- After successful testing: publish workflow.
- Performance can be constantly monitored.
How do resumption triggers work in HubSpot workflows?
The trigger and enrollment logic in HubSpot Workflows determines when and how records are included in a workflow. By default, each record is only recorded once; you can run through it again if resumption is explicitly enabled.
HubSpot workflow trigger types
- Features: Recording when a field has a specific value or changes.
- Eventi: For example, form submission, page view, interaction with marketing email.
- List membership: Recording as soon as a contact meets a specific list.
- Date/time: timed recording on a specific day or relative to an event.
- External sources: Webhooks or app actions from integrations.
Resumption of HubSpot workflows
By default, a data set only goes through a workflow once. With resumption, you can specify that a data set is resumed when the defined criteria are met again.
example: “If property X = Yes” → can trigger again if the value is set back to Yes later.
Manually adding data sets to a HubSpot workflow
Records can be added manually to a workflow regardless of triggers.
Important: If a data set has already been run through, the resumption must be active, otherwise it will not be resumed.
Suppression and Unenrollment in HubSpot Workflows
With suppression lists, certain contacts or companies can be excluded from the outset. Workflows can also be set up so that records are automatically signed off as soon as they reach a defined goal (e.g. won a deal).
Testing enrollment logic in HubSpot workflows
HubSpot provides a test function to simulate whether a specific data set meets the trigger conditions. This allows you to check whether the resumption triggers are working correctly before activation.
What actions are there in HubSpot workflows?
There are numerous actions available in HubSpot workflows that can be used to automatically edit records. This includes standard actions such as sending emails or tasks for colleagues, as well as advanced features such as webhooks, custom code, and AI-powered data agent actions. Which actions can be used depends on the selected hub and license level.
Standard HubSpot workflow actions
- Send marketing emails, only in Marketing Hub Professional and Enterprise.
- Sending WhatsApp messages (Marketing or Service Hub Professional/Enterprise, with linked WhatsApp channel).
- Create tasks for other users in HubSpot CRM.
- Set properties or copy, for example, update the status of a lead.
- Create records, for example a new deal or ticket.
- proprietors allocate or rotate.
- Marketing status change (manage marketing contact status).
Advanced HubSpot workflow actions
- If/then branches: Logic paths depend on conditions.
- Delays: Time-based control of action execution.
- Trigger a webhook: Send data to external systems (Operations Hub/Data Hub Pro+).
- App actions: Integration with third-party apps from the HubSpot Marketplace.
- Include in another workflow or unsubscribe from sequence (Sales/Service Enterprise).
AI actions of HubSpot workflows
About the data agent Breeze, i.e. HubSpot's internal AI model, data sets can be processed automatically. The AI supplements the classic workflow actions with functions for analysis, categorization and text creation.
- Data Agent Research: Research information automatically.
- Data Agent Custom Prompt: generate custom AI output.
- Data Agent Summarize Records: For example, automatically summarize tickets or deals.
The results of the actions can then be reused for branches or as properties. Summaries can be saved as properties, classifications can be used for If/Then branches, and generated content is available as input for further actions.
Availability of promotions according to HubSpot license
- Professional plans: Core actions such as emails, tasks, data set updates, simple app actions.
- Enterprise plans: in addition, sequence execution, custom objects, extensive app integrations.
- Operations/Data Hub Pro+: Webhooks, custom code, advanced data workflows.
Examples of workflows in HubSpot
HubSpot workflows can be used in all hubs for various use cases. Each workflow consists of a clear trigger, the associated actions, and a defined goal.
Examples of workflows in Marketing Hub
- Lead nurturing: Contacts who have completed a form will receive a tiered email route with further content.
- Re-engagement: Contacts with no interaction in the last six months will receive a campaign with a recovery offer.
- Webinar communication: Webinar registrations trigger an automatic confirmation email, followed by reminders and a follow-up email after the event.
Examples of sales hub workflows
- Lead routing: New leads are generated after round robin logic automatically assigned to the next vacant sales representative. This ensures that all team members receive the same number of leads or tickets.
- Deal levels: When a deal moves to a specific stage, a task is automatically created for the responsible employee.
- Approvals: High-volume or special deals can be forwarded to a manager for approval.
What advanced features are available in HubSpot Workflows?
In addition to standard actions, advanced features are also available in HubSpot Workflows. These enable automation that covers more complex processes and connections to other systems.
- Webhook actions for data exchange with external systems
- App actions from the HubSpot Marketplace
- Custom Code Actions with Node.js or Python (Beta)
- Workflows API for management, deployment, and monitoring
Integrations with external applications are an important area. Webhooks can be used to send or retrieve data. With app actions from the HubSpot Marketplace, additional services can be integrated without having to write your own code.
In addition, HubSpot offers the option to incorporate your own logic into workflows using custom code actions. Node.js and, since 2025, Python (beta) are available for this purpose. This allows API requests to be executed, data processed, or individual business rules implemented. Technical requirements such as runtime and storage limits must be observed.
How do I keep track of my HubSpot workflows?
HubSpot provides administrative functions so that workflows remain clear and reliable. Workflows can be structured in folders and cloned or moved as needed.
- Folders to better organize workflows
- Clone and move workflows or individual actions
- Analyze for analyses of recordings and conversions
- Suppression lists and goals for managing data quality
To check workflow results, there is the area analyzing. Here you can view key figures such as the number of admissions, conversion rates or abandonment rates. The settings can be used to define which workflows should be monitored.
Implement HubSpot workflows with a HubSpot partner
The workflows in HubSpot can take a lot of manual work off your desk. The more your HubSpot system is automated, the more your team can focus on direct customer contact.
Precisely because HubSpot workflows go deep into CRM and control many data flows, setting them up requires experience and an understanding of the platform. Errors during triggers, re-enrollment, or data synchronization can affect the entire process.
We at Axisbits have been working with HubSpot ourselves for years and are now an official HubSpot Solution Provider for Switzerland. Do you want HubSpot workflows to make things easier for your team? Then get in touch with us!
We automate your inbound marketing system:
- Workflows, newsletter sequences, retargeting, tracking.
- Transfer from marketing to sales (email sequences, prospecting).
- Building websites and landing pages on HubSpot.
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HubSpot Workflow — Common Questions and Answers
No, you can only use the workflow editor in Professional and Enterprise levels. Simple, predefined automations are available in the starter version.
Workflows automate marketing, sales, and service processes for many data sets simultaneously. Sequences, on the other hand, are intended for 1:1 communication in sales, for example for personal email episodes from the mailbox.
By default, a data set only goes through a workflow once. With resumption, you can choose to resume the same data set when it meets the conditions again.
No, the “Send Marketing Email” action is only available in Marketing Hub Professional and Marketing Hub Enterprise. Other hubs can send service or internal notifications, but they can't send marketing emails.
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