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Case study / social proof nurture by industry

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.

Contact25 stepsUpdated for HubSpot seat pricing
OutcomeA contact who is already mid-nurture and has a known industry gets one targeted case study, then one customer-quote follow-up, instead of the same generic proof point every contact sees.
Workflow maplead-nurturing-016
Filter: active nurture + industry known leads to Industry value?. Industry value? leads to Healthcare: Send healthcare case study; Financial Services: Send finserv case study; Retail: Send retail case study; Manufacturing: Send manufacturing case study; Technology: Send technology case study; Other/unknown: Send general case study. Send healthcare case study leads to Delay 5 days. Send finserv case study leads to Delay 5 days. Send retail case study leads to Delay 5 days. Send manufacturing case study leads to Delay 5 days. Send technology case study leads to Delay 5 days. Send general case study leads to Delay 5 days. Delay 5 days leads to Send customer quote follow-up. Send customer quote follow-up leads to Set case_study_nurture_completed = true. Filter: active nurture + industry known Industry value? Healthcare Send healthcare case study Financial Services Send finserv case study Retail Send retail case study Manufacturing Send manufacturing case study Technology Send technology case study Other/unknown Send general case study Delay 5 days Send customer quote follow-up Set case_study_nurture_completed = true
Filter: active nurture + industry known leads to Industry value?. Industry value? leads to Healthcare: Send healthcare case study; Financial Services: Send finserv case study; Retail: Send retail case study; Manufacturing: Send manufacturing case study; Technology: Send technology case study; Other/unknown: Send general case study. Send healthcare case study leads to Delay 5 days. Send finserv case study leads to Delay 5 days. Send retail case study leads to Delay 5 days. Send manufacturing case study leads to Delay 5 days. Send technology case study leads to Delay 5 days. Send general case study leads to Delay 5 days. Delay 5 days leads to Send customer quote follow-up. Send customer quote follow-up leads to Set case_study_nurture_completed = true. Filter: active nurture + industry known Industry value? Healthcare Send healthcare case study Financial Services Send finserv case study Retail Send retail case study Manufacturing Send manufacturing case study Technology Send technology case study Other/unknown Send general case study Delay 5 days Send customer quote follow-up Set case_study_nurture_completed = true

When to use it, when not to

Use it

  • Use as a drop-in proof module for a contact already inside another nurture track (lead-nurturing-008, 009, or the welcome drip), once at least one qualifying industry has a real, published case study.
  • Use it to add a credibility beat mid-sequence, not as a standalone first-touch nurture. A cold contact with no context does not need a case study before an introduction.
Read more on when to use itShow less

Skip it

  • Do not use it if fewer than two industries have a published case study. A near-empty branch table just falls through to the generic proof point for almost everyone, see lead-nurturing-009 for the same tradeoff at a bigger scale.
  • Do not run this at the same time as lead-nurturing-009 for the same contact. Both branch on industry_segment and sending two industry-branched sequences back to back is redundant. Sequence them, or pick one.
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 · 25 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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