Tips for Successfully Creating a Lead Routing Workflow in HubSpot

tips for Successfully Building a Lead Routing Workflow in HubSpot – 1 (1)
  • By Sakshi Arora,
    Published on: Apr 13, 2022
  • Updated on: Mar 31, 2023
  • HubSpot

In the competitive digital space, utilizing the right software, tools, and techniques is essential to ensuring that you are getting the right results.

However, using software and tools alone will not help you generate new leads or conversions. When leads enter your database, the first step should be to distribute and assign them to the concerned sales team members who could then work on them. 

Even successful marketing strategies require timely actions based on the users’ journeys. This is where lead routing has a role to play.

What Is Lead Routing?

Lead routing is a tried and tested process used by marketers to allocate newly generated or potential leads to the right sales and marketing team members and get started with lead management.

Lead routing is feasible for both sales and marketing processes. Using lead routing in your sales process can mean assigning leads based on their niche or territory. Whereas in marketing, leads can be assigned based on the areas and demographics you are targeting so that the team can create tailored content to generate conversions. When automated, lead routing can help drive the productivity and efficiency of your team, and deliver a satisfactory customer experience. 

What Is Workflow?

Workflow is a set of automated actions executed in a distinct and strategic manner.

Types of Workflow

Contact Engagement

The goal of any marketing campaign is to stay on the top. So, using online contact engagement, you can nurture contacts by reusing your existing content and generating conversions.

Workflow allows marketers to promote the existing content to their contacts, the ones who have never seen it before. Reusing existing content to target your contacts helps trigger actions such as page views, website visits, clicks, form submission, and purchases.

For instance, if you have an ebook on Best Software and Tools for Marketing that you have shared with your contacts, you need to wait for a week and see who all have downloaded it. For those who haven’t, you can tweak your email and resend it to them again and wait for 5 to 7 days again. If they still do not proceed with a download, create a final mail, making sure to keep it engaging to see whether they take an action or not.

Marketing Qualified Leads

Marketing qualified leads or MQLs aim at nurturing contacts faster by informing and educating them. In order to do this, you need to provide them with information relevant for the particular stage of the buyer's journey they are at.

For instance, send them an ebook; if they open it up, they are clearly interested in what you are offering, so your next step is to invite them for a demo. However, in case they do not download your ebook, you can share and offer to entice them like your product video or a new catalog of your products.

Sales Efficiency

The goal of the workflow is to improvise lead distribution to initiate more productive sales. You begin by assigning leads to your sales team members based on their expertise and information gathered, in order to improve sales efficiency.

For instance, you can assign leads based on the location and area the team members generate maximum from.

Re-engaging Contacts

Reconnect with the contacts that are not engaging with you. Make a list of contacts that do not respond to your emails or campaigns. Create a re-engagement workflow to reawaken their interest in the products or services you offer or you can provide them with a way out.

For instance, you can send your non-engaging contacts a list of offers that have given you a high success rate. If you see no traction or conversion in 5 to 7 days, ask them if they want to walk out.

Building Lead Routing Workflow in HubSpot

A successful lead routing workflow requires a thorough understanding of the ongoing marketing and sales work cycle, which can be cleared with some questions, like

  • How do your leads enter the database? And, what happens once the leads are in the database?
  • What is the right time to assign the leads to team members?
  • How do you know what qualified leads are and which members of the team will use the leads?

By answering these questions, you will have a better understanding of your leads.

Creating a Workflow

Enrollment criteria and actions are two main elements when it comes to creating a workflow. Where enrollment criteria are used to check the records that will be added to the workflow and actions define the things you want the workflow to perform.

The workflow tool allows you to automate your marketing and sales processes to make your team more productive and efficient. By setting enrollment criteria you can automatically add records in the workflow and allow them to take the defined actions on your contacts, quotes, companies, etc.

In addition, workflow allows you to take actions based on the associated records, like updating the company’s information which is associated with the contact that enters the workflow.

You can create a workflow, by following the below-mentioned steps:

  • Go to your HubSpot account and click on automation.
  • Select workflows from the drop-down menu in the automation.
  • Click on Create a Workflow in the upper right column.
  • If you want to copy an existing workflow, hover over it and click Clone.
  • If you want to edit an existing workflow, hover over it and click Edit.
  • Select the type of workflow from the given options you want to create.

Type of workflows available:

  • Contacts
  • Companies
  • Deals
  • Quotes
  • Tickets
  • Custom objects
  • Conversations
  • Feedback submissions

Properties in HubSpot

Now, it’s time for you to identify what techniques you use in your workflow to generate better results.

As a marketer, you sure have anticipated several patterns and scenarios for the success of your campaigns. However, without a proper system and strategy in place, it becomes hard for you to bring that anticipation into reality.

Thus, to meet your goals, you can proceed by either creating a custom property or choosing the default option in HubSpot and start collecting your data into HubSpot.

Check whether or not all the properties are in place, which means looking at the processes you want to use or implement. Be certain that your workflow has the same property as assigned in the fields.

Based on the properties present, you can look if there is any modification required or you need to optimize/troubleshoot these properties to ensure when you apply it to your workflow relevant data will occur.

However, if you do not have the right data coming through, you can follow the steps for troubleshooting:

  • Open settings and then click on properties to check what properties are in use. Check whether or not these properties have relevant contacts with that value.
  • Check the properties section for duplicate properties. Any redundancy should be removed. Also, ensure that you add the same properties to the workflow that are used for collecting data.
  • Check for the imported leads if desired data is being fetched or not.
  • If you are getting leads from forms, check whether or not your SQL qualification forms have all the desired fields.

Organize Workflow on Spreadsheet

Having a clearer vision of what you need to work on next delivers efficiency and productivity. It applies to both, sales and marketing teams. If you need to build workflow on various factors, or if you have a massive team, you can do it easily by organizing the workflow process on a spreadsheet.

With a spreadsheet, you will have a proper understanding of what your team members will be performing next and who gets the next leads assigned to. Once done with this, you can then translate it to the HubSpot.

A simple step of organizing will help you to,

  • Check whether or not all your sales representatives are assigned the tasks.
  • Keep a tab on the properties.
  • If several team members cover the same area, you can group them quickly.


Having leads in your database is just the beginning. Assigning leads to the right members of your team is important to drive efficiency and work on them effectively, especially for companies with big teams. Leveraging lead routing workflow in HubSpot will result in growth and improved productivity of your overall team.

Our team of certified HubSpot experts is always ready to go above and beyond in their marketing efforts and is experienced in helping our customers get the most out of their marketing automation. We at Growth Natives provide you with full-funnel marketing techniques and lead routing strategies that will help your business to excel.

Author Box

Sakshi Arora

Sakshi Arora is a seasoned content writer and editor with extensive experience across various industries including B2C, B2B, travel, e-commerce, and IT. In her free time, she enjoys expressing her creative side through painting and writing poetry. She also finds solace in nature and has a deep spiritual connection. Music brings her immense joy.

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