Target segment
Enterprise
100+ employees
Contract value
$20–30K
Per month
Sales cycle
6–24 mo
Multi-year contracts
Strategy
Nurture
Top-of-mind presence
Prospects in Funnel A are added directly to HubSpot as Company records from day one. No Instantly or Clay sequences are used for this funnel. All outreach — calls, voicemails, emails, and PDF sends — happens exclusively through HubSpot. LinkedIn outreach via Heyreach is used where a contact's LinkedIn profile has been identified during DM discovery.
Ideal account profile
Large corporate offices, multi-location businesses, industrial facilities, medical campuses, and hospitality groups. These accounts typically hold active cleaning contracts on 1–3 year terms. They are not actively shopping — the goal is to be the first company they call when their current vendor underperforms or their contract comes up for renewal.
100–500+ employeesMulti-location3-yr contracts
Who the decision maker is
The DM title varies by account type. In corporate offices it is typically a Facilities Manager or Operations Director. In hospitality it is a General Manager or Property Manager. In healthcare it is a Facilities Director or Compliance Officer. In industrial settings it is an Operations Manager or Plant Manager. The cold caller's job is to get past the receptionist and confirm who specifically makes cleaning vendor decisions.
Facilities ManagerOps DirectorProperty Manager
Funnel A pipeline stages
HubSpot Enterprise pipeline
Target identified
Account added to list
DM discovery
24-day calling cadence
DM confirmed
Decision maker known
Active nurture
12-month touch cycle
Engaged
Two-way interaction
Site walkthrough
Merges with Funnel B
Proposal sent
Shared pipeline
Closed won
Contract signed
Closed lost
Reason required
Shared pipeline (both funnels)
1
Target identified
The company is manually added to the enterprise account list. A Company record is created in HubSpot immediately. No individual contact exists yet — only the organisation is on the radar.
Enters when
Account manually added and HubSpot Company record created by the team
Moves to next when
Cold caller logs the first outreach attempt — first call placed or first email sent
2
DM discovery in progress
The cold caller is actively working the 24-day calling cadence — calling, leaving voicemails, and sending emails through HubSpot. LinkedIn connection requests are sent via Heyreach when a likely DM profile is found on LinkedIn. Goal is to confirm who specifically makes cleaning decisions at this account.
Enters when
First outreach attempt logged — HubSpot auto-creates the full cadence task queue
Moves to next when
DM name, job title, and direct contact confirmed — DM Identified = Yes marked in HubSpot
DM discovery cadence
Auto-created HubSpot tasks
Every touchpoint is auto-created as a task in the cold caller's HubSpot queue. Heyreach LinkedIn outreach runs in parallel when a likely DM profile is identified on LinkedIn.
Trigger: Cold caller marks "DM Identified = Yes" → deal moves to DM Confirmed → Contact record created with DM details → account auto-enrolled in 12-month nurture cadence.
3
DM confirmed
The decision maker has been identified. A Contact record is created in HubSpot linked to the Company record. The account is now ready to enter the 12-month nurture cadence. If a LinkedIn connection was accepted via Heyreach, that profile is also recorded.
Enters when
Cold caller fills in DM name, title, direct email, and phone — DM Identified = Yes
Moves to next when
Automatic — account enrolled in 12-month nurture sequence immediately on confirmation
4
Active nurture
The account is in the 12-month rotating touch cycle. PDFs are sent via HubSpot email. Calls happen quarterly. LinkedIn touches via Heyreach supplement the cadence where the DM is active on LinkedIn. Goal is purely to stay top of mind.
Enters when
Automatically after DM confirmation — first PDF send scheduled in HubSpot sequence
Moves to next when
DM responds to a touchpoint, answers a call with a real conversation, or shows genuine interest
5
Engaged
The DM has responded — replied to an email, answered a call and had a real conversation, replied on LinkedIn, or expressed interest in a meeting. This is the first live two-way interaction. A Deal record is created in HubSpot at this point.
Enters when
A genuine two-way interaction is logged — email reply, real phone conversation, or LinkedIn response
Moves to next when
A site walkthrough or in-person meeting is agreed — deal moves into shared pipeline from here
12-month nurture calendar
Indefinitely recurring
PDFs sent via HubSpot email only. Call tasks auto-created in HubSpot with account notes pre-populated. LinkedIn touches via Heyreach used where DM is active on LinkedIn.
↻ 12-month cycle repeats indefinitely · PDF = HubSpot email · Call = cold caller task · LinkedIn touches via Heyreach run alongside cadence where applicable
5-point account intelligence score
Scoring criteria
Decision maker confirmed — name, title, and direct contact
1 ptContract renewal date or expiry window known
1 ptIn-house vs outsourced cleaning confirmed
1 ptBuy-readiness or vendor dissatisfaction signal noted
1 ptBudget cycle or procurement authority confirmed
1 pt
Cold caller daily task view in HubSpot
Custom saved view sorted by intelligence score — lowest first. Each row shows today's task, overdue tasks, score out of 5, last contact date, and DM name or "not yet found." Every call task includes auto-populated account notes with previous touchpoints and suggested talking points. LinkedIn connection status via Heyreach also visible per contact.
HubSpot saved viewAuto task queuesHeyreach LinkedIn
DM identification rate
80%+
Within 90 days per account
Score progress
3+ pts
Per account within 6 months
Engaged conversations
1–2 / qtr
Across active account list
Enterprise close target
1–2 / yr
From active nurture list
Target segment
SMB
Under 100 employees
Contract value
$1–5K
Per month
Sales cycle
2–8 wks
Faster decisions
Strategy
Volume
Broad outreach, qualify fast
Prospects in Funnel B do not enter HubSpot until the "Connected" stage — when a genuine two-way interaction is confirmed. Before that they exist only in Apollo (filtered list), Clay (enriched), and Instantly (email sequences). This keeps the CRM clean and ensures the cold caller's task queue contains only real opportunities.
Two tracks within Funnel B
Track B1 — Targeted SMB · 50–100 employees
Enriched and personalised outreach
Apollo filters the list by industry and employee count. Clay enriches each contact with LinkedIn profile, website content, and company details. Email personalised with contact name, company, and industry pain point. LinkedIn connection sent via Heyreach when email is opened. 4-step sequence, slightly longer spacing.
Apollo filter → Clay enrichPersonalised emailHeyreach LinkedIn on open
Track B2 — Volume spray · Under 50 employees
Higher volume, simpler sequence
Apollo filters the list. Clay enriches with basic company and contact data. Industry-segmented email templates with company name and industry personalisation. 3-step sequence, higher volume, tighter spacing. No LinkedIn automation unless they engage with email first. Discard quickly if no engagement after sequence completes.
Apollo filter → Clay enrichTemplate emailVolume-first
Funnel B pipeline stages
HubSpot SMB pipeline
Prospect
Apollo → Clay → Instantly
Sequence active
Emails sending
Signal detected
Open / click / visit
Connected
First real conversation
Discovery call
Needs confirmed
Site walkthrough
Merges with Funnel A
Proposal sent
Shared pipeline
Closed won
Contract signed
Closed lost
Reason required
Shared pipeline (both funnels)
Cold outbound flow — Apollo → Clay → Instantly → Heyreach
1
List filtering in Apollo.io
Pull companies from Apollo filtered by industry vertical and employee count. Split at source: 50–100 employees goes to B1, under 50 to B2. Apollo is used for filtering and list building only — no enrichment happens here.
2
Enrichment in Clay.com
The Apollo list is pushed into Clay. Clay enriches each contact with LinkedIn profile data, company website content, decision maker title, email, and phone. B1 contacts receive full enrichment including LinkedIn URL and personalisation variables. B2 contacts receive basic enrichment — company name, industry, and primary contact.
3
Personalised email sequences in Instantly
B1: 4-step sequence, enriched personalisation fields from Clay used in email 1. Emails 2–4 are shorter text-only follow-ups. B2: 3-step industry-segmented templates, higher volume. Both tracks use rotating warmed-up inbox pool across 10–16 domains.
4
LinkedIn outreach via Heyreach — B1 track (on email open)
When Instantly detects an email open or click from a B1 contact, a LinkedIn connection request is queued in Heyreach from the business owner's personal profile. If accepted, a 2-step message sequence starts — a brief introduction followed by a soft conversation-starter. No automated selling — purely relationship-building.
5
Website visitor identification — RB2B
RB2B pixel installed on the company website identifies the company and individual behind anonymous website visits. If a visitor arrives via an Instantly email click, a HubSpot contact is created and a cold caller task fires immediately: "High-intent visit — website viewed within 24 hours — call now."
6
Warm lead graduation → HubSpot CRM
A contact is only created in HubSpot when a clear intent signal is confirmed — email reply, LinkedIn reply, website visit from email click, or an inbound call. Contact removed from Instantly sequences. Deal created at "Connected" stage. Cold caller takes over manually.
Hot — act within 1 hour
Email reply — any response
LinkedIn reply via Heyreach
Inbound call to business number
Website contact form submitted
Create contact + deal immediately
Warm — act within 24 hours
Website visit from email link click
Same email opened 2+ times
3+ website pages visited in one session
Website visit + at least 1 email open
Create contact + cold caller task
Pre-warm — monitor closely
LinkedIn connection accepted via Heyreach
Email opened once — no click
Website visited from unknown source
LinkedIn profile viewed (Sales Navigator)
Tag in Instantly — priority sequence
Email open rate
30–40%
Benchmark: 25–35%
Reply rate
3–6%
B1 enriched sequences
LinkedIn accept rate
15–25%
B1 Heyreach connections
Qualified leads
3–6 / mo
Into HubSpot pipeline
Both Funnel A (Enterprise) and Funnel B (SMB) merge into a single shared pipeline from the Site Walkthrough stage onward. The sales process is identical from this point regardless of account size. The Account Tier property (Enterprise or SMB) keeps reporting separated even within the shared pipeline.
Shared pipeline stages
Both funnels from walkthrough onward
Site walkthrough scheduled
Date confirmed
Proposal in preparation
48hr target
Proposal sent
Quote delivered
Negotiation
Feedback or approval pending
Closed won
Contract signed
Closed lost
Reason required
1
Site walkthrough scheduled
An in-person visit to the prospect's facility has been agreed and a date is booked. Applies equally to Enterprise and SMB deals. Everything from here is identical regardless of account tier.
Enters when
Specific walkthrough date confirmed and logged as a meeting in HubSpot — linked to the deal record
Moves to next when
Walkthrough completed and notes logged — square footage, scope, frequency, and special requirements recorded
2
Proposal in preparation
Walkthrough completed. Measurements and scope of work noted. Proposal document being built. Target: delivered within 48 hours of the site visit. A countdown task is auto-created in HubSpot when walkthrough is marked complete.
Enters when
Walkthrough marked complete in HubSpot — 48-hour task auto-created
Moves to next when
Proposal document sent to the prospect — marked as sent in HubSpot
3
Proposal sent
Quote delivered. A follow-up sequence starts automatically — check-in email on day 3, call task on day 7, final nudge on day 14 if no response. Deal stays here until the prospect responds with approval, questions, or requested changes.
Enters when
Proposal marked as sent in HubSpot — follow-up sequence auto-starts
Moves to next when
Prospect responds with feedback, questions, change request, or verbal approval
4
Negotiation and follow-up
Prospect is engaging with the proposal — questions, price adjustments, or internal approval needed. SMB: typically days. Enterprise: can extend to several weeks for procurement sign-off or board approval.
Enters when
Prospect engages with the proposal — replies with questions or confirms they are reviewing internally
Moves to next when
Both parties agree on terms and prospect is ready to sign — verbal confirmation received
5
Closed won
Contract signed and returned. Client handed to operations for onboarding. Deal value and close date locked in HubSpot. Account automatically enters the post-win sequence — welcome email, satisfaction check-ins, and review requests.
Enters when
Signed contract received — deal marked Closed Won, contract file attached, renewal date property set
Triggers automatically
Onboarding email sequence, 14-day satisfaction check-in, renewal date reminder, and review request at 30 days
6
Closed lost
Deal did not proceed. A closed lost reason must be selected before the deal can be moved here. This data feeds into monthly pipeline reviews and targeting refinement. Contact record retained and tagged for potential future re-engagement.
Enters when
Prospect confirms they are not moving forward — closed lost reason is required (dropdown field)
Closed lost reason options
Price too high · Incumbent retained · Timing not right · No budget · Went with competitor · No response after follow-up · Out of service area
Walkthrough → proposal
90%+
Proposals sent after every walkthrough
Proposal → close (SMB)
30–50%
SMB target range
Proposal turnaround
<48 hrs
From walkthrough to quote sent
Lost reason tracked
100%
Required field on all lost deals
Signal tiers — SMB outbound (Funnel B)
Hot — act within 1 hour
Email reply — any response at all
LinkedIn reply via Heyreach
Inbound call to business number
Website contact form submitted
Create contact + deal immediately
Warm — act within 24 hours
Website visit from email click
Same email opened 2+ times
3+ website pages visited in one session
Website visit + at least 1 email open
Create contact + cold caller task
Pre-warm — monitor closely
LinkedIn connection accepted via Heyreach
Email opened once — no click
Website visited from unknown source
LinkedIn profile viewed — Sales Navigator
Tag in Instantly — priority sequence
Demographic scoring
Applied at Clay enrichment stage
| Attribute | Score | Criteria |
|---|
| Employee count — B1 | +3 | 50–100 employees |
| Employee count — B2 | +1 | Under 50 employees |
| Industry vertical match | +3 | Corporate office, medical, industrial, hospitality |
| Within service area | +2 | Within ACC's geographic coverage zone |
| Vendor change signal | +2 | Job posting for cleaning services found in Apollo or Clay |
| Multi-location | +2 | 2 or more office locations found |
| DM identified in Clay | +3 | FM, Ops Mgr, or Office Manager found and confirmed |
Behavioural scoring
Applied from live signals
| Behaviour | Score | Source |
|---|
| Email reply received | +10 | Instantly webhook |
| Website visit from email click | +8 | RB2B + Instantly |
| LinkedIn reply via Heyreach | +8 | Heyreach webhook |
| 3+ website pages visited | +5 | RB2B |
| Email opened 2+ times | +4 | Instantly open tracking |
| LinkedIn connection accepted | +4 | Heyreach |
| Email opened once | +2 | Instantly |
| Website visited — source unknown | +2 | RB2B |
Score thresholds and handoff SLAs
Score bands
0–5 pts — Cold, stay in Instantly sequence
Cold6–10 pts — Pre-warm, priority sequence
Watch11–15 pts — Warm, create contact + task
Warm16+ pts — Hot, create contact + deal now
Hot
Response SLAs
Hot lead — email reply, call, or form
Within 1 hrWarm signal — visit + opens
Within 24 hrsPre-warm — single open or LinkedIn
Within 72 hrsInbound form submission
Immediate
Inbound leads — people who contact ACC directly via the website form, a phone call, or a referral — skip the cold outreach funnel entirely. They already have intent. They enter the shared pipeline immediately at the "Connected" stage with a faster follow-up sequence.
Response target
<1 hour
First human contact
Auto-response
<5 min
Confirmation email sent
Proposal turnaround
<48 hrs
After site walkthrough
Follow-up cadence
D3, D7, D14
Auto-sequence
Inbound follow-up sequence
| Timing | Action | Purpose |
|---|
| Immediate | Auto-confirmation email via HubSpot | Acknowledge receipt, set expectations on response time |
| Within 1 hour | Cold caller call task in HubSpot | First human touchpoint — goal is to schedule the site walkthrough |
| Day 2 if no answer | Follow-up email via HubSpot | Soft nudge with brief company intro and credibility |
| Day 4 | Second call attempt — cold caller task | Walkthrough scheduling push |
| Day 7 | Case study or social proof email | Build trust before the meeting |
| Day 10 | Third call + voicemail — cold caller task | Final push before cadence slows down |
| Day 21 | Check-in email | Long-game follow-up, keep door open |
| Day 45 | Final call + voicemail | Last attempt before archiving the lead as Closed Lost — No Response |
Proposal and contract flow
Proposal generation Needed
When a deal moves to "Proposal in preparation," automation pulls deal data — company name, service type, facility size, frequency — and pre-fills a proposal template. Draft created and attached to deal in HubSpot for Christian to review and send. Manual review preserved before every send.
HubSpot deal triggerPDF template
Proposal follow-up sequence Needed
Auto-starts when proposal is marked sent. Day 3: "Any questions?" email. Day 7: cold caller call task. Day 14: final check-in email. If no response by day 14, deal moves to "Stalled" and a manual review task fires for Christian.
HubSpot sequenceAuto-stage on no response
E-signature and contract Nice to have
On proposal acceptance, contract sent for e-signature via a tool like PandaDoc integrated with HubSpot. On signature received, deal moves to Closed Won automatically and onboarding sequence triggers.
PandaDoc or similarHubSpot integration
Invoice creation Nice to have at scale
On Closed Won, automation creates a draft invoice in the accounting system with deal properties pre-filled — client name, scope, monthly value, start date. Start manually until closing volume justifies the build.
Accounting integrationTriggered on Closed Won
Day 14 satisfaction
90%+
Target positive response
Review conversion
30%+
Google review rate
Referral conversion
15%+
Active client base
Annual churn target
<10%
Client retention
Client onboarding sequence
| Timing | Action | Owner | Purpose |
|---|
| Day 0 — contract signed | Welcome email auto-sent | HubSpot automation | Confirm start date, key contact, and what to expect on day one |
| Day 1 | Onboarding call task | Christian or team | Walk through access requirements, preferences, and any special instructions |
| Day 7 | First service check-in email | HubSpot automation | "How did your first clean go?" — catch issues early before they escalate |
| Day 14 | Satisfaction pulse | HubSpot automation | Single-question thumbs up/down survey stored as a contact property |
| Day 30 | 30-day review call task | Christian | Relationship-building — address any minor issues before they become churn |
| Day 30 (if satisfied) | Google review request email | HubSpot automation | Fires only if Day 14 satisfaction pulse was positive |
| Day 90 | Quarterly check-in email + call task | HubSpot automation | Ongoing relationship maintenance — reinforces commitment to the client |
Contract renewal tracking Needed
Contract end date recorded in HubSpot on Closed Won. Workflow fires 90 days before expiry — creates a renewal task for Christian and sends a light check-in email to client. At 30 days out a second email and call task fire. Goal is to initiate the renewal conversation before the client starts considering alternatives.
Referral program Nice to have
When a client has been active 90+ days and satisfaction is positive, a referral program email is sent. One month's discount for any referred business that signs. Track referred contacts with a "Referred by" property in HubSpot.
Churn risk flag Nice to have at scale
If a client goes 45+ days without any logged interaction, HubSpot flags the contact as "At Risk" and creates a task for the team. At higher volumes a scoring layer can monitor engagement trends and flag declining accounts before they reach the threshold.
Renewal KPIs
Renewal rate target: 90%+ of contracts renewed at expiry. Average contract length monitored as a deal property. Churn reason tracked when a client does not renew — same dropdown logic as Closed Lost. Data feeds into quarterly reviews and pricing strategy.
90%+ renewal rate targetChurn reason tracked
Core tools — needed from day 1
Essential
Core stackAll prices verified · Apr 2026
Central operational hub. Both funnel pipelines, cold caller task queues, contact and deal records, email sequences, nurture cadences, and all reporting. 2 seats covers Christian and the cold caller.
$180/mo
Automation backbone. Connects Apollo → Clay → Instantly → HubSpot. Handles all webhook-based triggers, signal routing, and workflow automations that span multiple platforms. Pro needed for priority execution on time-sensitive triggers.
$18.82/mo
List building and filtering only. Used to pull company lists filtered by industry vertical, employee count, location, and other criteria. The raw filtered list is then passed to Clay for enrichment. Apollo is not used for enrichment or sequences.
$49/mo
Enrichment engine only. Takes the Apollo list and enriches each contact with LinkedIn profile data, company website content, decision maker details, email, and phone. Feeds personalisation variables into Instantly sequences. Not used for list building.
$167/mo
Cold email sending platform for Funnel B. Rotating warmed-up inboxes across 10–16 domains, industry-segmented campaigns, A/B testing, engagement signal tracking, and webhook events that trigger Heyreach and HubSpot actions.
$97/mo
LinkedIn outreach automation. Used in both Funnel A (DM discovery and nurture alongside HubSpot cadence) and Funnel B (triggered on email open for B1 track). Sends connection requests and follow-up message sequences from the business owner's personal LinkedIn profile.
$79/mo
Core stack total
$590.82/mo
Growth tools — add when scaling
Scale phase
Growth stackAdd as volume increases
Required to run Heyreach effectively at scale. Enables decision-maker targeting by job title, industry, company size, and geography. Also used for manual DM research in Funnel A accounts. Unlocks advanced LinkedIn search filters for both funnels.
$49/mo
Identifies the company and individual behind anonymous website visits in real time. When a visitor arrives from an Instantly email click, a HubSpot task is fired for the cold caller within minutes. US-based visitors only at person level. Company-level ID is global.
$79/mo
Growth stack total
$128/mo
Core + growth combined total
$718.82/mo
Future phase tools
Optional — not included in totals above
Future / optionalBuild when volume justifies it
Sends contracts for e-signature on proposal acceptance. HubSpot integration auto-moves deal to Closed Won on signing and triggers onboarding sequence.
~$49/mo
Auto-creates a draft invoice on Closed Won with deal properties pre-filled. Start manually until closing volume makes this worth building.
~$30/mo
Total phases
5
Sequential delivery
Funnel A live
Week 4
First enterprise accounts active
Funnel B live
Week 6
First cold sequences sending
Full go-live
Week 8
All systems running
Week 1–2
Phase 1 — Foundation and alignment
Alignment call with Christian to confirm budget, tool stack, and priorities. HubSpot account audit. Build both pipeline structures — Funnel A, Funnel B, and shared — with all custom properties (DM fields, account tier, intelligence score, contract end date, source, closed lost reason). Set up cold caller saved views and task queue. Apollo and Clay accounts configured. Instantly inbox warm-up audit. Heyreach LinkedIn seat connected.
HubSpot pipelinesApollo + ClayAlignment call
Week 3–4
Phase 2 — Funnel A fully live
DM Discovery cadence workflows built in HubSpot — task auto-creation, unenrolment trigger when DM confirmed, auto-enrolment into 12-month nurture sequence. Heyreach LinkedIn outreach configured for Funnel A parallel running. Cold caller trained on HubSpot dashboard. First batch of enterprise target accounts imported as Company records. End-to-end test of full Funnel A flow.
Funnel A liveHeyreach Funnel ANurture sequences
Week 5–6
Phase 3 — Funnel B live
Apollo → Clay enrichment pipeline built for B1 and B2 tracks. Instantly campaigns set up, industry-segmented. Make.com webhook connects Instantly open/click events to Heyreach for B1 LinkedIn trigger. Warm lead graduation logic built — signal → HubSpot contact creation + cold caller task. 100-contact test run on B1 before scaling to full volume.
Funnel B liveHeyreach Funnel BTest run done
Week 7–8
Phase 4 — Inbound, shared pipeline, and full go-live
Inbound flow built — form to auto-response to cold caller task within 1 hour. Shared pipeline stages configured with all move triggers. Proposal preparation workflow with 48-hour task. QA pass across all paths. Christian sign-off. Scale Funnel B to first 500 contacts. Post-win onboarding sequence built and tested.
Full go-liveInbound activeQA signed off
Month 3+
Phase 5 — Optimisation, retention, and scale
Review first 90 days of Funnel B — open rates, reply rates, LinkedIn accept rates, lead quality. Refine email sequences and Heyreach messaging. Scale cold outreach to 2,000–5,000 contacts/month if deliverability holds. Add LinkedIn Sales Navigator and RB2B if budget approved. Post-win renewal tracking and review request workflows built. Monthly reporting cadence established.
Scale to 2–5K/moPost-win liveMonthly reporting