Workflow to sync or update Lifecycle Stage based on Lead Score tiersSOLVE
Jan 17, 2018 6:02 PM
What is the HubSpot advised best practice for syncing or updating Contact Lifecycle Stages based on their Lead Score? I have tried several different approaches with workflows, but none of them seem to work cleanly.
Specifically, we are using Lead Scoring to track ongoing engagment levels and the Contacts score increases every time they submit forms, attend webinars, revist the website etc. No big deal here.
We then want to map those scores into tiers/levels that will automatically promote the Contact to the appropriate Lifecycle Stage everytime their score move up or down to a different tier/level:
0-24 = Subscriber
25-49 = Lead
50-99 = MQL
>100 = SQL
The catch is that if it is already an Opportunity, Customer, Evangelist, Other, there should be no changes to the Lifecycle Stage (i.e. we don't want to take a Contact that is already in the bottom of the funnel as an Opportunity or Customer and demote them - that would be bad).
This has made it more complicated than I imagined:
- If you use enrollment criteria with more than one attribute (Not a "Customer" & Score = x, or Stage = Sub, MQL, Lead, SQL), the workflow setting for auto re-enrollment cannot be used, so the Contact can only pass through the workflow one time. This won't work because Contact will need to be updated more than once.
- If you use multiple separate workflows with a single criteria (Workflow1 - Score is 0-24, Workflow 2 - score is 25-49, etc), this apparently creates data collisions as each workflow attempts to run at the same time evaluating/updating the same property. This is creating workflow misfires.
- Finally, assuming there is a way to create a decent workflow (or set of workflows), how does HubSpot continue to re-evaluate all of the Contacts without creating an infinite loop? In other words, if you allow workflow re-enrollment, when does the workflow ever stop? If you evaluate a Contact with Lead Score =20, does the workflow stop and somehow know to resume when the score is increased to 25 (i.e. only triggered by changes to the Lead Score property)?
I have to be missing something tiny here because I know someone has figured this out already....
Solved! Go to Solution.
Jan 18, 2018 8:10 PM
OK, thanks to some friendly help from Lindsay in HubSpot Support, I think I may have come up with a pretty slick solution in case anyone ever stumbles upon this with a similar requirement.
One super cool trick is to use SmartLists as your Workflow entry criteria. That way, you can filter for multiple values AND allow for re-enrollment. This means the Workflow can keep working for you in the backround whenever the Lead Score changes. An additional benefit is that you can refer to the SmartLists over time to see if there are any problems because if this is working correctly, each of the SmartLists should be empty!
So, I created the 4 separate SmartLists because I need the Contact to be able to jump from one tier to the next:
In each of the SmartLists, I set the filters for the Lead Score tier I wanted for each Stage (see above) and Stages I wanted examined (anything between a Subscriber & SQL) EXCEPT the Stage that represents the correct Tier (in other words, if the Contact is already in the correct Stage according to the Lead Score Tier, I want to leave it alone).
Now, I set the up the Workflow to use each of these SmartLists for the Entry Criteria separately and made sure to enable re-enrollment if they move from one SmartList to the other.
I then build in 3 If/Then branches based off of the Lead Score Value: If Lead Score =>100, then Clear the Lifecycle Stage and Reset Lifecycle Stage to SQL; If Lead Score => 50, then Clear Lifecycle Stage and Reset to MQL etc. all the way through my tiers.
Finally, I make sure the Workflow settings will remove the Contact from the Workflow once it is executed. So far, it is working like a champ.
NOTE: This set up will preclude ANY User from manually changing the Lifecycle Stage for those stages included since this Workflow will overwrite their changes immediately. It can can also conflict if you have any other Workflows that change the Lifecycle Stage.
Does anyone have anything similar that works better or attempt to automate Lead Scoring differently?
HubSpot/SalesForce CRM Consultant