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"I want to send the right message at the right time based on transaction data" "I want to automate cross-selling and upselling based on purchase history"
Using HubSpot's workflow functionality, you can build sophisticated marketing automation (MA) that combines contact properties, deal records, and time delays.
Three Axes of MA Workflow Design
When designing workflows, combine these three elements:
Attributes, segments, status
Products, categories, amounts, timing
Days since purchase, last access
Automatically execute actions based on combined conditions
Workflow Design Process
1. Verbalize the Pattern
First, articulate "what customers," "at what timing," and "what message."
Examples:
- "Send related product B recommendation 30 days after purchasing product A"
- "Send support information to people who viewed support pages 3+ times"
- "Check utilization status 90 days after contract start"
2. Create If-Then Tables
For complex conditional branches, organize them in a table.
| Condition (If) | Action (Then) | Timing |
|---|---|---|
| Purchased Category A AND Not purchased Category B | Category B recommendation email | 30 days after purchase |
| Purchased Category A AND Already purchased Category B | Premium plan offer | 60 days after purchase |
| Viewed support pages 3+ times | Support contact information email | Immediately |
| 180+ days since last purchase | Re-engagement campaign | After 180 days |
3. Implement in HubSpot
Implement verbalized patterns as HubSpot workflows.
Main Workflow Patterns
Pattern 1: Deal-Based Segment Distribution
Segment customers based on deal records and purchased products/categories for cross-sell and upsell opportunities.
→ Deal-Based Segment Distribution
Pattern 2: Page Access-Based Messaging
Automatically send support or recommendations based on website access history (page paths).
→ Page Access-Based Support Messaging
Pattern 3: Contract Trigger Follow-ups
Automatically execute follow-up emails or actions after specified days from service contract closure.
→ Contract Trigger Follow-up Settings
Available Workflow Triggers
| Trigger Type | Example | Use Case |
|---|---|---|
| Contact Property | Lifecycle stage changed to Customer | New customer onboarding |
| Deal Property | Deal stage changed to Closed Won | Post-sale follow-up |
| Form Submission | Resource request form submitted | Lead nurturing start |
| Page View | Viewed specific URL | Interest-based messaging |
| Date Property | 90 days since contract start date | Periodic follow-up |
Workflow Design Best Practices
1. Set Exclusion Conditions
Always set exclusion conditions to prevent unnecessary emails.
2. Control Delivery Frequency
Be careful of email overload when multiple workflows run on the same contact.
3. Test and Measure
Test before going live and measure effectiveness afterward.
Summary
| Design Step | Content |
|---|---|
| 1. Verbalize patterns | Document what customers, when, what message |
| 2. Create condition tables | Organize conditions and actions in If-Then format |
| 3. Implement in HubSpot | Configure as workflows |
| 4. Test and measure | Verify operation and monitor metrics |
Combine "Contact Properties," "Deal Records," and "Time Delays" to build effective marketing automation.