Main Impact

Result value: 180 Result suffix: days Result title: Extended Nurture Cycle Built for Procurement Buyers Result description: RevOps Automated designed a 180-day HubSpot nurture workflow that keeps procurement contacts engaged and progressively qualified across their full buying cycle.

Overview

Rullion is a UK workforce solutions provider supporting critical infrastructure sectors, including rail, energy, utilities and nuclear. As Rullion engaged more procurement stakeholders across these industries, the team had no reliable way of knowing which contacts were sales-ready, since forms captured the same generic fields regardless of what was already known about the contact.

Rullion engaged RevOps Automated to build a long-term nurture programme in HubSpot targeted specifically at the procurement persona. RevOps Automated designed a progressive profiling system that changes the fields shown to each contact based on missing information, paired with a 180-day nurture workflow. The result is an approachable, scalable way to build out procurement profiles over time and move contacts towards MQL and SQL with genuinely relevant content at each stage.

Challenges

Incomplete Procurement Profiles at First Touch

Rullion had no consistent way of capturing the information needed to understand a procurement contact's role, priorities or buying stage.

• Forms collected the same limited fields regardless of the contact's industry or seniority

• Marketing had no visibility into what information was still missing for a given contact

• Follow-up relied on manual research rather than data already held in HubSpot

Impact: Marketing could not focus its efforts on the procurement contacts most likely to convert, since there was no structured basis for prioritisation.

Static Forms That Did Not Adapt to the Contact

Every procurement contact saw the same form fields, whether they were a first-time visitor or someone who had already engaged multiple times.

• Repeated or irrelevant questions were shown to contacts who had already provided that information

• Forms could not adjust based on what was already known from previous interactions

• Longer forms risked lower completion rates without improving the quality of data collected

Impact: The approach created friction for procurement contacts and limited how much usable data Rullion could realistically capture from a single interaction.

No Structured Path to Qualification Over a Long Buying Cycle

Procurement decisions in Rullion's target sectors typically unfold over an extended period, but there was no defined nurture path to match that timeline.

• No workflow existed to keep procurement contacts engaged between initial contact and buying readiness

• Intent and firmographic data needed for scoring was collected inconsistently, if at all

• Contacts could go cold before enough information existed to qualify them as MQL or SQL

Impact: Rullion risked losing procurement contacts to inactivity during the buying cycle, with no reliable mechanism to bring them back into an active sales conversation at the right time.

The Solution

RevOps Automated worked with Rullion to design a HubSpot nurture programme built specifically around the procurement persona and the long, considered nature of the buying cycle in Rullion's core sectors.

• Built a progressive profiling form system that changes the fields presented to each contact based on what Rullion already knows about them, rather than repeating the same static questions

• Designed a 180-day HubSpot nurture workflow that delivers relevant content to procurement contacts across the full length of a typical buying cycle

• Structured the workflow to collect intent and firmographic data incrementally at each touchpoint, building a fuller profile over time rather than relying on a single form submission

• Aligned the data captured with the fields needed for accurate MQL and SQL qualification, so contacts are scored on information that is actually relevant to their stage

• Delivered the workflow as a scalable framework that can be applied consistently across procurement contacts from different companies and sectors