HubSpot Workflows and Sequences

The sequences are part of the sales hub. The HubSpot Sales Hub. And their function is to automate a series of actions that must be completed manually. In the following lines, I will explain how HubSpot workflows and sequences work, and what the differences are between the two tools.

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How do HubSpot workflows and sequences work?

By entering the sequences section within HubSpot, you can directly use the pre-made sequences. That the tool offers, such as the recent conversion. It is used when a prospect downloads content from the website.

This sequence consists of 4 steps and it takes 7 days to complete:

Step 1. An email that confirms that the content download has been notified

(the title must be entered manually) and feedback is requested, thanking any comments that can help improve the quality of the publications. In the event that the prospect responded before that time, then the sequence would be cut.

Step 2. The previous email will be associated with an action assigned to a sales executive, which indicates that the contact must be called to follow up.

It can be completed with a template where the text or structure to be used when speaking with the person is found. In my article, HubSpot workflows show you everything.

Step 3. The prospect is contacted again by email, offering him two articles that are considered to be of interest to him (titles to be entered manually).

It is explained that it is believed that they can be useful to solve the problem that occupies the mind of the interlocutor.

Step 4. It’s a closing email that even has a link to the executive’s calendar, in case the prospect wants to schedule a meeting.

It is explained that it has not been possible to contact him and that he wishes to solve his problems.

The workflow tool allows you to automate 100% of processes, whether they are sales, marketing, or services.

These processes can be both internal and external:

An internal one, for example, would be notifications that you send to your team based on different events that have happened on your website or CRM, such as each time a user fills out a contact form. You could even automate a sales executive being assigned to that contact based on the responses they gave.
On the other hand, external processes are the main marketing chain emails that are sent to the contacts in the database.


There are some predefined types of workflow that can be configured, according to the needs. One of them is the one that assigns the leads of the web.

Thus, each time you receive a form submission, you can rotate the contact between the users you deem relevant (such as sales executives) to determine who is going to be the “owner” of that prospect.

You can even add other steps. Suppose you wanted to receive an internal notification by mail when this contact was assigned to one of these sellers. You can run this internal email to receive the notification, with a predetermined subject, informing you that there is a new contact and it has been assigned to a predetermined executive. CRM information can be included in this email.

Click here for the full HubSpot guide

Differences between workflows and sequences in HubSpot
To better understand how workflows and sequences differ, I will explain it to you by action blocks. Keep reading!

How emails are sent

In the sequences, the emails are sent from the electronic place (for example, using the HubSpot mail tool, from the Outlook tray, or from Gmail ). The text is flatter.

On the other hand, in a workflow, as it is a marketing email, more design can be used than in a normal email, including images or videos. In addition, it is a fully automated email.

In both cases, you can obtain statistics that will allow you to improve your effectiveness.

How emails are activated

The sequences only let you activate manually. You have to send an email and it reaches the user. If you need to do an automatic enrollment, the sequences will not work for you.

If you want to do it manually and customize the message, yes you can. That is why they are part of the Sales Hub tools.

You can configure workflows as complicated as you want. A form, a follow-up, assigning tasks to the sales team… you set the limit!

You can put all the conditions you want and, each time they are met, the workflow will be activated. It could be done manually, although it is advisable to let it be automatic.

How to remove a positive record from a sequence or workflow

As the sequences have a 100% commercial focus. They are unsubscribed as soon as the user who is contacted performs an action (for example, an interaction with him is achieved). The emails are separated by one day. And only continue to be sent if the user does not reply.

If you do, the sequence is cut off. If you call by phone and that is logged in HubSpot, the sequence is also cut.

Workflows work with goals and don’t stop until they are met. Some of these goals may be for the person to respond, but also to visit a website or fill out a form.

It’s always important to clearly define the enrollment triggers for each of these workflows and the conversion goals. In this way, you can unsubscribe users from that workflow when they meet the objectives.

Difference between Hubspot and Sequence

There are many more differences between HubSpot workflows and sequences, although these three are the main ones to consider when choosing both.

In general, you could say that the sequence is much more personal, you can add a custom template and you can leave the sequence working in the following days. Faced with this commercial approach, the workflow is more marketing and more sophisticated.

Finish word:

To finish, I invite you to take a look at the video that accompanies this article, in which I present to you live, using the tool, the most relevant differences between the HubSpot workflows and sequences.

If you have any questions about it, I will be happy to read you in the comment section to solve it. I wait for you!

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