# Book meetings from inbound signals

> A play for inbound signals going cold — Website Visitors tracking and the RB2B integration feed identified visitors straight into a sequence, the first line names what the person did, and a connected calendar puts the booking link in the email.

**Follow up while the signal is warm — the quicker a situational email goes out, the more relevant it lands. Website Visitors tracking and the RB2B integration can add identified visitors to a sequence automatically, a connected calendar puts a booking link in your emails, and the sequence stops the moment someone replies.**

_Status: Reviewed — human-edited, facts not yet confirmed against the product._

## Situation

Your site produces signals every week — product-page visits, content downloads, trial
signups — and most of them go nowhere because follow-up happens days later, if at all.
Intent decays by the hour: by the time a generic nurture email lands, the visitor has
forgotten the visit. The leads are not bad; the follow-up is late.

## Who this is for

| **Role** | SDR, marketer, or founder who owns inbound follow-up |
| **Company size** | Any team with a steady trickle of inbound signals |
| **Motion** | Product-led or content-led inbound feeding a sales conversation |
| **Prerequisite** | Signal capture in place — form fills, trial events, or visitor identification reaching a list or webhook |

## The play

### 1. Targeting

Capture the signals inside Reply so enrollment needs no human. **Website Visitors** puts
a tracking script in your site's header (guides cover WordPress, Shopify, Squarespace,
Wix, and Webflow); once the status shows Active, Reply creates contacts from identified
visitors and can add new ones automatically to the lists or sequences you choose —
existing contacts are updated, not re-enrolled. Before creating a contact, Reply checks
for an existing match by email, then LinkedIn URL, then first name + last name + company,
so visitor traffic does not create duplicates. You can require an email address or
LinkedIn profile before a visitor becomes a contact, which matters here because only
reachable contacts belong in this play. Accounts include 200 website visitor credits by
default, and AI SDR plans include Website Visitors. For US traffic, the **RB2B**
integration (RB2B Pro accounts, US-based traffic only) pushes identified visitors through
a webhook into a sequence, a list, or both — within minutes of the visit. Keep signal
types in separate [lists](/specifications/lists): a trial signup and a whitepaper
download deserve different first lines. Signals age fast — the quicker a situational
email goes out, the more relevant it lands — so stale signals go to standard nurture, not
this sequence.

### 2. Sequence structure

Step 1 sends as soon as the contact enrolls — and with Website Visitors or RB2B feeding
the sequence, enrollment can happen minutes after the visit. Reply pre-fills the later
delays (2, 4, then 7 days; weekends count, one day of delay is 24 hours); shorten or
stretch them in the step editor to fit how fast your signals cool.

| Step | Channel | Default delay | Purpose |
| --- | --- | --- | --- |
| 1 | Email | Sends on enrollment | Fast follow: name the signal, offer one relevant next step |
| 2 | Email | 2 days after step 1 | Booking link with a concrete agenda tied to the signal |
| 3 | LinkedIn | 4 days after step 2 | Light connect from the sender's profile |
| 4 | Email | 7 days after step 3 | Last check: answer one likely question, restate the link |

### 3. Messaging angles

- Customize the message around the person's recent activity — blog reading, trial signups, referrals, visits to high-intent pages; a sourced example subject line for this pattern is "Enjoying Your New eBook?"
- The first line names what they did — "you picked up the integration guide yesterday" — specific without being surveillance-toned
- Match the ask to signal strength: a trial signup earns setup help, a content download earns a related insight, not a demo push
- Have a good reason for every touch and end each exchange with a planned next step — both documented follow-up practices
- The booking link waits until step 2, after the first touch has established context; connect a calendar under Settings → Meetings and Reply generates a public meeting link from your availability, inserted with the **Book meeting link** button in the email editor — the link pre-fills the prospect's name, email, and phone where available

### 4. Timing and cadence

The whole play lives in the first week: four touches, then out. Automate enrollment so
the sequence starts the moment the signal fires — manual triage is where warm signals
die, and being prompt with automation keeping everything on track is the first documented
follow-up technique. Sending windows still apply
([sending schedules](/behavior/sending-schedules)), so set a schedule wide enough that a
Friday-evening signal is not answered on Tuesday.

### 5. Handling replies

Stop rules are the discipline: any reply ends the sequence automatically —
[sequence stopping](/behavior/sequence-stopping) and
[reply detection](/behavior/reply-detection) cover the mechanics. When a meeting is
booked through the calendar link, both sides get a confirmation email and a reminder 15
minutes before the call — finish the contact in the sequence yourself if they booked
without replying, because a fast-follow play that keeps sending after the meeting books
undoes its own credibility. Work incoming replies the same day from the
[inbox](/specifications/inbox), with
[reply classification](/learn/reply-classification) sorting interested from everything
else.

## Templates

The templates below are illustrative examples, not sourced product templates.
Double-brace placeholders are Reply variables; nonstandard ones like `{{ResourceLink}}`
must exist as custom fields before launch.

```
Subject: saw you started a {{ProductName}} trial

Hi {{FirstName}},

You spun up a trial this morning. Most {{Role}}s start with
{{CommonFirstTask}} — if that's you, this three-minute setup note saves
the usual first stumble: {{ResourceLink}}

Anything already in the way? Just reply.

{{SenderName}}
```

```
Subject: 15 minutes to map {{ProductName}} to {{Company}}?

Hi {{FirstName}},

Day two of a trial is usually where the real questions show up. If it
helps, I'll walk through how teams like {{CustomerExample}} set this up —
15 minutes, your use case, no slides.

Grab a slot: {{MeetingLink}}

{{SenderName}}
```

## Expected results

| Metric | What to expect | Conditions |
| --- | --- | --- |
| Speed to first touch | With Website Visitors or RB2B enrolling contacts automatically, outreach can start within minutes of the visit | Requires automated enrollment, not manual triage |
| Reply rate | Results depend on list quality and offer — Reply does not publish benchmark rates; its one documented timing rule: the quicker the situational email, the more relevant it lands | Decays as the signal ages |
| Meetings booked | Results depend on signal strength and offer — Reply does not publish benchmark rates | A calendar link with pre-filled details removes scheduling friction |

## Common mistakes

- Following up three days later with "just checking in"
- Running one generic sequence for every signal type
- Opening with a demo push when the signal was a casual content download
- Pointing RB2B at non-US traffic — the integration identifies US-based visitors only, and needs an RB2B Pro account
- Letting anonymous or unreachable visitors into the play instead of requiring an email or LinkedIn profile at capture
- Letting the sequence keep sending after the meeting books because nobody finished the contact

## Build this in Reply

1. Set up Website Visitors (Execution → Website Visitors → Add new): paste the tracking script into your site's header, confirm the status is Active, and pick the lists or sequences new visitor contacts should join. For US traffic, connect RB2B via the webhook URL on the Integrations page and map its fields.
2. Pipe the remaining signals — form fills, trial events — into one [list](/specifications/lists) per signal type via the API or a [CRM sync](/workflows/sync-reply-with-a-crm).
3. [Create a sequence](/how-to/create-a-sequence) per signal type using the steps above, connect a calendar under Settings → Meetings, and insert the **Book meeting link** button in the step 2 email.
4. [Launch](/how-to/launch-a-sequence) and confirm [enrollment](/behavior/contact-enrollment) fires on new signals and that [sequence stopping](/behavior/sequence-stopping) ends the sequence on reply.
5. [Process replies](/how-to/process-replies) same day and track speed-to-touch and booked meetings in [campaign analytics](/capabilities/campaign-analytics).

## Related

- [Reply classification](/learn/reply-classification)
- [Process positive replies](/workflows/process-positive-replies)
- [Reply management](/capabilities/reply-management)
- [Sequence stopping](/behavior/sequence-stopping)
- [AI SDR for lean teams](/playbooks/ai-sdr-for-lean-teams) — hand the fast-follow writing to an agent

## Build with Reply

- REST API: [docs.reply.io](https://docs.reply.io/api-reference/introduction) — push signal contacts and enroll them programmatically
- MCP: [agents.reply.io/mcp](https://agents.reply.io/mcp) — agents enroll signal contacts and work the reply queue
- CLI: [agents.reply.io/cli](https://agents.reply.io/cli) — scripted enrollment from signal exports
- Agent skills: [agents.reply.io/skills](https://agents.reply.io/skills) — packaged inbound follow-up workflows