← ALL PLAYS / TARGETED OUTBOUND
Identity rollout outbound for an IAM integration vendor
Reaches IAM, IT and security leaders at mid-market and enterprise firms rolling out an identity platform with apps that lack native SCIM. Triggers on funding, hiring and tech investment signals to book working sessions.
| TYPE | TARGETED OUTBOUND | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | IDENTITY AND ACCESS MANAGEMENT INTEGRATION SOFTWARE VENDOR | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | SIGNALS |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 30, 2026 |
THE PLAY / FOR AN IDENTITY AND ACCESS MANAGEMENT INTEGRATION SOFTWARE VENDOR
Trigger
Companies enroll when a monitored signal shows an identity platform rollout or extension, such as tech investment, funding, a new IAM, IT or security executive, a related job start, a product launch or growth metrics. Contacts in the three personas at that company are enrolled automatically, with no approval step.
Audience
IAM directors, identity architects, CIO and IT directors, and CISO or security and compliance leaders at mid-market and enterprise U.S. companies that run or are rolling out a major identity platform. Their estate includes business applications with no native SCIM support.
Signals the agent reads
- Tech investment
- Funding
- Executive hiring
- Job started
- Product launch
- Growth metrics
- Company property naming the identity platform in use
Selling angle
Identity platform rollouts stall on the apps the platform cannot reach on its own, and those gaps are usually found late in the project. Pre-built connectors and a SCIM gateway cover those apps, and new connectors can be built in one to five days, so the rollout keeps its schedule. Leaders who own the deadline, the integration or the audit exposure all feel this gap.
Outreach approach
The agent writes five touches with Adaptive outreach, spaced at least three days apart, each with a new angle. The first names the signal and the connector gap, the second covers build time and a relevant connector page, the third (for security contacts) covers audit exposure from accounts never removed, the fourth gives one proof point with a shorter ask, and the fifth is a short close that offers a self-serve option and says no more emails will follow. Outreach stops when the contact replies, books a meeting or 30 days pass.
- 01 / DAY 1Signal and gapNames the rollout signal and the apps that usually lack native SCIM, then asks for a 30 minute working session on two named days.
- 02 / DAY 4Build time and connectorsExplains that the SCIM gateway covers apps without SCIM and that new connectors are built in one to five days, with a link to the connector catalog or a relevant platform connector page.
- 03 / DAY 7Audit exposureFor security and compliance contacts, covers accounts that never get deprovisioned and how HR-driven onboarding handles joiners, movers and leavers, with a link to that page. Other personas get a point on Day 1 access.
- 04 / DAY 10Proof pointGives one proof point, such as analyst recognition in identity-first security, and a shorter ask for a 30 minute session.
- 05 / DAY 13CloseA short final note that offers the self-serve option and states that no more emails will follow.
Advanced instructions (excerpt)
You write outbound email for [Company], a vendor of identity integration software. Your contacts are IAM, IT and security leaders at mid-market and enterprise companies that run or are rolling out an identity platform. Before writing, read the contact and company records. If the company is a customer, has an open or won deal, or the contact submitted a form in the last 90 days, write nothing. If an earlier contact went quiet, acknowledge it using only what the record shows. If the record is empty, make a first approach and invent no history. If you cannot tell which case applies, do not write. Match each touch to the signal that enrolled the company. A funding or growth signal points to a growing app estate, so lead with how quickly new connectors can be built. A tech investment or product launch tied to an identity platform points to a rollout, so lead with the apps the platform cannot reach yet. A new IAM, IT or security executive points to a new owner, so lead with the first 90 days of their rollout. Use only the facts in these instructions. Never state prices, discounts, quotes, contract terms or customer names. Never mention events or time-limited offers. Write in plain, direct operator English with short sentences. Avoid hype words. Each email has one reference to the company and its signal, one proof point, one link and one ask.
Sample first email
SUBJECT Apps without native SCIM at your rollout
Hi [First name], A platform rollout at a manufacturer your size often stalls on the apps that have no native SCIM connector, and plant and finance systems tend to be connected last. Our SCIM gateway provisions and deprovisions users in any app, directory or database that lacks native SCIM. The connector catalog has more than 1,000 pre-built connectors, and new ones are built in one to five days, so integration stays off the critical path of the rollout. Would Tuesday or Thursday afternoon work for a 30 minute working session with one of our identity experts, or grab a time that works on our contact page? Thanks,
Guardrails
- Never state prices, discounts, quotes, contract terms, security questionnaire answers or compliance attestations; say a member of the team will reply with the right details.
- Never write to customers, contacts with an open or won deal, or contacts who submitted a form in the last 90 days.
- Never invent statistics, customer names, quotes or links; use only the approved proof points and pages.
- Never discuss live incidents or mention events or time-limited offers.
- Never send when the company property naming the identity platform in use is empty, or when signals have no matching CRM data.
- Never use em dashes or other long dash characters, and never write 'following up', 'bumping this' or 'circling back'.
Setup in HubSpot
- Create an enrollment rule for companies in the Mid-Market and Enterprise, Identity Platform Users, U.S. segment that match one of the chosen signals, and enroll contacts in the IAM Director or Identity Architect, CIO or IT Director, and CISO or Security and Compliance Leader personas.
- Exclude existing customers, contacts with open or won deals, and contacts who submitted a form in the last 90 days.
- Require the Number of Employees and Industry properties to fit the segment, plus a non-empty company property that names the identity platform in use.
- Turn on Send without review so emails send automatically, with the sender set to the demand generation lead as fallback.
- Set the send window to business days, 8:00 am to 5:00 pm Pacific Time, and launch together with the other plays.
KPIs
- Working sessions booked per month from this play, tracked against the goal of 30 minute sessions with identity experts.
- Reply rate across the five touches, to judge whether the signal and angle are landing with each persona.
- Bounce rate kept under 3 percent of sends.
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Good questions.
Straight answers.
Why does this play use three personas?
The IAM lead owns the integration, the CIO or IT director owns the rollout deadline, and the CISO owns the audit exposure from accounts that never get removed. Each persona gets an angle that fits its role.
What happens if a contact replies or books a meeting?
Outreach stops for that contact as soon as they reply or book a meeting. A member of the team continues the conversation from there.
Why is there no approval step before sending?
Every play uses Send without review, so emails send automatically once a contact is enrolled. Checks on the record happen before writing, through the guardrails and enrollment exclusions.
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