Y10 — Nurture & Follow-Up Sequences
Asset: Y10 | Workstream:
[GTM]| Ownership:[SO]| Owner: Sagar Status: drafted | Feeds: A5 · maps to Y13 deal-stage transitionsPurpose: The cadences that keep a prospect warm between the Y4 cold sequence and a closed deal — and that revive stalled ones. Four sequences, each mapped to a HubSpot deal-stage transition.
0. Rules
- Nurture is value-first, not "just checking in." Every touch carries a reason (a resource, a reframe, a deadline).
- Message from Y1; CTA still ladders toward the audit/proposal.
- Each sequence has a trigger (deal-stage transition), timing, and exit criteria.
- Stop on reply; route per Y3/A2.
1. Post-audit nurture (audit delivered → no review booked)
Trigger: deal stage Audit Running → report delivered, but Findings Reviewed not reached in 5 days.
Goal: book the findings-review call.
| Touch | Day | Gist |
|---|---|---|
| 1 | 0 | "Your report's ready — here are the 2 findings I'd fix first. 30 min to walk it?" (attach top criticals) |
| 2 | 4 | Send the sanitized sample framing: "here's how other {{vertical}} companies sequenced this." |
| 3 | 9 | Cost-of-inaction: "the two criticals are exactly what fails a security questionnaire — happy to walk the fix." |
| 4 | 16 | Soft exit: "leaving the report with you; reply when the timing's right." → lost-deal revival track if silent. |
Exit: review booked (→ Findings Reviewed) or → lost-deal revival.
2. Post-proposal nurture (proposal sent → no decision)
Trigger: Proposal Sent → no movement in 5 days.
Goal: advance to Negotiation / close.
| Touch | Day | Gist |
|---|---|---|
| 1 | 3 | "Any questions on the scope or price? Happy to adjust scope to hit a budget." (offers scope-not-price lever, Y2 §6) |
| 2 | 7 | Address the likely objection (Y1 §8) — usually price or in-house. |
| 3 | 12 | Urgency tied to their deadline: "to hit {{deadline}} we'd want to start by {{date}}." |
| 4 | 20 | "Should I close this out or keep it warm?" (the takeaway). |
Exit: signed (→ Closed Won) or → lost-deal revival.
3. No-response revival (cold sequence exhausted, never engaged)
Trigger: Y4 5-touch sequence completed, no reply. Goal: re-trigger on a fresh signal.
| Touch | Timing | Gist |
|---|---|---|
| 1 | +30 days | New angle/resource (e.g., a relevant CIS finding pattern, the sample audit). |
| 2 | on new signal | When a Y3 signal fires (new raise, new hire, "SOC 2" job post) → re-personalize and re-open. |
| 3 | +90 days | Final value touch; then archive to long-term list. |
Exit: reply → discovery; or archive.
4. Lost-deal re-engagement (Closed Lost)
Trigger: Closed Lost.
Goal: re-open when circumstances change.
| Touch | Timing | Gist |
|---|---|---|
| 1 | +1 day | Gracious close + "what changed our mind would be ___; door's open." (learn the loss reason) |
| 2 | +90 days | Check the original driver: "is {{framework}} still on the roadmap?" |
| 3 | on trigger | Funding/hire/customer signal → fresh Y4-style open referencing the prior conversation. |
Exit: re-opened → discovery; or long-term archive.
5. Deal-stage → sequence map (the DoD)
| HubSpot deal-stage transition (Y13) | Sequence |
|---|---|
Audit Running (report sent, review not booked) |
§1 Post-audit |
Proposal Sent (stalled) |
§2 Post-proposal |
| Cold sequence exhausted (pre-deal) | §3 No-response revival |
Closed Lost |
§4 Lost-deal re-engagement |
A5 (or HubSpot workflows) fires these on the transition. Keep the offer-email tone consistent with Y4 §4.
Definition of Done (Y10)
- 4 sequences drafted. (Met.)
- Each mapped to a HubSpot deal-stage transition. (Met — §5.)
- Reconciled with Y13 stage names once Y13 lands.
Sign-off
- Reviewer: _ | Date: _ | Result: PASS / FAIL