Lifecycle Automation · Workflow 4.2 · B2B

Cohort Recertification — B2B Training Manager — 120 / 90 / 60 / 30 / 7

Possible on Drip — Yes with support

Trigger off the earliest cert expiry across the TM's team roster. Recover bulk renewal revenue 120 days ahead.

Purpose: Capture recurring revenue at the team-cert-expiry cycle on B2B accounts.
Persona: B2B Training Manager.
Trigger: Date-based on the earliest cert_expiry_date across the TM's team roster.
Cadence: 5 emails at 120 / 90 / 60 / 30 / 7 days before earliest team expiry.
Expected outcome: Bulk renewal capture before expiry, qualified Talk-to-Rep leads → Freshsales.

Industry best practice

How we apply it at WKT / Danatec

01 · Conceptual model · single 5-way decision diamond

What the research-ideal looks like — one trigger, one decision branching by offset.

Trigger
Date-based — earliest cert_expiry_date approaching across TM's team
Decision
How many days until earliest expiry?
120 days
90 days
60 days
30 days
7 days
T-120
Procurement planning
Start the renewal conversation
T-90
Bulk seat options
Sized for your full team
T-60
25% bulk discount
Renew 10+ seats · Talk-to-Rep
T-30
Renew to stay compliant
Urgency · cost of lapse
T-7
7 days left
Last chance · single CTA
Sales handoff
Talk-to-Rep → Slack alert + Freshsales lead (team roster context)
Exit
Bulk renewal placed
Exit
All certs renewed individually
Exit
Unsubscribe (account-level)
Exit conditions
Trigger
Decision
Email
Sales handoff
Tag / field update
Exit / goal
Goal pulls from any step
Upstream dependency

02 · Platform build · 5 parallel triggers, goal-based exit, tag + field updates

What's actually built on Drip — 5 parallel triggers replace the conceptual diamond (Drip Decisions are binary only). Suppression engineered via tag + filter.

Upstream dependency · NOT BUILT YET — Rapid team work
Rapid roll-up: earliest_team_cert_expiry_date = MIN(cert_expiry_date) across the TM's team roster. Refreshed on any learner cert change.
Trigger 1
Before · 120 days
earliest team cert expiry
Trigger 2
Before · 90 days
earliest team cert expiry
Trigger 3
Before · 60 days
earliest team cert expiry
Trigger 4
Before · 30 days
earliest team cert expiry
Trigger 5
Before · 7 days
earliest team cert expiry
Trigger filter Each trigger excludes subscribers tagged cert_renewed_[year] AND top_50_abm — prevents re-entry and protects 1-to-1 sales accounts.
T-120
Procurement planning
Start the conversation
T-90
Bulk seat options
Sized for your team
T-60
25% bulk discount
10+ seats · Talk-to-Rep
T-30
Renew to stay compliant
Urgency
T-7
7 days left
Last chance
Sales handoff
Engagement signal → Slack alert + Freshsales lead (team roster context)
Goal · pulls from any step
Bulk renewal order placed (≥10 seats on renewal SKUs)
Apply tag
cert_renewed_[year]
Field update
last_team_renewal_date = today
Notes: 5 parallel triggers replace the conceptual 5-way diamond. Upstream roll-up of earliest_team_cert_expiry_date must be delivered by Rapid before this workflow can fire. Suppression engineered via tag + trigger filter. Unsubscribe is account-level.
Trigger
Decision
Email
Sales handoff
Tag / field update
Exit / goal
Goal pulls from any step
Upstream dependency

Gating dependencies

  • earliest_team_cert_expiry_date custom field NOT present in Drip today — must be created.
  • Rapid must compute and push this field per TM subscriber, refreshed on any team-level cert change (ISO YYYY-MM-DD format).
  • cert_expiry_date on individual learner records also required (shared with Workflow 4.1).
  • top_50_abm tag must exist and be maintained jointly with Nicole's revenue team.
  • cert_renewed_[year] tag must be applied on goal completion.
  • Implementation owner: TBD (specialist).
  • Status: BLOCKED on the Rapid roll-up before workflow can fire.

Feedback