The Situation
A B2B payments software platform generates a steady stream of inbound demo requests from mid-market and enterprise prospects, but deals stall for months after the first call with no clear system for keeping stalled prospects warm.
What They'd Already Tried
Sales followed up manually on an ad-hoc basis, and marketing sent the same generic monthly newsletter to the entire contact database regardless of where a prospect was in the sales process.
Where They Got Stuck
Deals that went quiet after an initial demo rarely came back on their own, and there was no system distinguishing a prospect who'd gone cold from one still evaluating internally — both got treated identically or, more often, not followed up with at all.
The Approach
- Build a lead-scoring model in the marketing automation platform that reflects actual buying-committee engagement, not just marketing email opens
- Create a stalled-deal nurture track specifically for demo-to-no-response prospects, distinct from top-of-funnel nurture, built around the objections that typically stall this kind of deal
- Set up automated internal alerts to sales when a stalled prospect re-engages (revisiting pricing, opening a proposal again), so follow-up happens at the actual moment of renewed interest
- Build role-specific content for the other buying-committee stakeholders (security, finance, ops) who influence enterprise payments decisions but rarely get anything from marketing directly
- Instrument the funnel to distinguish stages of stall — no response vs. active internal evaluation — so sales effort goes where a nudge can actually still move the deal
The Outcome
A structured system for keeping stalled enterprise deals warm instead of letting them go quiet indefinitely, expected to recover a share of pipeline that's currently being lost to inaction rather than an actual no.