New Lead Nurture – five-day drip with a stale-lead branch.
A standard inbound-lead nurture wired to a single source-tag entry. Five educational emails over six days, plus a behavioral branch that retags leads who don’t engage so the sales team isn’t dialing dead numbers.
The flow
Each box is one node in the workflow tool. Triggers are entry points, conditions are decisions, actions send messages or set tags, exits remove the contact from the flow.
Form fill – “Get the demo”
Lead submits the demo form on the marketing site. Source tag set to demo-form.
Email 1 – confirmation and what’s next
Sent immediately. Sets expectations for the next four emails. Personalized with name and use-case from the form.
Email 2 – case study, segment-matched
Selects one of three case studies based on the company-size field on the form. Reads on day two, morning.
Email 3 – founder note, plain text
One paragraph from the founder, no images, no links except the calendar. The reply rate is the highest of the series.
Has the lead opened any email or visited the site?
Reads the engagement window from email opens, plus the marketing site’s pageview tracking via the integration.
Email 4 – calendar push, then Email 5 – rep handoff
Pushes the calendar booking link, then a rep intro on day six. Lead enters MQL queue.
Tag as stale-lead, remove from active queue
Stops the email cadence, drops the lead into a quarterly re-engagement segment. Sales doesn’t see the record.
Sorts demo-form leads into talk-now and talk-later.
The problem this solves
Demo-form leads come in mixed. Some are ready for a call this week, some won’t be ready for a quarter. Without a sorting layer, the sales team dials every record and burns the list.
The behavior change
The lead’s own activity decides which queue they land in. Engaged leads get a rep intro by day six. Cold leads sit in a re-engagement segment until they show up on the marketing site again.
Where it plugs in
Designed to live in the marketing-automation platform with read access to the marketing site analytics. Triggered off a single CRM source tag set on form submit.
Numbers we’d expect to see.
- Reply rate on the founder note typically lands 2 to 3x other emails in the series.
- Stale-lead tag removes 30 to 50% of records from the rep queue without losing them.
- Reads cleanly in the dashboard – one chart per stage, every drop-off named.
- Quality bar baked in: every step has a fail-safe and an exit.
Numbers are illustrative ranges from comparable builds. Actual lift depends on your list quality, source tag accuracy, and existing sequence performance.