Phase 1
Enquiry received
Visitor submits the website form
1
Arrives on PMA websiteVisitorFinds the "Get in touch" or workshop enquiry button. Clicks through to the HubSpot-embedded form — no email client, no inbox.
2
Selects enquiry type — form shows conditional fields based on selectionVisitorFive options. The selection drives exactly which fields appear next — no irrelevant questions.
🏢 B2B Workshop
Organisation name
Approx. attendees
Topic of interest
Preferred timeframe
👤 B2C Workshop
Topic of interest
Preferred dates or timeframe
💻 E-Learning
Module of interest
🎓 Apprenticeship
Employer: org name, no. of apprentices, levy or non-levy
Learner: current role, target qualification
📋 General enquiry
Name, email, message only
All five branches include: First name · Last name · Email · "How did you hear about us?" Required
— This field is mandatory on every branch. It is the data behind Stacy's campaign attribution reports (which mailers and channels are generating real enquiries).
3
Fills in fields and clicks SubmitVisitorForm validates that all required fields are complete before accepting submission.
Phase 2
Immediate HubSpot automation — WF-ENQ01
Fires within seconds of submission · No manual action required
4
Contact record created or updatedAutoIf the email already exists in HubSpot the record is updated. If new, a Contact is created. Lifecycle Stage → Lead — only if not already MQL, SQL, or Customer (one-way ratchet, never moves backwards).
5
Lead properties populated from formAuto
Business Unit Interest → set from the form selection
How Did You Hear About Us → set from form answer
First Enquiry Date → today's date (written only if blank — never overwritten on repeat enquiries)
6
Lead record created and associated to ContactAutoA new Lead record is created. Lead Status = New. Business Unit copied to Lead so Stacy can report leads by business unit and by owner independently.
7
Lead Owner assigned — round-robin by Business UnitAuto
B2B Workshop / B2C Workshop → Megan / Annika (rotating)
Apprenticeship → Education team (rotating)
General → Julie / Melissa (rotating)
8
Acknowledgement email sent to enquirerAutoFires within seconds. Tone and content match the Business Unit selected. Enquirer gets confirmation their message was received before anyone at PMA has even seen it.
9
Task appears in Lead Owner's HubSpot queueTeamHubSpot creates and assigns the task automatically:
"New enquiry from [Contact Name] — [Business Unit]. Follow up within 24 hours."
Owner sees this in their HubSpot task queue. All form answers, source, and contact details are on the record — no need to search for anything.
Phase 3
Follow-up sequence — WF-ENQ02
Auto-unenrols the moment a meeting is booked · No one needs to manually stop it
10
Lead Owner reviews the task and contact recordTeamOwner opens the Contact and Lead record in HubSpot. All form answers are visible — Business Unit, topic of interest, how they heard, when they enquired. Can make direct outreach by phone or email if appropriate before the automated sequence fires.
11
Day 3 — follow-up email sent (if no meeting booked)AutoThree days after form submission with no meeting booked, HubSpot sends a follow-up email automatically. Includes a HubSpot Meetings booking link — replaces MS Bookings. One click, the visitor picks a time slot, it goes straight into the owner's Outlook calendar. No back-and-forth.
12
Day 7 — final follow-up + escalation task (if still no meeting)AutoA final follow-up email goes out. Simultaneously HubSpot creates an escalation task for the team lead flagging that this contact has not responded after seven days.
13
Day 14 — did they book a meeting?Decision
✓ Yes — meeting booked
Sequence stops automatically. Go to Phase 4.
✗ No — no response
Lead Status → Unqualified (reason: No Response). Contact is enrolled in Helen's long-term nurture marketing sequence automatically. Active pipeline ends here.
Phase 4
Meeting booked
Sequence stops automatically · Lifecycle advances to MQL
14
Clicks the HubSpot Meetings link and picks a time slotVisitorOne click from the follow-up email. They see the owner's live calendar availability (connected to Outlook). Pick a slot. Receive a calendar invite immediately. Zero back-and-forth to book a meeting.
15
Follow-up sequence stops automaticallyAutoHubSpot detects the meeting booking and unenrols the contact from WF-ENQ02. No more follow-up emails. No manual action needed to stop it.
16
Meeting logged to Contact and Lead recordAutoFull meeting details (date, time, attendees, Teams link) appear on the Contact timeline automatically.
17
Lifecycle Stage → MQLAutoWF-ENQ03 fires. This contact now appears in Stacy's funnel as Marketing Qualified Lead — a lead that has taken a meaningful step forward.
18
Lead Owner conducts discovery callTeamOwner opens the Contact and Lead record before the call. All form answers, source, and enquiry date are visible — no need to ask the prospect to repeat themselves.
After the call, the owner records the outcome in HubSpot notes and makes a qualification decision.
Phase 5
Qualification decision
Owner decides: qualify or disqualify
19
Is this lead a good fit for PMA?Decision
✗ Not qualified
Owner sets Lead Status = Unqualified with a reason (Wrong Fit · Budget · Timing · Competitor). Contact enrolled in long-term nurture. End of active pipeline.
✓ Qualified — go to Phase 6
Deal created in HubSpot. Lifecycle Stage → SQL automatically via WF-ENQ04. Proposal sent. Deal stage moves to Proposal Sent.
20
Deal created and proposal sentTeamOwner creates a Deal record in HubSpot. WF-ENQ04 fires automatically → Lifecycle Stage = SQL. Proposal or quote sent to the prospect. Deal stage = Proposal Sent.
Stacy can now see this in her pipeline revenue forecast.
Phase 6
Conversion — booking confirmed
Path varies by Business Unit · All paths end at Lifecycle = Customer
🏢 B2B Workshop — invoice path
TeamStep 21 — Invoice raised directly in HubSpot. Deal associated to the Marketing Event (the workshop session).
AutoStep 22 — Invoice syncs to Xero automatically via native integration. Finance team sees it in Xero instantly.
ClientStep 23 — Client receives invoice, approves and pays in Xero.
AutoStep 24 — Payment status writes back to HubSpot (WF16). Deal stage → Payment Received. Registration Payment Status → Paid.
AutoStep 25 — Joining instructions email sent with Teams link (WF04). The payment gate is non-negotiable — no payment, no joining link.
AutoStep 26 — Registration record created in HubSpot. Lifecycle Stage → Customer (WF-ENQ05). Enrolled count on the session increments.
👤 B2C / E-Learning — Stripe path
TeamStep 21 — Registration link sent to enquirer — direct booking link for the specific workshop session.
ClientStep 22 — Delegate completes registration form and pays via Stripe.
AutoStep 23 — Stripe confirms payment. Registration Status → Confirmed. Payment Status → Paid (written back by Stripe integration).
AutoStep 24 — Confirmation email + joining instructions sent automatically (WF05). No Stripe payment = no joining link.
AutoStep 25 — Registration record created. Lifecycle Stage → Customer (WF-ENQ05). Enrolled count increments.
E-Learning invoice option: Enquiry captured in HubSpot → invoice sent automatically → payment triggers Moodle access email. Same gate logic applies.
🎓 Apprenticeship — separate pipeline
NoteApprenticeship enquiries enter a dedicated 7-stage pipeline in HubSpot: Enquiry → Initial Call → Information Gathering → Documentation → Application → Interview → Onboarding. This pipeline is validated with the apprenticeship team separately and operates independently of the workshop flow above. Custom properties track funding type (levy / non-levy) and employer contribution. Automated task creation at each stage prevents leads falling through gaps.
✅
Contact is now a Customer in HubSpot
Lifecycle Stage = Customer · Registration record live · Enrolled count updated on session ·
Day-before reminder fires automatically · Post-event: feedback survey sent, certificate generated and emailed on attendance marked ·
All visible on Stacy's Executive Overview dashboard