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Infer value proposition and ICP fit on signup, then branch to nurture or to sales

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Marketing Hub Professional.

Company14 stepsUpdated for HubSpot seat pricing
OutcomeEach company that signs up gets a short description of what it sells and an ICP fit value, and only the companies that fit are sent to sales. The others stay in marketing nurture.
Workflow mapai-agents-007
Company created from a signup leads to Infer company value proposition and ICP. Infer company value proposition and ICP leads to Output known. Output known leads to No: Set fit to not assessed and create review task; Yes: Write value proposition then classify fit with Custom prompt. Write value proposition then classify fit with Custom prompt leads to AI ICP fit. AI ICP fit leads to fit: Set SQL and create call task for owner; partial or no fit or empty: Leave to contact nurture workflow. No Yes fit partial or no fit or empty Company created from a signup Infer company value proposition and ICP Output known Set fit to not assessed and create review task Write value proposition then classify fit with Custom prompt AI ICP fit Set SQL and create call task for owner Leave to contact nurture workflow
Company created from a signup leads to Infer company value proposition and ICP. Infer company value proposition and ICP leads to Output known. Output known leads to No: Set fit to not assessed and create review task; Yes: Write value proposition then classify fit with Custom prompt. Write value proposition then classify fit with Custom prompt leads to AI ICP fit. AI ICP fit leads to fit: Set SQL and create call task for owner; partial or no fit or empty: Leave to contact nurture workflow. No Yes fit partial or no fit or empty Company created from a signup Infer company value proposition and ICP Output known Set fit to not assessed and create review task Write value proposition then classify fit with Custom prompt AI ICP fit Set SQL and create call task for owner Leave to contact nurture workflow

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

When to use it, when not to

Use it

  • Use it when signups come from any kind of company and sales loses time on accounts that will never buy, because nothing tells them apart at the door.
  • Use it when your ICP can be written in five lines: who buys, what size, what they sell, what disqualifies. The second AI step compares against that text.
Read more on when to use itShow less

Skip it

  • Do not use it when fit depends on data that is neither on the record nor on the company's website, such as contract values or internal tooling. The result would be a guess.
  • Do not use it as a lead score. It produces one of three values, once. For score-based routing see lead-routing-029.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 9 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 14 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 6

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 5 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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