We’ve all seen it. The dreaded “Dear [First Name]” email that instantly screams automation gone wrong.
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a nurture sequence that feels human from one that feels like a workflow.
They explore:
Lead nurturing should feel personal, not automated.
Robotic, “spray and pray” sequences are easy to spot and easy to ignore. Focus on building human connections and credibility over clicks.
Segment your sequences based on the action taken.
For example, attendees vs. no-shows of a webinar should receive totally different follow-ups.
Offer value before making the ask.
Use insights, educational content, case studies, and empathy to build trust before asking for a meeting.
Get the timing and tone right.
Avoid large gaps between touches, and keep your language natural, conversational, and reflective of your personality.
Structure matters.
A strategic sequence could include: Insight → Education → Social Proof → Objection Handling → Meeting Ask.
Emily and Maryanne kick things off by acknowledging that you don’t have to be a seasoned marketer to spot a bad lead nurture sequence... “Dear [First Name]” anyone?
A great nurture sequence should:
Speak to your audience, not at them.
Feel like a real person wrote it.
Adapt based on the user’s behavior (e.g., webinar attendee vs. no-show).
Deliver value without immediately demanding a meeting.
Pro Tip: Always define the goal of your nurture sequence. What do you want the reader to feel? What is the next logical step in their journey?
One major thread throughout the episode: Be human.
Your leads are not just data points. They are professionals with problems to solve. Use language that:
Shows empathy.
Acknowledges their interests (based on their actions).
Feels authentic and natural.
And don’t overdo the “Book a meeting” CTA right away. Instead:
Build credibility with valuable resources.
Share a relevant blog or stat.
Reference a real-world client story.
Answer an unspoken question or objection.
If your sequence:
Focuses too much on your company accolades,
Pushes for a meeting too early,
Lacks segmentation based on user behavior,
Feels stuffy or robotic…
…it’s not nurturing. It’s just noise.
Avoid these mistakes by auditing your current sequences. Ask yourself:
Are these messages personalized?
Do they match the buyer’s journey stage?
Is there real value in each message?
Emily and Maryanne shared a proven 5-step nurture email structure:
Email 1: Thought-Provoking Insight
Start with something educational and interesting. No ask yet.
Email 2: Add Value with a Guide or Tip
Build on the insight with more value (again, no ask).
Email 3: Share a Case Study or Testimonial
Show social proof that aligns with your lead’s problem or industry.
Email 4: Address Common Objections
Tackle potential hesitations head-on and offer helpful insights.
Email 5: Make the Ask
Now you can ask for a meeting or direct engagement (only after you’ve delivered real value).
Bonus Tips:
Use reply threads to make emails feel conversational.
Add a touch of personality (GIFs, emojis, jokes) if appropriate.
Use rep-led automations (like HubSpot’s smart sequences) to create logic-based flows based on engagement.
✅ Add meeting links casually (in your email signature), not forcefully.
✅ Use multiple touchpoints: email + LinkedIn + calls.
✅ Make every message feel like you typed it yourself.
✅ Track engagement to trigger next steps (e.g., multiple clicks = time for a rep to step in).
✅ Don’t forget to ask thoughtful questions to invite replies.
Q1: What’s the difference between a lead nurturing email and a sales email?
A: A lead nurturing email focuses on building trust, offering value, and guiding prospects through their buyer’s journey without making a hard ask right away.
It might include helpful resources, case studies, or industry insights tailored to a specific action the lead took (like downloading an eBook or signing up for a webinar). A sales email, on the other hand, typically centers around driving direct conversion—like booking a meeting or starting a trial. Nurture first. Sell later.
Q2: How should I segment my lead nurturing sequences?
A: Segmentation should be based on the action a lead has taken and where they are in the buyer’s journey. For instance:
If they attended a webinar, send them resources that build on the topic discussed.
If they registered but didn’t attend, send a recording and highlights to re-engage.
If they downloaded a top-of-funnel guide, follow up with educational content (NOT a meeting request).
This approach ensures relevance and keeps the experience personalized.
Q3: How can I measure whether my lead nurturing sequences are working?
A: To evaluate the effectiveness of your lead nurturing efforts, track metrics that go beyond just open and click rates. Key performance indicators (KPIs) to watch include:
Lead-to-MQL conversion rate: Are your nurtured leads progressing into marketing-qualified leads?
Response rate: Are prospects replying to your emails or engaging with follow-up content?
Time to conversion: Are nurtured leads converting faster than cold leads?
Content engagement: Which resources (guides, case studies, etc.) are being clicked, downloaded, or shared most?
Pipeline influence: Are nurtured leads contributing to active opportunities or closed-won deals?
Use these insights to refine your sequence timing, messaging, and content strategy—and test regularly to optimize performance over time.