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Score-based nurture content branching (lead score threshold)

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.

Contact8 stepsUpdated for HubSpot seat pricing
OutcomeContacts above a lead-score threshold get more direct, sales-adjacent content, while contacts below it stay on a lighter educational track, based on the native HubSpot Score, and each contact only gets re-sent content when they actually cross the line.
Workflow maplead-nurturing-010
Re-enrolls on hubspotscore change leads to Score >= 50?. Score >= 50? leads to Yes: Already tier High?; No: Already tier Low?. Already tier High? leads to No: Set tier = High, send high-intent email; Yes: No action. Already tier Low? leads to No: Set tier = Low, send educational email; Yes: No action. Yes No Yes No No Yes Re-enrolls on hubspotscore change Score >= 50? Already tier High? Already tier Low? Set tier = High, send high-intent email No action Set tier = Low, send educational email No action
Re-enrolls on hubspotscore change leads to Score >= 50?. Score >= 50? leads to Yes: Already tier High?; No: Already tier Low?. Already tier High? leads to No: Set tier = High, send high-intent email; Yes: No action. Already tier Low? leads to No: Set tier = Low, send educational email; Yes: No action. Yes No Yes No No Yes Re-enrolls on hubspotscore change Score >= 50? Already tier High? Already tier Low? Set tier = High, send high-intent email Set tier = Low, send educational email No action No action

When to use it, when not to

Use it

  • Use once a HubSpot Score model (or a custom score property) is already configured and checked against real conversions, not a rough guess.
  • Use it to route content intensity, not to replace lead-routing's assignment logic. A high score here still needs a real routing fiche to reach a rep.
Read more on when to use itShow less

Skip it

  • Do not use it if the score model has never been checked against actual closed-won deals. Branching content on an unproven score wastes the "high-intent" track on contacts who are not, in fact, more likely to buy.
  • Do not use it as the sole gate before a sales handoff. Combine with an explicit intent signal, such as lead-nurturing-012, before creating a task for a rep.
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 · 8 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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