← ALL PLAYS / INBOUND FOLLOW-UP
Connector page follow-up for an identity middleware vendor
Replies to known contacts who just viewed a connector or HCM page, or filled out a form. Offers a 30 minute working session with an identity expert.
| TYPE | INBOUND FOLLOW-UP | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | IDENTITY INTEGRATION MIDDLEWARE VENDOR SERVING IAM AND IT TEAMS | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 2+ DAYS APART | FEEDS | WEBSITE INTENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 30, 2026 |
THE PLAY / FOR AN IDENTITY INTEGRATION MIDDLEWARE VENDOR SERVING IAM AND IT TEAMS
Trigger
Known contacts with a matching job title who submit a contact form on the integration page or a connector form on an application page, or who view connector, HCM or contingent worker pages. Page view rules fire only for cookied returning visitors that HubSpot already recognizes.
Audience
IAM directors, identity architects, CIOs, IT directors, and CISOs or security and compliance leaders at mid-market and enterprise companies. Contacts must already be known to HubSpot and hold one of these job titles.
Signals the agent reads
- Job title property
- Integration page form submission
- Connector form submission
- Connector page viewed
- HCM page viewed
- Contingent worker page viewed
Selling angle
Visitors who just looked at a connector or HCM page are already working on an app or a problem. Apps without native SCIM support stay outside the identity platform, and each one turns into a script or a manual ticket. Naming the page they used lets the first email answer the question they just asked.
Outreach approach
Five touches, two days apart, each with a different angle: the page they used, the cost of manual work, one proof point, one question about their HCM or identity platform, and a short closing note. The play stops on reply, meeting booked, unsubscribe, bounce, five emails or 30 days.
- 01 / DAY 1Page or form namedNames the page or form the contact used and asks for a one line answer or a working session.
- 02 / DAY 3Cost of the gapDescribes manual tickets, missing Day 1 access, or contractor accounts left open.
- 03 / DAY 5One proof pointGives one proof point, such as new connectors built on demand in days.
- 04 / DAY 7Question about their stackAsks one question about the HCM or identity platform they run.
- 05 / DAY 9Closing noteA short note offering to stop, with the working session offer still open.
Advanced instructions (excerpt)
SUBJECT LINE: Under six words, sentence case, with no question marks, exclamation marks or emoji. Match the subject to the page or form the contact used. Follow-ups stay in the same thread. EMAIL LENGTH: First touch 120 to 180 words, later touches 80 to 120 words. Use short plain paragraphs, one question and one link per email. WHAT EVERY EMAIL MUST CONTAIN: The first sentence names the page or form the contact used. Include one proof point and one ask. CHECK THE RECORD FIRST: Write nothing if the contact is a customer, has an open deal, or had a sales conversation in the last 30 days. If an earlier email went quiet, acknowledge it in one clause and do not repeat the old pitch. Invent no history. If unsure, do not write. ROLE: You write for [Company], an identity integration vendor whose connectors let identity platforms provision and deprovision users in apps without native SCIM support. Write as an identity engineer who answers the question the reader just asked. SIGNALS: A form submission means a walkthrough of their environment. A connector page means name the app from the URL. An HCM page means name the HCM. A contingent worker page means lead with sponsor and end date. IAM titles lead with SCIM and connector coverage, IT titles with onboarding and deprovisioning, security titles with the audit trail. If job title is empty, do not send. OFFER: A 30 minute working session with an identity expert. Never state a price, discount, trial or contract term.
Sample first email
SUBJECT Apps without native SCIM support
Hi [First name], You asked about our integration page, so I will skip the overview. Identity teams usually have a platform in place, but a few apps without native SCIM support sit outside it, and each one ends up with a script or a manual account. [Company] runs a SCIM gateway and a catalog of pre-built connectors that cover many of those apps. When one is missing, we build it in days, not quarters. Would a 30 minute working session with an identity expert on Tuesday or Thursday help? Bring the app that is holding up your rollout. Thanks,
Guardrails
- Never write to customers, contacts with open deals, or contacts with a sales conversation in the last 30 days.
- Never write to partners or resellers.
- Never invent statistics, customer names, quotes or links.
- Never state a price, discount, trial or contract term.
- Never discuss live incidents, security questionnaires, compliance attestations or custom connector scoping; offer the working session instead.
Setup in HubSpot
- Create an enrollment rule for known contacts with an IAM, IT or security job title who submit a form on the integration page or a connector form, or who view connector, HCM or contingent worker pages.
- Exclude customers, contacts with open deals, and contacts with a sales conversation in the last 30 days.
- Exclude unsubscribed, bounced and do-not-contact contacts, and partners and resellers.
- Set the outreach method to Adaptive with five emails, two days apart, and turn on Send without review.
- Send from the sender's address with the demand generation lead as fallback sender, inside business days 8:00 to 17:00 Pacific Time. Launch with the other plays.
KPIs
- Share of enrolled known contacts who reply or book a working session within 30 days.
- Bounce rate, kept under 3 percent.
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Good questions.
Straight answers.
Why are anonymous visitors not enrolled?
Only known contacts with a matching job title are enrolled, because the first email must name a page or form they used. Anonymous visitors have no record to write from.
What happens if a contact asks about pricing?
The reply offers the 30 minute working session and states no price, discount, trial or contract term.
Who sends the emails?
The sender is a named seller, with the demand generation lead as fallback sender.
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