This document explains the current and planned workflows that support Enthralla’s lifecycle and deep usage logic. It is meant for HubSpot Ops as a reference while building out campaign buckets and additional automation.

Business context (why these workflows exist)

Enthralla is a subscription video app teaching babies (0–2 years) to read, do math, and learn languages through daily lessons.

For us, deep usage is a high-value signal, especially when:

• A subscriber has language add-ons (upsell and expansion behavior)
• A subscriber has reached a meaningful Completion Percentage of content

These workflows and properties are designed to:

• Capture deep usage at the deal level and push that onto contacts
• Elevate some contacts to a Confirmed Deep Usage tier (most engaged users)
• Feed clear segments into campaign “buckets” for Marketing and Ops to use

1) Contact record created (lifecycle initialization)

Type: Contact-based (conceptual, to be implemented if not already).

Purpose: Ensure new contacts start with a clean, consistent set of lifecycle and usage fields.

What it should do

When a new Contact is created:

• Initialize or standardize key lifecycle fields:
  • Lifecycle Stage → Subscriber (or your preferred starting stage)
  • Lead Status → New (or appropriate default)
• Optionally clear or initialize:
  • Deep Usage (internal) → false
  • Confirmed Deep Usage → false
  • Completion Percentage → 0 (or leave to product telemetry)

Why it matters

• Gives Marketing and Ops a clean baseline for all new contacts.