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 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.

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 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 (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), per the standard campaign performance tracking requirement.
  • Outcomes tracked: contacts worked, response rate, meetings booked, and meetings that progress to pipeline — reported alongside other SDR First Meetings activity.
  • LBDB-sourced meetings count toward the SDR's standard First Meetings goal; the campaign is a lead source, not a separate quota.