sdr: Look but didn't buy Campaign

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.

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
 

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: