Form Configuration & Lead Response Playbook — Cost-to-Business Calculator

Tool path: /tools/employer-caregiving-cost/ Audience: employer (HR / People Ops / Benefits leader / Owner-Partner / C-suite / Broker) Asset ID: employer-cost-methodology Asset category: employer Form type: Native HTML → lead-capture Edge Function (Supabase) Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture) Database table: marketing.leads (asset = employer-cost-methodology) Email sending: Resend via pulse.averyncare.com

Form Fields

Hidden / derived meta fields (computed by the page JS pre-submit):

All meta is bundled into a single meta JSON string and POSTed as meta=<JSON>. The lead-capture Edge Function parses it and stores it in leads.meta (jsonb).

Form Behavior

On submission:

1. Page JS bundles role + linkedin + calculator inputs into a meta JSON string.
2. Form POSTs name, email, asset=employer-cost-methodology, source=tool, meta, redirect=about:blank, plus all available utm_* params.
3. lead-capture Edge Function upserts the lead in marketing.leads, sends the welcome email + the (employer-enriched) team-notification email via Resend.
4. The page does NOT navigate — it inlines a success state and reveals a "Book a 30-min conversation" Cal.com button (post-gate-booking).
5. Page fires plausible('lead_magnet_submit', { asset: 'employer-cost-methodology', source: 'tool' }) and a dataLayer.push for GTM, both tagged with the captured role.

Email Configuration

1. Team Notification (employer-enriched)

The enrichment block is rendered by buildTeamNotification in _shared/marketingEmails.ts when asset.category === 'employer'. See EMPLOYER_OUTREACH_SNIPPETS in that file for the role-tailored snippet copy.

2. Welcome Email (lead receives)

Welcome content delivers a link to the calculator's #methodology anchor plus three companion links (Three ways to offer Averyn, Gap checklist, Workforce-cost calc).

3. Activation drip — 5 stages

All drips defined in marketingEmails.ts and sent by the drip-send cron at ~9 AM ET daily.

Role-tinted openers (Stages 1–5) read meta.role and prepend a one-sentence opener tuned to the role. See employerRoleOpener() in marketingEmails.ts.

4. Graduation into nurture-employer (automatic)

After Stage 5 (Day ~57), drip-send auto-enrolls the lead into the nurture-employer pool with drip_stage = 0. The pool runs 13 calendar-aware topics on a 30-day cadence, starting 30 days after graduation. Topics are aligned to the benefits planning cycle (budget season → OE ramp → OE → new-year → mid-year).

Lead Response Playbook

Employer leads are mid-funnel, decision-aware, evaluating. They self-selected by running a cost calculator AND opted in for the methodology. They are not yet ready to buy but they are open to a conversation.

Immediate (automated — already configured)

• Welcome email delivers methodology + companion links
• Team-notification email arrives in hello@ with role tag, LinkedIn button, and role-tailored outreach snippet ready to copy/paste

Day 0–1: Manual triage

• Check the team-notification email for the captured role and LinkedIn profile.
• If role = owner or csuite AND a LinkedIn URL is present → priority outreach. Send a LinkedIn note (the snippet is pre-tailored to the role; lightly personalize and send).
• If role = hr or broker → standard cadence; let the drip do its work for the first 10 days, then consider a LinkedIn touch around Day 14 if no engagement.
• If role is other or unspecified → no outreach; rely on the drip.
• Tag in CRM: source: employer-cost-methodology, role: {role}, org_size: {org_size_band}.

If the lead replies or engages

• Reply to any drip email → respond within 1 business day; treat as a warm conversation, not a pitch.
• Books a Cal.com 30-min → standard discovery flow (see /employers/ page section: Three ways to offer Averyn).
• Visits /start/ or /plans-and-pricing/ → the lead may be evaluating Averyn for their own household; route accordingly without conflating the personal and employer paths.

Metrics to Track

linkedin-leadgen-webhook contract — STUB (Phase 2)

Status: Not implemented. Deferred to Phase 2 (post-launch, contingent on starting paid LinkedIn ad campaigns). Documented here so the integration can be wired without re-thinking the data contract.

Trigger: A LinkedIn Lead Gen Forms ad submission (LinkedIn Ads Manager) routes to a dedicated Supabase Edge Function linkedin-leadgen-webhook.

Why a separate Edge Function: LinkedIn's webhook signature, retry behavior, and lead-sync API contract differ from a native HTML form post. Keeping it isolated from lead-capture avoids polluting the working family-side flow with LinkedIn-specific verification logic.

Proposed endpoint: POST https://api.averyn.app/functions/v1/linkedin-leadgen-webhook

Expected payload (from LinkedIn Lead Sync API):

{
  "leadGenFormResponse": {
    "leadGenFormId": "urn:li:leadGenForm:<id>",
    "formId": "<our internal form id, e.g. employer-cost-methodology-linkedin>",
    "submittedAt": "2026-05-27T13:45:00Z",
    "answers": [
      { "questionId": "first_name", "answer": "Jane" },
      { "questionId": "email_address", "answer": "jane@example.com" },
      { "questionId": "current_position", "answer": "VP People Operations" },
      { "questionId": "company_name", "answer": "Example Co." },
      { "questionId": "company_size", "answer": "501-1000" }
    ],
    "linkedinProfileUrl": "https://www.linkedin.com/in/janedoe"
  }
}

Normalization (inside the webhook handler):

Output behavior (identical to lead-capture):

1. Upsert into marketing.leads (same dedup logic on email,asset).
2. Call buildWelcomeEmail + buildTeamNotification from _shared/marketingEmails.ts — both already meta-aware, so the role-tinted welcome and the enriched team notification render correctly without changes.
3. The lead enters the same activation drip → nurture-employer graduation chain as a site-form lead. No drip-engine changes needed.

Security: Verify LinkedIn's X-LinkedIn-Signature header against the webhook secret stored in Supabase Edge Function secrets (LINKEDIN_WEBHOOK_SECRET). Reject on mismatch.

When to build: The day paid LinkedIn ads start. Until then, the manual LinkedIn-URL capture field on the calculator form covers the same data path for organic conversions, and the manual outreach snippet in the team-notification email lets you act on it the same day.

Future Enhancements

• Score-aware drip timing: If meta.org_size_band is 2000+, accelerate the 30-day conversation CTA to Day 14 (larger orgs decide faster).
• Calendar-aware drip surge: Inject an extra OE-prep email each September if the lead has been in nurture-employer for >60 days.
• A/B test the gold border: Test whether the gold-bordered HCE callout converts better as a separate section vs inline.
• Sign In with LinkedIn (OAuth): Revisit after 90 days of post-launch conversion data; lite scope only delivers name + email + picture, so the manual URL field may remain superior.