HubSpot gives you two ways to send automated emails: marketing workflows and sales sequences. They look alike, but they are built for different jobs. This free sheet sets them side by side so you can pick the right one.
What's inside
Sixteen ways the two tools differ, on one sheet
- 1
What each one is forWorkflows for nurturing and campaigns at scale. Sequences for one to one follow up by a sales rep.
- 2
How contacts get in and outEnrollment, triggers and unenrollment, including what happens when a contact replies or books a meeting.
- 3
How the emails behaveBranching, delays, personalisation, templates and design, email volume and A/B testing.
- 4
Notes from real setupsPractical notes on delays and automatic enrollment, including where your HubSpot edition makes a difference.
Get the comparison sheet
| Topic | Marketing automation | Sales sequences |
|---|
| Setup |
| Enrollment | Many workflows at once | One sequence at a time |
| Triggers | Forms, properties, lists, page views | Mostly enrolled by a rep |
| Branching | If/then branches | Straight line, in order |
| Emails |
| Design | Templates, images, branding | Plain, one to one |
| Channels | Email, SMS, internal alerts | Email and tasks |
| Ending and measuring |
| Unenrollment | On criteria you set | On reply or meeting booked |
| Goals | Workflow goals | Opens, clicks, replies |
16 topics side by side, with a summary and notes from real setups.
At a glance
The main differences
A short version of the sheet. The full copy has every topic with more detail.
Marketing automation
Sales sequences
Built for
Nurturing leads and automating marketing at scale
One to one follow up from a sales rep
Enrollment
Contacts can be in several workflows at once
A contact can be in one sequence at a time
Triggers
Properties, deal stages, forms, page views, lists and more
Usually started by a rep who decides the contact is ready
Branching
If/then branches based on what the contact does
None. Steps run in order
Channels
Email, SMS, internal notifications and connected apps
Email and task reminders
Unenrollment
Based on criteria you set, or by hand
Automatic when the contact replies or books a meeting
Email design
Templates, images and branding
Plain, natural emails that read like a person wrote them
Internal processes
Assign leads, update deal stages, notify the team
Reminds reps to follow up, nothing more
Why it matters
What happens when you pick the wrong one
The wrong tool
Sales emails that read like newslettersA designed marketing email lands where a personal note should be.
Follow up that keeps going after a replyA workflow carries on sending when the contact has already answered.
Reps doing admin by handLead assignment and stage updates get done manually because a sequence cannot do them.
The right tool
Marketing nurtures at scaleWorkflows handle the broad campaigns, branching and internal updates.
Sales stays personalSequences send plain one to one emails and stop the moment a prospect replies.
A clean handoverEach team knows which tool owns the contact at each stage.
How to use it
From comparison to the right setup
1Open the sheet
The link in the thank you message opens the sheet in Google Sheets. Make a copy if you want to add your own notes.
2List your automated emails
Write down every automated email you send today and who it goes to: a list of leads, or one prospect at a time.
3Match each one to a tool
Use the sheet to decide which belong in a workflow and which belong in a sequence, then move the ones in the wrong place.
TipA simple test: if the email would look odd coming from a person, it belongs in a workflow. If it should read like a rep wrote it and stop when they reply, it belongs in a sequence.
When a sheet is not enough
Not sure your workflows and sequences are set up right?
Our HubSpot Audit looks at how your portal is set up, including the automation, and shows you what to keep, what to fix and what to remove. We walk you through it on a debrief call.
Questions
Before you download
Can I use both at the same time?
Yes, and most teams should. A workflow can nurture a lead until they are ready, then a rep takes over with a sequence. The sheet helps you decide where that handover sits.
Does my HubSpot edition matter?
For some features, yes, such as automatic enrollment into a sequence. The sheet notes where this came up for us. HubSpot changes these limits from time to time, so check against your own portal.
Who is it for?
Marketing and sales teams on HubSpot deciding where an automated email should live, and admins tidying up a portal where both are in use.
Is it free?
Yes. Fill in the form and the link to the sheet appears straight away.
Free download
Get the comparison sheet
- Google Sheet, ready to open
- Workflows and sequences side by side
- Notes from real HubSpot setups