HubSpot Workflows 101

Last updated on Mar 3, 2026 by Lusine Sargsyan

Goal

This guide will walk you through everything you need to get started with HubSpot workflows, including navigating the interface and creating workflows manually, using HubSpot templates, and using AI.

HubSpot workflows 101 - YouTube

In this video

• 00:00 Introduction to HubSpot workflows
• 01:47 Navigating workflows interface
• 03:28 Creating a workflow from Scratch
• 10:24 Workflow settings (Re-enrollment, Suppression, Goal)
• 16:22 Creating a workflow using AI
• 17:54 Creating a workflow using HubSpot workflow templates

What is a HubSpot workflow?

A HubSpot workflow is an automated trigger-based sequence of actions within HubSpot CRM.

Every workflow has three core pieces:

1. The Trigger: what starts it. It can be a form submission, a contact property change, a webinar registration, or an event registration.
2. The Condition: this is who qualifies because not every contact should go through every workflow. You add filters to ensure only the right people get enrolled.
3. The Actions: what HubSpot does with all these contacts, such as sending an email, updating a property, or notifying your sales rep.

Step-by-step guide

Requirements

• An active HubSpot account with an active professional or enterprise subscription so that you can use Workflows

1. Navigate to Workflows

• Open HubSpot.
• From the left menu, go to Automation.
• Click on Workflows.

2. Create a Lead Magnet Follow-up Workflow Manually

• On the top right corner, click the Create workflow button.
• Select Start from scratch.
• Click on Trigger manually.
• Select Contact (for a contact-based workflow).
• Click Save and continue.

3. Set up the Workflow Trigger

• On the workflow canvas, click on the trigger box at the top.
• For a lead magnet follow-up, select When an event occurs trigger.
• Search for and select Form submission.
• Click Add criteria, select Form name, and then choose is any of.
• Select the specific form, e.g., "lead magnet".
• Click Done and then Save to save the trigger.

4. Set up Actions

• Click the small + icon below the trigger.
• Search for and select Send email (under Communications).
• Click Choose an email and select the desired email (e.g., a thank you email). If the email isn't set up, you can create a new one directly in the workflow.
• Click Save. This email will be sent immediately.
• Click the + icon again, search for Delay, and select Set amount of time.
• Specify the delay (e.g., "2 days") and select Business days.
• Click Save.
• Click the + icon, select Send email, choose the next email (e.g., "follow up email"), and click Save.
• Click the + icon again, search for Delay, and select Set amount of time.
• Specify the delay (e.g., "3 days") and select Business days.
• Click Save.
• Click the + icon again, select Send email, choose the final email (e.g., "follow up two"), and click Save.

5. Configure Workflow Settings

• Click on the trigger box, then click Settings.
• Re-enrollment: By default, a contact goes through a workflow once. Toggle this on if you want them to repeat the journey under certain conditions.
• Suppression Segment: Add a customer list here to prevent existing clients from receiving nurture emails. Toggle it on and select the list.
• Workflow Goal: Set a goal (e.g., "contact booked a meeting"). HubSpot will automatically unenroll contacts who achieve this goal, preventing further emails.

6. Review and Turn On Workflow

• On the top right corner, click Review and turn on.
• Choose whether to enroll contacts that currently meet the enrollment criteria when the workflow turns on.
• Click Next.

7. Create a Workflow Using AI

• On the top right corner, click Create workflow.
• Select With AI.
• A chat will open on the right side. Drop your prompt, e.g., "When a contact submits any form, send an internal email notification to the contact owner, which is the sales rep, immediately and create a task to follow up within one business day."

8. Common problems and solutions

What happens if a contact submits the form multiple times?

• By default, a contact will only enroll once in a workflow. Enable re-enrollment to allow re-entry.

Can a contact be in multiple workflows at the same time?

• Yes, unless you use the “unenroll from other workflows” setting or manually remove them.

Will contacts who unsubscribe from HubSpot emails still receive the webinar confirmation?

• Yes. The confirmation email is sent from Contrast, not HubSpot.

What happens if I edit a workflow that's already live?

• Changes only affect future actions or new enrollments.

Can I test a workflow before turning it on?

• Yes, using the Test feature or enrolling yourself manually.