Most B2B leads are not ready to buy the moment they download a guide or fill in a form. A nurture sequence keeps you useful and visible while they research, so you are the obvious choice when they are ready.
Good sequences feel like helpful advice from an expert, not a countdown of sales emails. Here is how to build one.
Key takeaways
- ✓Segment by what the lead signed up for; one generic sequence rarely performs well.
- ✓Map each email to a question buyers ask on the way to a decision.
- ✓Measure replies, booked calls and pipeline, not only opens.
Segment your leads
Group leads by how they found you and what they asked for: a pricing page visitor needs different emails from someone who downloaded an introductory checklist. Even two or three segments make the messages far more relevant.
Map emails to the buying journey
Plan the sequence around the questions a buyer works through:
- ✓Do I have this problem, and how big is it?
- ✓What are my options for solving it?
- ✓Why this approach, and why this company?
- ✓What does working together look like, and what does it cost?
- ✓What is the next step?
Write emails people want to read
Lead with something useful in every email: a practical tip, a short framework, an example. Keep one clear call to action per email, and write in plain language from a real person on your team.
Timing and automation
Space emails a few days apart at the start and further apart later. Stop or change the sequence automatically when a lead books a call, replies or becomes a customer; nothing damages trust faster than a nurture email after someone has already signed.
Measure what matters
Track replies, clicks to key pages, booked calls and pipeline created from each sequence. Test one change at a time, such as a subject line or call to action, and keep a record of what you learn.
Modus Venture is a US-founded creative digital agency. If you would rather have an experienced team handle this for you, see our digital marketing services.