← ALL PLAYS / INBOUND FOLLOW-UP
Visitor and form follow-up for a B2B demand generation firm
Turns a known page visit or form fill into a booked strategy call with five short founder emails. Stops on any reply.
| TYPE | INBOUND FOLLOW-UP | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | B2B DEMAND GENERATION AND CRM SERVICES FIRM | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 2+ DAYS APART | FEEDS | WEBSITE INTENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 22, 2026 |
THE PLAY / FOR A B2B DEMAND GENERATION AND CRM SERVICES FIRM
Trigger
Automation rules fire when a returning known contact views a selected offer page or submits a selected form. Form rules fire almost instantly, and page view rules fire within minutes.
Audience
Known contacts at B2B companies who return to the services, prospecting agent, webinar or blueprint pages, or submit a form. Typical roles are heads of demand generation or marketing, sales or revenue leaders, and founders or CEOs.
Signals the agent reads
- Known contact viewed the prospecting agent page
- Known contact viewed the webinar system page
- Known contact viewed the services or headless webinar page
- Blueprint or workshop page view
- Blueprint request, agent build request or workshop registration form
- Last matched offer stored on the contact record
Selling angle
Intent is highest right after a visit or form, so the note names the page the contact used and offers one matching capability. A short plain-text note from the founder reads as a direct answer rather than a campaign. Each email pairs one service tied to the page with one question about how their pipeline starts.
Outreach approach
The agent writes five emails over about 10 days, each on a new angle. Touch one names the page and asks for a call. Touch two gives one proof point with the matching offer page. Touch three offers the free blueprint as a low-pressure option. Touch four asks how pipeline gets its first conversations. Touch five says the emails are ending and includes the blueprint link. Any reply, booked meeting, unsubscribe or bounce stops the play.
- 01 / DAY 1Page or form acknowledgment and call askNames the page or form the contact used, offers the matching service in one or two sentences, asks one question and proposes two weekdays for a free 30-minute strategy conversation.
- 02 / DAY 3Proof point with offer pageShares one proof point, such as the size of the webinar library or the number of agents running, and links the matching offer page.
- 03 / DAY 5Free blueprint optionOffers a free written plan for an agent, build or program that takes about a minute, and asks what the contact is building next.
- 04 / DAY 7Pipeline question with call askAsks how the contact's pipeline gets its first conversations today, then repeats the call ask with a self-serve scheduling link.
- 05 / DAY 9Closing note with blueprint linkSays this is the last email, gives the blueprint link and a plain way to stop, and leaves the door open without pressure.
Advanced instructions (excerpt)
SUBJECT LINE: Keep subject lines under six words, sentence case, no emoji and no exclamation marks. Name the page or form the contact used. On follow-ups, reply in the same thread and keep the original subject. EMAIL LENGTH: First touch 120 to 180 words unless the play needs less. Short paragraphs, plain text, one question and one link. If you cannot write 120 words with specifics about this company, you have not researched enough to send. WHAT EVERY EMAIL MUST CONTAIN: Name the page or form the contact used, one offer from the offer list, one question and one link. Use the meeting link on the first and last touches and the matching offer page on the middle touches. Include a plain way to stop, such as replying stop. No attachments, prices or discounts. CHECK THE RELATIONSHIP FIRST: Read the record before writing. A customer, open deal, or hand raise in the last 30 days means write nothing. An empty history means a first approach with no invented history. If you cannot tell whether the contact is a client, partner, competitor, or was emailed in the last 90 days, do not write.
Sample first email
SUBJECT Your visit to the prospecting page
Hi [First name], You spent time on the prospecting agent page this week, so I will skip the pitch. An agent like this finds the accounts worth working, researches each one and drafts first emails a rep can stand behind, with your reps owning every reply. A good setup needs three things: signals that match your buyers, guardrails on who gets contacted, and a sending setup that protects deliverability. We build that as a native agent on your CRM or as a custom build, depending on what you already run. Would one of two weekdays in the next two weeks work for a free 30-minute strategy conversation? If neither fits, grab a time that works on my calendar. Thanks,
Guardrails
- Never write to customers, open deals, partners, competitors, CRM vendor employees, or EU and UK contacts.
- Never write to anyone emailed in the last 90 days, or to anyone with negative data such as an unsubscribe or bounce.
- Never mention prices, discounts, or build capacity.
- Price, scope, contract terms, removal requests and complaints go to the founder and are never answered by the agent.
- Stop on any reply and leave the conversation to the founder.
- Never use em dashes in any email.
Setup in HubSpot
- Create an automation rule that enrolls contacts when a selected offer page is viewed or a selected form is submitted, with Send automatically turned on.
- Add exclusion segments for clients, partners, competitors, employees, EU and UK contacts, and anyone emailed in the last 90 days.
- Set the sender to the founder and turn on Send without review so emails go out automatically.
- Limit sends to weekdays from 8 AM to 5 PM in each contact's local time zone.
- This play launches together with every other play on the same day.
KPIs
- Booked 30-minute strategy calls per 100 enrolled contacts, the main measure of success.
- Reply rate, watched as an early signal of fit.
- Bounce rate, kept under 3 percent.
Get this play built in your HubSpot.
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Good questions.
Straight answers.
Why only known contacts?
The tracking code already recognizes returning contacts, so the play reaches people who showed intent rather than cold lists.
What happens after a reply?
The play stops and the founder handles the conversation personally, including any pricing or scope question.
Does it ever email a recent contact again?
No. Anyone emailed in the last 90 days is excluded at enrollment, and the agent checks the record before each send.
Every good build
starts with a conversation.
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