--- title: "Engagement-based workflows" slug: "/help/integrations/hubspot/engagement-workflows" last_updated: "2026-04-14T19:07:58Z" zendesk_id: 50047819693203 zendesk_url: "https://help.walnut.io/hc/en-us/articles/50047819693203-Walnut-HubSpot-Engagement-Based-Workflows-Playbook" locale: "en-us" category: "Connect and Optimize" section: "HubSpot" product: "integrations" topic: "hubspot" displayed_sidebar: "integrationsSidebar" sidebar_position: 7 tags: ["hubspot"] --- ## **Overview** Walnut’s HubSpot integration allows you to turn product engagement into action. Once Walnut data is synced into HubSpot, you can use it to trigger workflows, route leads, enrich records, notify sales, and automate follow-up based on how buyers actually engage with your demos, playlists, and Deal Rooms. In practice, this means you can use the same Walnut engagement signals that support reporting in HubSpot to also power operational workflows across marketing, sales, and customer-facing motions. :::note[🌟 Why This Matters] Reporting helps you understand what happened. Workflows help you act on it. Together, they turn Walnut engagement from a useful signal into a scalable follow-up engine inside HubSpot. ::: --- ## **Before You Start** Before building HubSpot workflows with Walnut engagement data, make sure the foundation is in place. :::note - Ensure your [**HubSpot integration is connected**](HUBSPOT_INTEGRATION_LINK). - Confirm Walnut sessions are **identified** using methods such as email gates, lead forms, or URL parameters. - Verify Walnut data is appearing in HubSpot in both of these formats: - Contact properties for snapshot engagement data - Activity records for session-level demo, playlist, and Deal Room engagement - Confirm your team knows **what should happen** when a strong engagement signal appears, such as whether the next step should be a rep alert, nurture enrollment, lead routing, or lifecycle update. ::: :::tip[Best practice] Start with one or two clear, high-confidence workflow triggers first. It is better to automate a small number of meaningful actions well than to trigger too many alerts from weak signals. ::: --- ## **Walnut Workflow Data Framework** Walnut engagement data appears in HubSpot in **two main formats**, and each is useful for a different type of workflow logic. - [**Contact Properties**](#h_workflow_contact_properties) store the latest or aggregated engagement state for an identified contact - [**Activity Records**](#h_workflow_activity_data) store individual session-level engagement events for demos, playlists, and Deal Rooms Together, these give you both a stable trigger layer and a richer behavioral layer for more advanced workflow logic. :::info[🔍 Quick Framework] **Contact properties** are best when you want to automate from a stable snapshot of known engagement. **Activity records** are best when you want to automate from a specific session, asset, or event. ::: --- ### **Contact Properties** Contact properties represent the **latest known state of Walnut engagement** for an identified viewer. These fields are especially useful for workflows because they are easy to filter, easy to understand, and well suited for enrollment logic that should not depend on reading a full session history. **Best for:** segmentation, lead scoring, lifecycle updates, routing, suppression logic, and recurring operational workflows :::tip[Common Walnut contact properties used in workflows include] - **Walnut last demo name view** - **Walnut latest demo completion rate (%)** - **Walnut latest demo play** - **Walnut total demo views** - **Walnut AVG time spent across all demos (s)** - **The name of the latest Walnut playlist viewed** - **The total number of Walnut playlist sessions viewed by the contact** ::: --- ### **Activity Records** Activity records capture **individual session-level Walnut events** in HubSpot. These records are useful when your workflow needs more context than a snapshot field can provide, such as which asset was viewed, how long someone engaged, or whether a session matched a specific behavioral pattern. **Best for:** real-time alerts, asset-specific triggers, detailed filtering, and more precise behavior-driven automation :::tip[Common Walnut activity signals used in workflows include] - Demo viewed - Playlist viewed - Deal Room session - Completion rate - Session duration - Viewed asset name - Items played or viewed ::: ### **When to Use Which Data Source** - Use **contact properties** when you want dependable, simpler workflow logic tied to the latest known engagement state. - Use **activity records** when you want more detailed workflows tied to a specific session, asset, or behavior. :::note[🌟 Workflow Takeaway] Contact properties are ideal for stable automation. Activity records are ideal for more precise behavioral automation. Most teams get the best results by using both together over time. ::: --- ## **Common Workflow Use Cases** Once Walnut engagement data is flowing into HubSpot, there are a few high-value workflow patterns that most teams start with. --- ### **High-Intent Follow-Up** Trigger internal action when a contact shows strong engagement and may be ready for faster follow-up. - Demo completion rate greater than 70% - Session length greater than 2 minutes - Multiple demo or playlist views in a short period --- ### **Sales Notifications** Alert the right rep or team when a prospect engages with a meaningful asset. - Viewed pricing demo - Viewed technical walkthrough - Returned to a Deal Room after a meeting --- ### **Re-Engagement Campaigns** Trigger follow-up when someone engaged lightly, dropped early, or never reached the strongest value moments in the experience. - Completion rate below 30% - Single short session - Viewed an asset but never returned --- ### **Personalization and Routing** Route leads or contacts based on product interest, engagement depth, or asset type viewed. - Viewed a specific product demo and should be assigned to a specialist - High engagement should move the contact into a new lifecycle stage - Viewed onboarding or customer education content and should route differently than net-new sales engagement --- ## **Build a Workflow Using Contact Properties** Contact-property-based workflows are the simplest place to start because they use the latest known Walnut engagement values already stored on the contact record. :::info[Good fit for] lead scoring, segmentation, lifecycle updates, suppression lists, owner assignment, and recurring follow-up logic. ::: ### **Step 1: Create the Workflow** 1. Go to **Automation → Workflows** in HubSpot 2. Select **Contact-based workflow** 3. Choose to build from scratch or from a template if helpful ### **Step 2: Set the Enrollment Trigger** Choose a Walnut contact property as the core trigger. **Example trigger:** ```auto Walnut latest demo completion rate (%) is greater than 70 ``` ### **Step 3: Add Supporting Filters** Add one or two filters to make the trigger more meaningful. **Examples:** - Walnut latest demo play is known - Lifecycle stage is Lead or Marketing Qualified Lead - Owner is unknown ### **Step 4: Add Actions** - Send internal notification - Assign owner - Update lifecycle stage - Enroll in a follow-up email workflow :::tip[Best practice] Use contact properties when you want the workflow to respond to a contact’s current engagement state, not necessarily a single individual session. ::: --- ## **Build a Workflow Using Activity Data** Activity-based workflows are better when you want to react to a specific Walnut session or asset-level engagement signal. :::info[Good fit for] real-time rep alerts, asset-specific routing, meeting follow-up, technical interest alerts, and post-event automation. ::: ### **Step 1: Create the Workflow** 1. Go to **Automation → Workflows** 2. Select **Contact-based workflow** 3. Choose the activity-based enrollment approach supported in your HubSpot setup ### **Step 2: Choose the Walnut Activity Trigger** Select the Walnut activity or event you want to use as the entry point. **Example trigger:** ```auto Walnut activity = Demo Viewed ``` ### **Step 3: Add Activity Filters** Use activity data to narrow the trigger to the exact kind of engagement you care about. **Examples:** - Demo name contains “Pricing” - Session length is greater than 60 seconds - Viewed asset type = Deal Room ### **Step 4: Add Actions** - Create task for the sales rep - Send Slack notification - Enroll the contact in a targeted nurture sequence - Add the contact to a list for the appropriate team :::note[Tip] Activity-based workflows are strongest when you want to act on a specific signal, such as interest in pricing, technical content, or a particular post-meeting asset. ::: --- ## **Best Practices** :::note[Start simple] Begin with one or two high-impact workflows, such as a high-intent alert or post-event follow-up. - **Use thresholds:** Avoid triggering actions on every single view. Combine completion, time spent, or asset type to improve signal quality. - **Align with sales:** Make sure alerts and tasks are actionable and tied to a real next step. - **Use naming conventions:** Keep demo, playlist, and Deal Room names consistent so filtering is easier and workflow logic stays clean. - **Combine signals:** Completion rate plus time spent is often more useful than either signal alone. - **Review workflow volume:** Check how often workflows fire and refine thresholds if too many low-value contacts are entering. ::: --- ## **Example Workflow Recipes** These starter recipes give you practical patterns you can adapt to your team’s funnel, asset strategy, and routing logic. --- ### **High-Intent Alert** ```auto Trigger: Walnut latest demo completion rate (%) is greater than 75 Optional supporting filter: Walnut AVG time spent across all demos (s) is greater than 120 Actions: Send Slack alert to AE Create follow-up task Add contact to High Intent list ``` --- ### **Re-Engagement Follow-Up** ```auto Trigger: Walnut latest demo completion rate (%) is less than 30 Actions: Send follow-up email with alternate demo or playlist Enroll in nurture sequence Wait and re-check for repeat engagement ``` --- ### **Product Interest Routing** ```auto Trigger: Walnut last demo name view contains "Security" Actions: Assign to Security Specialist Update team or owner Create internal note for rep context ``` --- ### **Post-Event Follow-Up** ```auto Trigger: Lifecycle source = Event AND Walnut total demo views is greater than 0 Actions: Send post-event follow-up email Share curated playlist Add to event follow-up campaign ``` --- ## **Top 5 HubSpot Workflows to Launch First** If you are just getting started, focus on a small set of high-impact workflows that help your team move from **view → signal → action** quickly. --- ### **1\. High-Intent Demo Engagement Alert** Notify the right rep when a prospect shows strong buying signals. **Trigger:** ```auto Walnut latest demo completion rate (%) is greater than 70 AND Walnut AVG time spent across all demos (s) is greater than 120 ``` **Actions:** - Create task for owner - Send Slack or email notification - Add to High Intent list **Why it matters:** Helps reps prioritize the most engaged prospects first. --- ### **2\. Demo Viewed → Instant Follow-Up** Follow up automatically when someone engages with a demo but has not yet been handled by the team. **Trigger:** ```auto Walnut total demo views is greater than 0 AND Lifecycle stage = Lead ``` **Actions:** - Send personalized follow-up email - Assign owner if missing **Why it matters:** Ensures engaged prospects do not sit untouched after a campaign or event. --- ### **3\. Low Engagement → Re-Engagement Nurture** Re-engage contacts who started the experience but never meaningfully progressed. **Trigger:** ```auto Walnut latest demo completion rate (%) is less than 30 ``` **Actions:** - Send follow-up email with alternate asset or curated playlist - Enroll in nurture sequence **Why it matters:** Helps recover attention before engagement goes cold. --- ### **4\. Product Interest Routing** Route leads based on what they explored. **Trigger:** ```auto Walnut last demo name view contains "Security" ``` **Actions:** - Assign to product specialist - Update owner or team **Why it matters:** Connects prospects with the right expert faster. --- ### **5\. Post-Event Follow-Up Automation** Automate follow-up for event contacts who engaged with Walnut afterward. **Trigger:** ```auto Original source drill-down = Event AND Walnut total demo views is greater than 0 ``` **Actions:** - Send post-event email with curated playlist - Add to event follow-up campaign - Notify owner for fast outreach **Why it matters:** Bridges the gap between event interaction and meaningful sales follow-up. --- :::note[Pro Tip] Start with one sales-facing workflow and one marketing-facing workflow. In most teams, that usually means a **High-Intent Alert** plus a **Re-Engagement** or **Post-Event Follow-Up** workflow. ::: --- ## **Next Steps** This guide is designed to work alongside your HubSpot reporting setup. Reporting helps you understand engagement trends. Workflows help you operationalize them. ### **Explore HubSpot Integration, Data, and Reporting Guides** - [**HubSpot Integration Setup Guide**](/help/integrations/hubspot/connect) – Connect Walnut to HubSpot and begin syncing engagement data - [**Walnut Engagement Data in HubSpot**](/help/integrations/hubspot/engagement-data) – Understand where Walnut data appears across contacts, activities, companies, and deals - [**How to Build a Walnut Reporting Structure in HubSpot**](/help/integrations/hubspot/reporting-structure) – Use the same contact properties and activity records to build reporting views, dashboards, and operational analysis - [**ROI & Analytics Resource Pack**](/help/resources/packs/roi-analytics) – Explore additional resources for analytics, attribution, and proving business impact :::note[Final Takeaway] Walnut engagement data in HubSpot becomes much more powerful when it is used for both reporting and action. Start by identifying a few high-confidence engagement signals, then use workflows to turn those signals into faster follow-up, cleaner routing, and more consistent conversion across your funnel. :::