5 HubSpot workflows that turn website intent signals into pipeline
Your CRM is full of deals that went quiet, deals you lost last spring, and customers nobody has spoken to since onboarding. Some of those companies are on your website this week. Without a workflow watching for them, nobody finds out.
In our webinar with Leadfeeder, our Founder Casper Rouchmann shared the five intent workflows he'd tell any team to build first. Each one takes a first-party signal (a company visiting your site) and turns it into an action in HubSpot. They're ranked here from easiest to hardest, and the first three take very little time to set up.
They all assume one thing: website visits are identified at company level and synced into HubSpot. Leadfeeder does this out of the box. Other tools work too.
1. Resurface stalled deals
A deal has had no activity for 90 days. This morning, someone from that company visited your pricing page.
"That's not random," Casper said. "That's intentional."
The workflow: when an open deal with no recent activity shows new website visits on key pages, alert the deal owner, or create a task. It's the simplest build on this list and one of the most useful, because the deal is already qualified. The visit only tells you the timing has changed.
2. Revive closed-lost deals
Take every deal you lost in the last six to twelve months and put it in its own list.
The workflow: if a company on that list starts returning to your site, reactivate it and route it to sales. Deals are often lost on timing, budget or a competitor who didn't deliver. A return visit is a reasonable sign that one of those has changed, and you already know the account, the buying group and the objections.
3. Route customer visits to customer success
This is the one most teams forget. Jillian Als, Leadfeeder's CMO, called it the bow tie: the part of the funnel that comes after the sale.
The workflow: when an existing customer visits your pricing page or comparison pages, alert their CSM. It could be an upsell. It could be a customer evaluating other tools. Jillian on what to do with that ambiguity: "It's worth a reach out."
She also made the case for why marketing should care. "Marketing serves at the pleasure of the growth of the company." Retention work is where marketing's budget gets very easy to defend, and it builds trust in the marketing team across the business.
4. Escalate ABM tiers
This is the hardest of the five, and it assumes you already run an ABM model.
The workflow: sync your tier-one account list into HubSpot. As those accounts show up on your site, update their engagement score and stage, from unaware to engaged and onwards into pipeline. Combine website signals with LinkedIn engagement and other sources so one score reflects the whole account.
It pays off most in mid-market and enterprise deals. Jillian was clear that Leadfeeder, with many smaller customers, gets more from workflows 1 to 3. Pick the build that fits your deal size.
5. Report campaign influence by traffic source
The second hardest, and the most useful for marketing's own case.
The workflow: tie identified website visits back to the campaigns and channels that brought them in, and report that influence in HubSpot. You can then see which campaigns bring in ICP accounts and which don't.
Jillian's example made the point. If one campaign brings in 60% ICP traffic and another brings in 20%, you know which one to fix. It also helps defend brand spend. Only around 5% of your market is buying at any given time [VERIFY: 95:5 rule, LinkedIn B2B Institute], so a campaign aimed at the other 95% needs a measure that isn't direct response. ICP accounts showing up on your site is one.
Where AI fits
Once these signals live in HubSpot, AI agents can enrich accounts and draft outreach from them. We run two of our own for this, one for marketing and one for sales. Casper's advice for anyone skeptical of automated outreach: feed the agent your edits so it keeps improving, keep a human in the loop, and make every message reference a real signal. The timing is what makes it land.
Takeaways
- Start with workflows 1 to 3. They're quick to build and work at any company size.
- Save ABM tier escalation for when you have an ABM model and deal sizes that justify it.
- Customer web activity belongs with customer success, and it's a strong case for marketing's role in retention.
- Campaign influence reporting is how you defend the budget for the 95% who aren't buying yet.
Watch the full session
The replay includes the full signal framework, a look inside the HubSpot builds, and how we measure it all
If you want help picking which workflow to build first, find us here.
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