Put the resource on the confirmation page, then run a nurture for one program that stops the moment an agency applies or is appointed. Build delivery, appointment status and the nurture rules separately, and test what happens when a status changes in the middle of the sequence.
What does the nurture need before you build it?
You need Marketing Hub Professional or Enterprise for automated marketing email in workflows. Send automated emails in workflows. Then write down six things:
| Decision | What to write down |
|---|---|
| Audience | Producers or agency contacts who should get appointment information. Not policyholders. |
| Program | The stable program ID and the name used in the emails. |
| Relationship | Which agency the contact represents for this program, and the states it covers. |
| Status source | The contracting system, or the named person, that confirms appointment status. |
| Sales handoff | What makes a conversation about this appointment active, and who owns it. |
| Permission | The email subscription type and the evidence of permission. |
This runs on a contact-based workflow with no custom objects. Producer status, copied from the appointment pipeline, is the field it reads: only Prospect gets the sequence, and Applied, Contracting, Appointed and Terminated all stop it. If you run several programs, the stop rule reads the appointment deal for this program.
If one contact represents two agencies for the same program, hold them until someone resolves which agency they're acting for.
How do you deliver the resource without starting the sequence twice?
Put the checklist or guide on the form's confirmation page, so it works when the contact is already in the nurture, can't receive marketing email, or asks again after the sequence ends. In the form editor, click On submit and show a thank-you message with the link, or redirect to the page that holds it. Create and customize forms.
Send marketing email only to contacts who gave verifiable opt-in consent; a download request on its own doesn't give it. Understand email sending. If data privacy settings are on, the consent checkboxes on new forms become mandatory, so keep a direct link to the resource for people who don't subscribe. Form consent settings.
Who gets the nurture, and what stops it?
Build two active segments; they update their members as records change. Create segments.
Eligible: submitted this program's form, producer status Prospect for this program, a contact owner set, no active conversation about this appointment, and permission to email on record.
Stop: any one of these. The agency applied, was appointed, declined or withdrew. The status is unknown. The owner is missing. Sales is already talking to them about this program. Permission was withdrawn.
Write the unknown cases out, so a blank status lands in Stop. And keep the sales stop inside the same program: a conversation about Program B leaves Program A's sequence running, and one about Program A ends it.
What does the workflow look like?
For Rainbow, an MGA recruiting agents, we followed the lead magnet with a six-part email series, and that is the length we recommend. Each email sits behind its own delay and eligibility check, so the series stops the day an agency applies.
| Step | Setting | What happens |
|---|---|---|
| Form submission | Resource on the confirmation page | The agency gets what it asked for, at once |
| Delay | Two business days (example) | Time to read the material |
| Check | Branch: every eligibility condition still true | Eligible continues; anything else ends without a send |
| Email 1 | Automated marketing email | Which program, what the agency needs to provide, how to apply |
| Delay | Three business days (example) | Time to apply or talk to an owner |
| Check | The same branch again | Sends only if this relationship is still eligible |
| Email 2 | Automated marketing email | One practical application question answered, a monitored reply address |
| Emails 3 to 6 | Delay, check, email for each | Each send happens only if this relationship is still eligible |
| End | No automatic restart | An unanswered series ends |
Point the early emails at what contracting will ask for: a signed producer agreement, a license that covers your lines in the states you write, and a current E&O certificate. Those are the contracting blockers in the property map's appointment pipeline. Every email says what happens after an application, so nobody reads it as a promise of appointment.
Keep re-enrollment off for the first version. A record won't re-enroll while it's already enrolled, and when it does re-enroll it starts again from the beginning and repeats every action. Re-enrollment triggers.
How do you stop a contact who is waiting in a delay?
Use suppression and the eligibility setting, because a branch checks the record only when the contact reaches it. If the agency applies on day one of a three-day delay, the branch won't know until day three.
- Add the Stop segment as a suppression segment.
- Set the workflow to remove contacts who no longer meet the enrollment criteria while enrolled.
With both set, a status change during a delay takes the contact out, and they're only eligible again the next time they meet the enrollment or re-enrollment criteria. Unenrollment and suppression.
Plan before you turn a workflow off. Enrolled records stay enrolled and keep moving through delays, while their emails and other actions are skipped. Turn off workflows. When an agency is appointed, recruiting stops and onboarding starts: in the property map's appointment pipeline, the Appointed stage starts onboarding emails and the first-submission campaign.
Which tests catch the mistakes before agencies do?
Run these eight cases on test contacts you control before any real agency enters the workflow:
| Test | Expected result |
|---|---|
| First request | Resource at once, one enrollment |
| Second request during the first delay | Resource again, no second run |
| Agency applies during a delay | Out before the next email |
| Agency appointed during a delay | Out, and the appointment survives another form submission |
| Conversation opens about this program | Series stops, the owner has a next action |
| Conversation about another program | This program's series keeps running |
| Contact unsubscribes during a delay | No more emails, no automatic resubscribe |
| Series finished, resource requested again | Resource works, series doesn't restart |
Use the workflow's Test criteria feature to see which enrollment criteria a record meets. Test your workflow. Then run a copy with short delays on your test contacts.
Count resource requests, applications, approved appointments and owner-managed conversations separately, and count appointments from the approval date on the deal.
FAQs
Can the nurture email a producer who only downloaded the guide?
Only if they gave verifiable opt-in consent for that subscription type. A producer who downloaded without opting in still gets the resource on the confirmation page, and the owner can follow up personally.
Do we need custom objects to track status program by program?
No. One appointment deal per agency and program holds it on Professional. Custom objects, which need Enterprise, are another way to model it.
How long should the series be?
Six emails, with the eligibility check before each one. That is the length of the series in the workflow above, and the check means an agency that applies after email 2 never sees email 3.
