If you’re using HubSpot, you already know how powerful it is for capturing and managing leads. But to turn those leads into loyal customers, you need more than just a CRM. You need automated workflows that keep your leads engaged without adding to your workload.
In this guide, we’ll walk you through exactly how to build an automated lead nurturing workflow in HubSpot so you can nurture your contacts from first touch to close.
Step 1: Define Your Goals
Before you even open HubSpot, take a moment to define what you want this workflow to achieve. Are you aiming to educate new leads? Nudge warm leads toward a demo? Re-engage dormant contacts? Clear goals will shape every part of your workflow.
Step 2: Segment Your Contacts
Segmentation is key to personalization. Use HubSpot’s lists and properties to create segments based on factors like:
- Lifecycle stage
- Website activity
- Email engagement
- Industry or company size
The more precise your segments, the more relevant your nurturing workflow will be.
Step 3: Map Out Your Content
Think about what emails, offers, or other content will move your leads closer to your goal. Start by outlining a sequence of three to five emails that deliver value and address common questions or concerns at each stage of the buyer journey.
Using one of our software clients as an example, if someone downloads a whitepaper related to their software we would typically setup a nurture sequence like:
- Welcome Email: Thank them for downloading the whitepaper and provide the resource link again.
- Helpful Article: A follow-up email with an article diving deeper into the key topic covered in the whitepaper.
- Case Study: An email sharing a real-world case study of how a similar company benefits from the software.
- Demo Invitation: Invite them to schedule a demo to see the software in action.
- Direct Ask: A short email simply asking if they’re interested in discussing how the software could work for their business.
This approach builds trust and offers value at every step, moving leads from curiosity to real consideration.
Step 4: Build Your Workflow in HubSpot
Here’s how to do it:
- In HubSpot, go to Automation and then Workflows and click Create workflow.
- Choose Start from scratch or select a template if it matches your goal.
- Set enrollment triggers based on the segments you created earlier.
- Add your nurturing steps, usually emails spaced out by a few days. Include optional actions like updating contact properties or notifying sales when someone reaches a threshold of activity.
- Use if/then branches for personalized experiences based on lead behavior, such as whether they opened an email or visited a key webpage.
Step 5: Test, Launch, and Monitor
Before you go live, test your workflow. HubSpot lets you enroll test contacts to make sure everything fires correctly. Once live, keep an eye on:
- Email open and click-through rates
- Workflow conversion rates
- How many leads progress to the next lifecycle stage
Use these insights to tweak and improve your workflow over time.
How We Can Help You Turn HubSpot Automation into Real Results
Automating your lead nurturing in HubSpot isn’t just a time-saver—it’s a revenue booster. By providing timely, relevant content, you’ll keep your leads engaged and moving steadily toward becoming loyal customers.
At Modern Marketing Partners, we don’t just support HubSpot. We bring a strategic approach and expert content creation to every engagement. Whether you need help building the perfect workflow, refining your overall marketing strategy, or creating content that converts, our team is here to help you maximize results.
Ready to take your lead nurturing to the next level? Pick a time to meet here.
For more, check out 10 HubSpot Workflows Every Sales Team Needs.
