HubSpot Sequences vs Workflows: Choosing the Right Automation Tool for Your Task

Need to automate your sales or marketing efforts in HubSpot? Here's the quick takeaway:

Use Sequences for personalized, one-on-one sales follow-ups.
Use Workflows for large-scale, multi-step marketing automation.

Quick Comparison

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 workflows vs sequences: When to use each

Main Differences Between Tools

HubSpot Sequences and Workflows both cater to automation needs, but they differ significantly in their features, intended users, and subscription requirements.

Required Subscriptions

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.

Email Features

Sequence Email Features:

Limited to a maximum of 5 emails per sequence [2].
Utilizes sales email templates for personalized, one-on-one communication.
Enables customized follow-ups based on individual recipient engagement.
Emails are sent directly from the sales representatives’ personal email addresses.

Workflow Email Features:

No cap on the number of emails per workflow.
Includes a drag-and-drop editor and branded templates for professional marketing emails.
Offers conditional branching based on recipient behavior, enabling complex automation paths.
Emails are sent from the company’s marketing email address, maintaining brand consistency.

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.

Start and End Rules

Sequence Rules:

Enrollment is mostly manual, with automated enrollment available only for users with Sales Hub Enterprise.
Automatic unenrollment occurs when certain conditions are met, such as:
- A contact booking a meeting.
- A contact replying to a sequence email.
- A sales representative manually removing the contact.

Workflow Rules:

Allows both manual and automatic enrollment.
Supports a variety of triggers, including:
- Form submissions.
- Updates to contact properties.
- Creation of new deals.
Offers exit conditions based on achieving specific goals or meeting predefined list criteria.

Understanding these start and end rules provides a clearer picture of how each tool manages automated processes and adapts to different team needs.

Common Uses and Examples

Choosing the right tool is essential for successful automation. Below are examples that showcase how each tool shines in specific scenarios.

Sequence Applications

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].

Workflow Applications

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.

Using Both Tools Together

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.

sbb-itb-23997f1

Technical Features

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.

Tool Limitations

Both tools have specific limits that shape their functionality and usage:

Email Actions and Enrollment

Sequences are capped at 5 email actions per sequence, while Workflows have no such restriction [1].
Sequence enrollment depends on the user's subscription level and email provider.
Workflows allow unlimited enrollment options [1].

Logic and Data Options

The complexity and flexibility of automation logic differ significantly between these tools:

Workflow Logic Features

Supports advanced branching with if/else conditions.
Tracks multiple conversion goals.
Allows for data manipulation.
Offers campaign association capabilities [1].

Sequence Logic Features

Follows a straightforward, linear structure with no branching.
Tracks only meeting bookings and email replies.
Lacks the ability to associate with marketing campaigns.
Includes basic task creation and LinkedIn InMail integration [1].

These differences in logic capabilities influence how well each tool performs in practical scenarios.

External Connections

Both tools can extend their functionality through integrations:

Integration Methods

Webhooks API support.
Direct API connections.
Integration with third-party platforms via Workflow Extensions [7].

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.

Making the Right Choice

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.

Selection Criteria

Communication Style and Scale

Sequences are designed for personalized, one-to-one sales interactions.
Workflows work best for broad-scale marketing campaigns and intricate automations.
If you're managing smaller, targeted outreach efforts, Sequences are the way to go. For large-scale campaigns, Workflows are better suited [4].

Subscription Requirements

To use Sequences, you’ll need a subscription to Sales or Service Hub Professional/Enterprise.
Workflows require Marketing Hub Professional/Enterprise [1].

Automation Complexity

Sequences are ideal for straightforward, linear follow-ups and simple automations.
Workflows handle more advanced processes, including multi-step logic and sophisticated data management [1].

Tool Selection Guide

Here’s a quick guide to help you choose the right tool based on your needs:

Choose Sequences If You Need:

Personal sales follow-ups that allow manual adjustments.
Integration with LinkedIn InMail for outreach.
Task creation and tracking for meetings or calls.
A limit of up to 5 email steps within a sequence [1].

Choose Workflows If You Need:

Fully automated marketing campaigns.
Complex branching logic and multiple goal tracking.
High-volume actions with flexible enrollment options.
Tools for measuring campaign performance [1].

Getting Started

Once you’ve chosen the tool that aligns with your goals, follow these steps to set up your automation:

Define Your Objectives: Clarify what you want to achieve, such as scheduling product demos or driving traffic to a pricing page.
Segment Your Audience: Group your contacts based on behaviors, demographics, or other relevant factors.
Build Your First Automation: Start small, like creating a three-step welcome sequence or a basic lead-scoring workflow. Test it thoroughly before expanding.

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.

Summary

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:

Direct, personalized sales communication
Manually enrolling prospects
Integrating LinkedIn InMail for outreach

Use Workflows for:

Managing large-scale marketing campaigns
Handling complex automation with branching logic
Automatically enrolling contacts based on specific triggers
Tracking performance metrics at scale

Key Steps for Implementation

Set clear objectives: Define measurable goals, whether for individual follow-ups or broad campaigns.
Segment your audience: Group contacts based on behavior and refine your strategy using relevant data.
Monitor and adapt: Continuously track open rates, click-through rates, and conversions to fine-tune your approach.

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.

FAQs

How do I choose between HubSpot Sequences and Workflows for my business tasks?

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.

What do I need to use HubSpot Sequences and Workflows, and how does it affect setup?

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.

Can HubSpot Sequences and Workflows connect with external platforms to expand automation capabilities?

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.