Pool Builder
Turning Lost Deals Into a Long-Term Nurture List
The Challenge
A premier pool builder with long sales cycles knows better than most that “not right now” rarely means “never.” A custom in-ground pool is a significant investment, and prospects often spend six to twelve months gathering quotes or waiting for the right season. When a deal was marked lost in Pipedrive — whether the prospect went quiet, chose a competitor, or put the project on hold — that contact fell off the radar entirely.
The company had a Constant Contact account set up for email marketing, but getting lost prospects into it was a manual step that almost never happened. There was no owner, no enforcement, and no process. An internal audit found that fewer than one in five lost deals ever made it onto a nurture list — meaning hundreds of contacts who had expressed genuine interest in a $50,000-plus project heard nothing from the company again. The marketing coordinator estimated she spent two to three hours a week on the rare occasions she did attempt manual exports, and the results were still inconsistent.
The Solution
We built a workflow that watches Pipedrive for any deal marked as lost. The moment that stage change happens, the workflow pulls the contact’s information, formats it to match Constant Contact’s structure, and adds the person to the appropriate nurture list — automatically, with no action required from anyone on the sales or marketing team.
The marketing team can then run long-cycle nurture sequences — seasonal promotions, financing announcements, project inspiration — knowing that every qualified prospect who didn’t buy is receiving those messages going forward.
How It Works
- A salesperson marks a deal as lost in Pipedrive, or a deal moves to the "lost" stage automatically
- The workflow fires immediately on that stage change
- Contact details are pulled from the deal record and formatted for Constant Contact
- The contact is added to the designated nurture email list
- If the contact already exists in Constant Contact, the system updates their record rather than creating a duplicate
- The salesperson sees no extra steps — the handoff to marketing happens in the background
The Results
- Lost-deal contacts now enter the nurture list at close to 100%, compared to under 20% before the automation launched
- The marketing coordinator reclaimed two to three hours per week previously spent on sporadic manual exports
- Within the first six months, the nurture list grew by more than 200 contacts — all people who had already expressed genuine interest in a pool project
- One closed-lost deal from the prior year re-engaged after a spring promotion email and signed a contract for a $68,000 project
- Zero formatting errors in Constant Contact since launch, compared to frequent import failures during manual attempts
The most valuable leads in any long sales cycle aren't always the ones closing this month. Keeping lost prospects in a structured email cadence means the business is positioned to win when those prospects are finally ready.
Why It Matters for Your Business
If your CRM is full of prospects who said “not yet” and then heard nothing from you for a year, you’re leaving real revenue on the table. Automatically routing lost deals into an email nurture program keeps those relationships warm at zero ongoing effort. Impression Insights builds automations like this for pool builders and home services companies with long sales cycles. Let’s talk.
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