FS-DOC-03Operations
Process Runbook / SOP
Lead Magnet & Landing Page Follow-up
[YourCompany.com] · Marketing Department · Prepared by FullSpec · [Today's Date]
This runbook is your plain-English operating guide for the Lead Magnet and Landing Page Follow-up automation. It tells you exactly what the system does on its own, where your team steps in, how to handle anything that goes wrong, and how to keep the workflow running well over time. FullSpec built, tested, and launched every automated step. Your team owns the one human checkpoint and the ongoing maintenance actions described below.
01Process overview
When a prospect submits a landing page form, this automation takes over immediately. It captures the submission from Typeform, checks for a duplicate record in HubSpot, creates or updates the contact with the correct tags and lead magnet label, delivers the asset by email within 60 seconds, logs the submission in the tracking sheet, enrols the contact in the right Mailchimp nurture sequence, and alerts the sales team in Slack the moment the lead reaches warm status. The only moment your team is needed is when a contact bounces or a data quality flag is raised, which requires a quick human judgement call before the record is corrected. Everything else runs without anyone watching it.
Process name
Lead Magnet & Landing Page Follow-up
Trigger
A new submission is received from a Typeform landing page form
Final output
Asset delivered to the subscriber, contact tagged and enrolled in nurture, sales alerted when warm threshold is met
Agents running
Lead Capture and Enrichment Agent; Asset Delivery and Nurture Agent
Tools involved
Typeform, HubSpot, Mailchimp, Google Drive, Google Sheets, Slack
Weekly volume
Approximately 30 submissions per week (124 per month average)
Human checkpoint
Review of bounced or data-quality-flagged contacts in HubSpot
Process owner
[Your name] — Marketing Coordinator
02Step-by-step: what happens and who acts
What you actually need to do: your only active step is reviewing contacts that the system flags as bounced or data-quality issues. Everything else in this table is handled automatically. You do not need to touch Typeform, HubSpot, Mailchimp, Google Sheets, or Slack during normal operation.
Step
What happens
Who acts
Type
1
A prospect submits a Typeform landing page form. The automation platform detects the new submission instantly via webhook, with no polling delay, and begins the workflow.
Automation
Automated
2
The Lead Capture and Enrichment Agent receives the submission payload. It checks the contact's email address against all existing HubSpot records. If a match is found the record is updated with the new submission data; if no match is found a new contact is created with every captured field mapped to the correct CRM property.
Automation
Automated
3
The agent applies the correct HubSpot list membership, lead source tag, and lead magnet label to the contact based on the form submitted. An initial lead score is set according to the fields captured. No manual tagging is required.
Automation
Automated
4
The Asset Delivery and Nurture Agent sends the pre-built transactional delivery email via Mailchimp within 60 seconds of the form submission. The email contains the correct Google Drive asset link for the specific lead magnet the prospect requested.
Automation
Automated
5
A new row is appended to the Google Sheets tracking log. The row records the contact name, email address, lead magnet downloaded, submission timestamp, and delivery confirmation status automatically.
Automation
Automated
6
The contact is enrolled in the correct Mailchimp nurture sequence. The sequence sends the Day-3 and Day-7 follow-up emails automatically based on the contact's engagement behaviour, with no manual scheduling required.
Automation
Automated
7
If a contact bounces or is flagged for a data quality issue (for example, an invalid email format or a missing required field), the system logs the problem and surfaces the contact for human review. You review the flagged record in HubSpot, correct or remove the entry, and confirm the record is resolved.
Marketing Coordinator
Human
8
The system monitors each contact's HubSpot engagement score. When a contact reaches the warm-lead threshold (two email opens and one link click), the Asset Delivery and Nurture Agent automatically posts a Slack alert to the sales channel with the contact name, company, and the lead magnet they downloaded.
Automation
Automated
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FS-DOC-03Operations
03Handling exceptions
Situation
What the system does
What you do
A submission arrives with a missing or invalid email address
The Lead Capture and Enrichment Agent detects that the email field is empty or does not match a valid format. It skips contact creation, logs the incomplete submission in Google Sheets with a 'Data Error' status flag, and does not attempt asset delivery.
Check the flagged row in Google Sheets. If the form collected enough other details (for example a name or phone number), attempt to locate the correct email and update the record manually in HubSpot. If not, no further action is needed.
The same contact submits a form a second time (duplicate submission)
The deduplication logic matches the incoming email to an existing HubSpot contact and updates the record rather than creating a new one. If the second submission is for a different lead magnet, the new magnet label is added and the correct asset is delivered. If it is the same magnet, delivery is skipped to avoid re-sending an asset already received.
No action required under normal circumstances. If you notice a contact has received two copies of the same asset, contact FullSpec support to review the deduplication rule for that magnet.
A lead magnet label or Mailchimp sequence does not exist for the form submitted
The agent cannot match the submission to a configured magnet label or sequence. It flags the contact in HubSpot with a 'Routing Error' tag, logs the issue in Google Sheets, and pauses enrolment for that contact. The asset delivery email is held until the mapping is resolved.
Check HubSpot for contacts tagged 'Routing Error'. This usually means a new lead magnet has been added without updating the routing configuration. Contact FullSpec support at support@gofullspec.com to add the new magnet to the workflow before the next submission comes in.
A bounced or flagged contact is not reviewed within 48 hours
The system holds the flagged record and does not retry delivery or enrolment. It does not delete the contact or take further action. The record remains in HubSpot with its error tag until a human resolves it.
Make it a habit to check HubSpot for flagged contacts at least every two business days. Contacts that sit unresolved for more than a week may represent lost leads. If the volume of flags is growing, contact FullSpec to investigate whether a data-quality issue has emerged upstream in the form.
Mailchimp is unavailable or returns an error when attempting delivery
The automation platform detects the delivery failure and retries the Mailchimp API call up to three times over 15 minutes using exponential backoff. If all retries fail, the contact is flagged in Google Sheets with a 'Delivery Failed' status and the error is logged.
If you see 'Delivery Failed' entries in the tracking sheet, check the Mailchimp status page for a known outage. Once Mailchimp is back online, contact FullSpec support to trigger a manual re-send for the affected contacts. Do not attempt to re-send manually from Mailchimp without confirming the contact is not already enrolled, as this may cause duplicate emails.
The Slack warm-lead alert does not fire when a contact appears to be engaged
The alert is only triggered when the engagement score in HubSpot crosses the configured threshold: two email opens and one link click. If a contact has opened emails but not yet clicked a link, the threshold has not been met and no alert is sent. This is expected behaviour.
If you believe a specific contact should already have been flagged as warm and the alert has not fired, check the contact's activity timeline in HubSpot to confirm the open and click counts. If the counts look correct but no alert was sent, contact FullSpec support with the contact email address and the FullSpec team will review the scoring logic.
04Who to contact and when
Fill in the rows below once your team is confirmed. The FullSpec rows are fixed and do not change. Use this table as the first reference whenever something unexpected happens, a setting needs updating, or a new lead magnet is ready to go live.
Role
Name
How to reach them
Process owner (Marketing Coordinator)
[Your name]
[Your email or Slack handle]
Marketing Manager
[Your name]
[Rep email]
Sales Lead (receives warm-lead alerts)
[Your name]
[Slack channel or email]
FullSpec builder
FullSpec team
support@gofullspec.com
FullSpec support
FullSpec support
support@gofullspec.com
Contact FullSpec support first for anything involving the workflow configuration, API connections, routing rules, or tool credentials. Do not attempt to edit automation logic directly inside Mailchimp, HubSpot workflows, or the orchestration layer, as changes made outside the FullSpec build can break the sequence without a clear error message.
Process Runbook / SOPPage 2 of 3
FS-DOC-03Operations
05Ongoing maintenance
The automation runs without daily attention, but a small number of regular checks keep it accurate as your lead magnet library, team, and email sequences evolve. The table below covers every maintenance task, how often to do it, and who is responsible.
Every time a new lead magnet is published
Notify FullSpec support so the new magnet label, Google Drive asset link, and corresponding Mailchimp sequence can be added to the routing configuration before the form goes live. Do not publish a new form until this is confirmed, as submissions will flag as 'Routing Error' if the magnet is not mapped.
Marketing Coordinator + FullSpec
Every time a nurture email template is updated
Update the template inside Mailchimp and confirm with FullSpec that the sequence IDs and trigger conditions have not changed. If you rename or duplicate a sequence in Mailchimp, alert FullSpec immediately as the workflow references sequences by ID.
Marketing Coordinator + FullSpec
Monthly spot-check
Submit a test entry through one of your live Typeform forms and confirm that the asset delivery email arrives within 60 seconds, the contact appears correctly tagged in HubSpot, a row is logged in Google Sheets, and the contact is enrolled in the correct nurture sequence. Use a test email address that is not already in HubSpot.
Marketing Coordinator
Weekly error-log review
Open the Google Sheets tracking log and filter for any rows with a status of 'Data Error', 'Routing Error', or 'Delivery Failed'. Resolve any flagged contacts within two business days. If the same error type is appearing repeatedly, contact FullSpec support to investigate the root cause.
Marketing Coordinator
When a team member joins or leaves
Update the contact table in this document. If the Slack channel receiving warm-lead alerts changes, or a new sales team member needs to be included, contact FullSpec to update the Slack webhook target. Do not change the Slack channel without notifying FullSpec.
Marketing Manager + FullSpec
Quarterly volume review
Check the Google Sheets tracking log and compare current monthly submission volume against the baseline of approximately 124 per month. If volume has grown significantly, review whether the Mailchimp plan and HubSpot contact tier still cover the increased load without additional cost. Share the review with FullSpec so the workflow can be assessed for capacity.
Marketing Manager
The single most common maintenance issue for this process is a new lead magnet going live without the routing configuration being updated first. This causes every submission for that magnet to flag as a 'Routing Error' and the asset is never delivered. Always contact FullSpec at support@gofullspec.com before publishing a new form or lead magnet, not after.
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