Want to generate leads faster? HubSpot workflows can automate and simplify B2B lead generation. From nurturing leads with email sequences to re-engaging inactive contacts, these 10 workflows help you save time and focus on high-priority prospects. Here’s a quick overview:

• Lead Nurturing: Automate email sequences based on lifecycle stages.
• Lead Scoring: Prioritize leads using engagement and firmographic data.
• Form Responses: Trigger instant follow-ups after form submissions.
• Interest-Based Groups: Segment leads based on actions and preferences.
• Inactive Lead Recovery: Re-engage dormant contacts with targeted campaigns.
• Persona-Based Content: Deliver tailored content to specific buyer personas.
• Sales Alerts: Notify sales teams in real-time about high-priority leads.
• Webinar Management: Automate registration, reminders, and follow-ups.
• Marketing-to-Sales Handoff: Streamline transitions between teams.
• Customer Growth: Upsell and cross-sell to existing customers.

Why it matters: Automation reduces manual work, improves lead quality, and shortens sales cycles. Whether you’re nurturing leads, organizing webinars, or transferring prospects to sales, these workflows help Israeli B2B companies expand globally with less effort.

HubSpot Workflows: The COMPLETE Guide (2025)

1. Lead Nurturing Email Sequences

Use HubSpot to set up automated email sequences that guide B2B prospects through the funnel, from Subscriber to Customer, with a personalized approach.

Lifecycle-Based Triggers
Design workflows around lifecycle stages (Subscriber → Lead → MQL → SQL → Opportunity → Customer) to create a structured path for moving prospects through the funnel.

Smart Segmentation Strategy

• Basic Segmentation: Group contacts by lifecycle stage when they are first created.
• Lead Segmentation: Organize leads by industry.
• MQL Segmentation: Focus on pain points and the buyer’s journey stage for more targeted messaging.

Performance Metrics to Track

• Email Engagement: Monitor open rates (22–29%) and click-through rates (8–17%).
• Conversion Progress: Measure how contacts move through the funnel, with bottom-of-funnel conversion rates reaching up to 15%.
• Website Activity: Track visits and interactions with content driven by email campaigns.

Tips for Effective Implementation

• Use single-use contact properties to avoid duplicate enrollments in workflows.
• Maintain context with follow-up email features to ensure continuity.
• Adjust email frequency and content depth based on where the prospect is in the buyer’s journey.

Once your email sequences are set, focus on developing a lead-scoring system to prioritize the most promising contacts.

2. Lead Scoring System Setup

Set up a point-based lead scoring system in HubSpot to identify and prioritize your most promising B2B leads. This system uses a combination of firmographics and engagement metrics to help your sales team focus on the leads that matter most. Once you’ve mapped out your email sequences, scoring ensures you’re targeting the right contacts.

Key Elements

• Firmographics: Factors like company size, industry, revenue, and location.
• Engagement: Metrics such as website visits, downloads, email interactions, and form submissions.

Assigning Negative Points
Deduct points for issues like non-capitalized names, invalid email addresses, competitor domains, or unsubscribes.

Refining Your Scoring Model
Use HubSpot’s predictive scoring to fine-tune your system and quickly identify top prospects who are ready for immediate follow-up.

Automation and Monitoring
Set up workflows to automate tasks like sending sales alerts for high-scoring leads or launching re-engagement campaigns for low-scoring ones. Regularly review and adjust your scoring thresholds to keep your system effective.

Finally, build automated workflows to respond to form submissions and continue nurturing your scored leads.

3. Form Submission Response Workflows

Use form submissions to trigger immediate, personalized follow-ups that keep potential B2B clients engaged. Once you’ve set up lead scoring, automate your follow-up process to quickly respond to high-priority prospects.

1. Send an instant confirmation

• Acknowledge the submission
• Outline what happens next
• Share links to helpful resources
• Provide direct contact information for further inquiries

2. Notify your team

• Alert sales or support teams about new submissions so they can act promptly

3. Automatically assign leads

• Route leads based on factors like industry, company size, location, or product interest

You can also use branching logic to tailor the experience. For example, if someone downloads a technical whitepaper, send them additional technical resources and notify your solutions engineering team.

Common Form Actions

• Contact request → Send a confirmation email and assign a sales task (immediate)
• Resource download → Deliver the requested content and add the contact to a nurture sequence (within 24 hours)
• Demo request → Confirm the demo schedule and notify your sales team (within 1 hour)
• Newsletter signup → Send a welcome series and an interest survey (after a 2-day delay)

Tips for Better Results

• Experiment with timing and analyze submission trends to fine-tune response intervals.
• Use firmographic data to segment responses effectively.
• Make sure every automated response includes a clear call-to-action.

Finally, group these engaged contacts by their interests to create more targeted campaigns.

4. Interest-Based Lead Groups

With HubSpot’s if/then branches, you can organize leads based on their actions – like visiting pricing pages, downloading resources, or submitting demo requests. This ensures every contact is automatically placed into the right follow-up sequence. By automating responses based on form activity and segmenting by interest, you can deliver content that aligns with each lead’s specific needs.

This approach enhances your form-response workflows, taking interactions beyond basic acknowledgment and into tailored, content-driven engagement. Focus on identifying key actions that indicate strong interest and create branches accordingly.

Setting Up Interest-Based Workflows

When leads engage with specific content, direct them into targeted workflows. For instance, multiple visits to pricing pages might trigger a “Free Trial Offer” sequence, while submitting a demo form could start a “Schedule Your Demo” workflow. Leads managed through these automated workflows often see a 23% reduction in the sales cycle.

You can also use job-title data to customize content for different roles. For example, technical buyers might receive detailed product specifications, while decision-makers get insights into ROI. Monitor email opens and clicks, then refine your criteria to improve engagement. HubSpot partners report that personalized, segmented content can boost open rates by 46%.

5. Inactive Lead Recovery Campaigns

Bring dormant leads back into the fold with an automated workflow triggered by inactivity. This helps re-engage cold contacts while keeping your CRM focused on active prospects.

Set Inactivity Triggers

Decide on a specific inactivity period, like six months without any site visits, email opens, or form submissions. This will act as the trigger for your recovery workflow.

Tailor Your Approach with Segmentation

Group your inactive leads based on their past engagement and lifecycle stage to create a more targeted re-engagement strategy:

• High engagement (e.g., multiple form submissions): Offer a one-on-one demo to reignite interest.
• Moderate engagement (e.g., content downloads): Share an industry-specific case study that aligns with their interests.
• Low engagement (e.g., only email opens): Provide a free trial or discount to encourage action.

Automating this process can reduce the sales cycle by up to 23%.

Reconnect and Clean Your Database

Send a customized re-engagement email to these leads. If they still don’t respond, consider archiving or removing them. This keeps your database efficient and ensures your email deliverability remains strong.

6. Buyer Persona Content Delivery

Deliver content tailored to specific buyer personas by automating workflows. This approach can increase sales-ready leads by 50% while cutting costs by 33% ^[7].

Setting Up Persona-Based Workflows

Start by identifying key details for each persona, such as demographics, challenges, content preferences, and decision-making factors. Use this information to segment your contacts into meaningful groups.

Aligning Content with Personas

Match different types of content to the buyer’s journey stages for each persona. For example:

• Awareness stage: Blog posts, ebooks
• Evaluation stage: Case studies, guides
• Purchase stage: Demos, free trials

Using Behavioral Triggers

Monitor engagement signals like downloads, page views, or form submissions. Use these actions to automatically enroll leads into workflows designed for their specific persona.

Monitoring Workflow Performance

Track important metrics like enrollments, completions, conversions, and any workflow errors using tools like HubSpot. Regularly analyze this data to improve sequences and remove any issues.

Tips for Personalizing Content

Guide leads who show interest in detailed guides toward advanced resources. Personalized emails are especially effective, boosting click-through rates by 14% and conversions by 10% ^[7].

7. Sales Team Lead Alerts

After setting up persona-based content delivery, make sure your sales team stays on top of high-intent leads by enabling real-time alerts.

Real-Time Triggers and Personalization

Use HubSpot’s email tracking to send alerts when leads take key actions – like opening tracked emails, reaching scoring thresholds, or engaging in activities beyond just filling out forms. This helps sales reps respond when interest is at its highest.

Each alert should include essential details to maximize effectiveness:

• Company profile and industry information
• Timeline of recent interactions
• History of content engagement
• Routing based on lead attributes for quicker follow-ups

This precise notification system helps improve conversions. To keep things seamless, set up automated transfers from marketing to sales for a smooth hand-off.

8. Webinar Management System

Streamline your webinar process with HubSpot workflows to handle registration, reminders, and follow-ups, making it easier to manage and nurture leads.

Registration and Pre‑Event Communication

Set up a workflow triggered by webinar form submissions to automatically enroll participants.

Automated Reminder Sequence

Keep your attendees informed and engaged with a series of automated reminders:

• 14 days before the event: Send an HTML email outlining the agenda and key benefits of attending.
• 7 days before the event: Deliver a plain-text email for a more personal touch.
• On the event day: Provide an HTML email with clear access instructions.

Post‑Webinar Engagement

Tailor follow-up emails based on how attendees interacted with your webinar:

• Attended the entire session: Share additional resources and suggest actionable next steps.
• Attended partially: Offer access to the recording and highlight key moments.
• Didn’t attend: Provide alternative viewing options and a summary of the content.

Seamlessly sync registration, attendance, and engagement data from the webinar platform into HubSpot’s lead-scoring system. This allows you to identify potential high-interest leads and enhance contact timelines. The insights feed into your workflows, enabling timely, personalized outreach from your sales team.

9. Marketing-to-Sales Lead Transfer

Once you’ve scored and segmented your leads, the next step is ensuring a smooth transfer to sales for quick follow-up. After automating webinars and lead nurturing, take it further by automating the handoff process between marketing and sales.

Automating the Handoff in HubSpot

Use HubSpot to automate the transfer of leads from marketing to sales, ensuring no time is wasted.

Defining MQL Criteria

Set clear criteria for identifying Marketing Qualified Leads (MQLs). Common factors include:

• Lead score thresholds
• Company size or revenue
• Job title or role
• Alignment with target personas

Automating Workflows

When a lead meets the MQL criteria, set up an automated workflow to:

• Update the lifecycle stage to MQL
• Create sales follow-up tasks instantly

Aligning Marketing and Sales Teams

For a smooth handoff, both teams need to work together closely. Key steps include:

• Setting shared revenue goals to encourage accountability
• Agreeing on MQL criteria for consistency
• Holding weekly check-ins and sharing real-time metrics for transparency

Tracking and Improving the Process

Keep an eye on key metrics like MQL-to-SQL conversion rates and follow-up response times. Regularly gather feedback from the sales team. Make sure every handoff includes complete lead details, such as:

• Interaction history
• Downloads and form submissions
• Email activity
• Relevant company information

“If KPIs are separated instead of unified, that means people are working to satisfy the goals against which they get their paychecks. But the places I’ve seen sales and marketing alignment work most effectively is when those goals are tied together and teams are looking at revenue metrics across both sales and marketing together.” ^[9]

10. Customer Growth Automation

Boost revenue by leveraging your existing customer base. Extend lead-generation strategies to include upselling and cross-selling opportunities. Once qualified leads are passed to sales, use automation to grow accounts and increase value.

Setting Up Customer Success Triggers

Tap into data like purchase history, website activity, and Net Promoter Score (NPS) segmentation to create actionable triggers. These triggers can suggest complementary products, highlight potential upgrades, or enroll satisfied customers in upsell campaigns.

Implementing Personalized Growth Campaigns

Streamline repetitive tasks to improve both efficiency and customer experience. Set up workflows that deliver customized content based on customer interactions with specific products or topics.

Measuring Success Metrics

Track performance and refine your workflows using HubSpot’s analytics:

• Enrollments: Number of customers added to the workflow
• Completion Rate: Percentage of customers who finish a specific step
• Branch Performance: Percentage of customers progressing through each path
• Error Count: Number of errors or failed actions in the workflow
• Un-enrollments: Number of customers removed from the workflow

Best Practices for Growth Automation

Schedule follow-ups around purchase and renewal dates, target upsell campaigns for customers with high satisfaction scores, and deliver educational content on advanced features over time. With 70% of companies citing improved customer communication as the top advantage of automation technology ^[10], these strategies can consistently drive upsell and cross-sell success.

Workflow Comparison Guide

Use this guide to help you match each HubSpot workflow to your specific goals:

Here’s a breakdown of the benefits, challenges, and best use cases for each workflow:

Workflow Type	Benefits	Challenges	Best Use Case
Lead Nurturing Email Sequences	• Keeps prospects engaged consistently • Automated follow-ups • Time-zone-friendly delivery	• Requires strong content creation • Initial setup is time-consuming	Companies with long sales cycles needing to educate prospects systematically
Lead Scoring System	• Provides objective qualification metrics • Real-time updates • Automates lead prioritization	• Complex to set up scoring criteria • Needs regular updates	Organizations managing high lead volumes that need accurate qualification
Form Submission Response	• Delivers instant responses • Operates 24/7 • Reduces manual tasks	• Limited personalization • Standardized response templates	High-traffic websites with multiple conversion points
Interest-Based Groups	• Sends targeted content • Improves segmentation • Boosts conversions	• Relies on accurate data • Requires regular updates	Businesses offering diverse products or services
Inactive Lead Recovery	• Automates re-engagement efforts • Tracks ROI effectively	• Risk of email fatigue • Limited time window for effectiveness	Companies with large databases of dormant leads
Persona Content Delivery	• Sends highly relevant messages • Boosts engagement • Structures nurturing efforts	• Demands significant content resources • Requires complex segmentation	Organizations with clearly defined buyer personas
Sales Team Alerts	• Enables quick responses • Prioritizes notifications • Automates task creation	• Risk of overloading alerts • Needs clear escalation processes	Teams needing fast responses for time-sensitive leads
Webinar Management	• Automates registration • Tracks attendance • Manages follow-ups	• Integration challenges • Technical setup can be tricky	Companies hosting regular online events
Marketing-to-Sales Transfer	• Streamlines handoffs • Reduces lead leakage • Tracks accountability	• Requires sales team alignment • Complex routing rules	Organizations with separate marketing and sales teams
Customer Growth	• Automates upselling and retention • Focuses on revenue growth	• Requires detailed customer data • Complex trigger setup	Companies prioritizing account expansion and customer retention

Implementation Considerations

When choosing workflows, think about these factors:

• Setup and maintenance needs: High for Persona Content Delivery and Lead Scoring; Medium for Interest-Based Groups and Webinar Management; Low for Form Submission Response and Sales Team Alerts.
• Lead volume and quality: Tailor workflows to handle your specific lead flow.
• Sales cycle length: Align workflows with the pace of your sales process.
• Team capabilities: Consider the skills and structure of your team.
• Content capacity: Ensure you have the resources to create and scale content effectively.

Conclusion

The ten HubSpot workflows we’ve covered – ranging from lead nurturing to customer growth – offer clear benefits for B2B tech companies. Businesses like Radiflow, Octopai, and Gaviti have seen noticeable pipeline growth and improved efficiency by using these workflows effectively. These automated processes provide a solid, data-focused foundation for lead generation, helping B2B companies expand their reach on a global scale.