A sales sequence is a plan for reaching out to prospects over time. Instead of sending a one-off email and hoping for the best, you create a series of touchpoints. These could include emails, calls and LinkedIn messages, and each one has its own purpose and timeline.
In a post for the HubSpot blog, writer Sam Lauron explains that sales sequences transform scattered, manual outreach into a repeatable system that ensures no prospect gets forgotten and every touchpoint feels intentional. In this issue of PromoPro Daily, we share her tips for creating sequences that respect your prospects’ preferences while maximizing your chances of breaking through.
Define your ideal customer profile and sequence goal. It’s smart to prioritize your end goal, rather than the activity. Unless you know who you want to reach and why now, your sequence won’t resonate.
Research your prospect. Lauron recommends checking their company’s recent news, understanding their role’s typical paint points and reviewing their recent LinkedIn activity. This reconnaissance allows you to customize your opening touchpoint and reference relevant triggers.
Choose your channel mix strategically. Not all channels work equally well for all audiences, she says. For example, senior executives often prefer LinkedIn and phone over email, while product managers might respond better to email. Consider your buyer’s communication preferences, your team’s strengths and the nature of your offering.
Craft your opening touchpoint with a clear hook. Your first touchpoint must grab attention, establish relevance and inspire action, and you only have seconds to achieve this. Lauron suggests leading with a specific insight or asking a provocative question tied to their role.
Vary your messaging across touchpoints. Each step in your sequence should provide new value or approach the problem from a different angle, she says. Don’t just resend the same email. This variation keeps your sequence from feeling repetitive and gives prospects multiple reasons to engage.
Space your touchpoints intentionally. Timing matters. If you spread your touchpoints too far apart, you lose momentum. But you feel pushy if you bunch them too close together. The best approach is sending fewer but more intentional touches.
Build in clear calls-to-action at every step. Every touchpoint should have a specific, low-friction ask, according to Lauron. Don’t leave prospects wondering what to do next. Early in the sequence, your CTA might be “Would it make sense to explore this?” or “Are you open to a 15-minute conversation?”
When creating your sales sequences, start with your audience in mind. Incorporate smart research or interesting articles. Create clear CTAs and keep measuring and testing. By remembering that each touchpoint has a job, your outreach will feel less like guesswork and more like a thoughtful dialogue.
Compiled by Audrey Sellers
Source: Sam Lauron is a freelance writer who contributes to the HubSpot blog, among others.
