PMA UK — Lead Enquiry Process Flow

Step 1

Enquiry received

Visitor submits the website form.

1

Arrives on PMA websiteVisitor

Finds 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 selectionVisitor

Five 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 on every branch. This is the data behind Stacy's campaign attribution reports (which mailers and channels are generating real enquiries).

3

Fills in fields and clicks SubmitVisitor

Form validates that all required fields are complete before accepting submission.

Step 2

Immediate HubSpot automation

WF-ENQ01

Fires within seconds of submission — no manual action required.

4

Contact record created or updatedAutomatic

If 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 formAutomatic

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 ContactAutomatic

A 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 UnitAutomatic

B2B Workshop / B2C Workshop → Megan / Annika (rotating)
Apprenticeship → Education team (rotating)
General → Julie / Melissa (rotating)

8

Acknowledgement email sent to enquirerAutomatic

Fires 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 queueTeam

HubSpot 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.

Step 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 recordTeam

Owner 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)Automatic

Three 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)Automatic

A 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 Step 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.

Step 4

Meeting booked

Sequence stops automatically · Lifecycle advances to MQL.

14

Clicks the HubSpot Meetings link and picks a time slotVisitor

One 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 automaticallyAutomatic

HubSpot 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 recordAutomatic

Full meeting details (date, time, attendees, Teams link) appear on the Contact timeline automatically.

17

Lifecycle Stage → MQLAutomatic

WF-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 callTeam

Owner 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.

Step 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 Step 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 sentTeam

Owner 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.

Step 6

Conversion — booking confirmed

Path varies by Business Unit · All paths end at Lifecycle = Customer.

🏢 B2B Workshop Invoice path

Step 21
TeamInvoice raised directly in HubSpot. Deal associated to the Marketing Event (the workshop session).

Step 22
AutoInvoice syncs to Xero automatically via native integration. Finance team sees it in Xero instantly.

Step 23
ClientClient receives invoice, approves and pays in Xero.

Step 24
AutoPayment status writes back to HubSpot (WF16). Deal stage → Payment Received. Registration Payment Status → Paid.

Step 25
AutoJoining instructions email sent with Teams link (WF04). The payment gate is non-negotiable — no payment, no joining link.

Step 26
AutoRegistration record created in HubSpot. Lifecycle Stage → Customer (WF-ENQ05). Enrolled count on the session increments.

👤 B2C / E-Learning Stripe path

Step 21
TeamRegistration link sent to enquirer — direct booking link for the specific workshop session.

Step 22
ClientDelegate completes registration form and pays via Stripe.

Step 23
AutoStripe confirms payment. Registration Status → Confirmed. Payment Status → Paid (written back by Stripe integration).

Step 24
AutoConfirmation email + joining instructions sent automatically (WF05). No Stripe payment = no joining link.

Step 25
AutoRegistration record created. Lifecycle Stage → Customer (WF-ENQ05). Enrolled count increments.

E-Learning invoice option: Enquiry captured in HubSpot → invoice sent automatically → on payment confirmation, Moodle access details sent to delegate. Moodle integration approach to be confirmed.

🎓 Apprenticeship — separate pipeline