Case Study Candidate Pipeline

This drill builds an always-on pipeline that surfaces customers most likely to say yes to a case study, scores them on storytelling potential, and runs a multi-touch recruitment sequence. The output is a steady stream of qualified, willing case study participants without manual prospecting.

Prerequisites

• PostHog tracking core product events for at least 60 days (need retention data)
• Attio configured with contact and company records
• n8n instance for automation workflows
• Loops configured for email sequences
• Intercom configured for in-app messages
• Cal.com with a "Case Study Interview" event type created

Steps

1. Define case study candidate scoring

Build a composite score from four dimensions. Each dimension is scored 0-100, then weighted into a final case_study_fit_score:

Results strength (weight: 35%) Using posthog-retention-analysis, identify accounts with the strongest measurable outcomes:

• Retention rate vs. cohort average (how much better than typical?)
• Feature adoption breadth (using 70%+ of available features signals deep value)
• Usage volume growth over the last 90 days
• Time-to-value: how fast they activated relative to median

Score formula: (retention_vs_avg * 0.3) + (feature_breadth_ratio * 0.3) + min(usage_growth_90d / 0.5, 1) * 0.2 + (1 - (ttv_days / median_ttv_days)) * 0.2

Story potential (weight: 25%) Using attio-contacts and attio-custom-attributes, evaluate:

• Company size (mid-market and enterprise tell better stories for sales enablement; SMB tells better stories for product-led)
• Industry relevance (does their industry match your top ICPs?)
• Recognizable brand (would prospects know their name?)
• Role seniority of primary contact (VP+ quotes carry more weight)

Score formula: industry_match * 0.3 + brand_recognition * 0.3 + role_seniority_score * 0.2 + size_fit_score * 0.2

Relationship health (weight: 25%) Using posthog-custom-events and Attio data:

• NPS score (if available; 9-10 = strong candidate)
• Support ticket sentiment (low volume + positive resolution = healthy)
• Engagement with product emails (high open/click rates)
• Days since last negative interaction (recent complaints disqualify)

Score formula: nps_normalized * 0.4 + support_health * 0.2 + email_engagement * 0.2 + (days_since_negative > 90 ? 1 : 0) * 0.2

Timing signal (weight: 15%) Using posthog-custom-events:

• Recently hit a milestone (crossed a usage threshold, completed onboarding of a new team, renewed or expanded)
• Not currently in a sales cycle for upsell (avoid asking for favors during negotiation)
• Account age between 90 days and 2 years (too new = thin story; too old = stale story)

Score formula: recent_milestone * 0.4 + (not_in_sales_cycle ? 1 : 0) * 0.3 + age_window_fit * 0.3

Composite: results * 0.35 + story * 0.25 + relationship * 0.25 + timing * 0.15

2. Implement the scoring pipeline

Using n8n-scheduling, create a weekly workflow:

1. Pull all active accounts from PostHog with 60+ days of data
2. Compute each scoring dimension using PostHog queries and Attio lookups
3. Calculate composite case_study_fit_score
4. Using attio-custom-attributes, write the score and dimension breakdown to each contact
5. Using posthog-custom-events, fire case_study_fit_scored with score and dimensions:

posthog.capture('case_study_fit_scored', {
  composite_score: 82,
  results_strength: 90,
  story_potential: 78,
  relationship_health: 85,
  timing_signal: 65,
  top_result_metric: 'retention_rate_2x_cohort_avg',
  disqualified: false,
  disqualify_reason: null
});

3. Build the candidate list

Using attio-lists, create a "Case Study Candidates" list with filters:

• case_study_fit_score >= 70
• Not already a published case study
• Not declined in the last 6 months
• Not currently in the recruitment sequence

Rank by composite score descending. Limit the active recruitment pipeline to 10 candidates at a time to maintain quality of outreach.

4. Build the recruitment outreach sequence

Using loops-sequences, create a 4-touch recruitment sequence triggered when a candidate enters the pipeline:

Email 1 (Day 0): The ask Subject: personalized with their top result metric (e.g., "Your 2x retention rate is worth sharing") Body: acknowledge their specific success, explain what a case study involves (30-min interview, they review the draft, published on your site with their approval), state the benefits to them (exposure, backlink, positioned as industry leader). Include a Cal.com booking link using calcom-booking-links for a "Case Study Interview" event type.

Email 2 (Day 4): Social proof Subject: "How [Similar Company] told their story" Body: link to an existing case study from a similar company or industry. Show them what the output looks like. Reiterate the low time commitment. Include the booking link again.

Email 3 (Day 9): In-app nudge Using intercom-in-app-messages, show a targeted in-app message to candidates who opened Email 1 or 2 but did not book: "We'd love to feature your team's success. It's a 30-minute conversation." CTA links to the booking page.

Email 4 (Day 14): Final follow-up Subject: "Last check — still interested?" Body: brief, low-pressure. Offer alternatives: written Q&A instead of live interview, async video response, or just a quote they approve. Include all options with links.

After Day 21 with no response: mark as "Declined (no response)" in Attio. Do not re-contact for 6 months.

5. Handle responses

Using n8n-triggers, listen for:

• Booking confirmed (Cal.com webhook): update Attio status to "Interview Scheduled", add interview date, assign to the person who will conduct the interview. Fire case_study_interview_scheduled in PostHog.
• Declined (Loops reply detection or manual): update Attio status to "Declined", set case_study_declined_date, add the reason if provided. Fire case_study_declined in PostHog. Set a 6-month cooldown.
• Alternative accepted (written Q&A or async video): update Attio status to "Alternative Format", trigger the appropriate follow-up workflow.

6. Track pipeline metrics

Using posthog-custom-events, instrument the full funnel:

• case_study_candidate_scored (weekly, all accounts)
• case_study_candidate_entered_pipeline (when added to active list)
• case_study_outreach_sent (each touch, with touch_number property)
• case_study_outreach_opened (email opens)
• case_study_outreach_clicked (CTA clicks)
• case_study_interview_scheduled (booking confirmed)
• case_study_declined (explicit or timeout)
• case_study_completed (final asset published)

Output

• Weekly scoring pipeline computing case study fit for all active accounts
• Ranked candidate list in Attio with composite scores
• 4-touch automated recruitment sequence (3 email + 1 in-app)
• Response handling automation for bookings, declines, and alternatives
• Full funnel instrumentation in PostHog

Triggers

Scoring runs weekly via n8n cron. Outreach triggers when a candidate enters the pipeline. Response handling is event-driven. All workflows are always-on after initial setup.