# Webinar Follow-Up Sequence — 4 Touches
**Campaign**: Post-Webinar "Scaling Ops Without Scaling Headcount" (April 11, 2026)
**Audience**: Attended but didn't book demo | Ops leaders at mid-market SaaS
**Owner**: SDR Team
**Created**: April 12, 2026

---

## Personalization Variables

| Variable | Source | Notes |
|---|---|---|
| `{{first_name}}` | CRM | Lead first name |
| `{{company}}` | CRM | Lead company name |
| `{{title}}` | CRM | Lead job title |
| `{{company_size}}` | Enrichment | Employee count |
| `{{poll_answer}}` | Webinar platform | Their bottleneck poll response (if available) |
| `{{question}}` | Webinar platform | The question they asked during Q&A (Segment A only) |

## Segmentation

| Segment | Criteria | Touch 1 Variant |
|---|---|---|
| **A (Priority)** | Attended 75%+, asked a question | Use "Question Callback" intro |
| **B** | Attended 75%+, no question | Use "Poll/Engagement" intro |

---

## TOUCH 1 — Day 0 (Today, April 12)
**Goal**: Warm follow-up referencing webinar, open the conversation
**Send window**: 8-10am recipient local time

### Subject Lines (A/B test)
- **A**: `yesterday's webinar — one thing stood out`
- **B**: `{{first_name}}, quick thought on {{company}}'s ops`

### Body — Segment A (Asked a Question)

> Hi {{first_name}},
>
> Really glad you joined yesterday's session. Your question about {{question}} came up — it's something we hear constantly from ops leaders at companies around {{company_size}} employees.
>
> Rachel from NimbusHR touched on this in her segment, but the short answer: most teams like yours cut 10-13 hours/week of manual work within the first month. That's not a pitch — it's what we're seeing across mid-market SaaS ops teams right now.
>
> Worth 15 minutes to see how that maps to {{company}}?
>
> [Book a time here](https://flowpilot.ai/demo)
>
> — {{sender_first_name}}

**Word count**: ~90

### Body — Segment B (No Question)

> Hi {{first_name}},
>
> Thanks for sticking around for nearly the full session yesterday — the engagement was great.
>
> One stat from the polls that jumped out: 70% of attendees are burning 10+ hours a week on manual processes. If that's close to what {{company}}'s ops team is dealing with, you're not alone.
>
> We helped TechFlow (380 employees, SaaS) go from 15 hours/week to 2. Took about 3 weeks to get there.
>
> Open to a quick 15-minute look at what that could mean for your team?
>
> [Grab a time here](https://flowpilot.ai/demo)
>
> — {{sender_first_name}}

**Word count**: ~100

---

## TOUCH 2 — Day 3 (April 15, Wednesday)
**Goal**: Lead with a specific proof point, add urgency without pressure
**Send window**: 8-10am recipient local time

### Subject Lines (A/B test)
- **A**: `the 12-hour problem`
- **B**: `how meridian scaled to 500 customers without hiring`

### Body

> Hi {{first_name}},
>
> Wanted to share something relevant to what we covered in the webinar.
>
> Meridian SaaS (510 employees) went from 200 to 500 customers without adding a single ops hire. The unlock was automating the approval routing and data handoffs that were eating their team alive.
>
> Given {{company}} is at ~{{company_size}} people, you're probably right in the zone where manual workflows start breaking. Most ops leaders tell us they don't realize how much time is going to it until they actually map it out.
>
> We have a quick ROI framework from the webinar that takes about 5 minutes — happy to walk through it live.
>
> [Here's my calendar](https://flowpilot.ai/demo)
>
> — {{sender_first_name}}

**Word count**: ~115

---

## TOUCH 3 — Day 8 (April 20, Monday)
**Goal**: Social proof + overcome "not a priority" objection, shift angle
**Send window**: 9-10am recipient local time

### Subject Lines (A/B test)
- **A**: `quick case study — 64% faster approvals`
- **B**: `{{first_name}}, thought of {{company}} when I saw this`

### Body

> Hi {{first_name}},
>
> Not trying to flood your inbox — just one more thing that felt relevant.
>
> BrightPath (290 employees) was dealing with the same approval bottleneck that came up in Tuesday's webinar. After switching to AI-suggested routing, they cut approval cycle time by 64% — saved $180K/year.
>
> The part that surprised them: their non-technical ops team built the workflows themselves. No engineering tickets, no 6-month implementation.
>
> If timing isn't right for a full demo, I can send a 2-minute video walkthrough instead. Just say the word.
>
> — {{sender_first_name}}

**Word count**: ~100

---

## TOUCH 4 — Day 18 (April 30, Thursday)
**Goal**: Breakup email — low pressure, leave door open, create gentle urgency
**Send window**: 8-9am recipient local time

### Subject Lines (A/B test)
- **A**: `closing the loop`
- **B**: `should I stop reaching out?`

### Body

> Hi {{first_name}},
>
> I'll keep this short — I know ops leaders have zero spare bandwidth.
>
> I've reached out a few times since the webinar. If automating workflows isn't on {{company}}'s radar right now, totally get it. I'll back off.
>
> But if you're still losing 10+ hours/week to manual processes and want to see how teams your size are fixing it — the offer for a quick 15-minute walkthrough stands.
>
> Either way, no hard feelings. Just reply "not now" or "show me" and I'll take it from there.
>
> — {{sender_first_name}}

**Word count**: ~85

---

## Cadence Summary

| Touch | Date | Day of Week | Type | CTA |
|---|---|---|---|---|
| 1 | April 12 | Saturday* | Warm follow-up | Book demo |
| 2 | April 15 | Wednesday | Proof point | Book demo |
| 3 | April 20 | Monday | Case study + soft offer | Demo or video |
| 4 | April 30 | Thursday | Breakup | Binary reply |

*\*Touch 1 sends today (Saturday) since the playbook says to follow up within 24 hours for 40% higher engagement. If your team prefers weekday-only sends, queue for Monday April 13 early AM and shift the cadence accordingly.*

---

## SDR Cheat Sheet: Objection Replies

**"We already use Zapier/Make"**
> Totally makes sense — a lot of our customers started there. Where they hit a wall was when they needed ops-specific routing logic and visibility across workflows. FlowPilot is purpose-built for that. Worth 15 min to see the difference?

**"Not a priority right now"**
> Heard. A lot of ops leaders revisit this after quarter-end when they tally up the hours. Mind if I circle back in [timeframe]?

**"Send me more info"**
> Done — here's a 2-min case study from TechFlow (similar size/industry): [link]. Worth a quick chat after you've seen it?

**"Too expensive"**
> Fair question. We start at $2,500/mo — most mid-market teams see ROI in 6-8 weeks from time savings alone. Want me to run the numbers for a team of your size?

---

## Tracking & KPIs

| Metric | Target |
|---|---|
| Open rate | 45-55% (warm leads) |
| Reply rate | 12-18% |
| Demo book rate | 8-12% of sequence |
| Positive reply rate | 60%+ of replies |
| Unsubscribe rate | < 2% |

**Priority leads to watch** (Segment A — asked questions, highest intent):
- Sarah Chen, VP of Operations @ VelocityOps (320 emp)
- Priya Patel, Head of Business Operations @ CloudMesh (210 emp)
- Aisha Mohammed, Operations Manager @ FlowState AI (290 emp)
- Lin Zhang, COO @ CoreLoop (410 emp)
- Kevin Park, Operations Lead @ BoltMetrics (190 emp)
- Andre Lefebvre, Head of Process Optimization @ ApexFlow (310 emp)

> **Note**: Rachel Goldstein (NimbusHR) is the webinar co-presenter/customer — exclude her from this sequence.