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Walnut + HubSpot: Engagement-Based Workflows Playbook

Updated

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.

🌟 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.

In This Guide:

Before You Start

Before building HubSpot workflows with Walnut engagement data, make sure the foundation is in place.

  • Ensure your HubSpot integration is connected.
  • 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.

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 store the latest or aggregated engagement state for an identified contact
  • Activity Records 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.

🔍 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

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

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.
🌟 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.

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:

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

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.

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:

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
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

  • 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

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

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

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

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:

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:

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:

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:

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:

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.

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

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.

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