Workflows vs. sequences in HubSpot

Written by Barbora Solilová | Feb 18, 2025 8:41:19 AM

What are workflows?

Workflows are designed for marketing teams to automate complex processes. They work based on triggers - events that set off a series of predefined actions.

Main functions od workflows

Automatic triggers: Campaigns are being activated based on triggers, such as form completion, property change in CRM, or completion of another workflow.
Marketing Emails: Allow you to send visually rich emails such as newsletters or promotional messages.
Internal communications: Workflows can send notifications to team members (e.g. "Mr. Novak visited the pricing page - contact him").
Conditions and branching: Based on set criteria, they can decide what actions to follow.
Large audiences: ideal for reaching a wide range of contacts.

Example:

A client downloads an e-book from your website. Workflow automatically:

1. Sends a welcome email thanking you.
2. After two days, sends an email with a related product offer.
3. If the client clicks on a link in the email, it creates an alert for the merchant.

What are sequences?

Sequences are designed for sales teams and their main goal is to facilitate the communication process between the salesperson and the potential customer.

The main functions of sequences are:

Sales emails: they send personalized 1-on-1 emails that feel natural and non-intrusive.
Manual triggering: Contacts are added to the sequence manually, either individually or in bulk.
Automatic unsubscribe: Contacts automatically unsubscribe from the sequence if they reply to an email or book an appointment.
Easy automation: Suitable for leads that have been communicated with in the past (bottom-of-the-funnel leads).

Example:

A lead has made an appointment but hasn't turned up. Sequence can:

1. Send the first email with a reminder and a suggestion for a new appointment.
2. After three days, automatically send a second email asking for feedback.
3. Once the lead responds, automatically unsubscribe from the sequence.

The main differences in a nutshell

Functions	Workflows	Squences
Availability	Professional and Enterprise licenses	Professional and Enterprise licenses
Type of emails	Marketing emails (newsletters, promo emails)	1 to 1 sales e-mails
Launching	Automatic, based on triggers	Adding a contact manually
Flexibility	Conditions, branching, complex actions	Linear step sequence
Audience	Wide audience	Individual contacts
Automatic unenrollment	Based on conditions in CRM	Reply or booking an appointment

Main differences between sequences and workflows

While sequences and workflows are both automation tools in HubSpot, there are some major differences between them:

1. Purpose: Sequences are primarily used for sales outreach and follow-up communication, while workflows are primarily used for marketing automation.

2. Contact ownership: Sequences are owned by individual salespeople and used for one-to-one communication with potential customers. Workflows are managed by marketing teams and are designed for communicating with larger groups of contacts.

3. Timing: Sequences are time-driven and follow a predetermined schedule. Workflows, on the other hand, are triggered by events or specific criteria.

4. Complexity: Workflows offer more advanced functionality and greater flexibility. They allow you to create complex automated processes with branching and conditions. Sequences are simpler and focused on sequential contacting.

When to use sequences in HubSpot

Sequences are ideal for marketers who want to streamline their outreach process and increase their productivity. They're particularly useful in the following situations:

Follow-up with leads: automate the follow-up with leads who have expressed interest in your product or service.
Lead nurturing.
Sales outreach: Use sequences to reach new leads and win business.
Scheduling appointments: Automate the process of setting up appointments or demo presentations with your leads.
Closing deals: Keep leads aware of your offerings and close deals more efficiently.

Sequences save time, increase efficiency and improve your overall sales success rate.

What workflows are good for

Workflows are a useful tool for marketing teams looking to automate campaigns and better nurture their leads. For example, they are useful in the following cases:

Lead nurturing: Send targeted and personalized content based on behavior, interests, or stage in the buying process.
Lead Scoring: Automatically assign scores to leads based on their activity and target the most qualified ones.
Email Marketing: Automate email campaigns by delivering the right content to the right people at the right time.
Customer Onboarding: Welcome new customers, ease their transition to your product or service, and ensure a smooth launch.
Upselling and cross-selling: Identify opportunities to upsell or cross-sell with existing customers.

Use workflows to save time, deliver personalized experiences and increase marketing return on investment (ROI).

When to use workflows?

You need to reach a large audience.
You're sending design-driven, visually rich emails.
You want to automate actions based on triggers (e.g., changing a property, filling out a form).
You're pursuing multiple goals, such as improving conversions, alerting your team, or updating data.

When to use sequences?

You have a specific lead and want to build a relationship with a personal touch.
You need a simple automation for 1-on-1 communication.
You want to increase the likelihood of a response or appointment from a specific contact.
Conclusion

Conclusion

Both workflows and sequences are powerful tools when used correctly. While workflows excel at complex automations and reaching a wide audience, sequences are best for personal communication with prospective customers. By using these tools correctly, you can streamline both your marketing and sales processes.

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