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Pre-purchase testimonial / review-based nurture for engaged 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.

Contact6 stepsUpdated for HubSpot seat pricing
OutcomeContacts with a high engagement score but no open deal yet get a short sequence built entirely around social proof (case studies, testimonial video, third-party reviews), giving them the reassurance that often precedes a buying decision.
Workflow maplead-nurturing-039
High score, no deal leads to Send: case study. Send: case study leads to Delay 3 days. Delay 3 days leads to Send: testimonial video. Send: testimonial video leads to Delay 4 days. Delay 4 days leads to Send: review site highlight. Send: review site highlight leads to Set testimonial_nurture_completed = true. High score, no deal Send: case study Delay 3 days Send: testimonial video Delay 4 days Send: review site highlight Set testimonial_nurture_completed = true
High score, no deal leads to Send: case study. Send: case study leads to Delay 3 days. Delay 3 days leads to Send: testimonial video. Send: testimonial video leads to Delay 4 days. Delay 4 days leads to Send: review site highlight. Send: review site highlight leads to Set testimonial_nurture_completed = true. High score, no deal Send: case study Delay 3 days Send: testimonial video Delay 4 days Send: review site highlight Set testimonial_nurture_completed = true

When to use it, when not to

Use it

  • Use for contacts who show real engagement (repeated site visits, high lead score) but have not converted to a sales conversation, where the missing piece is often trust rather than information.
  • Use when the account has a real library of case studies, testimonial video, and third-party review site content to draw on; this fiche does not work with a single generic testimonial repeated three times.
Read more on when to use itShow less

Skip it

  • Do not use this on brand-new leads with a thin engagement history; pair it after lead-nurturing-001 or lead-nurturing-010, not instead of them.
  • Do not use it once a deal already exists; hand off to a deal-stage nurture or sales-owned outreach instead.
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 · 2 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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