Today’s plays › All plays › Prospecting & research
Swap your product sequences for AI plays that start when a buyer shows intent, with reps reviewing first
Picked and checked by Olga Pearson, SalesUpLevel
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Reported by HubSpot, comparing MQL sequences in Feb 2025 with Prospecting Agent in Feb 2026: meeting booking rate 8% to 20%, opportunity creation 9% to 65%, closed-won 4% to 62%. In Feb 2026 marketing enrolled 4,337 prospects and got 61 meetings and 23 opportunities.
Case study: RevenueWell (customer) and HubSpot (vendor). RevenueWell, dental software for 11,200+ practices, replaced its product-specific sequences with AI plays: when a practice researches a related topic or visits a product page, the contact is enrolled in that product's play and the SDR gets a task. Emails started in review-first mode, so SDRs checked the agent's drafts before anything sent. They ran two motions: intent and site-visit outbound, and demo requests that never booked.
By Jennifer Craig (RevenueWell), in a HubSpot case study, Senior Growth Systems Manager, RevenueWell · Case study (HubSpot) ↗ · Apr 15, 2026
If you sell: review the AI's first emails before you let it send
- Pick your intent signals: research topics and visits to each product page.
- Build one play per product, not one generic sequence.
- When a signal fires, enroll the contact and give the SDR a task at the same time.
- Start in review-first mode: SDRs approve every AI email until the quality is proven.
- Keep demo requests that didn't book as a separate play so reporting stays clean.
- Remove contacts from the play automatically once a meeting is booked.
- Compare meeting and opportunity rates with last year's sequences for the same month.
Contact: [name, role, company]. Signal: [topic they researched / product page they visited, date]. Product: [product name and the one problem it solves]. Write a first email under 80 words that: 1) mentions the problem behind the signal without saying we tracked them, 2) gives one specific way [product] helps a business like theirs, 3) asks one yes/no question. Then write a 40-word follow-up for 3 days later that adds one new fact. Don't repeat any line from earlier emails: [paste previous emails].
If you lead a team: roll it out
- Pilot with two SDRs, as RevenueWell did, then replace one product sequence at a time.
- Measure meeting rate and opportunity rate per play.
Watch out for
- Vendor case study; HubSpot is selling the Prospecting Agent.
- The 62% closed-won figure compares two different setups a year apart; treat it as directional.
- Be careful about sounding like you watched their browsing; lead with the problem.
Source: HubSpot case study 'How RevenueWell Books 40% More Meetings for Dental Practices with Prospecting Agent', Apr 15, 2026. Case study: customer RevenueWell, vendor HubSpot. Results are as reported in the vendor case study; we did not measure them.
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