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Content download / lead magnet nurture drip

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.

Contact18 stepsUpdated for HubSpot seat pricing
OutcomeContacts who download any gated asset are routed into an asset-specific 3-email drip that goes deeper on that topic and offers a related second asset, without a marketer manually sorting downloads by title.
Workflow maplead-nurturing-002
Form submission: any gated asset leads to last_content_asset value. last_content_asset value leads to Asset A: Send: Asset A deep-dive 1; Asset B: Send: Asset B deep-dive 1; Asset C: Send: Asset C deep-dive 1; Unknown: Send: generic thanks. Send: Asset A deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset A deep-dive 2. Send: Asset A deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset A related offer. Send: Asset A related offer leads to Set cooldown = now + 14 days. Send: Asset B deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset B deep-dive 2. Send: Asset B deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset B related offer. Send: Asset B related offer leads to Set cooldown = now + 14 days. Send: Asset C deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset C deep-dive 2. Send: Asset C deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset C related offer. Send: Asset C related offer leads to Set cooldown = now + 14 days. Send: generic thanks leads to Set cooldown = now + 14 days. Asset A Asset B Asset C Unknown Form submission: any gated asset last_content_asset value Send: Asset A deep-dive 1 Send: Asset B deep-dive 1 Send: Asset C deep-dive 1 Send: generic thanks Delay 3d Delay 3d Delay 3d Send: Asset A deep-dive 2 Send: Asset B deep-dive 2 Send: Asset C deep-dive 2 Delay 4d Delay 4d Delay 4d Send: Asset A related offer Send: Asset B related offer Send: Asset C related offer Set cooldown = now + 14 days
Form submission: any gated asset leads to last_content_asset value. last_content_asset value leads to Asset A: Send: Asset A deep-dive 1; Asset B: Send: Asset B deep-dive 1; Asset C: Send: Asset C deep-dive 1; Unknown: Send: generic thanks. Send: Asset A deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset A deep-dive 2. Send: Asset A deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset A related offer. Send: Asset A related offer leads to Set cooldown = now + 14 days. Send: Asset B deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset B deep-dive 2. Send: Asset B deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset B related offer. Send: Asset B related offer leads to Set cooldown = now + 14 days. Send: Asset C deep-dive 1 leads to Delay 3d. Delay 3d leads to Send: Asset C deep-dive 2. Send: Asset C deep-dive 2 leads to Delay 4d. Delay 4d leads to Send: Asset C related offer. Send: Asset C related offer leads to Set cooldown = now + 14 days. Send: generic thanks leads to Set cooldown = now + 14 days. Asset A Asset B Asset C Unknown Form submission: any gated asset last_content_asset value Send: Asset A deep-dive 1 Send: Asset B deep-dive 1 Delay 3d Delay 3d Send: Asset A deep-dive 2 Send: Asset B deep-dive 2 Delay 4d Delay 4d Send: Asset A related offer Send: Asset B related offer Send: Asset C deep-dive 1 Send: generic thanks Delay 3d Send: Asset C deep-dive 2 Delay 4d Send: Asset C related offer Set cooldown = now + 14 days

When to use it, when not to

Use it

  • Use when there are multiple gated assets (ebooks, guides, templates), each behind its own form, and topic-relevant follow-up matters more than one generic sequence.
  • Use as the entry point before persona or industry branching happens further downstream.
Read more on when to use itShow less

Skip it

  • Do not use for a single one-off asset with no related content to offer next. One automated email is enough there.
  • Do not use unmodified if the same contact can download several assets in one week. Add the cooldown property described below or contacts get flooded.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 3 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 · 18 numbered actions

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

Known pitfalls · 4

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

Test plan and UAT script · 6 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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