01 / context
A single nurture cadence treats a highly engaged evaluator the same as someone who downloaded one asset months ago. In a freemium, multi-contact buying process, that wastes the best moments to reach people — and hides which companies are actually heating up.
02 / my role
I designed lifecycle nurture in HubSpot using PathFactory engagement data, and proposed a domain-level lead scoring model.
03 / approach
Cadence set by engagement
Send frequency depends on engagement level: the most engaged contacts hear from us more often, while lighter-touch contacts move to a slower rhythm.
Score the account, not just the contact
Domain-level lead scoring aggregates activity across contacts at the same company, so Sales sees which accounts are heating up — not just which individuals.
04 / outcome
Nurture became responsive to real behavior instead of a fixed calendar, and the scoring proposal gave Sales a way to spot high-intent accounts across multiple contacts.