A producer campaign should help appointed agencies send you business that fits: explain the appetite, hand over a submission checklist, and put questions in front of someone who can answer them. Give every request an owner before the invitation goes out, and measure accepted submissions from your intake system.
What should a producer campaign ask for?
Ask for one thing: a request for help with this program's submissions. Fill in a short brief before building anything, with a real name in every owner slot.
| Decision | What to record | Who decides |
|---|---|---|
| Program | Name, program code, the approved briefing version and its effective date | Program owner |
| Audience | Producers at agencies appointed for this program, in the states it covers | Distribution owner |
| Action | Ask for help with this program's submission requirements | Campaign owner |
| Content | Appetite, exclusions, eligible states, required documents, where submissions go, who answers | Program owner |
| Capacity | How many recipients the team can support, and when promotion pauses | Distribution owner |
| Follow-up | An owner reviews each request by the next business day; a backup covers absence | Distribution owner |
Track two outcomes separately. A qualified help request tells you someone needs help. An accepted submission tells you the agency sent business that met your intake criteria. Report binding on its own line.
If you show producers their commission in HubSpot, show it as an estimate: premium times the agency's rate, reconciled against the billing statement every month.
What goes on the briefing page?
The page answers what a producer needs to know before submitting:
- Which risks fit this program, and which don't.
- Which states and effective dates the guidance covers.
- What the underwriter needs to see.
- Where a submission goes.
- Who handles an appetite question or an exception.
Put "Download the submission checklist" next to the guidance and "Ask about a submission" next to the help form. The program owner approves the insurance wording, including the line between an appetite indication, a quote and binding authority. Link your secure submission route, and keep applications, loss runs and policyholder details out of the marketing form.
The form asks for work email, name, agency name, the state of the risk (with Not sure and Other), and what they need help with. The agency name a producer types is self-reported, so it gets its own field and never rewrites the agency's company record.
Who should receive the invitation?
Invite producers whose agency is appointed for this program in the risk's state, checked against your appointment pipeline. If HubSpot can't express that scope yet, review the appointment register and add approved contacts to the campaign segment by hand.
Use a static segment for the reviewed audience and an active one for current exclusions, and check the exclusions again at send time. On a paid Marketing Hub, only contacts set as marketing contacts can receive marketing email, and each recipient still needs permission for this subscription type. Create and send marketing emails.
Who answers when a producer asks for help?
A named program coordinator answers first, then routes each request by type:
| Request | Owner | Next action |
|---|---|---|
| Verified agency, program and state; an ordinary appetite question | Program coordinator, then the program contact | Answer by the agreed deadline and record the advice |
| Unknown agency, or a state outside the brief | Program coordinator | Check eligibility before saying anything about the program |
| A question about an existing policy | Named service owner | Hand it to the service route and record the handoff |
| An agency asking to be appointed | Distribution onboarding owner | Move it to the appointment process |
| Owner missing or away | Named backup | Take it and set the next action before the deadline |
A notification to a whole team is easy to ignore, so trigger an internal notification to the coordinator on this form's submission and keep re-enrollment off. On Marketing Hub Starter you can create one simple workflow for each form, with up to 10 actions. Automate form submission actions.
Leave lifecycle stage, deals, appointments and policy status alone in this form. Each of those has its own writer.
How do you connect the assets and the tracking?
Create a campaign in HubSpot and add the page, form, file, email and workflow to it with Actions > Add assets. The Campaigns tool needs Marketing Hub Professional or Enterprise, and Super Admin or Campaign permissions. Create campaigns, associate assets with a campaign. Associating assets groups them for reporting; the form, workflow and notifications still need building and testing on their own.
Tag links you send outside HubSpot with one campaign value, for example utm_campaign=prg01-briefing-2026-10, and keep a producer's email, agency ID and policy details out of every tracking parameter. HubSpot's tracking URL builder needs Marketing Hub or Content Hub Professional or Enterprise. Create tracking URLs.
How do you test the path before the invitation goes out?
Run five cases through the published page before the first send:
- An eligible producer, an ordinary request. The form saves the values, the confirmation opens, the coordinator gets it.
- An unknown agency or a state outside the brief. It goes to review, and no field claims appointment or binding.
- The same producer twice. Both submissions are visible and reconciled.
- The coordinator is away. The backup gets it and owns it.
- A producer on a phone. They can read the appetite, open the checklist and submit.
Then send to the reviewed batch. Hold paid promotion until every request from that batch has an owner and a recorded answer.
What should the report count?
Count requests and submissions per agency and program, from the system that holds each number:
| Metric | How to count it | Source |
|---|---|---|
| Delivered invitations | Unique recipients delivered; sent, skipped and bounced kept separate | Email report |
| Unique requesters | Unique contacts who submitted this form in the window, tests excluded | Form submissions |
| Qualified help requests | Requests accepted against the brief | The coordinator's reviewed list |
| Response time | First human reply minus the submission time | Requests and activity |
| Accepted submissions | Distinct submission IDs from invited agency and program pairs | Your intake system |
| Agency submission rate | Invited pairs with an accepted submission, divided by invited pairs | Audience and intake data |
An agency can have several producers, and one producer can submit twice, so contacts, requests, agencies and submissions stay separate counts. When the intake data hasn't arrived, mark the metric unavailable.
Report bound business against the policy or submission ID from the system that issued it, and report premium separately from your own revenue. HubSpot's influenced contacts and attributed revenue are reporting measures with their own definitions.
FAQs
Do we need Marketing Hub Professional?
For the Campaigns tool, emails sent from workflows and the tracking URL builder, yes. A smaller account can run the same brief, page and form, with a named person handling requests and recording follow-up by hand.
How do we know the campaign worked?
Count accepted submissions from invited agencies, from your intake system, inside a fixed window. We suggest 30 days after the invitation for a first run; set a longer window before launch if your submission cycle needs it, and keep it fixed through the report.
Can the campaign mark an agency as appointed?
No. Appointment lives on the appointment deal, set by contracting with an approval date and a record ID. The campaign routes an agency that asks to be appointed to the appointment process.
