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

Tool path: /tools/workforce-caregiving-cost/ Audience: employer (HR / People Ops / Benefits leader / Owner-Partner / C-suite / Broker) Asset ID: workforce-cost-analysis 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 = workforce-cost-analysis) Email sending: Resend via pulse.averyncare.com

Form Fields

Field	HTML id	Type	Required	Stored in	Notes
First name	`gate-name`	text	Yes	`leads.name`	Greeting in welcome + drip emails
Work email	`gate-email`	email	Yes	`leads.email`	Lead contact + dedup key
Role	`gate-role`	select (optional)	No	`leads.meta.role`	One of `owner` \| `hr` \| `csuite` \| `broker` \| `other`. Powers role-tinted drip openers and outreach snippet in team-notification email.
LinkedIn profile URL	`gate-linkedin`	url (optional)	No	`leads.meta.linkedin_url`	Surfaced as one-click button in team-notification email.

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

Field	Notes
`org_size_band`	Derived from the workforce calculator's employee-count input
`industry`	Industry select on the calculator
`avg_salary_band`	Derived from salary input
`view`	`workforce` (so we can distinguish leads who came at it from the empathy-data angle)

All meta is bundled into a meta JSON string and POSTed.

Form Behavior

On submission:

JS bundles role + linkedin + calculator inputs into a meta JSON string.
Form POSTs name, email, asset=workforce-cost-analysis, source=tool, meta, all utm_* params.
lead-capture upserts the lead, sends welcome + employer-enriched team-notification emails.
Page reveals inline success state and the post-gate-booking Cal.com button.
plausible('lead_magnet_submit', { asset: 'workforce-cost-analysis', source: 'tool' }) + dataLayer.push fired, both tagged with role.

Email Configuration

1. Team Notification (employer-enriched)

Setting	Value
To	`hello@averyncare.com`
From	`notifications@notifications.averyncare.com`
Subject	`[EMPLOYER] Lead: Workforce-Cost Analysis — {name}`
Body	Standard lead summary + employer enrichment (role, LinkedIn, inputs, outreach snippet)

2. Welcome Email

Setting	Value
To	`{email}`
From	`hello@pulse.averyncare.com`
Subject	`Your Workforce-Cost Analysis`

Delivers the methodology link plus the cost-to-business companion calculator and the three structural offer paths.

3. Activation drip — 5 stages

Stage	Day	Subject	Strategy
0 (welcome)	0	Your Workforce-Cost Analysis	Deliver methodology + companion calc
1	3	The cost-to-business companion to your workforce-cost view	Pair empathy-data view with financial view
2	10	Why this is sharpest at the top of the org chart	HCE concentration angle
3	21	EAP vs caregiving benefits — the architecture question	EAP-gap framing
4	35	30 minutes, no slide deck	Cal.com booking
5	56	Still on your radar?	Soft check-in before nurture

Role-tinted openers throughout (per meta.role).

4. Graduation into `nurture-employer`

Same flow as the cost-to-business calculator: after Stage 5, lead is auto-enrolled in nurture-employer for the 13-topic calendar-aware nurture pool on a 30-day cadence.

Lead Response Playbook

Workforce-cost leads tend to skew toward HR / People Ops (the role most curious about the employee-felt view of the problem). Treat similarly to cost-to-business leads, but expect more hr and fewer owner/csuite. The drip explicitly pivots them toward the cost-to-business view to broaden their framing.

Manual triage (Day 0–1)

Check the team-notification email for role + LinkedIn.
Role = hr + larger org (org_size_band ≥ 500) → priority outreach; this is the bullseye buyer.
Role = broker → priority outreach; brokers will route to multiple clients.
Send the role-tailored snippet via LinkedIn (URL in the team-notification button).

Metrics to Track

Metric	Target
Form submission rate	> 7% of workforce-calc users
Welcome open rate	> 55%
Day 3 click to cost-to-business calc	> 25% (pair-up CTA)
Day 35 Cal.com booking rate	> 4%
Cross-conversion to `employer-cost-methodology`	> 15% (lead runs both calculators)
LinkedIn URL capture	> 35%

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

Status: Not implemented. Deferred to Phase 2 (when paid LinkedIn ads start).

Identical contract to the cost-to-business calculator's webhook stub — see src/tools/employer-caregiving-cost/form-and-response.md for the full payload schema, normalization map, and security notes. The only difference for this form:

formId (when set up in LinkedIn Ads Manager) should map to leads.asset = 'workforce-cost-analysis'
meta.view = 'workforce' should be injected automatically by the webhook handler so the drip system can distinguish workforce-first leads from cost-first leads in segmentation analytics.

The shared _shared/marketingEmails.ts already handles employer-enriched team notification + role-tinted drips for this asset, so no per-form template work is needed at LinkedIn launch.

Future Enhancements

Side-by-side view: Test a UI option that runs the cost-to-business calc inline alongside the workforce calc, so a single lead-capture covers both views.
Aggregate-report PDF: Auto-generate a 2-page PDF combining workforce + business views and attach to the welcome email when both calcs have been completed by the same email.
Industry-specific subject lines: Test Your Workforce-Cost Analysis (Professional Services) style subjects keyed on meta.industry.