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Free tool / calculator user nurture

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.

Contact7 stepsUpdated for HubSpot seat pricing
OutcomeContacts who use a free calculator or interactive tool get a follow-up sequence branched by their result, so someone with a high-value output hears a different next step than someone whose result suggests they are not ready yet.
Workflow maplead-nurturing-045
Form submission: calculator results leads to Result >= threshold?. Result >= threshold? leads to Yes: Send: worth a conversation, booking link; No: Send: how to improve your result. Send: worth a conversation, booking link leads to Create task: high-value result, follow up. Create task: high-value result, follow up leads to Set calculator_nurture_completed = true. Send: how to improve your result leads to Delay 4 days. Delay 4 days leads to Send: try the calculator again. Send: try the calculator again leads to Set calculator_nurture_completed = true. Yes No Form submission: calculator results Result >= threshold? Send: worth a conversation, booking link Send: how to improve your result Create task: high-value result, follow up Delay 4 days Send: try the calculator again Set calculator_nurture_completed = true
Form submission: calculator results leads to Result >= threshold?. Result >= threshold? leads to Yes: Send: worth a conversation, booking link; No: Send: how to improve your result. Send: worth a conversation, booking link leads to Create task: high-value result, follow up. Create task: high-value result, follow up leads to Set calculator_nurture_completed = true. Send: how to improve your result leads to Delay 4 days. Delay 4 days leads to Send: try the calculator again. Send: try the calculator again leads to Set calculator_nurture_completed = true. Yes No Form submission: calculator results Result >= threshold? Send: worth a conversation, booking link Send: how to improve your result Create task: high-value result, follow up Delay 4 days Send: try the calculator again Set calculator_nurture_completed = true

When to use it, when not to

Use it

  • Use when the tool captures a numeric or categorical result and passes it into HubSpot as a hidden form field on submission of the results form (email-gated results).
  • Use to route higher-value results toward a sales conversation and lower-value results toward more nurturing content.
Read more on when to use itShow less

Skip it

  • Do not use this if the tool does not gate results behind a form (no email captured), since there is no contact to enroll.
  • Do not treat the calculator result as a precise qualification signal on its own; use it as one input alongside other scoring or firmographic data, not a sole gate to sales.
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 · 7 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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