← ALL PLAYS / INBOUND FOLLOW-UP
Known-visitor follow-up for an SAP migration consultancy
Emails known contacts within hours of viewing SAP migration pages or submitting a form. Each message answers the page they used with one specific offer and a short call ask.
| TYPE | INBOUND FOLLOW-UP | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | ENTERPRISE SAP CONSULTING AND ENGINEERING SERVICES FIRM | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 2+ DAYS APART | FEEDS | WEBSITE INTENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | NOV 6, 2026 |
THE PLAY / FOR AN ENTERPRISE SAP CONSULTING AND ENGINEERING SERVICES FIRM
Trigger
A known contact views a custom code, SAP consulting, application managed services or readiness assessment page, or submits a site form such as a support cost calculator. Enrollment fires almost instantly after the visit or form.
Audience
IT Directors and SAP program or migration leads at mid-to-large enterprises still running an older SAP ERP release. Contacts must already exist in the CRM and match one of those job titles.
Signals the agent reads
- Last SAP page viewed
- Form submitted (support cost calculator)
- Page visits in the last 7 days
- Job title on contact record
Selling angle
These contacts already raised their hand on a migration topic, so a fast, specific email tied to the page they read beats cold outreach. Most S/4HANA moves stall on custom objects nobody has documented, so a small early assessment shows the real risk before a large commitment. Senior practitioners run the work, and fixed-fee support keeps running costs predictable during the move.
Outreach approach
The play sends exactly 5 touches, spaced at least 2 days apart, in one thread that keeps the original subject line. Touch 1 answers the page or form directly, touch 2 adds one detail from the offer page, touch 3 offers a readiness or support angle where the title fits, touch 4 asks about timing or who else owns the migration, and touch 5 is a short close. The play stops when the contact replies, books a meeting, 30 days pass, or the contact unsubscribes or bounces.
- 01 / DAY 1Direct answer to the visitNames the page or form the contact used, names the custom code assessment offer, and asks for a 30 minute call.
- 02 / DAY 3Specific offer detailAdds one concrete detail from the offer page, such as what a no-cost proof-of-capability sprint covers, and asks one question.
- 03 / DAY 5Readiness or support angleOffers a readiness assessment or fixed-fee support option where the job title fits, with one link to that offer's page.
- 04 / DAY 7Timing checkAsks whether the timing is right or who else owns the migration, with one clear question and no new offer.
- 05 / DAY 9Short closeA brief note that leaves the door open, with a single link to the most relevant page and no pressure.
Advanced instructions (excerpt)
SUBJECT LINE: Write subject lines of 3 to 6 plain words. No question marks, no all caps, no emoji, no fake Re: or Fwd: prefixes. Use the subject line that matches the page or form the contact used, such as a custom code topic for a migration assessment page. On follow-ups, reply in the same thread and keep the original subject line. EMAIL LENGTH: First touch 120 to 180 words, later touches 80 to 120 words. Short paragraphs, plain text, one question, one link. CHECK THE RELATIONSHIP FIRST: Read the contact record and company before writing. If the contact is a customer, has an open deal, or recently requested a demo, write nothing and stop. If the contact went quiet after an earlier visit, acknowledge that briefly before the new visit. If you cannot tell which case applies, do not write. WHAT EVERY EMAIL MUST CONTAIN: Name the page or form the contact used, in plain words. Name one offer from the research and link its most specific page. Make one clear ask. Address the contact by first name. Do not state prices, discounts or statistics that are not on the site.
Sample first email
SUBJECT Custom code before your S/4HANA cutover
Hi [First name], You viewed our custom code assessment page, so I will keep this short. Most S/4HANA moves stall on custom objects nobody has fully documented. We review custom code before the migration, so you know what must move, what can be retired and what needs rework before cutover. If you want to test the approach first, we offer a one to two week proof-of-capability sprint at no cost. Would Tuesday, November 10 or Thursday, November 12 work for a 30 minute call with a senior practitioner? If neither suits, grab a time that works. Thanks,
Guardrails
- Never discuss pricing, discounts, contract terms or scope negotiation. Stop and escalate to a person if a reply asks for any of these.
- Escalate any reply from a CIO or executive sponsor to a person.
- Escalate any question about a production outage or cutover to a person.
- Escalate any security, audit or compliance question about a client SAP environment to a person.
- Write nothing for customers, contacts with an open deal, or contacts with a recent demo request.
- Never use em dashes or long dash characters. Use commas, periods or parentheses instead.
Setup in HubSpot
- Create an automated enrollment rule for page views on the custom code, SAP consulting, application managed services and readiness assessment pages, limited to known contacts.
- Create a second enrollment rule for form submissions on the support cost calculator and other site forms.
- Add exclusions for customers, contacts with an open deal, and contacts with a recent demo request.
- Map the play to Adaptive outreach with Send without review, sent from a named sales sender with a fallback to the sales lead.
- Set the send window to business days, business hours in the recipient's local time, and launch together with the other plays.
KPIs
- Replies and booked calls from known visitors within 30 days of their visit.
- Subject line and trigger page performance during the first two weeks, used to tune the play before scaling.
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Good questions.
Straight answers.
Why does this play use only known contacts?
Page-view rules only fire for contacts the CRM already knows, so the email can name the exact page or form they used. Unknown visitors are left for other plays.
What happens if a contact replies early?
Enrollment stops as soon as the contact replies, and a person takes over any question about pricing, scope or escalated topics.
Why are there only five touches?
Five touches with different angles suit a visitor who already showed interest. The play stops after 30 days regardless of engagement.
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