Marketing Automation Workflow Ideas with HubSpot

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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:

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.

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

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

Combine "Contact Properties," "Deal Records," and "Time Delays" to build effective marketing automation.