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Industry-based nurture track

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.

Contact23 stepsUpdated for HubSpot seat pricing
OutcomeContacts tagged with an industry vertical get case studies and messaging built around that vertical, instead of one generic message for every industry.
Workflow maplead-nurturing-009
Filter: industry known, not customer leads to Industry value?. Industry value? leads to Healthcare: 2-email healthcare track; Financial Services: 2-email finserv track; Retail: 2-email retail track; Manufacturing: 2-email manufacturing track; Technology: 2-email tech track; Other/unrecognized: General case study. 2-email healthcare track leads to Set completed = true. 2-email finserv track leads to Set completed = true. 2-email retail track leads to Set completed = true. 2-email manufacturing track leads to Set completed = true. 2-email tech track leads to Set completed = true. General case study leads to Set completed = true. Filter: industry known, not customer Industry value? Healthcare 2-email healthcare track Financial Services 2-email finserv track Retail 2-email retail track Manufacturing 2-email manufacturing track Technology 2-email tech track Other/unrecognized General case study Set completed = true
Filter: industry known, not customer leads to Industry value?. Industry value? leads to Healthcare: 2-email healthcare track; Financial Services: 2-email finserv track; Retail: 2-email retail track; Manufacturing: 2-email manufacturing track; Technology: 2-email tech track; Other/unrecognized: General case study. 2-email healthcare track leads to Set completed = true. 2-email finserv track leads to Set completed = true. 2-email retail track leads to Set completed = true. 2-email manufacturing track leads to Set completed = true. 2-email tech track leads to Set completed = true. General case study leads to Set completed = true. Filter: industry known, not customer Industry value? Healthcare 2-email healthcare track Financial Services 2-email finserv track Retail 2-email retail track Manufacturing 2-email manufacturing track Technology 2-email tech track Other/unrecognized General case study Set completed = true

When to use it, when not to

Use it

  • Use once at least 3 industries with real, distinct volume in the database each have (or can quickly get) their own case study and messaging.
  • Use for a portfolio wide enough that a single generic nurture reads as clearly off-target to some segments.
Read more on when to use itShow less

Skip it

  • Do not use it if industry data is thin or unreliable. A branch built on mostly-blank data just produces a bloated "Other" bucket, see Known pitfalls.
  • Do not maintain more than 4 or 5 verticals in a first version. Cut to the top few by contact volume.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 2 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 · 23 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 · 7 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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