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Closed-lost (non-customer) contact re-engagement nurture

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.

Contact5 stepsUpdated for HubSpot seat pricing
OutcomeA contact whose deal closed lost gets left alone for a fixed cooldown, then receives one re-engagement email checking whether anything has changed, instead of either being nurtured immediately after a loss or forgotten entirely.
Workflow maplead-nurturing-021
Deal closed lost, contact not a customer leads to Set cooldown_until = +90 days. Set cooldown_until = +90 days leads to Delay until cooldown_until. Delay until cooldown_until leads to Any open deal now?. Any open deal now? leads to No: Send: checking back in email; Yes: No action. Send: checking back in email leads to Set closed_lost_reengaged = true. No Yes Deal closed lost, contact not a customer Set cooldown_until = +90 days Delay until cooldown_until Any open deal now? Send: checking back in email No action Set closed_lost_reengaged = true
Deal closed lost, contact not a customer leads to Set cooldown_until = +90 days. Set cooldown_until = +90 days leads to Delay until cooldown_until. Delay until cooldown_until leads to Any open deal now?. Any open deal now? leads to No: Send: checking back in email; Yes: No action. Send: checking back in email leads to Set closed_lost_reengaged = true. No Yes Deal closed lost, contact not a customer Set cooldown_until = +90 days Delay until cooldown_until Any open deal now? Send: checking back in email No action Set closed_lost_ reengaged = true

When to use it, when not to

Use it

  • Use once deals in the account reliably move to a Closed Lost stage and that stage change is trackable on the associated contact.
  • Use it for a genuine loss (budget, timing, chose a competitor), where circumstances plausibly change later. This is not for disqualified or bad-fit contacts, see lead-nurturing-041 for that pattern.
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Skip it

  • Do not use it immediately after a loss. The cooldown exists because reaching out right away after a "no" reads as tone-deaf; give it real time.
  • Do not enroll a contact who has an open deal on a different associated record. Check that no other active opportunity exists before starting the cooldown clock.
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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 · 5 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 · 3 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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