Fictional Hands-On Implementation · Project 04
FitFuel Nutrition — Email Marketing & CRM Automation
A HubSpot Free lifecycle-marketing prototype connecting CRM data design, active segmentation, lead capture, six stage-specific email drafts, UTM measurement, and a documented automation architecture.
Overview
FitFuel Nutrition is a fictional brand used for hands-on HubSpot CRM and lifecycle-marketing implementation. CRM properties, segmentation, synthetic test records, form configuration, email assets, UTMs, and QA were implemented using HubSpot Free. Automated workflow execution was designed but remained platform-gated, and no emails or forms were launched to real audiences.
Business Scenario
FitFuel needed a structured way to capture a prospect’s meal-planning goal, assign a lifecycle state, and prepare relevant communications as that state changed—from New Lead through active membership or re-engagement.
Objective
Build and QA a recruiter-reviewable lifecycle prototype that demonstrates CRM modeling, segmentation, form-to-CRM mapping, stage-specific email strategy, measurement discipline, and transparent handling of platform constraints.
Lifecycle Strategy & Architecture
New Lead → Engaged Lead
Medium or high engagement makes the Engaged Lead email eligible.
Engaged Lead → High Intent
Signup Status = Started and Membership Status = Signup Started.
High Intent → New Member
Signup Status = Completed and Membership Status = Active Member.
New Member → Active Member
Transition after onboarding review is complete.
Active Member → At Risk
Low engagement identifies a re-engagement need.
At Risk → Active Member
Medium or high engagement supports lifecycle recovery.
CRM Data Model
Five FitFuel contact properties were preserved and verified:
fitfuel_lifecycle_segmentfitfuel_engagement_levelfitfuel_meal_planning_goalfitfuel_membership_statusfitfuel_signup_status
Segmentation
Six active lifecycle segments were verified with a baseline of one clearly fictional @example.com record each. A reversible test moved Nora from New Lead/Low to Engaged Lead/Medium and restored the baseline. Immediate segment-count refresh was not claimed.
Lead Capture
FF-P04-LeadCapture-MealPlanGoal-v1 maps required First Name, Email, and FitFuel Meal Planning Goal fields, with optional Last Name. Hidden defaults assign New Lead, Low Engagement, Membership Not Started, and Signup Not Started. No sensitive health, payment, or dietary-condition information is requested.
Email Strategy
Six lifecycle email assets were completed and QA-checked. Each contains stage-specific copy, CTA wording, and a unique utm_content value. No audience was selected, and nothing was scheduled or sent.
| Lifecycle stage | Email objective | CTA | UTM content |
|---|---|---|---|
| New Lead | Welcome and goal exploration | Explore your meal-planning goal | newlead_01 |
| Engaged Lead | Goal-guided planning | Build my weekly plan | engaged_01 |
| High Intent | Signup completion | Continue setup | highintent_01 |
| New Member | Onboarding | Set up my first week | newmember_01 |
| Active Member | Consistency support | Refresh my plan | active_01 |
| At Risk | Re-engagement | Plan one easy meal | atrisk_01 |
UTM & Measurement Framework
All six drafts use utm_source=hubspot, utm_medium=email, and utm_campaign=fitfuel_lifecycle_2026, plus stage-specific utm_content. The reserved example.com destination is a specification endpoint, not a live conversion destination.
No GA4 traffic, sends, deliveries, opens, clicks, conversions, revenue, ROI, or attribution results exist or are claimed.
Testing & QA
- Verified CRM property names, options, and lifecycle values.
- Verified six active segments and synthetic baseline records.
- Verified High Intent logic using Lifecycle Segment = High Intent Lead and Membership Status = Signup Started; the separate Signup Status value is Started.
- Checked form mappings, required fields, hidden defaults, confirmation copy, and mobile canvas.
- Audited all six email drafts for approved subject, preview text, body, CTA, UTM, and removal of template placeholders.
- Used in-app preview without selecting an audience or sending a test.
Status Boundaries
Implemented & Verified
Five CRM properties, six active segments, six synthetic contacts, High-Intent logic, one lead-capture form configuration, six email assets, stage UTMs, and QA checks.
Designed / Platform-Gated
Automated workflow execution and automated sending require a paid HubSpot tier. Trigger, action, and exit logic was documented, but no upgrade or workflow activation was attempted.
Intentionally Not Launched
No real audience, form placement, manufactured submission, email scheduling, send, or live conversion destination was used.
Implementation Evidence
The public evidence page contains sanitized captures of the verified HubSpot configuration. Synthetic records and unsent assets are explicitly identified.
Platform Limitation
HubSpot Free supported the hands-on CRM, segmentation, form, email, UTM, and QA work. Workflow execution, automated sends, and email-client preview remained paid-tier capabilities and were not bypassed.
Skills Demonstrated
HubSpot CRM property modeling · active segmentation · synthetic test-data deployment · reversible lifecycle QA · form-to-CRM mapping · hidden defaults · privacy-aware lead capture · lifecycle email authoring · CTA and UTM implementation · placeholder auditing · responsive preview QA · workflow architecture · measurement planning · accurate launch-state reporting