In response to the need for resource-efficient lead processing, a fully interaction-based automation pipeline was developed in HubSpot. Unlike traditional sales and setter pipelines which rely heavily on manual outreach and call activity, this pipeline operates action-triggered — automating both setter and closer responsibilities based on user behavior and lead profile.
The system was designed to segment, activate, and process specific lead types with minimal human input, increasing scalability and nurturing potential hidden in previously disregarded audiences.
My responsibilities included:
- New Pipeline:
- Setup Stages
- Setup Automation & Formukars between the stages
- Main Worklflow :
- Main Workflow set up for Automation
- Communication:
- setting up calendar rotations
- updating teams
- managing abonnements & templates
- setting up Marketing Emails & Sequences
- Supporting activities:
- Deal & Contact Properties/Attributes Set Up
- setting up customised Visibility & deal areas
- Stages & Phases Set up (Contacts, Lifecycles, etc.)
- Setup of supporting Workflows
- Design & HTML/PHP coding:
- customised code snippets
- modules creation for upload
- adapting design templates
- adapting offer templates
- Project Management & Troubleshooting:
- Testing
- Ticketing with Slack & Hubspot
- training & oboarding of sales respresenatives
Details
Target segments:
The automation pipeline focuses on three key lead categories:
- „Skippers“
Leads that were previously assigned to manual setters but now qualify for continued engagement via automation due to inactivity, low engagement, or process prioritization. - U25 / „Youngsters“
Leads under 25 who were previously deprioritized due to limited eligibility for BGS (educational grant support), but who may convert through a low-effort, „lucky shot“ nurturing approach. - Closer Pipeline Leads – High Potential or Deferred
Deals flagged as “high potential” or “follow-up later” that should not be lost, but instead kept in a looped automation cycle for future conversion.
Approach:
- A new custom pipeline was created, including:
- Tailor-made deal stages reflecting the automation journey from intake to dropout or closure.
- Matching lifecycle stages, lead status properties, and team-based visibility settings.
- Custom forms, property logic, and conditional workflow rules for every phase.
- Dedicated main workflow for:
- Deal stage transitions
- Property updates
- Internal Slack communication
- Automated marketing & transactional emails
- Sequence entry/exit
- Subscription & unsubscription logic
- Dropout detection and deactivation
- Supporting Workflows e.g.:
- Automated offer creation
- Auto line item injection
- Marketing email assignment & Email Sequences
- Subscription/unsubscription syncing
- Meeting rotation & ownership management
- Deal tagging and visibility control
- Lifecycle and property mapping for long-term nurturing
A Pipedrive-based intake form was developed specifically for U25/Youngster onboarding. It feeds data into HubSpot via a Zapier workflow, automatically setting the required deal and contact properties for the automation journey to begin.
Objectives:
- Automate the entire setter-to-closer process based on deal/contact activity rather than manual calls.
- Engage underutilized or lower-priority lead segments with efficient, low-touch strategies.
- Create a pipeline with custom deal stages, lifecycle statuses, contact properties, and behavior-driven triggers.
- Seamlessly integrate internal and external communications, offer generation, and sequence handling through workflows.
Results
This interaction-based automation pipeline enables cost-effective nurturing of leads previously considered low-priority or abandoned. It allows Techstarter to:
- Unlock value from overlooked audiences (especially U25)
- Expand the user journey and touchpoints
- Recycle promising leads without human overhead
- Retain full control over automation logic and messaging
- Scale personalized engagement without additional setter/closer resources
By bridging automation with segmentation strategy, the pipeline enhances both lead quality and conversion potential — all while keeping resources focused on high-impact touchpoints.