← ALL PLAYS / RE-ENGAGEMENT
Dormant lead re-engagement for identity middleware
Reopens stalled provisioning conversations with lapsed contacts. Built for IAM, IT and security leaders who stalled on app connectors.
| TYPE | RE-ENGAGEMENT | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | IDENTITY INTEGRATION MIDDLEWARE VENDOR SELLING TO IAM AND IT LEADERS | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 30, 2026 |
THE PLAY / FOR AN IDENTITY INTEGRATION MIDDLEWARE VENDOR SELLING TO IAM AND IT LEADERS
Trigger
Contacts who submitted a connector or onboarding form more than 90 days ago with no meeting since, or who viewed connector, HR or contingent worker pages, enroll when days since last engagement passes 120. Contacts can also be added to a dormant identity leads list, and the play enrolls them automatically.
Audience
IAM directors, identity architects, CIOs, IT directors, CISOs and security and compliance leaders at mid-market and enterprise companies who once asked about provisioning, HR onboarding or contingent worker identity. Their deal may be closed-lost or stalled, or they may have viewed connector, HR or contingent worker pages.
Signals the agent reads
- Last form submission date
- Last engagement date
- Connector app named (text)
- Contingent worker interest (yes or no)
- Deal stage (closed-lost or stalled)
Selling angle
Identity projects restart in waves, when a platform rollout, an audit finding or a new HR system lands. A contact who looked at provisioning to apps without native SCIM support may now face the same gap, with a new deadline. A light, specific touch that names the last topic they viewed gives them a reason to reply without a hard push.
Outreach approach
Five touches run in one thread on days 1, 4, 7, 10 and 13, each at least three days apart and all under the original subject. Touch one reopens the problem the contact last looked at. The next three cover connector speed, audit and contractor exposure, and AI assistants working with HR data, and the fifth offers a datasheet and says the sender will stop writing. The touches stop on a reply, a booked meeting, an unsubscribe, a bounce, a new open deal or a customer status.
- 01 / DAY 1Reopen the problemNames the form the contact submitted or the connector they asked about, and asks whether the project is still open. Offers a 30-minute working session on two named weekdays with a self-serve meeting link.
- 02 / DAY 4Connector speedExplains that the gateway translates identity platform requests into the calls an app needs, and that new connectors take days to build, not weeks. Asks whether the app they named is still the blocker.
- 03 / DAY 7Audit and contractor exposureNames orphaned accounts and contractor accounts that stay open after the contract ends, and how these surface at audit time. Asks whether an access review is coming up.
- 04 / DAY 10AI question for HR dataExplains how the agent platform bridge lets AI assistants work with HR data while the HR system stays the system of record. Asks whether AI tools are part of the project now.
- 05 / DAY 13Brief closeOffers the file-based integration datasheet for the disconnected-application case, says the sender will stop writing, and leaves the door open for a reply.
Advanced instructions (excerpt)
SUBJECT LINE: Under 55 characters, sentence case, no exclamation marks, no emoji, no first name in the subject, no words like urgent or final. On follow-ups, reply in the same thread with the original subject. EMAIL LENGTH: First touch 110 to 180 words. Follow-ups 70 to 110 words. Short plain-text paragraphs, no bullet lists, no bold, one question and one link. WHAT EVERY EMAIL MUST CONTAIN: One specific detail from the contact record, such as the form they completed, the application they named or the last topic they viewed. One proof point from the company's approved list, one named product and one ask. CHECK THE RELATIONSHIP FIRST: Read the contact and company records before writing. If the contact is a customer, has an open deal, or engaged in the last 90 days, write nothing. If an earlier contact went quiet, acknowledge that the last conversation ended without a next step. If the record is empty, send a first approach with no invented history. If you cannot tell which case applies, do not write. ROLE: Write as a peer who knows identity projects: plain, direct and specific. SCOPE: Reopen old conversations about provisioning, HR onboarding or contingent worker identity. Do not cold sell and do not restate the homepage. Never invent statistics, customer names, quotes or links. Never state a price, discount or contract term.
Sample first email
SUBJECT Apps without native provisioning, still open?
Hi [First name], Last time we talked, you were looking at provisioning users into apps that do not support SCIM, and that conversation ended without a next step. Is the project still open? Our gateway translates identity platform requests into the REST, SQL, LDAP or file calls an app needs, and new connectors take days to build, not weeks. With a large library of pre-built connectors, the system you are stuck on may already be covered. If the project has moved on, I would still like to hear what changed. Could we talk for 30 minutes on [Weekday, Month Day] or [Weekday, Month Day]? You can also grab a time that works for you using the meeting link in this email. Thanks,
Guardrails
- Never write to customers, contacts with an open deal, or contacts who engaged in the last 90 days.
- Never write when a negative signal such as an unsubscribe or hard bounce is present.
- Never invent statistics, customer names, quotes or links.
- Never state pricing, discounts or contract terms.
- If key data is missing or the relationship status is unclear, do not send.
- Route live incidents, security questionnaires and custom connector scoping to a working session.
Setup in HubSpot
- Create an enrollment rule that triggers when days since last engagement is more than 120, and add a dormant identity leads list as a second entry point.
- Add an exclusion segment that removes customers and contacts with open deals.
- Turn on Adaptive outreach and set the emails to send automatically with Send without review turned on.
- Set a named client services lead as the fallback sender, with sends limited to business days from 8:00 to 17:00 Eastern Time.
- All plays launch together as one set, with no individual start dates.
KPIs
- Replies and booked 30-minute working sessions from re-engaged contacts within 30 days of enrollment. Watch reply rate by contact role.
- Bounce rate, held under 3 percent to protect the sending domain.
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Good questions.
Straight answers.
Who does the play send from?
Emails send from the sender set in HubSpot, with a named client services lead as the fallback sender. The sender details are added automatically, so the emails carry no signature block.
What happens when a contact replies?
The play stops for that contact, and a person takes over the conversation. Replies also count toward the success measure.
Why does each email differ?
The Adaptive method writes each email from the contact record and the instructions, so a contractor-focused contact and a connector-focused contact do not get the same message.
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