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Quarterly always-on touch for stalled or dormant leads

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.

Contact2 stepsUpdated for HubSpot seat pricing
OutcomeContacts in the Lead stage keep getting one relevant email every quarter for as long as they stay a Lead, so nobody falls off the radar entirely between active campaigns.
Workflow maplead-nurturing-035
Lead stage, next_quarterly_touch_date due or unknown leads to Send: quarterly check-in. Send: quarterly check-in leads to Increase quarterly_touch_count by 1. Increase quarterly_touch_count by 1 leads to Set next_quarterly_touch_date = today + 90 days. Set next_quarterly_touch_date = today + 90 days leads to Lead stage, next_quarterly_touch_date due or unknown. Lead stage, next_quarterly_touch_date due or unknown Send: quarterly check-in Increase quarterly_touch_count by 1 Set next_quarterly_touch_date = today + 90 days
Lead stage, next_quarterly_touch_date due or unknown leads to Send: quarterly check-in. Send: quarterly check-in leads to Increase quarterly_touch_count by 1. Increase quarterly_touch_count by 1 leads to Set next_quarterly_touch_date = today + 90 days. Set next_quarterly_touch_date = today + 90 days leads to Lead stage, next_quarterly_touch_date due or unknown. Lead stage, next_quarterly_touch_date due or unknown Send: quarterly check-in Increase quarterly_touch_count by 1 Set next_quarterly_touch_date = today + 90 days

When to use it, when not to

Use it

  • Use as a low-frequency, indefinite safety net for the Lead population, separate from higher-intensity nurture tracks that run for a few weeks and then stop.
  • Use when the account has recurring, genuinely useful content on a quarterly cadence (a report, a webinar series, a product update roundup).
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Skip it

  • Do not use this as the only nurture a Lead receives; pair it with a faster-paced track for the first weeks after conversion (lead-nurturing-001) and let this one take over after that track ends.
  • Do not enroll contacts already inside an active named campaign nurture at the same time without checking for send fatigue.
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The rest of this spec

Prerequisites · 2 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 · 2 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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