HubSpot's workflow is a "marketing automation engine." From follow-up to leads, automatic MQL promotions, notifications to sales, and onboarding sequences, critical business processes can be designed once and executed automatically 24 hours a day, 365 days a year. Unleash your team's productivity by learning proper trigger design, branching logic, and multiple object coordination.
A HubSpot workflow, no matter how complex the scenario, essentially consists of three elements:“What if something happens (trigger)” “What to do (action)” “Dividing processing based on conditions (branching)”——Everything can be automated by combining these three elements.
HubSpot's workflows are divided into types depending on which object is the starting point.自動化 → ワークフロー → 作成 Select and create an object from.
| Workflow type | origin object | Typical uses | plan |
|---|---|---|---|
| contact base | contact | Nurturing/MQL promotion/onboarding/distribution termination processing | Starter〜 |
| company base | company | ICP score update/account-based measures/ABM notifications | Professional〜 |
| Opportunity based | Business negotiation | Stage change notification, follow-up after closing, nurturing after loss of contract | Professional〜 |
| ticket base | support ticket | SLA management, escalation, and follow-up after resolution | Professional〜 |
| custom object based | custom object | Automation starting from your own business objects | Enterprise〜 |
Many failures arise from ``somehow automating'' things. Before you start designing your workflow, be sure to “What do I want this workflow to accomplish in the end?”to define. Example: If your goal is to have 30% of people sign up for a webinar within 7 days after downloading the materials, you can work backwards to determine the number of emails, timing, and branching conditions required.
A good trigger design determines the accuracy of your workflow.“Who should trigger the workflow and at what timing”?If it's not accurate, the wrong automated email will be sent to unrelated people, or important people will miss out on the flow.
| option | Setting details | Where to use it |
|---|---|---|
| Permission to re-register | Do you want the workflow to run again if the same contact meets the trigger condition again? | Periodic webinar information (please participate every time) / "Allow" for monthly newsletter distribution |
| Filter conditions (pre-input conditions) | Set a condition to “not enter” the workflow even if the trigger fires | "Exclude existing customers" "Exclude unsubscribed" "Exclude competitors' domains" |
| Time zone specification | Adjust the action execution time to match the contact's time zone | Global expansion/delivery to overseas customers at appropriate times |
| Registration limit | Limits on the number of contacts that can be registered in one workflow at the same time | Preventing the load on the distribution server due to mass registration (usually no settings required) |
When setting the trigger,I tend to forget the exclusion criteria for “people who should not be included in this workflow”. Common failures: Existing customers receive a "first invitation" email, unsubscribed users are re-registered, and an employee's test account enters the nurturing flow - all of these are caused by not setting exclusion conditions. After setting up a trigger, be sure to check the filter conditions.
The “intelligence” of a workflow is in the branches. If you just want to perform the same action for everyone, sending emails by segment is sufficient.By using branching, you can change the next step depending on whether this person took this action or not., it becomes possible to provide individual support in the true sense of the word.
| delay type | Setting method | Where to use it |
|---|---|---|
| fixed time delay | Absolute waiting time such as "X hours later" or "X days later" | Standard sequence: welcome email immediately after sending, follow-up 3 days later, etc. |
| Wait until specific date and time | "Wait until next Monday" "Wait until 9am" | If you want to perform notifications/actions during business hours. To avoid automatic sending on weekends and late at night |
| Wait until property date | Wait until X days before/after the contact's date property (contract renewal date, birthday, etc.) | Contract renewal reminder/anniversary email/renewal deadline alert |
Many beginners design only for cases in which the conditions are met, and ignore cases in which the conditions are not met.else Workflows without routes leave contacts “dangling”. At a minimum, prepare one of two routes: ``else → Go to low-priority nurturing'' or ``else → Tag property and check later.''
Lead scoring is a system that uses data to determine which leads are ready to talk to sales right away. At HubSpotDefault scoring properties（HubSpot Score) and customCustom score propertiesYou can manage your score using .
| Behavior/Attribute | Score | Basis for weighting |
|---|---|---|
| Submit demo request form | +40 | Actions with highest purchase intent |
| Visit the pricing page (once) | +15 | Signal to move to price consideration phase |
| Visited the pricing page 3 or more times | +25 | Strong signal that consideration is taking shape |
| Join the webinar | +20 | Evidence of active engagement |
| Download case studies and white papers | +10 | Signals for the information gathering/comparison phase |
| Title is "manager" or higher | +15 | Fit into a persona with decision-making authority |
| Number of employees: 50 or more | +10 | Meets ICP size standards |
| Email unopened for more than 30 days | −10 | Signals of low engagement |
| Distribution stopped | −30 | Conditions where the current approach should be stopped |
| Free email domain (gmail etc.) | −10 | Likely not compatible with B2B ICPs |
設定 → プロパティ → HubSpot スコア Set the score value for each condition from Conditions can be set in two types: "positive attribute" and "negative attribute"HubSpot スコア が 50 以上になった Set as a "property change" triggerライフサイクルステージ → MQL Update to. Enable "Do not update if backwards from current" option to prevent downgradesThe above is "rule-based" scoring. Professional and above Breeze Predictive ScoringYou can also use The AI learns patterns from past contract data and automatically calculates the ``probability of this contact becoming a customer'' with a score from 0 to 100. The difference from the rule base isAutomatically learns and updates with no settings requiredIt's a point. Best practice in 2026 is to use a combination of both.
HubSpot's data model consists of objects such as contacts, companies, opportunities, and tickets. Workflows can be created starting from each object, but in additionPerform actions across objectsThis allows for a higher degree of automation.
Once you understand the theory, it's important to have a practical scenario handy. Here, we organize standard scenarios for each business, and then AI automatically optimizes the journey. Journey Automation An overview will be explained.
It will be in full swing from 2025 to 2026. Journey Automation is a function that uses AI to assist and automate the design of individual workflows. Because AI learns and judges “what to deliver, when to deliver it, and through which channel,”The optimal journey is automatically constructed without the need for marketers to design detailed workflows.is evolving in this direction.
Based on the contact's lifecycle stage and past actions, Breeze suggests the next content and channel to deliver. The person in charge only needs to review and approve the proposal.
AI determines in real time which channel this contact is most likely to respond to among email, SMS, chat, and advertisements, and takes action. Channel selection can be entrusted to AI.
An autonomous loop that continuously A/B tests the email content in the workflow and automatically applies the winning variant. Eliminates the need for humans to individually set up and analyze tests.
It automatically detects the "bottlenecks" (at which steps there are many dropouts) in each workflow journey and makes suggestions for improvements. Manage the health of all journeys from one dashboard.
MQL promotion is the most important automation scenarioAutomatically generate a workflow skeleton by simply instructing in natural language, “Design a nurturing sequence for new leads.”He will do it for you. Since the generated skeleton can be edited and adjusted, the number of man-hours needed to design from scratch is greatly reduced.
Design all automation using a combination of triggers (what happens), actions (what to do), and branches (change processing depending on conditions).
At the beginning of the design process, determine the exclusion conditions for ``people who should not be allowed in,'' such as existing customers, suspended accounts, and employee test accounts.
Unless there is a route not only for when the conditions are met, but also for when the conditions are not met, the contact will be left in limbo.
First build a series of flows: score threshold reached → lifecycle update → task creation → Slack notification.
Account-based marketing can be automated with a cross-sectional design of contact behavior → company property update → action for all contacts.
Breeze suggests and optimizes your entire journey. Copilot's natural language workflow generation significantly reduces design man-hours.