diff --git a/nuxt/content/handbook/marketing/looked-but-didnt-buy.md b/nuxt/content/handbook/marketing/looked-but-didnt-buy.md new file mode 100644 index 0000000000..00767953b4 --- /dev/null +++ b/nuxt/content/handbook/marketing/looked-but-didnt-buy.md @@ -0,0 +1,78 @@ +--- +title: "Looked But Didn't Buy (LBDB) Campaign" +--- + +# Looked But Didn't Buy (LBDB) Campaign + +The LBDB program is an SDR-run re-engagement campaign where the targets are +contacts who showed real buying intent in the past. Business users for FlowFuse +Cloud, or MQLs that never scheduled a meeting, etc. + +Targets can be found in Hubspot: + +- Lifecycle stage remains 'MQL' after 90 days. And no deal is associated with the + company they work at, or has gone stale. +- Contacts who signed up for the [FlowFuse Cloud free trial](/handbook/marketing/programs/#3-brand--product-marketing) + but let it expire without upgrading to a paid plan. + +Both groups self-qualified as having a real use-case for FlowFuse. They are not +cold outbound — they're [warm outbound](/handbook/marketing/lead-activation/#warm-outbound-push-based-on-relationship). + +## Execution + +### Segment definition and source of truth + +The SDR pulls the working list from HubSpot, filtered to **one of**: + +- Lifecycle stage `MQL` (or higher) with no associated closed-won/closed-lost + deal, and no meeting booked in the last 90 days +- Contacts tagged as a FlowFuse Cloud trial signup whose trial has expired + without an upgrade. + +See [HubSpot Contact Management](/handbook/sales/hubspot/#lifecycle-stage) for +lifecycle stage definitions. Trial status is sourced from product usage data +synced into HubSpot; where available, the SDR should also check +[product usage signals](https://product-metrics.flowfuse.cloud/dashboard/product) +(e.g. how far the contact got in onboarding) to prioritize and personalize +outreach. + +### Cadence + +LBDB is worked as a standing block of SDR time, as contacts enter the segment +automatically. + +A contact who re-engages moves out of LBDB and into standard pipeline +process; a contact who doesn't respond after a full sequence is suppressed +for a cooldown period before becoming eligible again. + +### Messaging + +Each contact gets a multi-touch outreach sequence (email + LinkedIn + call, +following the SDR's standard warm-outbound sequence cadence) rather than a +single email blast. + +Because these contacts are warm, not cold, outreach should explicitly +reference the prior interaction rather than restart from a generic pitch. + +1. Reference the specific content/webinar/signal that originally qualified them, +and connect it to what's changed since (new feature releases, a relevant customer +story, pricing changes). +2. Reference how far they got in the trial and what stopped them +(e.g. "I noticed you had a couple of flows running on FlowFuse Cloud but didn't +get to invite your team — happy to help you pick that back up"). Where the +reason for lapsing is known (e.g. from a prior conversation), address it +directly rather than ignoring it. + +### Tracking and reporting + +- Every LBDB touch is logged in HubSpot against the contact, tagged so it can + be filtered as part of this campaign in + [Campaigns (internal)](https://app-eu1.hubspot.com/marketing/26586079/campaigns/views/all), + per the standard + [campaign performance tracking](/handbook/marketing/programs/#6-new-marketing-campaigns-process) + requirement. +- Outcomes tracked: contacts worked, response rate, meetings booked, and + meetings that progress to pipeline — reported alongside other SDR + [First Meetings](/handbook/marketing/sdr/#bonus-structure) activity. +- LBDB-sourced meetings count toward the SDR's standard First Meetings goal; + the campaign is a lead source, not a separate quota. diff --git a/nuxt/content/handbook/marketing/programs.md b/nuxt/content/handbook/marketing/programs.md index 3c6651f54c..ccc18a060e 100644 --- a/nuxt/content/handbook/marketing/programs.md +++ b/nuxt/content/handbook/marketing/programs.md @@ -30,6 +30,10 @@ qualified leads. - **[Trade Shows & Industry Events](/handbook/marketing/events/)**: We participate in key industry events to build brand presence, network with potential customers and partners, and generate leads. +- **[Looked But Didn't Buy (LBDB)](/handbook/marketing/looked-but-didnt-buy/)**: + A continuous, SDR-run campaign to re-engage lapsed MQLs and non-converted + free trial users — warm contacts who already showed buying intent but + didn't convert. ## 2. Content & Community Marketing diff --git a/nuxt/content/handbook/marketing/sdr.md b/nuxt/content/handbook/marketing/sdr.md index 8fad5a6324..bfb6804cc2 100644 --- a/nuxt/content/handbook/marketing/sdr.md +++ b/nuxt/content/handbook/marketing/sdr.md @@ -11,6 +11,11 @@ activation work. See the [SDR job description](/handbook/peopleops/job-descriptions/sales-development-representative/) for the full role definition. +In addition to working fresh inbound and outbound leads, the SDR runs the +[Looked But Didn't Buy (LBDB)](/handbook/marketing/looked-but-didnt-buy/) +campaign — a standing motion to re-engage lapsed MQLs and non-converted trial +users. + ## Bonus Structure The SDR is compensated under a quarterly bonus plan tied to a single goal: