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Win-back re-engagement workflow for churned customers

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.

Company6 stepsUpdated for HubSpot seat pricing
OutcomeEvery account that churns is queued for a win-back nurture automatically, with an owner review step in between, instead of falling off the radar the day the account is marked lost.
Workflow maprenewal-expansion-017
Customer Status = Churned, sequence status Not started leads to Set sequence status = Queued. Set sequence status = Queued leads to Add primary contact to Win-back Queue list. Add primary contact to Win-back Queue list leads to Create task for account owner. Create task for account owner leads to Wait 30 days. Wait 30 days leads to Sequence status still Queued?. Sequence status still Queued? leads to Yes: No action, nurture continues; No: Exit, status changed elsewhere. Yes No Customer Status = Churned, sequence status Not started Set sequence status = Queued Add primary contact to Win-back Queue list Create task for account owner Wait 30 days Sequence status still Queued? No action, nurture continues Exit, status changed elsewhere
Customer Status = Churned, sequence status Not started leads to Set sequence status = Queued. Set sequence status = Queued leads to Add primary contact to Win-back Queue list. Add primary contact to Win-back Queue list leads to Create task for account owner. Create task for account owner leads to Wait 30 days. Wait 30 days leads to Sequence status still Queued?. Sequence status still Queued? leads to Yes: No action, nurture continues; No: Exit, status changed elsewhere. Yes No Customer Status = Churned, sequence status Not started Set sequence status = Queued Add primary contact to Win-back Queue list Create task for account owner Wait 30 days Sequence status still Queued? No action, nurture continues Exit, status changed elsewhere

When to use it, when not to

Use it

  • Use it as the detection and queueing layer for churned accounts: it flags the company, notifies the account owner, and hands the account's primary contact to a win-back nurture.
  • Use it when churned accounts are currently a manual list somebody remembers to build once a quarter.
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Skip it

  • Do not treat this fiche as the nurture emails themselves. The actual multi-touch win-back content is a separate, contact-based marketing email nurture triggered by list membership; this fiche builds the company-side signal and queue, not the send sequence.
  • Do not use it on accounts that churned for reasons that make re-contact inappropriate (contract dispute, non-payment write-off). Exclude those explicitly.
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The rest of this spec

Prerequisites · 5 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 · 5

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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