Routing replies with a workflow
Last updated July 5, 2025
Once you have successfully connected OutboundSync to your HubSpot portal, you may want to set up lead routing inside of HubSpot.
Creating enrollment triggers
How to trigger a workflow
Access your HubSpot portal and go to Workflows. In the following example, we will route all replies. However you can also route based on other criteria, such as:
- Sequence Number
- Campaign Name
- Campaign ID
These would allow you to route leads under more specific circumstances, like across a geographic territory, industry vertical, or type of campaign to include omnichannel outreach.
- Create a contact-based workflow: We're going to create a contact-based workflow to route the newly created contacts to the right person in your HubSpot account.
- Click set up triggers and select filter criteria: Now, we need to trigger or initiate the workflow. Go to set up the triggers and select When filter criteria is met.
- Select or search for OutboundSync triggers: Search for OutboundSync (or scroll down to integration filters).
- Select or search for Reply Properties: Select or search for the OutboundSync. Typically the most useful workflow action uses the Email Reply Properties option, and you could select or search for Occurred.
- In this case, Select Is known (this means any time a reply occurs, we will trigger this workflow).
- Close editor and save enrollment trigger: Now that we have this trigger defined, we need to close the editor and save it so it's applied.
Consider re-enrollment: You can have contacts be re-enrolled on subsequent triggers of the workflow itself. This may be useful for subsequent replies. It would not be as useful for workflows that apply to a contact once, like assigning a contact after an email is sent and assigned.
Determining routing criteria
Once you have set your initial workflow filters, the next step is to determine what happens next. See some examples below.
Route by lead category
Establishing the use case
One of the challenges with using a scaled approach to outbound is that you will generate more replies, including ones you may want to disregard like Out of Office emails. In HubSpot, OutboundSync solves this filtering problem with workflows.
Before we begin, sometimes there is a lag between when lead category or status is applied, and when it flows through from your Sales Engagement Platform into HubSpot. We advise using a Delay action between 1-5 minutes.
Setting the filter criteria
Next, we're going to want to add a "Branch" filter. To do this, go to OutboundSync to fetch your Lead Category IDs .
Now, select the second option "Based on matching filter criteria" and then name your first branch.
Add a filter to that same branch by clicking on " + Add filter " and scrolling down until you locate "OutboundSync" . Choose the filter "OutboundSync: Lead Category Updates properties" and then choose the value "Lead Category ID" from the list.
Change the filter to "is equal to any of" and create branches for each of the unique branches (e.g. Interested, Out of Office, Not Interested).
Defining routing actions
Now, define any subsequent steps in the workflow.
Here are a few ideas:
- Send an internal email notification: Use an email notification to let your reps know that a reply was received. You can use the custom contact properties to provide additional context to the rep.
- Send to Slack: You can send to Slack via a channel or a direct message. Make sure that the Slack app is installed from the HubSpot App Marketplace. Then add a new action, look for Slack, and configure the notification as you see fit.
- Create a task: You could create a trailing task for a sales rep to ensure the email was followed up on. To enable this, add an action in the workflow to create a task and assign it to the Contact Owner.
Route by sending account
Establishing the use case
One of the challenges with using a multi-domain, multi-account approach is ensuring that the right leads go to the right person. In HubSpot, OutboundSync solves this mapping problem with workflows.
Let's say our aim is to direct leads to the appropriate sales representatives based on the initial sending account in our Sales Engagement Platform.
Setting the filter criteria
After applying your filters, you can create a branch in your workflow to further customize the routing of leads. In the example provided, the branch filters are as follows:
If an OutboundSync email is sent and the sender's email contains the name of the representative (e.g. john@, doe@, johndoe@).
OR
If the first OutboundSync email sent has the "From Name" on the email matching the name of the representative. (e.g. John Doe)
Once these criteria are met, you can proceed to assign the lead to the appropriate sales representative using the "Set property value" filter within the branch.
Simply select the sales rep who should be assigned to that lead.
Defining routing actions
Once the criteria are met, the next step is to assign the lead to the appropriate sales representative using a "Set property value" filter.
Within your branch, choose the sales rep who should be assigned to that lead.