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May 12, 2025
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9
min read
HubSpot Sequences vs Workflows: Choosing the Right Automation Tool for Your Task
George Miloradovich
Researcher, Copywriter & Usecase Interviewer
Need to automate your sales or marketing efforts in HubSpot? Here's the quick takeaway:
| Feature | Sequences | Workflows |
|---|---|---|
| Purpose | Sales-focused, personal outreach | Marketing-focused, complex automation |
| Enrollment | Manual (or limited auto-enrollment) | Automatic and rule-based |
| Email Limit | Up to 5 emails per sequence | Unlimited |
| Subscription Needed | Sales Hub Professional/Enterprise | Marketing Hub Professional/Enterprise |
| Logic | Linear, no branching | Advanced branching with conditions |
Key takeaway: Sequences are best for sales reps handling targeted follow-ups, while Workflows excel at automating broader marketing strategies. Choose based on the scale and complexity of your task.
HubSpot Sequences and Workflows both cater to automation needs, but they differ significantly in their features, intended users, and subscription requirements.
Sequences are designed with sales teams in mind, while Workflows cater to broader marketing and operational needs. Here's a quick comparison:
| Feature | Sequences | Workflows |
|---|---|---|
| Minimum Subscription | Sales Hub Professional, Service Hub Professional | Marketing Hub Professional |
| Enterprise Access | Available with Enterprise subscriptions | Available with Sales Hub Professional, Service Hub Professional, and Operations Hub Professional |
| Technical Requirements | Requires personal inbox connection (e.g., G Suite or Office 365) | No specific inbox connection needed |
| User Access | Individual sales representatives | Marketing team members |
Now, let’s dive into how their email features align with their primary purposes.
Sequence Email Features:
Workflow Email Features:
These differences in email capabilities highlight how Sequences and Workflows serve distinct roles. Next, let’s examine how each tool handles automation triggers and completion rules.
Sequence Rules:
Workflow Rules:
Understanding these start and end rules provides a clearer picture of how each tool manages automated processes and adapts to different team needs.
Choosing the right tool is essential for successful automation. Below are examples that showcase how each tool shines in specific scenarios.
Sequences are ideal for personalized sales communications, especially when individual attention is crucial. Here are some effective ways to use them:
Post-Demo Follow-Up Process
Sales teams can automate follow-up emails after product demos, keeping prospects engaged with minimal manual effort. Studies show that 70% of responses occur between the second and fourth emails in a sales sequence [5]. This makes structured, automated follow-ups a valuable tool for maintaining momentum.
Proposal Follow-Up Campaign
After sending a business proposal, sequences can deliver timely follow-ups that highlight key benefits and address potential concerns. This approach ensures the conversation stays active and focused [5].
No-Show Demo Recovery
When prospects miss scheduled demos, a dedicated sequence can help reconnect. These emails might include rescheduling options and emphasize the value of the missed session, encouraging prospects to re-engage [5].
Workflows are designed for managing complex, multi-step processes, making them ideal for large-scale marketing operations. Here are some common use cases:
Cart Abandonment Recovery
E-commerce businesses can use workflows to re-engage customers who leave items in their shopping carts. These workflows might include follow-up emails, special offers, personalized product recommendations, and updates to customer profiles based on their interactions.
Lead Nurturing Program
Workflows can guide leads through the marketing funnel by responding to their engagement patterns. For example, they can segment leads based on form submissions, deliver relevant content, reassign contacts to appropriate team members, and track progress toward conversion goals [2].
By combining the precision of Sequences with the comprehensive nature of Workflows, businesses can create more effective automation strategies.
Pairing the personalized approach of Sequences with the scalability of Workflows can elevate your automation efforts. For instance, a customer onboarding process might start with a Workflow triggered by account creation. This Workflow could send a welcome email, schedule onboarding calls, and update the customer’s status. Once this initial stage is complete, a Sequence could take over, allowing an account manager to send personalized follow-ups with tailored advice and assistance.
This combination allows Workflows to handle standardized tasks efficiently while Sequences focus on building meaningful relationships. Together, they create a balanced and effective automation strategy.
Understanding the capabilities and constraints of HubSpot's tools is key to designing effective automation strategies. These distinctions reveal how each tool fits different automation needs, helping users make informed decisions.
Both tools have specific limits that shape their functionality and usage:
Email Actions and Enrollment
The complexity and flexibility of automation logic differ significantly between these tools:
Workflow Logic Features
Sequence Logic Features
These differences in logic capabilities influence how well each tool performs in practical scenarios.
Both tools can extend their functionality through integrations:
Integration Methods
Data shows that 95% of HubSpot users rely on at least one external app integration [6]. For instance, SmartBug Media's March 2023 integration of Calendly with HubSpot showcased how external connections can expand automation possibilities, enabling prospects to schedule meetings directly from emails or landing pages.
To further enhance automation, consider using Latenode's visual workflow builder. It bridges gaps between systems, ensuring data integrity and streamlining processes. This approach is particularly effective for managing complex automation logic that goes beyond HubSpot's native capabilities.
Deciding between HubSpot Sequences and Workflows doesn’t have to be complicated. According to recent figures, businesses that align their automation tools with their specific needs can achieve up to a 14.32% boost in email open rates and a 14% improvement in click-through rates [3].
To guide your decision, here’s a breakdown of key features and considerations for each tool.
Communication Style and Scale
Subscription Requirements
Automation Complexity
Here’s a quick guide to help you choose the right tool based on your needs:
Choose Sequences If You Need:
Choose Workflows If You Need:
Once you’ve chosen the tool that aligns with your goals, follow these steps to set up your automation:
For even greater flexibility, consider integrating Latenode’s visual workflow builder. This platform can manage complex data flows and create customized logic that goes beyond HubSpot’s built-in capabilities. It’s especially useful for handling multi-step processes or incorporating external data sources into your automation.
Sequences and Workflows each serve distinct roles in automation, tailored to different business needs. Sequences are best suited for personal, one-to-one sales outreach, while Workflows handle large-scale, intricate marketing automation. When used effectively, automation can increase email open rates by 14.32% and click-through rates by 14% [3]. Here's how to make the most of these tools:
Use Sequences for:
Use Workflows for:
Latenode’s visual workflow builder offers the flexibility to design and manage complex, multi-step processes with ease. Success lies in aligning your chosen tool with your business goals and continuously refining strategies based on performance insights.
Deciding whether to use HubSpot Sequences or Workflows comes down to the kind of automation you're looking to implement.
Sequences work well for personalized, one-on-one interactions, such as following up with leads or keeping prospects engaged. They shine in scenarios where manual customization is key - like sending a tailored series of sales emails or setting reminders for specific contacts.
Workflows, by contrast, are built for handling more intricate, multi-step processes. These are better suited for tasks like running marketing campaigns, managing large-scale lead nurturing, or automating customer onboarding. With their ability to trigger actions based on specific conditions, Workflows provide the tools for more advanced and flexible automation.
In essence, choose Sequences for straightforward, sales-oriented follow-ups and Workflows when you need scalable, rule-based automation to streamline broader business operations.
To access HubSpot Sequences, you’ll need a HubSpot Sales Hub or Service Hub Professional or Enterprise subscription. For Workflows, your subscription will depend on the type of automation you’re aiming to create - this could require a Marketing Hub, Sales Hub, Service Hub, or Operations Hub Professional or Enterprise plan.
The setup process for these tools depends on what you’re looking to achieve. Sequences are straightforward and focus on one-on-one email automation and follow-ups, making them a great fit for tasks like sales outreach or engaging leads. In contrast, Workflows are built for more intricate, multi-step automation, such as nurturing leads, updating data, or sending internal notifications. To ensure a smooth setup, it’s important to define your goals clearly and confirm you have the necessary permissions within HubSpot.
Yes, both HubSpot Sequences and Workflows can connect with external platforms, expanding their automation capabilities. By integrating these tools with other software, you can simplify operations, synchronize data, and design more personalized automation to meet specific business goals.
For instance, Workflows can link with CRM systems, marketing software, or project management tools to automate intricate, multi-step processes. Likewise, Sequences can pair with email platforms or scheduling apps to streamline lead follow-ups and nurturing. These connections help create a unified and efficient automation system, ultimately saving time and boosting productivity.
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