Replacing campaign bursts with always-on monitoring and reactivation for an identity security company
Pipeline rose with each campaign and fell between them. A connected system now watches accounts continuously and reopens conversations when a buying trigger appears.
- Challenge
Pipeline followed the campaign calendar, while identity buying windows opened in between.
- Approach
A connected system with always-on monitoring, reactivation and approval-gated outreach.
- Result
Cold and closed-lost accounts are watched continuously and reopened when a trigger fires.
The situation
An identity and security company generates pipeline in bursts around campaigns, webinars and events, then goes quiet until the next one. Between campaigns, nobody watches the accounts that went cold, the deals lost on timing or the prospects who deferred. Yet identity purchases follow events, not campaign calendars: an audit finding, a new CISO, an acquisition or a compliance deadline. Each quiet period lets buying windows open and close unnoticed.
The question that mattered
Can pipeline come from continuous attention to accounts rather than from the next campaign?
What we did
- 1
Define the trigger library
Set the events that reopen an identity buying window, such as audit findings, new CISO or IAM leadership, acquisitions, legacy directory retirement and regulatory deadlines.
- 2
Build always-on monitoring
Configure agents that watch target, cold and closed-lost accounts for those triggers, score them, and pass them into prioritisation and outreach.
- 3
Connect reactivation to meetings
Draft trigger-specific messages for the CISO or IAM lead, hold each for account-owner approval, and prepare a meeting brief when a buyer replies.
- 4
Operate with security-aware guardrails
Suppress accounts with open deals or active renewals, and never reference a prospect's own incident. LeadStrategus runs the system day to day, keeping CRM records and reporting current.
What we delivered
The evidence and working documents the team kept.
- Trigger library for identity and security buying windows
- Monitoring and reactivation agents covering target, cold and closed-lost accounts
- Approval, suppression and escalation rules for security-sensitive outreach
- Meeting briefs linking each conversation to its trigger
- Continuous reporting on triggers, reactivated accounts and meetings held
The outcome
Monitoring agents
watch cold and closed-lost accounts between campaigns, not only during them
Reactivation drafts
reach account owners when a trigger fires
Account owners
approve every message before it is sent
Campaigns
add to a continuous flow instead of restarting it
Sellers reopen lost deals with a specific reason, such as a new CISO or an audit deadline, rather than a generic check-in.
What changed in the GTM motion
Pipeline work no longer stops between campaigns. Campaigns still run, but monitoring and reactivation continue underneath them, and the team's attention goes to accounts whose situation has actually changed.
Services in this programme
Case studies
More programmes like this
Does your pipeline go quiet between campaigns?
Tell us where it is stuck. A founder replies within one working day.