HubSpot Workflows for AEO: automations Lantern installs

What this does

HubSpot Workflows are Lantern's mechanism for keeping AI attribution data consistent across the Contact and Deal objects without polling. Workflows fire on contact creation, form submission, deal stage change, and closed-won — and write the right AI source data onto the right object at the right time. Without workflows, AI source data would live only on the contact and never reach the deal, breaking pipeline attribution.

How Lantern fits

Lantern installs five workflows into your HubSpot portal on OAuth connect. You review them before they activate. Each workflow is named with a 'Lantern:' prefix so they're easy to find, pause, or delete. The workflows use HubSpot's standard workflow engine — no custom code actions — so your RevOps team can audit, clone, or extend them exactly like any other HubSpot workflow.

Setup preview

The five workflows Lantern publishes: (1) Lantern: AI Source Persistence — triggers on contact created, copies utm_source and document_referrer into ai_source property. (2) Lantern: Deal AEO Rollup — triggers on deal stage changed, copies the contact's ai_source and ai_prompt onto the deal. (3) Lantern: Closed-Won Attribution — triggers on deal closed-won, logs the attribution event to Lantern for monthly reporting. (4) Lantern: AI Contact Alert — optional Slack/email to the owner when an AI-referred contact hits MQL. (5) Lantern: Attribution Repair — nightly, catches any contacts where ai_source is empty but utm_source matches an AI engine.

{
  "name": "Lantern: AI Source Persistence",
  "type": "CONTACT_FLOW",
  "enabled": true,
  "enrollmentTriggers": [
    {
      "filterFamily": "PropertyValue",
      "filterType": "EQUAL",
      "property": "createdate",
      "operator": "HAS_PROPERTY"
    }
  ],
  "actions": [
    {
      "type": "SET_CONTACT_PROPERTY",
      "propertyName": "ai_source",
      "value": "{{contact.utm_source}}"
    },
    {
      "type": "SET_CONTACT_PROPERTY",
      "propertyName": "ai_engine",
      "value": "{{contact.utm_medium}}"
    },
    {
      "type": "DELAY",
      "durationMs": 300000
    },
    {
      "type": "BRANCH",
      "condition": "ai_source IS_NOT_EMPTY",
      "true": [{"type": "SET_CONTACT_PROPERTY", "propertyName": "ai_attributed", "value": true}]
    }
  ]
}

Where this fits in the bigger picture

This page describes one specific surface inside HubSpot where Lantern's AEO pipeline attribution plugs in. The full integration stitches together across HubSpot Contacts, Deals, Workflows, Lists, Reports, Forms, CMS, and the Marketing/Sales/Service Hub stack. If you're evaluating where to start, the comparison hub has side-by-side comparisons of Lantern against Profound, Scrunch, Peec AI, AthenaHQ, and HubSpot's own AEO product — scored on the dimensions that matter for a CMO buyer (CRM integration depth, reporting quality, prompt-scaling economics).

If you're about to walk this work into a renewal review or budget conversation, the CFO's Guide to AEO Budget Defense has the memo template, the five-slide deck structure, the attribution-math cheat sheet, and the three most-common CFO objections with counter-arguments. It's the long-form companion that translates the technical HubSpot setup on this page into a defensible dollar number for finance.