Brainforge Knowledge

mcgaw-sequence-analysis

7 min read

McGaw Follow-Up Sequence Analysis

Source: Eden Health email thread with McGaw (May-June 2025)
Purpose: Extract patterns and learnings for HubSpot lead nudge agent
Date: 2026-02-17

Sequence Overview

Timeline: May 8 - June 24, 2025 (47 days)
Total Messages: 21 messages
Outcome: Got response (though Robert said he wasn’t expecting them to bite)

Participants:

  • MC Gregorio (Sales Executive Assistant) - Primary follow-up
  • Sarah Burns (People Ops / EA) - Took over mid-sequence
  • Dan McGaw (Founder / CEO) - Escalated at end
  • Asa Hochhauser (Director, Alliances) - Initial contact, then left

Message Sequence Breakdown

Touch 1-2: Initial Follow-Up (MC, May 12-15)

Pattern:

  • Calendar links in every message
  • Friendly, helpful tone
  • Value-add (blog post shared)
  • Multiple time options

Messages:

  1. MC (May 12): “Glad to connect! Let’s get some time on the calendar…”
  2. MC (May 15): “Some of the earlier time slots have been booked, here’s an update…”

What Worked:

  • Calendar links (Mixmax) made it easy
  • Multiple time options
  • Friendly, non-pushy tone

What Didn’t Work:

  • No response after 2 touches

Touch 3: Escalation Hint (Asa, May 21)

Pattern:

  • Acknowledges busy schedule
  • Value prop (“quick wins and longer-term efficiencies”)
  • Calendar link
  • Slightly more direct

Message:

  • Asa (May 21): “Totally understand how busy things can get, but would love to get some time…”

What Worked:

  • Acknowledged busy schedule (empathy)
  • Value prop angle

What Didn’t Work:

  • Still no response
  • Calendar link broken (Robert called this out)

Touch 4-5: Person Change (MC → Sarah, June 10-13)

Pattern:

  • Person change (MC → Sarah) kept it fresh
  • Acknowledged previous attempts (“seems we’re yet to find a good time”)
  • Specific time options (not just calendar link)
  • Escalation to CEO mentioned

Messages:

  1. MC (June 10): “Asa has moved on… Dan McGaw and Nik will step in…”
  2. Sarah (June 13): “Sarah here at McGaw - I’m picking up this chain…”

What Worked:

  • Person change created fresh touchpoint
  • Escalation to CEO mentioned (creates urgency)
  • Specific times offered

What Didn’t Work:

  • Still no response

Touch 6: CEO Escalation (Dan, June 16)

Pattern:

  • CEO directly involved
  • Very direct (“What works best for your schedules this week?”)
  • Cell number included (“Text me if you want to knock this out ASAP”)
  • Calendar link still included

Message:

  • Dan (June 16): “What works best for your schedules this week? My cell is [number]. Text me if you want to knock this out ASAP.”

What Worked:

  • CEO involvement creates urgency
  • Direct ask
  • Cell number = easy to respond
  • Calendar link still there

What Didn’t Work:

  • Still no response (but this was effective pattern)

Touch 7: Response Received (Robert, June 9)

Pattern:

  • Robert responded (though to earlier message)
  • Called out broken calendar link
  • Provided context (talking to other vendors, building roadmap)
  • Clarified what they’re looking for

Message:

  • Robert (June 9): “Your booking link doesn’t work. Let’s find time to chat this week.”

Key Insight:

  • Response came after multiple touches
  • Called out broken link (need to verify links work)
  • Provided context that helped McGaw understand opportunity

Touch 8-21: Continued Follow-Up (June 19-24)

Pattern:

  • Continued calendar links
  • Different time options
  • Person rotation (MC, Sarah, Dan)
  • Persistent but respectful

What Worked:

  • Persistence eventually got response
  • Multiple people kept it fresh
  • Calendar links always included

What Didn’t Work:

  • 21 messages may have been excessive
  • Some messages were too generic

Key Learnings

✅ What Worked

  1. Persistent Follow-Up

    • Multiple touches over 2+ months
    • Eventually got response (even if not ideal outcome)

  2. Person Rotation

    • MC → Sarah → Dan kept it fresh
    • Different people = different touchpoints

  3. Calendar Links

    • Every message included calendar links
    • Made it easy to respond

  4. CEO Escalation

    • Dan’s direct message was effective pattern
    • Cell number included (“Text me if you want to knock this out ASAP”)

  5. Value-Add Angles

    • Blog post shared early
    • Different angles tried (quick wins, efficiencies)

  6. Acknowledgment

    • “Totally understand how busy things can get”
    • “Seems we’re yet to find a good time”

❌ What Didn’t Work

  1. Broken Calendar Links

    • Robert called out broken link
    • Need to verify links work before sending

  2. Too Many Touches

    • 21 messages over 2 months may have been excessive
    • Should cap at 5-6 touches, then escalate or pause

  3. Generic Messaging

    • Some messages were too generic (“checking in”)
    • Need more specific context

  4. No Response Tracking

    • Hard to know if messages were read
    • No way to track engagement

Patterns to Apply

Touch 1-2 (0-1 touches, 10-14 days)

  • Friendly, helpful tone
  • Calendar links
  • Value-add (resource, insight)
  • Multiple time options

Touch 3-4 (2-3 touches, 15-20 days)

  • Acknowledge previous attempts
  • Different angle (urgency, value, competitive)
  • Escalation hint (“Happy to connect with [Founder]”)
  • Calendar links

Touch 5+ (4+ touches, 21+ days)

  • Direct ask (“What would help move this forward?”)
  • CEO escalation (“[Founder] would love to connect”)
  • Cell number (“Text me if you want to knock this out ASAP”)
  • Calendar links
  • Door-open close (“If timing isn’t right, totally understand”)

Escalation Pattern

  • Touch 3+: Suggest escalation to Sales/Founder
  • 21+ days: Escalate to Founder/CEO
  • High-value deals: Escalate earlier

Message Templates (Derived from McGaw)

Touch 1-3 Template (Every 5 days, Assistant)

Hi {{First Name}},

Quick check-in on {{Deal Name}}—wanted to make sure we're aligned on next steps.

{{Value-add: resource, insight, or case study relevant to their situation}}

Would {{Day}} at {{Time}} work for a quick call? Here are a few options: {{Booking Link}}

Best,
{{EA Name}}

Touch 4-5 Template (Every 10 days, Assistant)

Hi {{First Name}},

Following up on {{Deal Name}}—wanted to see if we can find time to move this forward.

{{Different angle: competitive, ROI, or specific next step - NO urgency}}

Here are a few times that work: {{Booking Link}}

If it would be helpful to connect with {{Founder/Sales}} directly, happy to make that happen.

Best,
{{EA Name}}

Touch 6+ Template (Monthly, Value-add signaling)

Hi {{First Name}},

Wanted to share something that might be relevant to {{Deal Name}}:

{{Value-add: Relevant post, case study, or Brainforge update}}
- [Link to post/case study/update]
- [Brief summary of why it's relevant]

{{Optional: Brief context on where Brainforge is at if relevant}}

If you'd like to discuss how this might apply to {{Company}}, happy to find time: {{Booking Link}}

Best,
{{EA Name}}

Touch 4+ Template (CEO Escalation, After 3 assistant touches)

{{First Name}},

What works best for your schedules this week?

{{Founder Cell Number}}. Text me if you want to knock this out ASAP.

{{Booking Link}}

Best,
{{Founder Name}}

Important: Never include urgency/manipulation language like “time is running out” or similar pressure tactics.

Application to HubSpot Lead Nudge Agent (Refined)

Key Patterns to Implement:

  1. Touch Count Logic & Frequency

    • Touch 1-3: Every 5 days (assistant sends)
    • Touch 4-5: Every 10 days (assistant sends)
    • Touch 6+: Once per month (value-add signaling)
    • Track touches per deal with frequency rules

  2. Escalation Timing

    • Touch 1-3: Assistant only (EA sends)
    • Touch 4+: CEO escalation (after 3 assistant touches with no response)
    • Never escalate before 3 assistant touches

  3. Booking Links Always

    • Every message includes booking link (not embedded calendars)
    • Verify links work before sending

  4. Value-Add Angles

    • Touch 1-3: Resources, insights, case studies
    • Touch 4-5: Different angles (competitive, ROI - NO urgency)
    • Touch 6+: Value-add signaling (posts, case studies, Brainforge updates)

  5. Response Handling

    • Ideal response = meeting booking
    • If response (but not meeting) → HubSpot note with summarized context for EA action
    • EA takes action based on HubSpot note
    • Only escalate to executives if EA uncertain about follow-up

  6. Never Drop Off

    • Monthly value-add touches (Touch 6+) to stay top of mind
    • Avoid arbitrary quarterly follow-ups
    • Consistent monthly cadence with value-add content

  7. No Manipulation

    • Never use urgency language like “time is running out”
    • Never use pressure tactics
    • Respectful, value-forward messaging only

  8. Acknowledgment

    • Acknowledge previous attempts
    • Acknowledge busy schedules
    • Empathy in messaging

Status: Analysis complete - Patterns extracted for agent implementation
Next: Apply patterns to HubSpot lead nudge agent PRD

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