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.
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.
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?
Here are some specific uses for sequences:
➤ Get Started: How to create and edit sequences
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
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:
➤ 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.
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.
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.