Outreach Sequences¶
Three sequences. Use the right one for the right lead state.
- Sequence A — Cold outbound (no prior engagement), 7 touches across email + LinkedIn + phone, ~14 days
- Sequence B — Warm follow-up (engaged but no meeting), 5 touches across 10 days
- Sequence C — Post-demo nurture / trial conversion, 7 touches across 21 days
Every template below is copy-paste-ready. Customize the bracketed [tokens] per prospect.
Sequence A — Cold outbound¶
Touch 1 — Day 1 — Email (morning, prospect's local time)¶
Subject: A faster way to do D6433 / PROWAG / Part 139 surveys
Hi [first name],
Quick note. I came across your work at [organization] and noticed you're responsible for [pavement condition surveys / ADA audits / Part 139 inspections / facility surface inspections]. The way most people do this today involves a clipboard, a tablet, and a lot of walking; the way LAIRA does it involves the iPhone Pro that's already in your pocket.
Three things that might be worth a 15-minute look:
- 3 to 7 times more anomalies detected vs. manual inspection (Esri case study at SBD International Airport)
- Outputs cite the standard they implement — D6433 / PROWAG / ICAO / MUTCD by section
- ArcGIS feature service in your tenant, IFC export, PDF report — no new system to learn
If condition assessment is something you do, I'd be glad to walk through it. 15 minutes, your screen or mine.
[Caller first name] [Caller title — e.g., Sales Specialist, LAIRA App] Airwai, Inc. · [phone] · [email]
P.S. Free tier on the App Store if you want to try it before we talk: search "LAIRA Airwai" on the Apple App Store.
Touch 2 — Day 3 — LinkedIn connection request (with note)¶
Hi [first name] — sent you a note on [email] re: a 15-min look at LAIRA for your [D6433 / PROWAG / Part 139] work. Connecting here in case email's a less reliable channel for you. — [Caller first name]
Touch 3 — Day 5 — Email follow-up¶
Subject: Re: A faster way to do D6433 / PROWAG / Part 139 surveys
Hi [first name],
Bumping the note from Monday in case it got buried. The short version:
LAIRA is a $29/month app on the iPhone Pro and iPad Pro that turns a 1-hour walk into a fully-classified, ArcGIS-native, audit-ready pavement / sidewalk / airfield condition record. 3-7× more anomalies than manual. Every output cites the standard.
Worth 15 minutes?
[Caller first name]
Touch 4 — Day 7 — Phone call (or voicemail)¶
Hi, this is [name] from Airwai. I'm reaching out because you do [pavement / sidewalk / airfield] inspections at [organization] and I think there's a tool that's going to save you significant time. It's called LAIRA, it runs on the iPhone Pro you probably already have, and it's $29 a month with a free tier to start.
I sent you an email last week. If you have 15 minutes this week or next, I'd like to walk you through it briefly. My number is [phone]. I'll also try you again on email and LinkedIn. Thanks.
Touch 5 — Day 10 — Email with a different hook¶
Subject: The compliance-record problem you may not know you have
Hi [first name],
Different angle on the LAIRA conversation. The version of pavement inspection that's coming next has nothing to do with how fast you can do it. It has everything to do with whether the record holds up when an auditor or a plaintiff's lawyer asks where every number came from.
Every LAIRA output cites the section of the standard (ASTM D6433 §X1.14 for AC distresses, PROWAG R304 for curb ramp slopes, etc.). That's not a marketing line; it's how the product is built. Every paying customer gets an audit-grade record by default.
If that matters to you — and I think it does once you've been in a deposition — let's talk for 15 minutes. The free tier is at [App Store link].
[Caller first name]
Touch 6 — Day 12 — LinkedIn message (if connected) or phone retry¶
Hi [first name] — last attempt on my end. Free tier of LAIRA is on the App Store (search "LAIRA Airwai"); if you ever want to chat through it, I'm here. — [Caller first name]
Touch 7 — Day 14 — Breakup email¶
Subject: Closing the file
Hi [first name],
Closing the file on my end. If LAIRA isn't the right tool for your workflow, no worries — I'll get out of your inbox. If anything ever changes, the App Store link is below and my contact info is in the signature.
All the best, [Caller first name]
App Store: search "LAIRA Airwai" — free tier available, no credit card. Standards we map to: docs.airwai.com
After Touch 7, mark the prospect as "cold dead" in HubSpot. They can re-enter a sequence after 90 days with new context or new persona.
Sequence B — Warm follow-up (engaged but no meeting yet)¶
Use when the prospect has opened an email, clicked a link, accepted a LinkedIn connection, or downloaded the Free tier but not booked a demo.
Touch 1 — Day 1 — Email¶
Subject: Noticed you took a look — want to walk through it?
Hi [first name],
I saw you [opened my note / clicked the docs link / downloaded LAIRA from the App Store]. Glad you got a look at it.
A few of the questions that come up most often at this stage:
- Does my iPhone work? (Yes, if it's iPhone 12 Pro or newer with LiDAR)
- Does the data go to my ArcGIS tenant? (Yes, native; you keep your data)
- What's the standards-mapping look like for [their specific use case]?
I'd be glad to walk through any of these in 15 minutes, or send you a 5-minute pre-recorded demo if that's easier. Which would help more?
[Caller first name]
Touch 2 — Day 3 — Phone¶
Phone follow-up referencing their engagement specifically. If voicemail:
Hi [first name], it's [caller] from Airwai. Saw you took a look at LAIRA and wanted to follow up briefly. 15 minutes when convenient — give me a call back at [phone], or grab a slot on my calendar at [link]. Thanks.
Touch 3 — Day 5 — Email (case study)¶
Subject: How [San Bernardino Intl Airport / a comparable customer] uses LAIRA
[first name],
Thought you'd want a concrete example. San Bernardino International Airport runs LAIRA for their Part 139 self-inspection program. They went from a once-a-month manual walkdown to a weekly LiDAR-grade scan, and Esri published the case study because the anomaly-detection rate was 3 to 7 times what their team was catching by hand.
15 minutes to walk through what that looks like for [their context]?
[Caller first name]
Esri case study (one-pager, no signup required): [link]
Touch 4 — Day 7 — LinkedIn message¶
Hey [first name] — wanted to add one more channel in case email's a slog. Whenever you're ready, 15 min, your schedule. Calendar: [link]. — [caller]
Touch 5 — Day 10 — Final phone¶
Phone call with a specific ask: "Yes, schedule something" / "Not right now, here's when" / "No, take me off the list." Honor whichever answer they give.
Sequence C — Post-demo nurture / trial conversion¶
Use when the prospect has demoed and started a Free or Pro trial but hasn't converted yet.
Touch 1 — Day 1 of trial — Welcome + first-scan ask¶
Subject: Your LAIRA trial — here's the 30-min first-scan path
Hi [first name],
Welcome to LAIRA. Your trial gives you full Pro features for 30 days, no card required. Two things to do this week:
- Do your first real scan. Pick a parking lot, a stretch of sidewalk you walk anyway, or a piece of taxiway. The setup is on the App Store landing page; takes ~15 minutes including the walkthrough.
- Push to ArcGIS. Open Settings → ArcGIS Connection in the app. Connect your tenant. Run a scan and watch it appear as a feature service in your ArcGIS Online.
When you've done both, tell me how it went. I'll send a follow-up at the 7-day mark to check in.
[Caller first name]
Quick-start guide: [docs link]
Touch 2 — Day 3 — Check-in¶
Subject: First scan done? Any blockers?
Hi [first name],
3 days into your trial. Two questions:
- Did you get a first scan done?
- Any blockers on the app, the ArcGIS push, or anything else?
If anything's stuck, I can do a 15-minute screen-share to unblock you. If everything's smooth, no need to reply.
[Caller first name]
Touch 3 — Day 7 — Pivot to value¶
Subject: What did the data tell you?
[first name],
A week in. What's the data telling you that the manual process wasn't?
The conversation I want to have at the end of the trial isn't whether the app works — it's whether the data is something you can actually use to make decisions. If yes, we should talk about converting to Pro before the trial ends. If not, I want to know why so we can fix it.
15 minutes this week?
[Caller first name]
Touch 4 — Day 14 — Halfway nudge¶
Subject: Halfway through — let's compare
Hi [first name],
Halfway through your trial. A favor: send me one number. The one number that, if it changes for the better in the next 6 months, makes LAIRA worth $29/month to you.
Examples: - "Hours per inspection cycle: from 20 to 4." - "Anomalies caught per audit: from 30 to 90." - "Days from scan to ArcGIS-published record: from 7 to same-day."
Whatever that number is, that's the conversation we should have at conversion time.
[Caller first name]
Touch 5 — Day 21 — Pre-conversion ask¶
Subject: 9 days left — let's lock in annual
Hi [first name],
Your trial ends in 9 days. Three options:
- Annual prepay, $288/year for Pro. Lock in current pricing, save $60 vs. monthly. My recommendation if you're getting value.
- Monthly Pro, $29/month. Auto-renews. Cancel anytime.
- Downgrade to Free with the 60-minute or 5-km cap. Useful if you scan less than once a month.
Want a 5-minute call to pick the right one? Calendar: [link].
[Caller first name]
Touch 6 — Day 26 — Conversion close¶
Phone call. Direct ask: "Trial ends Friday. Annual or monthly?"
Touch 7 — Day 28 — Last email¶
Subject: 2 days left — easiest path
[first name],
Two days left on the trial. The easiest path:
- Annual prepay link: [link] — $288/year
- Monthly link: [link] — $29/month
If you're staying with Free, no action needed; the app keeps working at the Free-tier limits.
Thanks for trialing. Whatever you choose, glad you gave it a real run.
[Caller first name]
Sequence rules¶
- One sequence per prospect at a time. Don't run A and C concurrently — it's confusing for them and wastes touches.
- Stop when they say stop. Any explicit "remove me" / "unsubscribe" / "not interested" honors immediately. Update HubSpot, exit all sequences, no further outreach for 12 months.
- Adapt the language. The templates above are skeletons. The persona-specific language (D6433 for Maya, PROWAG for Sarah, Part 139 for James, OSHA 1910.178 for Carmen) makes them work; sending Maya a script written for James is a wasted touch.
- Track in HubSpot. Every touch logged. Every reply logged. Every status change logged. See operations/lead-lifecycle.md.
- Don't be a robot. When a prospect replies with even a fragment of context, drop the sequence and write a personal reply. The sequence is the floor, not the ceiling.