GoHighLevel · Automation breakdown
Lead lifecycle, six stages
One trigger splits into five scored branches — booked demos, hot, warm, cold, and invalid — each with its own delays, AI qualification, voicemail drops, and re-scoring loops that feed a shared daily rollup.
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The problem
A single follow-up sequence was being sent to every contact regardless of intent. People who had already booked a demo kept receiving nurture emails, and cold contacts got the same urgency as buyers, which drove unsubscribes and burned the sender reputation.
Stage by stage
How it actually runs.
Entry & scoring split
Submissions from three sources enter one workflow, then an If/Else block splits into five branches on score and booking state. Consolidating entry into a single workflow — rather than one per source — is what keeps the branching logic from being duplicated three times.
Branch 1 — booked demo
A short delay, a confirmation SMS, round-robin AE assignment, and an opportunity stage update. A condition then checks whether the call was actually answered: answered contacts get a VIP tag, no-shows get a retry task assigned to a human rather than another automated message.
Branch 2 — hot leads
High scores get an hour's delay, then a conversation-AI qualification pass, then an A/B tested email. A reply check splits again — repliers are routed straight to the calendar, non-repliers fall into a seven-email nurture arc.
Branch 3 — warm leads
A day's delay, a ringless voicemail drop, pipeline placement, then a three-day wait and a re-score. The re-score is the important part: warm contacts are re-evaluated rather than permanently classified by their first interaction.
Branch 4 — cold, and Branch 5 — invalid
Cold contacts go to the newsletter and are tagged, with a quarterly sweep that re-enters them into the workflow for re-scoring. Invalid numbers are validated, removed from every active sequence, and logged to a suppression record — protecting deliverability rather than continuing to message a dead contact.
Shared reporting
Every branch writes to one daily rollup. Because each branch reports into the same place, conversion can be compared across branches rather than measured only in aggregate.
Stack
Decisions that matter
- Contacts are re-scored on a loop instead of being classified once, forever.
- No-shows route to a human task, not another automated message.
- Invalid numbers are suppressed everywhere to protect deliverability.
- All five branches report into one rollup, so branches can be compared.
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