← ALL PLAYS / RE-ENGAGEMENT
Dormant contact revival for a B2B demand generation firm
Re-engages dormant webinar registrants, playbook downloaders and quiet scoping contacts. Five touches each point to the asset they already used.
| TYPE | RE-ENGAGEMENT | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | B2B DEMAND GENERATION FIRM THAT BUILDS AI AGENTS AND WEBINAR SYSTEMS FOR SAAS TEAMS | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 26, 2026 |
THE PLAY / FOR A B2B DEMAND GENERATION FIRM THAT BUILDS AI AGENTS AND WEBINAR SYSTEMS FOR SAAS TEAMS
Trigger
Enrolls automatically when days since last engagement is more than 180, filtered to contacts on the webinar registrants, playbook downloaders, cold leads and scoping conversations lists. Contacts tied to open or closed-won deals and existing clients are excluded.
Audience
Heads of demand generation or growth, RevOps or HubSpot admin leads, and sales leaders or SDR managers at B2B SaaS companies. They are contacts already in the CRM who registered for a webinar, downloaded a playbook, were cold leads, or had an earlier scoping call, then went quiet.
Signals the agent reads
- Days since last engagement over 180
- List membership: webinar registrants, playbook downloaders, cold leads, scoping conversations
- Original source property
- Dormant sub-case: webinar, playbook, cold or scoping
- No open or closed-won deal
Selling angle
These contacts already know the company from a webinar, a playbook or an earlier scoping call, so the first touch names that moment. A reader who went quiet may now face a pipeline target or a webinar schedule that is hard to meet with a small team. The offer is the asset they already touched, plus a short strategy conversation with a senior operator.
Outreach approach
Five touches, at least three days apart, each on a different angle, with one question and one link per email. Touch 1 names the asset and asks how the team runs webinars or pipeline. Later touches add proof, name one pain for the reader's role, offer a free asset with no meeting ask, then close the loop and offer to stop. The outreach stops on any reply, booked meeting, unsubscribe, or after 30 days.
- 01 / DAY 1Initial touchNames the webinar, playbook, scorecard, checklist or earlier scoping call the contact used, and offers the matching free asset or service. Asks one question about how the team runs webinars or pipeline, and proposes a 30-minute strategy conversation on two named weekdays with a self-serve scheduling link.
- 02 / DAY 4Proof pointAdds one proof point, that the webinar system is built from hundreds of webinars, and a lighter step such as a reply or a look at the playbook.
- 03 / DAY 7Role painNames one pain for the reader's role, such as pipeline targets with a small team, webinars that do not repeat, messy portal data, or reps researching instead of selling.
- 04 / DAY 10Free asset onlyOffers only the scorecard or checklist with no meeting ask, and asks which part of the process would be most useful to them.
- 05 / DAY 13Close the loopCloses the loop in two sentences, asks whether the timing is wrong, and offers to stop sending.
Advanced instructions (excerpt)
You write for [Company], a B2B demand generation firm that designs, builds and runs AI agents, webinar systems and CRM cleanups for B2B SaaS teams. Readers are heads of demand generation or growth, RevOps or CRM admin leads, and sales leaders or SDR managers who engaged once and went quiet. Only write to dormant contacts from the four lists named in this play. Read the record first. If the contact is a current client, is tied to an open or closed-won deal, or visited a pricing or service page in the last 30 days, write nothing. If the record shows an earlier scoping call or webinar that went quiet, acknowledge that exact conversation in one line. If the record has no prior contact, treat it as a first approach and invent no history. If you cannot tell which case applies, do not write. Sort by dormant sub-case. Webinar: lead with the webinar playbook. Playbook download: lead with the asset named in the record. Scoping: lead with the webinar system or a scoped build conversation. Cold lead: lead with the free blueprint. Each email needs one specific reference to the asset or event, one offer, one question and one link. Never state a price, discount, contract term or timeline. Never mention how the contact was sourced or how long they have been quiet. Write in plain, confident English with short sentences. Avoid hype words.
Sample first email
SUBJECT The webinar playbook, still free
Hi [First name], You registered for one of our B2B webinars a while back, so you have already seen the production side. We have since packed that work into a webinar playbook with play sheets and a task system, built from hundreds of webinars and free to use. Most demand gen teams we talk to run one webinar a quarter and rebuild the process each time. Is that how your team works? If a 30-minute strategy conversation would help, pick a weekday that suits you, or grab a time that works on our contact page. Thanks,
Guardrails
- Never state a price, discount, contract term or timeline.
- Write nothing for current clients, open or closed-won deals, or contacts with recent form fills or service page visits.
- Stop at once on any reply, booked meeting, unsubscribe, or after 30 days.
- Route any reply about price, scope, contract, security or data handling to a person and stop.
- Never use em dashes, name AI vendors or models, or invent statistics, customer names or quotes.
- Suppress bounced addresses so bounces stay under 3 percent.
Setup in HubSpot
- Create an automation with the trigger days since last engagement is more than 180, filtered to the four dormant lists.
- Add exclusion segments for open deals, closed-won deals and existing clients.
- Set the method to Adaptive and turn on Send without review so emails send automatically.
- Set the sender to a named sales lead, with a fallback sales lead sender.
- Send in business hours, 8:00 to 11:00 a.m. Central Time, or in the contact's local time zone where known. Launch alongside the other plays.
KPIs
- Replies and booked strategy conversations from dormant contacts, read monthly.
- Bounce rate, kept under 3 percent.
- Unsubscribes, watched on every touch.
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Good questions.
Straight answers.
Why only contacts who have been quiet for 180 days?
Contacts active in the last six months are better served by plays built for recent engagement. This play is for people who already know the company but have not heard from it in a while.
What happens if a contact asks about price?
The agent stops and the reply goes to a person. The emails never state pricing, discounts or contract terms.
Do we write each email by hand?
No. The agent writes each email from the advanced instructions and the contact record, then sends it automatically.
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