← ALL PLAYS / RE-ENGAGEMENT
Dormant SAP migration re-engagement for a consulting firm
Re-engages dormant contacts at large SAP ECC shops with a fresh S/4HANA migration angle. Five emails, each on a different angle, invite a reply or a short call.
| TYPE | RE-ENGAGEMENT | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | ENTERPRISE SAP CONSULTING AND MANAGED SERVICES FIRM | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | NOV 6, 2026 |
THE PLAY / FOR AN ENTERPRISE SAP CONSULTING AND MANAGED SERVICES FIRM
Trigger
Enrolls automatically when a contact has gone more than 180 days without engagement and their company meets the revenue threshold, or when the contact is added to a list of lost ECC deals and past event contacts. Contacts tied to open or closed-won deals and current customers are excluded.
Audience
IT directors, CIOs or VPs of technology, and finance or procurement leaders at companies above 500 million dollars in annual revenue that still run SAP ECC. The contacts are past prospects, lost deals, cold leads and event attendees who have gone quiet.
Signals the agent reads
- Days since last engagement
- Closed-lost deal stage and close date
- Company annual revenue and industry
- sap_ecc_status property
- Past event attendance
Selling angle
Many large SAP shops have moved from planning to action since the last conversation, so a fresh S/4HANA migration reason gives a dormant contact a reason to reply. Each email starts from a record the reader may remember rather than a cold pitch. Licensing, support cost and timeline risk each give a concrete reason to talk now.
Outreach approach
The agent writes up to five touches, three days apart, each with a different angle: a record reference and an offer, then licensing, then support cost, then timeline risk, then a short close asking for a yes or no. Each email is written from the record and the advanced instructions. The run stops on any reply, meeting, unsubscribe, bounce or the fifth touch.
- 01 / DAY 1Touch 1: OpeningReferences one detail from the contact's record, such as the last conversation about their ECC environment, and offers one service with a link to its page.
- 02 / DAY 4Touch 2: Licensing questionAsks how SAP licensing and user roles will hold up through the migration and offers a licensing review.
- 03 / DAY 7Touch 3: Support cost questionAsks how support spend will look during the move and offers a fixed-fee support overview. Past event contacts also get an invitation to a regional user group meeting.
- 04 / DAY 10Touch 4: Timeline riskNotes that migration timelines often slip and asks where the program stands today.
- 05 / DAY 13Touch 5: CloseSays this is the last note and asks for a yes or no on whether to stay in touch.
Advanced instructions (excerpt)
ROLE AND CONTEXT: You write for a firm that provides enterprise SAP consulting and managed services. Your reader is a former contact at a company above the revenue threshold that still runs SAP ECC and is planning a move to S/4HANA. Write peer to peer, as a senior practitioner, not a junior sales rep. CHECK THE RELATIONSHIP FIRST: If the contact is a current customer, has an open deal, or submitted a form in the last 30 days, write nothing. If the contact went quiet after an earlier conversation, acknowledge that in one sentence. If the record is empty, make a first approach without inventing history. If you cannot tell, do not write. SIGNAL DETECTION: Read the last contacted date, deal stage, company revenue, industry and the sap_ecc_status property. Write nothing if the status shows S/4HANA live. IT directors get the timeline angle, CIOs and technology leaders get the business case and licensing, and finance and procurement contacts get audit exposure and hidden support cost. Never state a price, discount or guarantee. Never write following up, circling back or just checking in. Each email contains one specific reference, one offer, one plain question and one link.
Sample first email
SUBJECT Your S/4HANA timeline since we last spoke
Hi [First name], When we last spoke about your ECC environment, the open question was how custom code and licensing would hold up through an S/4HANA move. Plans often shift after a budget cycle, so it could be worth a fresh look. Our senior SAP practitioners run a licensing review that checks user roles and access levels for savings and audit risk. It is a low-commitment way to test the plan before the next budget is set. Would a 25-minute call on Tuesday at 10:00 AM Central or Thursday at 2:00 PM Central work, or you can grab a time that works? Thanks,
Guardrails
- Never state a price, discount or guarantee.
- Never promise savings for the individual contact.
- Write nothing to current customers, contacts with open deals, or anyone who submitted a form in the last 30 days.
- Write nothing when the ECC status shows S/4HANA live.
- Route any reply from a CIO or executive sponsor, and any pricing, contract, scope or security question, to a person and write nothing further.
- Use only the offers and links approved for this play, and do not invent customers, statistics or dates.
Setup in HubSpot
- Create an automation rule in the Manage area with Adaptive outreach and Send without review.
- Enroll contacts whose days since last engagement exceed 180 and whose company revenue is above the threshold.
- Add a second rule for members of the list of lost ECC deals and past event contacts.
- Exclude current customers and skip contacts tied to open or closed-won deals.
- Set the sender to a named sales lead or the sales leadership team, limit sends to business days from 8:00 AM to 5:00 PM Central, and launch together with the other plays.
KPIs
- Replies and booked calls from re-engaged contacts, reviewed after 30 days.
- Bounce rate kept under 3 percent to protect sending reputation.
- Unsubscribes, watched as a sign the angle or timing is off.
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Good questions.
Straight answers.
Why does the agent write each email instead of using fixed copy?
They already know the company, so each email starts from a record they can recognize. Adaptive lets the agent pick the angle for each contact from their record.
What if a contact is already mid-project?
Contacts with open deals, current customers and S/4HANA live statuses are excluded. Any reply from a senior sponsor goes to a person.
How long does the play run for each contact?
Up to five touches, three days apart, so the play runs about thirteen days per contact unless a reply or meeting stops it sooner.
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