Free trial nurture toward conversion

Outcome. Contacts 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 map Enrollment, branches and actions at a glance lead-nurturing-011

flowchart TD
    A[trial_status = Active] --> B[Send: trial day 1]
    B --> C[Delay 2 days]
    C --> D{Key action completed?}
    D -- Yes --> E[Send: on-track email]
    D -- No --> F[Send: need-a-hand email]
    E --> G[Delay 5 days]
    F --> G
    G --> H{Key action completed?}
    H -- Yes --> I[Send: upgrade options]
    H -- No --> J[Send: fastest path to value]
    I --> K[Delay 3 days]
    J --> K
    K --> L[Set trial_nurture_completed = true]

When to use it, when not to

• UseUse 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.
• UseUse for self-serve or product-led trials where email is a meaningful nudge alongside, not instead of, in-app messaging.
• SkipDo 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.
• SkipDo 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.