If you're tired of chasing cold leads and want your marketing to run on autopilot (without turning into a spam machine), this guide is for you. Setting up automated lead nurturing in Hubspot sounds fancy, but at the end of the day, it’s about sending the right message to the right person—without babysitting your inbox.
Skip the theory. Here’s how to actually get a lead nurturing workflow off the ground in Hubspot, step by step, with honest notes on what works and what’s just hype.
Step 1: Get Clear About Who You’re Nurturing
Before you build anything, know who your leads are and what they need. Otherwise, your workflow is just noise.
- Segment your leads. Are you nurturing new signups? Downloads from a specific ebook? Demo requests? The more specific the better.
- Don’t overthink personas. You don’t need a 10-page persona doc. Just know what problem these leads have and what might help them next.
Pro tip: If you’re not sure how to segment, start with the basics—“new leads” vs. “qualified leads.” You can always get fancier later.
Step 2: Map Out Your Lead Journey (On Paper First)
Don’t jump right into Hubspot yet. Get a notepad or whiteboard and sketch out what you want to happen.
- What should trigger the workflow?
- Example: Subscribes to a newsletter, downloads a guide, fills out a contact form.
- What do you want to send—and when?
- Think: A welcome email, a tip a few days later, an invite to a webinar, etc.
- How will you know when a lead is “ready”?
- Maybe they click a link, reply to an email, or visit your pricing page.
Keep it simple. A basic 3–5 email sequence is plenty to start.
Step 3: Set Up Your Lead Lists in Hubspot
Now you’re ready to open Hubspot. This is where you tell the system who gets what.
- Go to Contacts > Lists.
- Make a new list for your workflow. Choose Active List if you want it to update automatically (most people do).
- Set your filters:
- Example: “Form submission is ‘Demo Request Form’” or “Lifecycle stage is ‘Lead’”.
- Give it a clear name. Don’t call it “List 1.” Use something like “2024 Ebook Download Leads.”
Honest take: Skip “smart lists” and endless segmentation until you’ve tested the basics. You can always split hairs later.
Step 4: Build Your Lead Nurturing Emails
Your emails are the heart of your workflow. If they’re boring or pushy, your leads will ghost you.
- Go to Marketing > Email.
- Create a new automated email (not a regular one-off).
- Focus on value, not sales pitches. Give tips, answer common questions, or share useful resources.
- Keep it short. No one reads a 1,000-word email from a brand they barely know.
- Use personalization tokens (like first name) sparingly—they’re fine, but don’t expect magic.
What doesn’t work: Writing emails that sound like a sales brochure. People see right through it.
Pro tip: Always include a clear, low-pressure call to action. “Reply if you have questions” works better than “Book a demo now!”
Step 5: Create Your Workflow in Hubspot
Here’s where the automation happens.
- Go to Automation > Workflows.
- Click “Create workflow.”
- Choose “Start from scratch” or use a template if you’re lost (but be ready to edit heavily).
- Set your enrollment trigger—usually it’s joining a list, filling out a form, or a specific property change.
- Add actions:
- Send email: Choose the nurturing email you built.
- Delay: Wait a few days before the next step. (Most people use 2-5 days between emails.)
- If/then branches: Only if you really need them. Example: If they open Email 1, send Email 2; if not, resend with a different subject.
- End the workflow or mark the lead as “Qualified” if they take a key action (like requesting a demo).
Don’t over-complicate. Fancy logic trees look impressive but break easily and are hard to maintain. Keep your first workflow linear.
Step 6: Test (Don’t Skip This Step)
Even simple workflows can go sideways. Always test before you go live.
- Enroll yourself or a teammate in the workflow using a test email.
- Check every email for typos, broken links, and correct personalization.
- Make sure delays and triggers work as expected.
What to ignore: Don’t obsess over pixel-perfect emails. Focus on clear, useful content that actually gets delivered.
Step 7: Turn On the Workflow and Let It Run
Once you’re sure it works, activate your workflow.
- Double-check that the right list or trigger is attached.
- Set notifications if you want alerts for key actions (like replies or demo requests).
- Hubspot will start enrolling new leads automatically.
Reality check: The first week, watch for weirdness—like leads getting skipped or getting multiple emails at once. Fix any issues fast.
Step 8: Measure What Matters (And Tweak)
Don’t drown in data. Start with the basics:
- Open rates: Tells you if your subject lines are working.
- Click rates: Shows if your content is useful.
- Replies or conversions: The real sign your workflow is working.
If something flops, don’t panic. Change one thing at a time—subject lines, timing, or email content—and see what moves the needle.
What to ignore: Vanity metrics like “impressions” or “email forwards.” Focus on actions, not fluff.
Pro Tips and Common Pitfalls
- Don’t send too many emails. Two to five is plenty for most nurture sequences.
- Avoid “nurture fatigue.” If leads aren’t engaging, let them unsubscribe or pause the sequence.
- Use plain text when in doubt. Fancy HTML emails often get flagged as promotions.
- Review compliance. If you’re in the EU or sending to Europe, get your GDPR ducks in a row.
And a reality check: Automation won’t fix bad messaging. If your emails aren’t helpful or relevant, no workflow will save you.
Keep It Simple—and Learn As You Go
You don’t need a 20-step automation to start moving leads forward. Build a simple, honest workflow that delivers value, watch how people respond, and tweak as you go. The best workflows are the ones you actually use—and improve over time. Don’t wait for perfect. Just get started.