Why we built this flow

Lead nurture is the sequence we run for B2B clients with a 14-to-90-day average sales cycle. It moves a form-fill from “interested but cold” to “booked a real call” without anyone on the team chasing the lead manually.

What it replaces

The version most teams ship first is one welcome email plus a sales rep sending follow-ups based on memory. It works for the first 5 to 10 leads a week. Past that, the rep starts dropping people. The leads that go cold are the ones the rep ran out of bandwidth to chase.

What this flow does instead

Eight emails over 21 days, branched by behavior. Each email exists for a specific reason — the case-study email runs at day 4 because day-3 opens correlate with day-7 booked calls. The “are you still around” email at day 14 catches the leads who got pulled into other work and want a low-friction reason to come back.