SWAN × SIGNALPET01 / LAUNCH SCOPE

Launch
scope.

Two workflows. One parallel build.90 days / SignalPET × Swan

Turn existing demand into more booked calls.

Build two connected workflows in parallel: MQL-to-SQL conversion as the primary motion, and dormant-lead re-engagement with a dedicated no-show recovery path. Activate both through email and Google/Facebook retargeting.

“I think there’s a lot of potential in converting MQLs to SQLs.”

Rotem Lambez · September 14 scoping call · Translated from Hebrew

This launch focuses on the demand SignalPET already has, not on building a new lead acquisition motion. Swan will work as an embedded team to build, run and refine the engine, then hand it over to your team.

The 90-day build.

Days 1–14

Foundation & first launch.

Connect HubSpot and channel access. Establish eligible audiences, qualification rules, exclusions, messaging and reporting. Build both workflows in parallel and launch the first approved cohorts.

Days 15–60

Run, learn & expand.

Operate both workflows. Refine personalization, rebooking messages and retargeting audiences. Expand eligible cohorts as data quality, deliverability and results support it.

Days 61–90

Optimize & hand over.

Consolidate what works. Document audience rules, triggers, messages and reporting. Train the team and complete the operational handoff.

Day 1 · KickoffDay 14 · First-launch targetDay 30 · Performance check-inDay 60 · Results & next-phase reviewDay 90 · Handoff

The pilot starts on the confirmed kickoff date. The weeks of October 11 or October 18 were discussed; Rotem’s availability remains to be confirmed. Day 14 is a first-launch target, dependent on access, eligible data and campaign approval, not a promise that every cohort or channel will be live.

The baseline we are building against.

~300

SQLs in the quarter to date.
SignalPET defines an SQL as a call scheduled on the calendar, whether or not it has happened.

SQLs from email campaigns.
Email already converts. The opportunity is to move beyond generic campaigns using lead-specific context.

125

SQLs from paid Facebook.
A working demand channel. Paid Facebook leads retain the existing SDR qualification requirement.

Figures reported by Rotem on September 14, 2026. These are historical channel baselines, not pilot targets or retargeting-specific results. Eligible MQL volume, dormant database size, no-show rate and cohort conversion rates will be established with Luke at kickoff.

Two workflows. One parallel build.

The build direction is set. The kickoff will establish the operating rules and launch cohorts for both workflows, rather than ask your team to choose between them.

Primary build · Call-led priority

Convert unbooked MQLs into scheduled calls.

What it is: A context-aware follow-up workflow for eligible marketing leads who have not booked a call. Use their source, prior engagement and available clinic context to make the next message relevant.
Fires when: An eligible MQL enters HubSpot or engages with an approved campaign without a future meeting booked, after the agreed follow-up interval.
Who gets what: The marketing manager gets segmented audiences and personalized email campaigns to approve. Rotem and the paid team get eligible retargeting audiences. Replies and bookings are recorded in HubSpot and routed through the existing process.
Email & retargeting execution: Build approved email paths by source and engagement. Use eligible engaged-but-unbooked cohorts for Google/Facebook retargeting; refresh audiences and remove contacts as their status changes. Exact audience rules and platform eligibility are finalized during setup.
Working proof: An eligible MQL who had not booked responds to a context-specific message and schedules a call, with the touch history and booking visible in HubSpot. Cohort reporting shows whether conversion improves against the agreed baseline or holdout.
What we need from SignalPET: Luke’s lead-source and meeting fields; current email flows and suppression lists; ICP and qualification guidance; approved messages and booking links; email and ad-platform access.

Parallel build · Swan recommendation

Bring dormant leads back into conversation.

What it is: Recover value from historical HubSpot leads using their actual relationship history. Keep stale leads and missed meetings on separate paths: one restarts a relevant conversation, the other makes rebooking easy.
Fires when: A prospect crosses an agreed inactivity threshold with no active sales conversation or future meeting, or a meeting is marked as a no-show and clears the agreed recovery rules.
Who gets what: The marketing manager gets history-aware re-engagement and no-show email paths to approve. Rotem gets eligible retargeting cohorts. The existing record owner receives replies and rebookings through agreed HubSpot routing, without a new SDR calling motion.
Email & retargeting execution: Start with eligible cohorts such as conference contacts, article or webinar sign-ups and previous non-converting inquiries. Use prior interest to shape the message. Treat no-shows as interrupted intent, not cold leads. Former customers require a separately approved win-back rule before inclusion.
Working proof: A dormant prospect replies and books a call, or a no-show rebooks and attends. The original record retains the history, recovery touches and outcome; rebookings are reported separately from first-time bookings.
What we need from SignalPET: Luke’s no-show analysis and fields; contact and deal history; current AE/SDR follow-up flows; inactivity thresholds; customer and active-opportunity exclusions; messaging for each approved cohort.

Why build both together.

Both workflows use the same first-party data, messaging foundation and two marketing-owned channels. The primary workflow works today’s unconverted demand; the parallel workflow recovers demand already sitting in HubSpot.

A shared eligibility layer prevents duplicate outreach. A contact belongs to one active path at a time. Replies, bookings, opt-outs and active sales activity stop or suppress the relevant automation. No-show recovery stays distinct from cold re-engagement, and existing sales follow-up is checked before either starts.

How we will measure progress.

Measure	What it tells us	Reporting rule
New scheduled calls	Whether unbooked MQLs and dormant prospects convert into SQLs.	Count unique new bookings by workflow and cohort. Do not count email opens or replies as SQLs.
No-show recovery	Whether interrupted intent becomes a rebooked and attended call.	Report rebookings and attended recovered meetings separately. Do not present a rebooking as a new lead.
Cohort conversion	Whether the workflow improves on the current motion.	Set eligible denominators, observation windows and a baseline or holdout with Luke before launch.
Channel contribution	How email and retargeting support the same booking.	Log touches using campaign IDs and agreed tracking. Separate sourced and assisted bookings; count each booking once.

Numerical uplift targets will be calibrated from the actual eligible audience and conversion/no-show baseline. Retargeting activation depends on platform audience thresholds and policies. No booking or revenue guarantee is assumed.

What comes next.

01 · Confirm kickoff.

Rotem and Amos confirm the start date, the acting marketing manager as email owner, and the paid-channel contact. Keep leadership informed of the pilot and its measurement plan.

02 · Connect & baseline.

Swan provides one access request list. Luke maps HubSpot fields, shares no-show data and validates eligible audiences, exclusions and the reporting baseline.

03 · Build both paths.

Align on ICP, messaging and campaign rules. Configure both workflows in parallel, test the full path from audience entry to booking, and secure approval for the first live cohorts.

Then: launch approved cohorts, review results together and expand what is working through the remainder of the 90-day pilot.

Who owns what.

Swan + delivery partner

Lead delivery and the working cadence. Build integrations, eligibility rules, workflows, email execution and retargeting audience orchestration. Run tests, report results, iterate and prepare the handoff.

Rotem & marketing

Rotem sponsors the pilot and owns the paid channel. The acting marketing manager owns email approval and performance. SignalPET supplies audience insight, value proposition, brand direction, approved creative and channel decisions.

Luke · HubSpot

Provide CRM access, field definitions, historical data and no-show analysis. Validate exclusions, existing follow-up ownership, booking attribution and additive reporting fields.

HubSpot remains the system of record. New reporting fields are additive and reviewed with Luke; existing ownership, lifecycle and routing rules are not overwritten. Nothing sends and no ad campaign activates without SignalPET’s approval of the content, audience and operating rules.

Before build starts.

Access & channel readiness.

Luke enables HubSpot access. Marketing supplies the approved email setup; Rotem connects the paid team and Google/Facebook audience permissions. Validate tracking, audience policies and contact eligibility before activation.

Data & overlap rules.

Rotem obtains Luke’s no-show analysis. Confirm inactivity definitions, eligible volumes, active-customer/opportunity exclusions and how the pilot avoids current AE/SDR follow-up. Existing paid Facebook qualification stays intact.

Named approvers & baseline.

Confirm the email owner, paid-channel operator and reply handler. Provide campaign examples and messaging feedback. Establish success measures and leadership visibility without making a new sales-led rollout a prerequisite.

Beyond the initial deployment: likely fast followers.

The initial deployment starts with MQL-to-SQL conversion and dormant-lead re-engagement. The foundation we build is designed to support additional use cases, not stop at these two.

SDR activation and cold calling are the most natural next step discussed on the call: use the pilot’s results to bring the sales team into the motion, then add talk tracks, lead prioritization and faster follow-up.

AE deal acceleration and customer expansion can follow as the engine gains context across the buying journey. New lead acquisition and targeted former-customer win-back are further opportunities to assess against results and business priorities.

These are likely fast followers rather than commitments for the initial deployment. At the day-60 review, we will use the evidence to recommend the next use cases, align the relevant owners and define how to extend the build. Existing qualification, routing and acquisition campaigns remain in place while that expansion is planned.

Your stack stays yours.

HubSpot is the center of the build. Existing email campaigns and Google/Facebook paid accounts remain the execution channels. Gong can inform messaging where access is useful. Existing Clay enrichment is reused where it adds reliable context; it is not replaced by default. Superset remains your analytics layer, with the launch measured first through the agreed HubSpot records and reporting.

One engine, two workflows, ready for your team to own.

By day 90, the handoff includes configured workflows, approved messaging, audience and suppression rules, reporting definitions, an operating playbook and team training. The closing review will show what converted, what needs further refinement and what a separately scoped next phase could add.

Jeremy Hurst
VP Autonomous GTM · Swan

Scope basis: SignalPET scoping call, September 14, 2026, and the supplied proposal build slide. Prepared October 6, 2026. The 90-day window and parallel-build plan reflect the updated delivery recommendation; detailed activation rules are established during kickoff. This scope covers delivery, not commercial terms.