HubSpot's automation tools make it easy to program repetitive actions that guarantee execution and follow-up. Of these automation tools, the two standout stars are sequences and workflows. Both allow you to automate tasks, outreach and internal processes - in different ways.
Here's what you need to know about the differences between sequences and workflows.
What's the Difference Between a Sequence and a Workflow in Hubspot?
Sequences are designed to send semi-automated one-to-one sales emails, while workflows are more in-depth automation for complex tasks.
I'll explore more in depth below, but here's a quick reference of the key differences between the two.
| Sequences | Workflows | |
| HubSpot tier access |
Sales Hub Professional, Enterprise Service Hub Professional, Enterprise |
Marketing Hub Professional, Enterprise Sales Hub Professional, Enterprise Service Hub Professional, Enterprise Operations Hub Professional, Enterprise |
| What it does | Automate one-to-one follow-up with leads or customers OR send task reminders to employees | Guide a contact through a series of activities - this could include updating contact properties and/or sending emails based on properties or activities |
| Primary purpose |
Nurture a lead and encourage further action. |
Drive further engagement with your website, convert a contact into a lead or data clean-up |
| Branching and logics |
Manual enrollment and simple linear execution |
Automated enrollment with complex branching and logic |
In short: sequences are primarily designed for sales teams, while workflows are primarily designed for marketing teams. I'm intentional here with the word "primary" as there are exceptions and different use cases, but if you're quickly trying to remember the difference between the two, think: sequences = sales; workflows = marketing.
What is a Sequence?
The sequences tool allows you to send targeted, timed emails to nurture contacts. It can also be used to create tasks automatically.
Once a contact books a meeting, they are unenrolled from a sequence.
→ Related Content: What is Sales Enablement, and Can HubSpot Help?
Ways to Use Sequences
Here are some specific uses for sequences:
- Make a task "Call Lead" if a sales-qualified lead has not progressed through the sales funnel within a set time period (example: three months).
- Make a task "Connect on LinkedIn" that will remind your sales team to connect on LinkedIn with a contact once they become a sales-qualified lead.
- Email a lead to invite them to book a meeting if they have not communicated with a sales team member within a set timeframe (example: two weeks).
- Email a lead to invite them to take a specific next action in your sales funnel. For example, if you need a sales-qualified lead to fill out a form before you can mark the deal as closed.
➤ Get Started: How to create and edit sequences
What is a Workflow?
Workflows are a lot more complex, and can be used to automate your business processes. This includes working on your contacts, companies, deals, quotes and tickets. It also includes nurturing a contact into becoming a lead through marketing assets.
→ Related Content: A No-Nonsense Guide to HubSpot Hubs
Ways to Use Workflows
Because workflows are so advanced, there are a ton of ways to use them. For some great ideas, check out our blog: 5 Essential HubSpot Workflows to Copy.
Here are some general ideas for workflows to try:
- Send a series of automated emails to a contact after they download an eBook
- Re-engage old contacts by sending them emails or texts
- Automatically segment users by activity and/or interest
- Assign a lead owner to every new contact, round-robin style
- Update a contact's lifecycle stage
- Update a contact or company's deal stage
➤ Get Started: How to create workflows
Sequences and worklows are powerful tools within HubSpot that allow you to automate follow-up, set reminders and make your team more efficient.
Get the Most Out of HubSpot
HubSpot is a significant investment. If not implemented and used properly, you're not getting the most out of this powerful tool. You can go it alone, but working with a HubSpot partner agency means you don't need to become an expert in HubSpot to get the most out of your investment.
BizzyWeb is a HubSpot Platinum Partner: we offer full-service HubSpot onboarding, enablement and strategy for all hubs. Our team has over 196 certifications in HubSpot (and constantly growing). No matter what your HubSpot needs are, our team is ready to handle them.
Plus, we are the only agency in Minnesota with a Platform Enablement Accreditation from HubSpot - sounds fancy, but it means we're top-notch in making HubSpot work within your business.
BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.
