Workflows are one of HubSpot’s most powerful tools for automating repetitive tasks, optimizing customer journeys, increasing conversions, and freeing up your team to focus on strategy. Since your original post, HubSpot has added several new workflow actions (including AI-powered ones, custom actions, data formatting, validation, etc.), plus better tools for timing, re-enrollment, and cross-object workflows. Below are 10 workflow examples, refreshed with what’s new, so you can maximize what HubSpot offers now.
What to automate:
Starting from when someone fills out a lead form or downloads a piece of content.
Use sequences of educational or helpful emails, tailored based on behavior (e.g. pages visited, downloads) and lead score.
New / enhanced actions you can use now:
Delay conditions with greater precision (delay until a date property, or until an event occurs) rather than just fixed day-waiting.
Branches with AND/OR logic so you can combine multiple criteria.
Custom code actions (in Data Hub Professional/Enterprise) to handle data transformation or integrate external logic.
Use “Summarize record” or “Data enrichment” via Breeze Intelligence to auto-generate content snippets or fill in missing data.
Suggested flow:
Trigger on form submission or list membership
Delay (maybe until the next day/time window)
If/then branch: based on lead score / content interest
Send tailored email(s)
Use a custom code action or enrich properties (e.g. fill in industry, company size)
If lead reaches certain threshold, notify sales or assign an owner
Original aims: Welcome new customers, share resources, get them to adopt product features, get feedback.
New additions:
Use Timing settings so that certain actions only trigger during specified hours or days. Prevent emails from being sent at odd hours.
Use “Validate and format phone number” action to ensure customer contact data is cleaned up before being used.
Leverage “Create record” or create associated object actions to automatically create related items (e.g., tickets or tasks for customer success) for new customers.
(Or e-commerce missing steps, webinar registrations, etc.)
Updates:
New ability to use event-based delays: wait until a user does a specific action (e.g. visits page, completes purchase) rather than just time-based.
Use connected app actions (if your e-commerce or store is integrated) — e.g. pulling cart data, sending WhatsApp / SMS alerts. The SMS / WhatsApp message actions are more available now.
“Go to workflow” action: after the recovery steps, you could enroll contact into a separate “conversion campaign” workflow for further nurturing.
What to do:
Promote event → reminders → post-event follow up; survey; content share.
What’s new & helpful:
Send survey action (Service Hub Professional/Enterprise) integrated into workflows to automate feedback collection.
Use Add to ads audience / Remove from ads audience actions to sync with ad platforms for retargeting or exclusion.
Use branches or if/then logic for early registrants vs late vs no show.
Original goal: After purchase or usage, ask for feedback, measure satisfaction.
Enhancements:
The Survey sending action now works more smoothly via workflows.
Use Custom code or connected app actions to push survey responses into external dashboards or tools.
Use the Validate and format actions to ensure contact info (email, phone) is valid before sending survey.
Goal: Based on user behavior, interests, location, lifecycle stage, deliver personalized content.
New features:
Use “Summarize record” to derive values (like content interest) from previous behavior to drive personalization.
Use Edit record actions to update custom properties (e.g. content topic preferences) automatically.
Use Custom Workflow Actions builder (beta): if you have special personalization logic or external API endpoints, build your own action to fetch content, build custom content blocks etc.
Original idea: Trigger contact if they haven’t engaged and try to re-activate.
Updates:
Use “Delete contact” action for GDPR/data hygiene (if allowed) to remove long-inactive contacts.
Use Rotate record to owner to reassign contact ownership if someone else should try reach out.
Incorporate channels like WhatsApp / SMS messages now available in workflow communications.
What to improve:
Use Create deal or Tickets or associated objects to trigger cross-sell offers.
Use “Add to ads audience” so you can serve ad creative to existing customers for upsell segmentation.
Add actions like Set marketing contact status, or adjust subscription settings for upsell communications.
Original flow: Score leads, when reach threshold, notify sales or change lifecycle stage.
New tools:
Use intent signals tracking / stopping tracking actions: HubSpot has actions to track or stop tracking intent signals which can feed into scoring.
Use Send internal email notification or rotate record to owner automatically when lead crosses threshold.
Use “Set property value” more flexibly, also increase or decrease property value (numeric properties), to increment score.
What to do: Engage repeat customers, reward them, and reduce churn.
New enhancements:
Use Custom code or Edit record to calculate loyalty points or other metrics.
Use Connected app actions for external loyalty platforms.
Use Set marketing contact status so you manage the costs of who’s a marketing contact.
Use Timing settings, so reward emails or loyalty perks are sent at appropriate times (e.g. during business hours).
Since your original post, some new types of workflows are viable now:
AI / Automation Enforcement Workflows: Use Breeze Intelligence actions to auto-format or enrich data, generate content snippets, or summarize record info.
Custom Action Builder workflows: Build your own custom workflow actions (beta) so you can call external APIs, create custom actions that don’t come out-of-box.
Phone validation and formatting workflows to ensure your contact / company phone number data is consistent.
Workflows triggered by or managing conversation / chat objects — automating tasks around conversations or feedback.
Always check subscription level: many newer actions are locked behind Professional / Enterprise / Data Hub permissions.
Use the Workflow minimap for visualizing large workflows and navigating them.
Use Timing settings & pause dates to avoid sending messages at undesired times or over weekends/holidays.
Use re-enrollment wisely: workflows can re-enroll when contact meets criteria again. Helps with dynamic behavior but avoid loops.
Test your workflows (especially branches) and preview variations.
Clean up data: format phone numbers, validate contact fields, enrich missing properties before using them in actions.
With new actions like custom code, intent tracking, conversation-based workflows, phone formatting, timing settings, and more, you can make workflows much more precise, data-driven, and sophisticated. Use the enhanced tools above to update your existing workflows or build entirely new ones optimized for 2025’s expectations of personalization, speed, and data hygiene.
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