Executive summary
Ten workflows, not ten separate tools
Our companion guide argues that HubSpot marketing automation only scales revenue when capture, scoring, nurturing, routing, and reporting work as one connected system. This whitepaper is the concrete layer underneath that argument: ten workflows you can actually build, each with its real trigger, its steps, and — critically — where it hands off to the next stage.
How to use this whitepaper
Each chapter gives you the goal, the trigger, a visual flow of the steps, and a pro tip where one applies. Build them in the order that matches your funnel, not necessarily the order printed here.
| Funnel stage | Workflows in this whitepaper |
|---|---|
| Top-of-funnel capture & nurture | 01 Evergreen Lead Nurture · 02 Topic-Based Content Nurture |
| List health & win-back | 03 Re-Engagement · 04 Lost Deal Win-Back |
| Customer & revenue retention | 05 Customer Health Pulse · 06 Renewal Reminder Cadence |
| Post-purchase growth | 07 Post-Purchase Onboarding · 08 Post-Purchase Follow-Up · 09 Upsell / Cross-Sell Accelerator |
| Event-driven demand | 10 Event Lifecycle |
Workflow 01
Evergreen Lead Nurture
Goal: Convert cold top-of-funnel form fills into sales-ready opportunities.
Trigger
First conversion on any top-of-funnel form.
Form FillTop-of-funnel conversion
4-Email SeriesDay 0 · 2 · 6 · 10, contact-based segmentation
Score ≥ ThresholdOr demo booked
SQL HandoffExits automatically on lifecycle change
What it does
- Enters a four-email educational series (day 0, 2, 6, 10); segmentation is contact-based for targeted nurturing.
- Transitions to SQL once lead score crosses the threshold or a demo is booked.
- Exits automatically on lifecycle change, preventing duplicate drips.
Pro tipUse smart content to pull in vertical-specific case studies for each recipient.
Workflow 02
Topic-Based Content Nurture
Goal: Serve laser-focused resources around a prospect's exact interest.
Trigger
Page view of a cornerstone topic-cluster page or CTA click.
Topic Page ViewOr CTA click
3-Part Mini-CourseBlog → video → checklist
Topic Interest TagSet for future segmentation
Sales HandoffOn engagement-score spike
What it does
- Sends a three-part mini-course: blog, then video, then checklist.
- Applies a Topic Interest property for future segmentation and targeted campaigns.
- Hands off to sales if the engagement score spikes.
Workflow 03
Re-Engagement (12-Month Dormants)
Goal: Wake sleeping contacts before they churn from your list.
Trigger
Last email open ≥ 12 months AND lifecycle ≠ Customer.
12-Month No OpenLifecycle ≠ Customer
“Still Interested?” EmailFresh value asset
No Click in 7 DaysQuick poll follows
Suppress Non-RespondersProtects sender reputation
What it does
- Sends a “still interested?” value email built around a fresh asset.
- If there is no click within seven days, follows up with a quick poll.
- Unsubscribes or suppresses non-responders to protect deliverability.
Workflow 04
Lost Deal Win-Back
Goal: Revive opportunities that died on price, timing, or priorities.
Trigger
Deal stage = Closed-Lost AND closed reason = “Not Now.”
Closed-Lost “Not Now”Closed-reason filter
60-Day WaitCooling-off period
“What Changed?” NotePersonalised outreach
Rep Task + Deal ReopenedOn reply or asset click
What it does
- Waits 60 days, then sends a personalised “what changed on your end?” note.
- Creates a task for the rep if the contact replies or clicks the asset.
- Updates the close date and reopens the deal automatically.
Workflow 05
Customer Health Pulse
Goal: Spot at-risk customers before they churn.
Trigger
Product usage score drops OR no log-ins in 30 days.
Usage DropOr 30 days without login
CSM Activation TipEmail from the account's CSM
No Activity in 7 DaysEscalation trigger
Support Escalation + TaskHealth-check call logged
What it does
- Sends an activation-tip email from the account's CSM.
- Escalates to the support queue if there is no activity within seven days.
- Logs a “health check” call task for the account owner.
Workflow 06
Renewal Reminder Cadence
Goal: Maximise on-time renewals.
Trigger
Renewal date minus 90 days.
Renewal − 90 DaysCadence starts
90-Day Value EmailEducational content
60-Day ROI RecapIncludes QBR scheduling link
30-Day Final ReminderFinance alerted if PO missing
What it does
- Sends a 90-day educational, value-add email.
- Follows with a 60-day ROI recap plus a scheduling link for a QBR.
- Sends a 30-day final reminder and alerts finance if the PO has not arrived.
Pro tipCombine with a Renewal Likelihood predictive score for precision targeting.
Workflow 07
Post-Purchase Onboarding Series
Goal: Drive product adoption in the first 30 days.
Trigger
Deal stage moves to Closed-Won.
Closed-WonDeal stage change
Welcome SequenceSetup guide, training videos
CSM Milestone TasksTask queue at key milestones
NPS Survey, Day 30Branches on score
What it does
- Kicks off a multi-step welcome sequence: setup guide, training videos.
- Uses task queues for CSM outreach at key milestones.
- Surveys NPS after 30 days and branches the next step on the score.
Workflow 08
Post-Purchase Follow-Up
Goal: Turn new customers into case-study candidates.
Trigger
Onboarding workflow complete AND NPS ≥ 9.
Onboarding CompleteNPS ≥ 9
Review RequestG2 or Capterra
Testimonial AlertSent to marketing
Added to Advocacy ListFuture beta invites
What it does
- Sends a request for a G2 or Capterra review.
- Alerts marketing to schedule a testimonial interview.
- Adds the contact to the Advocacy list for future beta invites.
Workflow 09
Upsell / Cross-Sell Accelerator
Goal: Expand average contract value.
Trigger
Customer has Product A but not Add-On B, with a strong usage score.
Has A, Not BStrong usage score
Success-Story EmailFeaturing Add-On B
Email Clicked?Branch point
AM TaskOr moved to cycle-based nurture
What it does
- Sends a personalised success story featuring Add-On B.
- Creates a task for the account manager if the email is clicked.
- Moves the contact to cycle-based nurture if there is no interest.
Workflow 10
Event Lifecycle
Goal: Automate the entire webinar or in-person event journey.
Trigger
Event registration form submission.
RegistrationForm submission
Confirmation + Calendar HoldImmediate
Reminders T−7 / T−1With speaker teaser
Post-Event Replay + CTAAttended / no-show tag
What it does
- Sends confirmation and a calendar hold immediately after registration.
- Sends reminder emails at T-7 and T-1 days, including a speaker teaser.
- Delivers a post-event replay and CTA into the relevant nurture sequence.
Pro tipTag contacts Attended / No-Show for precision follow-up.
Connecting the dots
Connecting these workflows to scoring & lifecycle stages
A workflow that runs in isolation is automation. A workflow that writes back to score and lifecycle stage is part of the system described in the companion guide.
Score the action
Assign engagement-score boosts for key workflow actions — for example, webinar attended = +15.
Set the threshold
Set fit-score thresholds that pull a contact from nurture into the Sales Qualified Lead stage.
Always add an exit
Give every workflow an exit goal — typically a lifecycle-stage move — to prevent infinite loops.
Build discipline
Workflow build best practices
The mechanics above only work if the workflow itself is built and maintained the same way every time.
Plan on paper firstMap trigger, actions, delays, and exits before opening the workflow editor.
Start with a small cohortValidate against a limited segment before scaling to the full database.
Use concise delaysHours, not days, for hot buying signals — long delays lose the moment.
Monitor weeklyOpen rate, click-through, MQL lift, and revenue influenced — not just send volume.
Archive stale workflowsReview quarterly and retire what no one owns to keep the portal lean.
Self-audit
Score your workflow coverage
Score each workflow: 2 = live and reviewed this quarter, 1 = live but not reviewed, 0 = not built. The result updates instantly.
01
Evergreen Lead Nurture is live and reviewed in the last quarter.
02
Topic-Based Content Nurture is live and reviewed in the last quarter.
03
Re-Engagement (12-Month Dormants) is live and reviewed in the last quarter.
04
Lost Deal Win-Back is live and reviewed in the last quarter.
05
Customer Health Pulse is live and reviewed in the last quarter.
06
Renewal Reminder Cadence is live and reviewed in the last quarter.
07
Post-Purchase Onboarding Series is live and reviewed in the last quarter.
08
Post-Purchase Follow-Up is live and reviewed in the last quarter.
09
Upsell / Cross-Sell Accelerator is live and reviewed in the last quarter.
10
Event Lifecycle is live and reviewed in the last quarter.
0 / 20
Most of this system still needs to be built
Start with Evergreen Lead Nurture and Post-Purchase Onboarding — they touch the largest share of contacts and customers.
