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Free trial nurture toward conversion

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.

Contact11 stepsUpdated for HubSpot seat pricing
OutcomeContacts in an active product trial get a short, day-based nurture that nudges toward the trial's key activation action and a conversion conversation before the trial ends.
Workflow maplead-nurturing-011
trial_status = Active leads to Send: trial day 1. Send: trial day 1 leads to Delay 2 days. Delay 2 days leads to Key action completed?. Key action completed? leads to Yes: Send: on-track email; No: Send: need-a-hand email. Send: on-track email leads to Delay 5 days. Send: need-a-hand email leads to Delay 5 days. Delay 5 days leads to Key action completed?. Key action completed? leads to Yes: Send: upgrade options; No: Send: fastest path to value. Send: upgrade options leads to Delay 3 days. Send: fastest path to value leads to Delay 3 days. Delay 3 days leads to Set trial_nurture_completed = true. Yes No Yes No trial_status = Active Send: trial day 1 Delay 2 days Key action completed? Send: on-track email Send: need-a-hand email Delay 5 days Key action completed? Send: upgrade options Send: fastest path to value Delay 3 days Set trial_nurture_completed = true
trial_status = Active leads to Send: trial day 1. Send: trial day 1 leads to Delay 2 days. Delay 2 days leads to Key action completed?. Key action completed? leads to Yes: Send: on-track email; No: Send: need-a-hand email. Send: on-track email leads to Delay 5 days. Send: need-a-hand email leads to Delay 5 days. Delay 5 days leads to Key action completed?. Key action completed? leads to Yes: Send: upgrade options; No: Send: fastest path to value. Send: upgrade options leads to Delay 3 days. Send: fastest path to value leads to Delay 3 days. Delay 3 days leads to Set trial_nurture_completed = true. Yes No Yes No trial_status = Active Send: trial day 1 Delay 2 days Key action completed? Send: on-track email Send: need-a-hand email Delay 5 days Key action completed? Send: upgrade options Send: fastest path to value Delay 3 days Set trial_nurture_completed = true

When to use it, when not to

Use it

  • Use when trial start and trial status are already synced into HubSpot from the product, through a native app connector, an iPaaS, or an API job. This fiche assumes that data exists; it does not create it.
  • Use for self-serve or product-led trials where email is a meaningful nudge alongside, not instead of, in-app messaging.
Read more on when to use itShow less

Skip it

  • Do not use it if trial length varies a lot per account (2 days for some, 90 for others) without adjusting the delay math per segment. A one-size cadence misfires on both ends.
  • Do not use it as the only conversion touch for a high-value trial. Pair with a lead-routing or sales-ops fiche once a trial account shows strong usage.
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 · 5 parts

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

Steps · 11 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 · 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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