# The 5-Touch Cadence in HubSpot

Setup time: 20 minutes. Requires Marketing Hub Starter or higher.

---

## Step 1: Create a List for Cadence-Active Leads

1. In HubSpot, go to **Contacts → Lists → Create list**.
2. Type: **Active list** (auto-updates as contacts qualify).
3. Filter: **Contact property → Cadence Status is any of → Active**.
4. Save.

You'll set the Cadence Status property in the next step.

## Step 2: Create the Cadence Status Property

1. Go to **Settings → Properties → Contact properties → Create property**.
2. Label: **Cadence Status**.
3. Field type: **Dropdown select**.
4. Options: `Not in cadence`, `Active`, `Replied`, `Booked`, `Closed lost`.
5. Save.

Now any contact with Cadence Status = Active enters the workflow automatically.

## Step 3: Build the Workflow

1. Go to **Automation → Workflows → Create workflow**.
2. Type: **Contact-based**.
3. Trigger: **Contact property change → Cadence Status set to Active**.
4. Name it: `5-Touch Cadence`.

## Step 4: Add All 5 Touches

For each touch, add these steps in order:

**Touch 1 (Day 0 + 2 hours):**
- **Delay → 2 hours**
- **Send email** OR **Send SMS** (if on Sales Hub Pro+)
- Body: Touch 1 template with `{{contact.firstname}}` token

**Touch 2 (Day 2):**
- **Delay → 46 hours**
- **Send email**
- Body: Touch 2 template. Include a real URL to a resource.

**Touch 3 (Day 7):**
- **Delay → 5 days**
- **Send SMS** (or email if no SMS)
- Body: Touch 3 template. Pre-fill your top 2 objections.

**Touch 4 (Day 14):**
- **Delay → 7 days**
- **Send email**
- Body: Touch 4 template. Include a customer story.

**Touch 5 (Day 30):**
- **Delay → 16 days**
- **Send SMS** (or email)
- Body: Touch 5 template. Verbatim.

## Step 5: Add Exit Conditions

In workflow settings:

1. **Enrollment triggers → Re-enrollment → Off** (don't re-enroll on repeat qualification).
2. **Goal criteria** (this exits the workflow when hit):
   - Cadence Status = Replied → move to `In Live Conversation` list
   - Cadence Status = Booked → exit permanently
   - Contact has replied to any email or SMS in workflow → auto-exit

You'll need to manually update Cadence Status to "Replied" when a lead responds. Set up a simple task assignment so your team updates it as replies come in.

## Step 6: Handle Twilio Bridge for SMS (if not on SMS-enabled plan)

If HubSpot doesn't include SMS at your tier:

1. Set up Twilio account ($10/month per number).
2. Use Zapier to bridge: HubSpot workflow → Zapier webhook → Twilio Send SMS.
3. In each SMS touch step, replace **Send SMS** with **Trigger webhook** pointing to your Zap.

## Step 7: Test It Live

1. Create a test contact with your own phone/email.
2. Set Cadence Status to Active.
3. Verify Touch 1 arrives 2 hours later.
4. Set Cadence Status to Replied. Verify workflow exits and you don't receive Touch 2.

---

## Common HubSpot Setup Mistakes

- **Don't skip the property setup.** The whole cadence hinges on the Cadence Status field. If it's not there, nothing triggers.
- **Don't leave goal criteria empty.** Leads will complete all 5 touches even after they replied or booked, which looks amateur.
- **Don't use Marketing emails for Touch 3 and Touch 5.** Use one-to-one emails (from Sales Hub) or SMS. Personal channels have 3-5x the reply rate.

---

Ready to have us configure the entire cadence for you? Every BFM client's CRM ships with the 5-Touch Cadence pre-installed and wired to their tools. Book a Clarity Call at [/plan](/plan).