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Buying-committee role based nurture branch

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.

Contact9 stepsUpdated for HubSpot seat pricing
OutcomeMultiple contacts at the same target account each get content matched to their role in the buying decision (economic buyer, champion, influencer, end user), instead of every contact on the deal receiving the same generic message.
Workflow maplead-nurturing-043
On open deal, role captured or unknown leads to buying_committee_role value. buying_committee_role value leads to Economic Buyer: Send: ROI and business case; Champion: Send: internal selling toolkit; Influencer: Send: feature comparison; End User: Send: day-to-day usage; Unknown: Send: general overview. Send: ROI and business case leads to Delay 5 days. Send: internal selling toolkit leads to Delay 5 days. Send: feature comparison leads to Delay 5 days. Send: day-to-day usage leads to Delay 5 days. Send: general overview leads to Delay 5 days. Delay 5 days leads to Send: shared next-step email. Send: shared next-step email leads to Set committee_nurture_completed = true. On open deal, role captured or unknown buying_committee_role value Economic Buyer Send: ROI and business case Champion Send: internal selling toolkit Influencer Send: feature comparison End User Send: day-to-day usage Unknown Send: general overview Delay 5 days Send: shared next-step email Set committee_nurture_completed = true
On open deal, role captured or unknown leads to buying_committee_role value. buying_committee_role value leads to Economic Buyer: Send: ROI and business case; Champion: Send: internal selling toolkit; Influencer: Send: feature comparison; End User: Send: day-to-day usage; Unknown: Send: general overview. Send: ROI and business case leads to Delay 5 days. Send: internal selling toolkit leads to Delay 5 days. Send: feature comparison leads to Delay 5 days. Send: day-to-day usage leads to Delay 5 days. Send: general overview leads to Delay 5 days. Delay 5 days leads to Send: shared next-step email. Send: shared next-step email leads to Set committee_nurture_completed = true. On open deal, role captured or unknown buying_committee_role value Economic Buyer Send: ROI and business case Champion Send: internal selling toolkit Influencer Send: feature comparison End User Send: day-to-day usage Unknown Send: general overview Delay 5 days Send: shared next-step email Set committee_nurture_completed = true

When to use it, when not to

Use it

  • Use in longer B2B sales cycles with multiple stakeholders per account, especially account-based or enterprise motions where role-specific messaging materially changes conversion.
  • Use once a contact's role has been captured, typically through a form field on a demo or contact-sales form, or set manually by sales after a discovery call.
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Skip it

  • Do not use this for single-buyer, low-complexity purchases where one contact makes the whole decision; the added branching overhead is not worth it there.
  • Do not guess at a role from a job title alone without a human or form-based confirmation step; title-to-role mapping is unreliable (a "Director" can be the economic buyer at one company and an influencer at another).
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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 · 9 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 · 6 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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