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HubSpot Workflows and Reporting for Marketing Professionals

Name: HubSpot Workflows and Reporting for Marketing Professionals
Rating: 4.6 (279 reviews)

2026 UPDATE – Master HubSpot marketing automation, reporting & AI workflows with a certified consultant!

Role Play

Created byThalita Milan | Marketing Automation & HubSpot expert

Last updated 5/2026

English

What you'll learn

Build and manage HubSpot Workflows to automate marketing tasks and processes
Set up and combine workflow triggers to enroll the right contacts at the right time
Use branching logic and A/B testing to create personalized, multi-path automation
Configure workflow actions to send emails, assign tasks, update records, and more
Automate data management and keep your CRM accurate without manual input
Use AI actions and Breeze agents inside workflows to speed up marketing tasks
Create, customize, and build HubSpot marketing reports from scratch
Analyze workflow and campaign performance using analytics and attribution reports

Course content

11 sections • 88 lectures • 6h 20m total length

You need access to HubSpot Workflows and Reporting for this course0:30
READ THIS BEFORE YOU START1:01
What can you expect from this course?1:49
Designed for marketing professionals using HubSpot, this course focuses on HubSpot marketing automation, workflows, and reporting. Learn AI-powered workflows and reporting while skipping HubSpot basics covered in other courses.
A quick note to you on HubSpot updates2:08
Navigate HubSpot updates confidently by understanding that interfaces may change, while applying core CRM best practices, contact management, automation, and reporting.

What is marketing automation and why does it matter?2:52
Define automation as using technology to run repetitive business tasks on autopilot, focusing on HubSpot to automate emails, data updates, and lead nurturing across marketing, sales, operations, and customer support.
How is Marketing Automation implemented inside HubSpot?7:00
Explore how marketing automation is implemented in HubSpot, focusing on workflows and flowcharts, with marketing, sales, and service automation across HubSpot plans.
The difference between HubSpot Workflows and HubSpot Sequences2:16
Compare HubSpot workflows and HubSpot sequences, highlighting sequences as a simplified, sales-focused alternative for marketing automation learners. Identify sequence actions—emails, tasks, and call reminders—and note plan-based access differences.
Quick Quiz
The two building blocks of every HubSpot Workflow: triggers and actions3:27
Discover the two core elements of HubSpot workflows—triggers and actions—and how signals like form submissions, page visits, and ads start automation with emails, delays, tasks, and list assignments.

Navigate the HubSpot Workflows section with confidence4:43
Explore the HubSpot workflows area to manage automation with triggers and actions, view on/off statuses and draft mode, and use filters, templates, and review issues for healthy workflows.
Define your goal and audience before building any workflow2:14
Define your goal and identify who the workflow will impact before building a HubSpot workflow, then select triggers and actions efficiently to automate targeted emails.
Control who enters and exits your workflows with enrollment settings3:10
Master enrollment and unenrollment in HubSpot workflows by understanding how contacts join a workflow, view enrollment history, and how to remove them when needed.
Choose the right method to create your workflow faster4:10
Explore how to create workflows in HubSpot using from scratch, templates, or AI. Learn triggers, actions, and how to leverage Briz while mastering terminology.
Quick Quiz

What workflow triggers are and how they start your automation2:44
Explore how to configure HubSpot workflow triggers, from form submissions to manual, scheduled, and criteria-based enrollments, and navigate trigger categories like data values, website activity, emails, and custom events.
Setting up a manual trigger2:51
Enables you to trigger a workflow manually in HubSpot by selecting which records enroll, choosing the object type (contacts, companies, deals), and manually adding individuals from lists or the CRM.
Options you see when manually enrolling contacts into your workflow0:58
"Met filter criteria" trigger - Enroll contacts who meet specific conditions7:15
Define enrollment rules with met filter criteria to auto-enroll contacts who meet specific conditions, such as a job title equal to founder, in the marketing workflow.
Is any of… Is none of… Is known… Is unknown… What does all that mean?4:20
Additional marketing options inside the "Met filter criteria" trigger2:47
Trigger HubSpot workflows using various criteria beyond contact properties, including list membership, ad interactions, marketing email engagement, form submissions, and pricing page views.
Run workflows on a schedule to automate recurring marketing tasks2:25
Schedule HubSpot workflows by selecting a record type, setting a frequency and time, and automating tasks or communications. These calendar-based triggers run on specific dates rather than from contact actions.
PUT THIS INTO PRACTICE – Create three workflows with different trigger types
Trigger workflows automatically based on meeting activity7:11
Trigger HubSpot workflows from meeting events, such as meeting booked and meeting outcome changed, using HubSpot's own meetings feature and criteria like host, start time, end time, and meeting type.
Meeting trigger criteria2:06
Trigger workflows based on how contacts interact with your emails5:43
Explore how email events trigger HubSpot workflows, including opened, clicked, replied, delivered, bounced, and updated subscription status for marketing and sales emails.
Email trigger options3:36
Trigger workflows from calls, documents, and WhatsApp interactions2:24
Explore HubSpot event triggers for emails, calls, documents, and WhatsApp, and learn how triggers automate follow-ups, notifications, and contact data hygiene.
Trigger workflows when contacts submit your forms4:29
Explore form events in HubSpot workflows: use form submission triggers to enroll contacts into marketing sequences, and leverage form view or form interaction criteria with URL, country, and browser filters.
Form trigger options1:47
PUT THIS INTO PRACTICE – Trigger a workflow based on a form submission
Trigger workflows based on page views, ads, CTAs, and other marketing activity6:02
Explore how HubSpot workflows trigger on video completion, ad interactions, and page visits, plus CTA events, using HubSpot’s native tracking for granular marketing automation.
Marketing events trigger options4:42
Trigger workflows from other automation sequences already running3:42
Explore triggering HubSpot workflows and sequences from events in other automations, enabling connected campaigns. Choose options like enrolled in workflow, achieved workflow goal, or unenrolled from workflow.
Data value triggers - "Record meets a set of filter criteria"4:20
Leverage data value triggers by setting a record to meet filter conditions, such as country United States and job title founder, to enroll contacts in a workflow.
Data value triggers - "Property value changed"3:01
Trigger a HubSpot workflow whenever a property value changes, such as a job title update from unknown to founder, or when a value is added, removed, or updated.
PUT THIS INTO PRACTICE – Trigger a workflow when a contact becomes a customer
Data value triggers - "Record created"1:14
Learn how to use data value triggers like record created to trigger workflows in HubSpot for deals, contacts, tickets, or companies, with notifications and task assignments.
PUT THIS INTO PRACTICE – Trigger a workflow when a new deal is created
Data value triggers - "List membership changed"3:05
Explore data value triggers for list membership changed in HubSpot, including added to segment and removed from segment, which fire on changes to a contact's list status.
Connect third-party apps to trigger workflows from external events3:02
Trigger marketing workflows with app events in HubSpot, using data from connected apps like Zoom to activate nurturing emails based on webinar attendees or registrations in the CRM.
Use custom events to trigger workflows from your own data1:50
Learn how custom events teach HubSpot to track user actions, like clicking the upgrade plan button, and trigger workflows with a no-code visualizer or custom JavaScript integrations.
Trigger workflows using webhooks for advanced integrations5:23
Learn how webhooks enable automatic, background communication between HubSpot and external apps like Brevo, triggering workflows and actions when events such as a deal creation occur.
Three practical use cases for webhooks in HubSpot workflows1:33
Combine AND and OR logic to build smarter, more flexible triggers3:20
Explain how and or operate within HubSpot workflow triggers, using examples such as country region United States and job title founder to illustrate enrollment criteria.

An overview of the actions available to build your workflows4:00
Learn to add actions after triggers in HubSpot workflows, explore categories like AI actions, communications, CRM, marketing, and data ops, and use action sets to reuse groups of actions.
Send automated emails to contacts at the right moment4:13
Trigger an automated email in a HubSpot workflow from a form submission, by creating and publishing the email for automation, then adding it to the workflow.
PUT THIS INTO PRACTICE – Add a "Send email" action to your quote workflow
Keep your team informed with automated marketing internal emails1:42
Master automating internal marketing emails to your team with HubSpot workflow actions, using branded templates, personalization tokens, and either selected team emails or a custom employee email property.
Send your team automated notifications so nothing falls through the cracks3:26
Automate internal notifications in HubSpot workflows by sending emails and in-app or mobile alerts when a new deal is created, including deal name and amount.
PUT THIS INTO PRACTICE – Add a notification to your customer check in workflow
Send automated WhatsApp messages to contacts through workflows0:23
Connect a valid WhatsApp number to HubSpot and trigger automated WhatsApp messages using various templates to notify audiences from your HubSpot workflows.
Automatically enroll contacts into sequences from a workflow1:27
Enrich marketing automation by enrolling contacts into sequences from workflows, selecting the target sequence and the sender, and managing enrollment and unenrollment with audience-specific emails.
Add delays to control the timing and pacing of your workflow9:14
Learn to insert delays between HubSpot workflow steps, spacing emails with hours, days, or calendar dates, and use event-based delays and date properties to optimize nurture sequences.
Additional use cases for delays3:24
Automatically assign tasks to your team so follow-ups never get missed3:24
Automate follow-up tasks in HubSpot CRM from get a quote form submissions, assign to Talita, set due dates and reminders, and prioritize follow-ups.
PUT THIS INTO PRACTICE – Add a "Create task" action to your workflow
Create new CRM records automatically without any manual input6:00
Learn to automate CRM record creation with HubSpot's create record action, turning meeting bookings into deals by configuring owners, pipelines, stages, and optional timeline and product associations.
PUT THIS INTO PRACTICE – Add a "Create record" action to your customer workflow
Assign contacts to the right person as they move through the funnel3:46
Automate contact ownership with HubSpot's rotate record to owner action, assigning leads to a team member via the contact owner property and rotating between users or teams for even distribution.
Keep subscription preferences up to date automatically4:57
Automate subscription status updates in HubSpot workflows to subscribe or unsubscribe contacts to newsletters and other subscription types, honoring consent and legal bases like consent checkboxes and GDPR.
Build associations between records automatically as part of your workflow4:53
Automate linking records in HubSpot by creating associations between contacts and companies in workflows, using company name matches from imports to enable accurate B2B reporting and personalized marketing.
Keep your CRM data accurate by updating record information automatically2:47
Use the edit record action in HubSpot workflows to automatically update CRM record properties, such as lifecycle stage, for enrolled contacts.
PUT THIS INTO PRACTICE – Update lifecycle stage in your deals workflow
Automate additional marketing actions to support your campaigns5:37
Explore marketing-related actions in HubSpot workflows, including managing ads audiences, static segments, marketing events, journeys, and marketing contact status to optimize campaign targeting.
PUT THIS INTO PRACTICE – Add contacts to a list automatically using a workflow
Use Data Ops actions to manage and transform data inside workflows1:53
What AI actions can do inside your workflows and where this is heading1:42
Turn on and configure a marketing workflow in HubSpot, covering settings and advanced workflows, with AI actions and features to be explored later, including Briz AI Assistant and AI agents.
Watch a full workflow being built step by step from scratch7:43
Build a form-triggered workflow from scratch in HubSpot, using emails and list updates. Update lifecycle stage to leads, delay steps, and create a research task for a team member.
PUT THIS INTO PRACTICE - Build a Basic Workflow with Multiple Actions
Quick Quiz about the Assignment you just did

Name your workflows so your team always knows what they do2:08
Name your HubSpot workflows clearly to avoid unnamed, timestamped clutter. Include the purpose and creation date, and optionally add an ai-generated description, creator, and campaign for clarity.
Set a workflow goal to measure whether your automation is working4:02
Set and edit workflow goals to unenroll contacts when criteria are met, such as a meeting booked. Leverage these goals to measure ROI and improve nurturing campaigns.
Configure workflow settings before you go live3:50
Explore HubSpot workflow settings to schedule actions, pause on dates, auto turn off campaigns, and monitor performance, enrollment changes, and compare conversion metrics for paths while unenrolling contacts across workflows.
Review your workflow carefully before turning it on12:22
Test HubSpot workflows before publishing by selecting a test contact, simulating trigger scenarios, and reviewing delays, actions, and enrollment criteria to catch logic gaps.
PUT THIS INTO PRACTICE – Turn on your customer workflow and test it

What branching is and when to use it in your workflows2:18
Explore HubSpot branching in workflows, using single property or action output, N and R logic, and random distribution by percentage for A/B testing and targeted paths.
Split your workflow into paths based on a single condition5:18
Learn how to branch a HubSpot workflow using different property types—text, number, and preset options—creating branches for specific values like job title, country, or lifecycle stage.
PUT THIS INTO PRACTICE – Add a branch to your founders workflow
Split your workflow into paths based on multiple conditions4:38
Build branches in HubSpot workflows using and/or criteria that mix contact properties and engagement. Segment founders who engaged and marketing managers who opened 20% off consultation session to tailor nurturing.
Run A/B marketing experiments directly inside a workflow1:54
Branch a HubSpot workflow to run marketing experiments with random percentage splits across multiple branches, then test different emails or outreach and compare results.
Measure how well your workflows are performing with workflow analytics5:33
Assess workflow analytics by monitoring performance, action logs, and enrollment history to measure ROI through goal conversion rates and contact enrollment trends.
Watch a complex branching workflow being built from scratch12:34
Create a complex HubSpot workflow from a get a quote form with multiple branches, delaying emails, notifying a team member, and nurturing US and non-US leads toward a booked consultation.
PUT THIS INTO PRACTICE - Create a Complex Company-Based Workflow
Workflow Quick Hacks0:42
How workflows work beyond contacts — companies, deals, and more1:34
Quiz
Explore HubSpot Sequences inside HubSpot - Sales Automation11:06
Explore HubSpot sequences for sales automation, using dynamic sequences that adapt to lead engagement with automated emails and tasks, and learn enrollment, templates, and start from scratch options.
Choosing a Workflow vs a Sales Sequence for Marketing Automation
10 workflow ideas every marketer should implement in HubSpot2:49

Use AI to build and improve your workflows faster6:50
Learn to build HubSpot workflows with AI by mastering manual workflows, then crafting precise prompts that use HubSpot terminology for actions like emails, lists, and lifecycle stages.
What Breeze AI actions and agents can do inside your workflows2:09
Learn how AI actions work in workflows with Breeze agents in HubSpot. Breeze Studio provides marketing, business development, and sales agents via the agent marketplace for professional or enterprise plans.
How the ICP Assistant Breeze Agent works for marketing teams10:36
Explore how the Breeze agent for marketing in HubSpot, the ICP assistant, tests messaging by embodying your ideal customer profile and guiding copy that fits it.
How the Cross-sell/Upsell Breeze Agent works for sales teams4:47
Explore the cross-sell/upsell agent in Breeze Studio, learn to configure value propositions, and uncover data-driven opportunities by analyzing your HubSpot CRM data to grow customer relationships.
Automatically generate record summaries using AI workflow actions2:32
Explore how to automate record summaries in HubSpot workflows using AI actions, including bringing your own LLM, generating variable record summaries, and triggering internal emails.
Research company news automatically using AI workflow actions4:07
Explore how to automate company news research with HubSpot workflow AI actions, generate AI summaries, and manage tasks using Breeze agents to boost marketing efficiency.

Navigate the HubSpot Reporting section and understand what's available14:03
Learn how HubSpot reports are organized in dashboards and templates. Customize date ranges, data sources, and filters to tailor reports in free accounts.
Diagnose and fix common issues in your HubSpot marketing reports5:51
Troubleshoot HubSpot marketing reports and dashboards by checking feature usage and date ranges, fix empty reports, and learn to adjust filters to ensure accurate data.
Customize existing reports to track the metrics that matter to your business11:03
Customize a marketing report in HubSpot by selecting contacts as the data source, adjusting the date range, and adding filters to analyze leads by original traffic source.
PUT THIS INTO PRACTICE - Customize a Report from a Template
Build a marketing report from scratch to track what you actually need8:27
Create a marketing report from scratch in HubSpot using a single object report with create date, lifecycle stage, and original traffic source, filter for sales qualified leads and opportunities.
PUT THIS INTO PRACTICE - Create a Simple Report from Scratch
Use the Breeze AI assistant to create reports faster4:40
Discover how the Breeze AI assistant in HubSpot speeds marketing insights by analyzing CRM data and deals, identifying data gaps, and generating reports with simple prompts.
Prompt ideas for Breeze AI0:40
Build advanced reports with the custom report builder12:17
Use the HubSpot custom report builder to analyze multiple data sources, linking companies, contacts, and deals to uncover lucrative clients by deal amount.
PUT THIS INTO PRACTICE – Create a custom report to track revenue by company
Understand attribution reports to see what's actually driving revenue6:49
Explore attribution reports to measure marketing ROI and learn to attribute credit across first and last interactions, linear, or J-shaped for contacts, deals, and revenue.
Visualize your funnel performance with funnel reports7:21
Explore funnel reports to track contact progression through lifecycle stages from lead to marketing qualified lead to sales qualified lead to opportunity to customer, and identify funnel gaps for automation.
See the full customer journey from first touch to close3:47
Explore funnel and customer journey reports to analyze how form submissions, ad interactions, and email engagements progress through lifecycle and deal stages, measuring roi.
PUT THIS INTO PRACTICE - Create an Attribution Report from scratch

Requirements

You need to know your way around the HubSpot CRM — adding contacts, creating lists, and sending emails.
You need access to Workflows and Reporting in your HubSpot account. If you don't have this, check the first lecture for guidance.
Basic familiarity with digital marketing concepts (such as leads, funnels, and campaigns) is helpful but not required.

Description

HubSpot Workflows & Reporting for Marketing Professionals is a practical, hands-on course designed to help marketers automate their marketing processes and measure performance with confidence inside HubSpot.

This course is ideal if you are a marketing professional, marketing manager, freelancer, or consultant who already has basic HubSpot knowledge and is ready to go deeper into automation and reporting.

You'll learn how to build workflows from scratch, set up the right triggers and actions, create branching logic for personalized journeys, use AI inside your automation, and build reports that actually tell you what's working — all inside HubSpot.

All lessons are based on the latest HubSpot interface and features (2026) and include practical assignments that you can follow along with in your own HubSpot account.

Some sections cover paid HubSpot features, but everything is explained clearly so you understand:

what's available in free and starter HubSpot accounts
what requires a paid Marketing Hub subscription
and when it actually makes sense to upgrade

By the end of this course, you will be able to:

Build and manage HubSpot Workflows

Understand the two core building blocks of every workflow: triggers and actions
Navigate the workflows section and configure enrollment settings correctly
Name, organize, and manage workflows so your team always knows what they do
Review and test workflows before going live

Set up workflow triggers with precision

Use "Met filter criteria," schedule-based, and event-based triggers
Trigger workflows from form submissions, email interactions, meetings, page views, and more
Use data value triggers to enroll contacts based on property changes or record creation
Combine AND/OR logic to build smarter, more flexible trigger conditions
Connect third-party apps and use webhooks for advanced integrations

Automate your marketing processes with workflow actions

Send automated emails, WhatsApp messages, and internal notifications
Assign tasks, create records, and update CRM data automatically
Manage contact subscriptions and build associations between records
Use Data Ops actions to manage and transform data inside workflows
Enroll contacts into sales sequences directly from a workflow

Build advanced workflows with branching and A/B testing

Split workflows into multiple paths based on single or multiple conditions
Run A/B marketing experiments directly inside a workflow
Analyze workflow performance using built-in workflow analytics
Apply workflows to companies, deals, and other CRM objects — not just contacts

Use AI inside your HubSpot Workflows

Use Breeze AI to build and improve workflows faster
Automate record summaries and company research using AI actions
Understand how the ICP Assistant and Cross-sell/Upsell Breeze Agents work

Create and customize HubSpot marketing reports

Navigate the HubSpot reporting section and understand what's available
Diagnose and fix common issues in existing reports
Customize reports from templates to track the metrics that matter
Build reports from scratch and use the Breeze AI assistant to speed up the process

Build advanced reports and analyze performance

Use the custom report builder for more complex data needs
Understand attribution reports to see what's actually driving revenue
Visualize funnel performance and track the full customer journey from first touch to close

About the instructor

I'm a certified HubSpot consultant and trainer, working with companies worldwide since 2018. I help marketing teams and businesses set up HubSpot correctly, build automation that actually works, and use reporting to make smarter decisions — not just tick boxes.

Here's what one of my students said:

"I just completed the course — and my only reaction is: WOW! Super valuable for entrepreneurs, consultants, and small businesses. Thalita managed to transfer her rich knowledge in a meticulous and easy-to-follow way. I honestly never knew the actual possibilities of the HubSpot platform and now I finally do!" — Tamara Biljman, Content Strategist

You can find more testimonials on my website. I take pride in supporting my students throughout the learning journey, and you're always welcome to ask questions during the course.

— Thalita

Disclaimer

HubSpot Workflows & Reporting for Marketing Professionals is an independently developed course by Thalita Milan and has not been created, endorsed, or verified by HubSpot, Inc. HubSpot, Inc. has no liability related to this course.

Who this course is for:

Marketing professionals who want to automate repetitive tasks and build smarter workflows in HubSpot
Marketing managers or team members whose company already uses HubSpot and who want to get more out of it
Freelancers or consultants who want to offer HubSpot automation
Business owners who want to set up automated marketing processes and track performance without relying on a team
Anyone who has basic HubSpot knowledge and is ready to take their skills to the next level with workflows and reporting

HubSpot Workflows and Reporting for Marketing Professionals

What you'll learn

Explore related topics

Course content

Before we start...4 lectures • 5min

Intro to HubSpot marketing automation4 lectures • 16min

Understand HubSpot Workflows4 lectures • 14min

Understand HubSpot Workflow triggers - The first step in setting up Automation26 lectures • 1hr 32min

Automate your marketing processes - Implement HubSpot Workflow actions18 lectures • 1hr 11min

Get ready to publish your Workflow - Configure HubSpot Workflow settings4 lectures • 22min

Build advanced HubSpot Workflows - Branching logic and other advanced options11 lectures • 48min

Building HubSpot Automation with AI6 lectures • 31min

HubSpot Marketing Reporting10 lectures • 1hr 15min

And to finalize...1 lecture • 3min

Requirements

Description

Who this course is for: