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Lead score decay re-engagement trigger

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 HubSpot Score drops below a previously-crossed threshold, meaning engagement has cooled off, gets one re-engagement email instead of quietly aging out of sight while the score keeps sliding.
Workflow maplead-nurturing-026
Re-enrolls on hubspotscore change, score < 50 leads to Last sent unknown or 60+ days ago?. Last sent unknown or 60+ days ago? leads to Yes: Send re-engagement email; No: No action, in cooldown. Send re-engagement email leads to Set score_decay_flag = true. Set score_decay_flag = true leads to Set score_decay_last_sent = today. Yes No Re-enrolls on hubspotscore change, score < 50 Last sent unknown or 60+ days ago? Send re-engagement email No action, in cooldown Set score_decay_flag = true Set score_decay_last_sent = today
Re-enrolls on hubspotscore change, score < 50 leads to Last sent unknown or 60+ days ago?. Last sent unknown or 60+ days ago? leads to Yes: Send re-engagement email; No: No action, in cooldown. Send re-engagement email leads to Set score_decay_flag = true. Set score_decay_flag = true leads to Set score_decay_last_sent = today. Yes No Re-enrolls on hubspotscore change, score < 50 Last sent unknown or 60+ days ago? Send re-engagement email Set score_decay_flag = true Set score_decay_last_sent = today No action, in cooldown

When to use it, when not to

Use it

  • Use once HubSpot Score is live and decay (score reduction from inactivity, if configured) or natural score decline from a lack of new positive actions is a normal part of the model.
  • Use it as the mirror image of lead-nurturing-010: that fiche reacts to crossing a threshold upward, this one reacts to falling back below it.
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Skip it

  • Do not use it if the score model has no decay component and simply never goes down for an active contact; in that setup, a falling score is rare and this workflow will almost never fire, which is fine, but confirm that is actually expected before assuming the workflow is broken.
  • Do not treat a single dip in score as decisive. The cooldown property in Prerequisites exists to stop this from firing on every minor fluctuation.
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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 · 4 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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