In almost every B2B account we audit, there's a gap between the moment someone fills in a form and the moment a salesperson actually speaks to them. That gap is where a surprising amount of pipeline quietly disappears.
Map the gap before building the sequence
Before writing a single email, we map how long that gap currently runs, and what — if anything — happens inside it. In many accounts we find it's a single generic autoresponder, or nothing at all. That's the starting point for the business case, not the automation platform's feature list.
The sequence most companies are missing
A structured nurture sequence should do three things: confirm the enquiry was received and set expectations, provide something genuinely useful while the lead waits, and give a low-friction way to accelerate to a conversation if they're ready sooner than the default timeline. Most sequences we inherit only do the first.
Score leads on behaviour, not just form fields
Static lead scoring based only on job title and company size misses a lot of real intent. We layer in behavioural signals — email engagement, page visits, return visits to pricing — so sales time goes toward leads showing active interest, not just leads that match a demographic filter.
What a working sequence includes
- An immediate confirmation that sets a clear, honest expectation for next contact.
- Two to three follow-up touches with genuinely useful content, spaced by behaviour rather than a fixed calendar.
- A clear, low-friction path to book time directly, visible in every message.
- Behavioural lead scoring that flags accelerating interest to sales in real time.
None of this requires an expensive platform — it requires deciding, deliberately, what should happen in the gap, and then building it.
