| name | post-demo-automation |
| title | Post-Demo Automation |
| description | Automates post-demo follow-up sequence for Epiphan AEs: demo recap emails, internal debrief notes, meeting scheduling, stakeholder expansion, and 5-touch momentum plans. |
| owner | Phil Sandler, Lex Evans (Epiphan Video Account Executives) |
| slack_channel | #epiphan-ae |
| category | Sales Automation |
| version | 1.0 |
| status | production |
| trigger_phrases | ["post-demo [company]","demo follow-up [company]","follow up after [company] demo","send demo recap","what's next after [company] demo","demo debrief [company]"] |
Objective
Automate the post-demo sequence for Epiphan Account Executives to maximize deal momentum. Within 2 hours of demo completion, generate:
- Demo recap email (Challenger-style, vertical-specific template)
- Internal HubSpot debrief note (MEDDIC scorecard, competitive intel, next-step flagging)
- Calendar event or check-in plan (scheduled meeting or 3-day follow-up)
- Stakeholder expansion research (if single-threaded)
- 5-touch momentum maintenance sequence (Day 0, 3, 7, 14, escalation)
Reduces manual work, ensures consistent follow-up quality, and flags at-risk deals early.
<quick_start>
Quick Start
- After demo ends, say: "post-demo Acme Corp" or "demo debrief Acme"
- Provide demo details (optional but faster): Who attended, key takeaways, any objections
- Skill collects data via Clari (recording), HubSpot (deal/contacts), Google Calendar
- Within 30 seconds, you get:
- Gmail draft (recap email ready to customize & send)
- HubSpot note (internal summary with MEDDIC update)
- Calendar invite draft (if next meeting confirmed) OR Day +3 check-in email
- Stakeholder expansion plan (LinkedIn research, loop-in email draft)
- 5-touch sequence outline (Day 0, 3, 7, 14, escalation triggers)
- Review & send — all outputs are drafts; you customize tone and timing
</quick_start>
<success_criteria>
Success Criteria
- ✅ Demo recap email sent within 2 hours of demo end
- ✅ HubSpot deal note logged with MEDDIC update + competitive status
- ✅ Next meeting scheduled (or 3-day check-in drafted)
- ✅ Single-threaded deals flagged; stakeholder research drafted
- ✅ All 5 action items (recap, note, meeting, stakeholder, momentum) completed
- ✅ Deal stage advanced if demo was successful
- ✅ At-risk flags (no EB, unresolved objections, competitor) surfaced to AE
- ✅ BDR escalation auto-triggered on Day 14 if no response
</success_criteria>
Workflow: 5-Stage Post-Demo Automation
Stage 1: Data Collection (Parallel Calls)
Execute in parallel to minimize latency:
-
Clari Call Intelligence
clari_search_calls — find demo recording (last 24h, attendee email)clari_get_call_summary — extract: key conversation points, objections raised, questions asked, action items discussed, buyer sentiment
-
HubSpot Deal Context
hubspot_get_deal — deal name, amount, stage, close date, notes, associated contactshubspot_search_contacts — all attendees + their titles, engagement score
-
Calendar & Activity
get_upcoming_meetings — check if next meeting already scheduled (next 30 days)ask_agent — full activity timeline (calls, emails, notes) last 7 days for context
-
Output: Structured data object with demo metadata, attendees, deal stage, sentiment
Stage 2: Demo Recap Email (Challenger-Style)
Generate Gmail draft with vertical-specific template:
Email structure:
- Subject line: "Quick recap: [Company] demo + next steps" or "Thoughts on [Product] for [Company]"
- Opener (2 lines): Gratitude + curiosity ("Thanks for your time on the call. A few thoughts from my side...")
- Key takeaways (3 bullets max): Use Challenger Sale "Teach" angle — one insight they may not have considered
- Their action items: Summarize what THEY committed to (review ROI, check with IT, etc.)
- Our action items: What YOU'RE doing (send case study, schedule follow-up, etc.)
- Next step: Specific date/time proposed ("Let's reconvene Tuesday at 2pm to discuss...")
- Resource: Vertical-specific (Higher Ed: CMS integration guide; Courts: compliance case study; Gov: security datasheet)
Vertical-specific angles:
- Higher Ed: CMS integration (Kaltura, Panopto, YuJa, Echo360, Opencast), faculty adoption, lecture capture ROI
- Courts/Legal: Courtroom recording compliance, evidence management, accessibility for remote proceedings
- Government: Security certifications, FISMA compliance, public records retention
- Corporate AV: Enterprise scalability, multi-room control, IT integration (Crestron, Extron comparison)
- Healthcare: HIPAA compliance, telemedicine recording, clinical documentation
- Houses of Worship: Live streaming, volunteer training, accessibility
- K-12: Teacher training efficiency, remote learning, parental engagement
Tone: Challenger-style (teach, don't regurgitate; position as peer advisor)
Stage 3: Internal HubSpot Debrief Note
Create deal note with:
- Demo outcome: ✅ Positive / ⚠️ Mixed / ❌ Negative (inferred from sentiment + action items)
- MEDDIC scorecard update:
- Metrics: Did they discuss ROI, budget constraints, or savings targets?
- Economic buyer: Attended? Engaged? Or still hidden?
- Decision criteria: What did they prioritize (ease of use, security, integration)?
- Decision process: Is there a formal evaluation? Timeline? Competitive RFP?
- Identified pain: What problem are we solving? Is it urgent?
- Champion: Who's most enthusiastic? Who's skeptical?
- Competitive intelligence: Any competitor mentioned? (Extron, Blackmagic, Crestron, vMix, Teradek)
- Next step: Scheduled meeting date or "awaiting feedback on [topic]"
- Confidence rating: 1-10 based on engagement + MEDDIC health
Flags (auto-surface to AE):
- 🚩 No economic buyer attended
- 🚩 No next step agreed
- 🚩 Competitor mentioned
- 🚩 Objection raised but unresolved
- 🚩 Only 1 attendee (single-threaded)
Stage 4: Next Meeting Scheduler
Conditional logic based on demo outcome:
Scenario A: Next step agreed (e.g., "Let's reconvene Tuesday")
- Extract date/time from Clari call or HubSpot notes
create_event — calendar invite (attendees: all demo attendees + AE)- Title: "[Company] - Follow-up: [Topic]" (e.g., "Acme - Follow-up: ROI Discussion")
- Description: Link to deal in HubSpot + key agenda items from demo
Scenario B: No next step agreed, but demo was positive
- Create Gmail draft: "Check-in" email (Day +3)
- Subject: "Any thoughts on the [Product] demo?"
- Tone: Light, non-pushy; offer to schedule a call if helpful
Scenario C: Objection raised, unresolved
- Create Gmail draft: "Objection response" email (Day +1)
- Use LAER framework (Listen, Ask, Explore, Respond)
- Example objection: "We're waiting to see if our Extron system can integrate"
- Response: Acknowledge → Ask timeline → Offer to loop in their IT → Share integration guide
Scenario D: Demo was negative or attendees disengaged
- Flag for AE review + create "recovery" email draft
- Propose alternate approach or deeper discovery call
Stage 5: Stakeholder Expansion
If deal is single-threaded (only 1 attendee) OR only 1 attendee was truly engaged:
-
Research via Apollo:
- Identify 2-3 likely stakeholders (CFO/VP Finance if budget/ROI discussed; IT Director if integration discussed; Operations if deployment discussed)
- Pull titles, emails, LinkedIn profiles
-
Create "loop-in" email draft:
- AE sends to champion, asking them to forward/introduce to stakeholder
- Example: "Hey [Champion], I wanted to loop in [IT Director] since we discussed integrations — could you forward this to them?"
- Includes short value prop + relevant resource (case study, demo video)
-
LinkedIn outreach talking points:
- If champion can't loop them in, prepare LinkedIn request + message for AE
- "I connected with [Champion] on the [Product] opportunity at [Company]..."
Stage 6: 5-Touch Momentum Maintenance Sequence
Outline the follow-up cadence (AE decides execution method: Gmail scheduled send, BDR, or calendar reminders):
Day 0: Demo recap email (Stage 2 output) — sent within 2 hours
Day 3: Check-in email
- "Did you have a chance to review the [resource] I shared?"
- "Any questions on the [key takeaway] we discussed?"
- CTA: "Let's schedule 15 min if helpful"
Day 7: Value-add resource
- Send: relevant case study (similar company/vertical), ROI calculator, or peer reference
- Subject: "Thought you'd find this useful from [similar company]..."
- Position as "sharing what similar teams are doing" (Challenger angle)
Day 14: Escalation threshold
- If no response by Day 14: escalate to BDR (Tim Kipper)
- BDR emails champion or unknown stakeholders (if found in Stage 5)
- BDR may propose lower-touch option or alternative meeting format
Escalation triggers:
- No response after Day 14
- 2+ emails opened but no reply
- Deal stage hasn't advanced
- Competitor confirmed + no differentiation discussed
Stage 7: Deal Stage Automation
Recommend HubSpot stage advances based on demo outcome + MEDDIC health:
Successful demo (positive sentiment + action items + next step agreed):
- Current stage: "Presentation Scheduled" → Recommend advance to: "Decision Maker Bought-In"
- Current stage: "Qualified Lead" → Recommend advance to: "Presentation Scheduled"
- Update properties:
next_step: [Date + topic of next meeting]last_demo_date: [Today's date]demo_outcome: "Positive"demo_attendee_count: [Number]economic_buyer_attended: Yes/Nocompetitor_mentioned: [Yes + name] or No
Unsuccessful or mixed demo (negative sentiment, objection unresolved, no next step):
- Flag for AE review; do NOT auto-advance
- Recommend recovery action: deeper discovery call, involve specialist, or escalate
- Update properties:
demo_outcome: "Mixed" or "Negative"unresolved_objections: [List]next_action: [Recovery recommendation]
Special flags in HubSpot:
- Add tag: #post-demo-[date]
- Add tag: #single-threaded (if Stage 5 triggered)
- Add tag: #competitor-[name] (if competitor mentioned in Stage 3)
- Add tag: #needs-follow-up-[date] (for Day 14 escalation threshold)
Dependencies
Required MCPs / Tools
- Clari (clari_search_calls, clari_get_call_summary) — extract demo recording + sentiment
- HubSpot (hubspot_get_deal, hubspot_search_contacts, deal updates) — deal context + contact research
- Apollo (for stakeholder expansion research)
- Gmail (gmail_create_draft) — compose recap email
- Google Calendar (create_event) — schedule next meeting
- Epiphan CRM MCP (activity_get_timeline, ask_agent) — full engagement history
Related Skills (Integration Points)
- meddic-call-prep-auto — uses MEDDIC framework for Stage 3 scorecard
- deal-momentum-analyzer — references deal health scoring; can hand off high-risk deals
- challenger-sale — Teach-Tailor-Take Control framework for recap email (Stage 2)
- never-split-the-difference — objection response framing (Stage 4 Scenario C, LAER framework)
- close-plan-generator — updates close timeline based on Stage 7 deal stage advancement
- ae-handoff-brief — BDR can use for Day 14 escalation (Stage 6)
Configuration & Customization
Vertical-Specific Email Templates
Edit the vertical angle in Stage 2 for your use case:
- Higher Ed: Emphasize CMS integrations, faculty adoption ROI, lecture capture as institutional asset
- Courts/Legal: Highlight courtroom recording compliance, evidence chain-of-custody, remote accessibility
- Government: Lead with security (FISMA, FedRAMP), public records retention, audit trails
- Corporate AV: Focus on enterprise scalability, IT integration (Crestron/Extron comparison), multi-site rollout
- Healthcare: Emphasize HIPAA compliance, telemedicine use cases, clinical documentation efficiency
- Houses of Worship: Streaming reliability, volunteer onboarding, accessibility for members with disabilities
- K-12: Teacher efficiency, remote learning continuity, parental engagement through videos
Objection Response Library
Customize LAER responses in Stage 4 Scenario C for common Epiphan objections:
- "We have Extron SMP" → Position Pearl as upgrade (SMP discontinued; Pearl has cloud, AI)
- "Blackmagic is cheaper" → Emphasize integration ecosystem + support
- "Crestron can do this" → Highlight simplicity, no programming required
- "We're evaluating multiple vendors" → Offer POC or ROI calculator
Momentum Sequence Timing
Adjust Day 3, 7, 14 cadence in Stage 6 based on sales cycle length:
- Fast cycle (K-12, small Corps): Day 1, 3, 5, 10
- Standard cycle (Higher Ed, Mid-market): Day 0, 3, 7, 14 (default)
- Long cycle (Gov, Enterprise): Day 0, 5, 14, 30
Example Workflows
Example 1: Higher Ed Demo (Positive)
Trigger: "post-demo University of Michigan"
Stage 1 output:
- Clari: 45-min demo with CTO (IT), Director of Learning Tech (champion), 1 unknown attendee
- Sentiment: Positive; questions focused on integration timeline + Panopto sync
- HubSpot: Deal $85K, "Presentation Scheduled" stage, close date 60 days
- Calendar: No next meeting scheduled
Stage 2 (Recap Email):
- Subject: "Pearl + Panopto integration strategy for UMich"
- Opener: "Thanks for the thoughtful questions on Panopto sync..."
- Takeaway 1: "Pearl's direct API integration cuts transcoding time — your faculty time-to-publish drops from 4 hours to 15 min"
- Takeaway 2: "Kaltura + Echo360 customers report 40% higher lecture upload rate when encoding is automatic"
- Takeaway 3: "Deploy Pearl in one building, expand after faculty sees adoption gains"
- Action items: "You'll loop in IT for network feasibility; I'll send the Panopto integration roadmap"
- Next step: "Let's reconvene Thursday 2pm to discuss phased rollout"
Stage 3 (HubSpot Note):
- Outcome: ✅ Positive
- MEDDIC: Metrics (adoption %; time-to-publish), EB (CTO engaged, buying signal on timeline), Decision (Panopto as anchor, needs IT sign-off), Process (60-day eval window), Pain (faculty adoption friction)
- Confidence: 8/10
- Flags: None
Stage 4: Create calendar invite for Thursday 2pm
Stage 5: Research 1 more stakeholder (Provost for budget sign-off)
Stage 6 momentum plan: Day 0 (recap sent); Day 3 (Kaltura case study from similar university); Day 7 (POC timeline proposal); Day 14 (escalation if silent)
Example 2: Corporate AV Demo (Mixed - Competitor Mentioned)
Trigger: "demo follow-up TechCorp headquarters"
Stage 1 output:
- Clari: 30-min demo with Facilities Manager (not EB), muted AV Integrator (skeptical), Finance passed
- Sentiment: Mixed; questions focused on cost comparison with Crestron
- HubSpot: Deal $150K, "Qualified Lead" stage, close date unknown
- Calendar: No next meeting scheduled
Stage 2 (Recap Email):
- Opener: "I caught some interesting pushback on Crestron — wanted to address that directly..."
- Takeaway 1: "Crestron is excellent; Pearl is complementary (no programming, plug-and-play for new campuses)"
- Takeaway 2: "Your AV integrator mentioned integration concerns — Pearl's REST API is documented; many integrators adopt it in 1 sprint"
- Next step: "Let's get your AV integrator and Finance on a 30-min tech deep-dive Thursday"
Stage 3 (HubSpot Note):
- Outcome: ⚠️ Mixed
- Flags: 🚩 EB (Finance) didn't attend, 🚩 AV Integrator skeptical, 🚩 Competitor mentioned (Crestron)
- Confidence: 5/10
- Recommendation: "Involve AV integrator in follow-up; offer tech POC to build confidence"
Stage 4 Scenario C: Create objection-response email (LAER framework)
- Listen: "I heard concerns about Crestron integration..."
- Ask: "How is your integrator currently handling multi-room control?"
- Explore: "What if integration took 2 weeks instead of months?"
- Respond: Offer tech deep-dive + share REST API docs + peer reference (corporate with similar Crestron setup)
Stage 5: Research AV Integrator + Finance owner; draft outreach to champion (Facilities Mgr)
Stage 6: Day 3 (AV integrator case study); Day 7 (REST API integration guide); Day 14 (escalate to Tim for BDR re-engagement with Finance)
Example 3: Single-Threaded Demo (One Attendee)
Trigger: "post-demo Acme Corp"
Stage 1 output:
- Clari: 20-min demo with only one attendee (VP of Communications; technically an EB, but no IT/Finance present)
- HubSpot: Deal $60K, "Presentation Scheduled", close date 45 days
- Contact only: VP Comms; no IT, no Finance, no Ops
Stage 5 (Stakeholder Expansion) triggered automatically:
- Apollo research finds: IT Director, CFO, broadcast team lead
- Create draft email for VP Comms: "Could you loop in [IT Director] and [CFO]? I want to make sure we address integration + budget concerns..."
- Create LinkedIn outreach talking points for AE (if VP Comms can't loop them in)
Stage 6 momentum: Day 0 (recap to VP Comms); Day 5 (escalate to Tim to call IT Director cold); Day 10 (offer executive business review if VP Comms doesn't expand thread)
Execution Checklist
Before triggering post-demo automation:
After automation completes:
Troubleshooting
Problem: "Clari recording not found"
- Solution: Ensure demo was recorded in Clari; check attendee email matches Clari profile. If still missing, manually summarize demo in your request ("demo with CTO and IT Director, discussed integration timeline + ROI").
Problem: "HubSpot deal not found"
- Solution: Provide company name; skill will search HubSpot. If multiple deals exist, specify which stage (e.g., "Acme deal in Qualified Lead stage").
Problem: "No next meeting scheduled — what do I propose?"
- Solution: Skill creates Day +3 check-in draft by default. If buyer seems cold, request "recovery email" variant (deeper discovery call or involve specialist).
Problem: "Stakeholder expansion returned nobody new"
- Solution: Manual Apollo search recommended. Add stakeholders to skill input, or reach out to Tim (BDR) for cold outreach support.
Problem: "I want to customize the vertical angle"
- Solution: Edit the "Vertical-Specific Email Templates" section above before triggering skill. Or mention your vertical in the request ("post-demo Acme [Higher Ed]") and skill will auto-select template.
Advanced: Integration with Close Plan Generator
If using close-plan-generator skill:
- After demo automation completes, trigger close plan with deal ID
- Close plan uses MEDDIC scorecard (from Stage 3) + deal stage advancement (from Stage 7)
- Close plan proposes milestones for Days 14, 30, 60 (aligns with momentum sequence)
- AE updates HubSpot with close timeline; post-demo automation references it in Day 7 + Day 14 emails
Notes for Tim Kipper (BDR)
When AE escalates deal on Day 14:
- Check HubSpot note for flags (no EB, unresolved objections, competitor)
- Request from AE: attendee list, demo outcome, objections, and stakeholder expansion results
- BDR re-engagement strategies:
- Call IT Director / CFO (if single-threaded)
- Send peer reference (similar company, same vertical)
- Propose lower-touch option (30-min async video demo vs. live call)
- Loop in Epiphan product specialist if technical objections exist
- Update HubSpot with BDR activity; hand back to AE once champion re-engaged
Version History
- v1.0 (April 2026): Initial release with 5-stage automation, vertical templates, MEDDIC integration
- Roadmap: Add Slack notifications for momentum sequence; auto-escalation to BDR calendar; A/B testing on email subject lines
