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Content upgrade nurture (blog visitor to gated asset)

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.

Contact6 stepsUpdated for HubSpot seat pricing
OutcomeA known contact who reads a blog post with a related gated asset, but does not download it, gets one nudge email pointing at that specific upgrade, instead of the download offer being left purely to on-page prompts.
Workflow maplead-nurturing-025
Blog page view, known contact leads to Set topic_viewed. Set topic_viewed leads to Wait until gated form submitted, max 4 days. Wait until gated form submitted, max 4 days leads to Submitted in time: No action, already converted; Timed out: Send: content upgrade nudge. Send: content upgrade nudge leads to Set content_upgrade_email_sent = true. Submitted in time Timed out Blog page view, known contact Set topic_viewed Wait until gated form submitted, max 4 days No action, already converted Send: content upgrade nudge Set content_upgrade_email_sent = true
Blog page view, known contact leads to Set topic_viewed. Set topic_viewed leads to Wait until gated form submitted, max 4 days. Wait until gated form submitted, max 4 days leads to Submitted in time: No action, already converted; Timed out: Send: content upgrade nudge. Send: content upgrade nudge leads to Set content_upgrade_email_sent = true. Submitted in time Timed out Blog page view, known contact Set topic_viewed Wait until gated form submitted, max 4 days No action, already converted Send: content upgrade nudge Set content_upgrade_email_sent = true

When to use it, when not to

Use it

  • Use when a blog post has a clearly matched content upgrade (a checklist, template, or extended guide) and the post gets enough known-contact traffic to justify the automation.
  • Use it only for known, already-identified contacts. This fiche cannot reach an anonymous first-time visitor; that visitor needs to convert on something first.
Read more on when to use itShow less

Skip it

  • Do not use it on every blog post. Build this for the handful of posts with a real, high-relevance upgrade offer, not the full blog archive.
  • Do not stack multiple content-upgrade nudges on the same contact in a short window; one nudge at a time keeps it from feeling like the blog is gating everything behind a form.
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 · 6 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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