What a sequence is for
A sequence is a planned series of touches that moves a lead from cold to a conversation. The point is not to automate spam. It is to make sure every lead gets a consistent, well-timed set of attempts across more than one channel, so nothing depends on a rep remembering to follow up.
Start with the channels you can use well
A sequence can mix calls, email, SMS, and LinkedIn. More channels is not automatically better. Start with the ones you can do well today. For most teams that means leading with the phone, supported by email and LinkedIn, and adding SMS only where it fits the audience.
Get the timing right
Timing is where most sequences fail. Two common mistakes: touches too far apart, so the lead forgets you, and touches too close together, so you feel like a pest. A sensible starting rhythm over a working week looks like this:
- Day 0: a call, while the lead is fresh.
- Day 1: a short email that references the call.
- Day 3: a second call, at a different time of day.
- Day 5: a LinkedIn touch or a final email.
That is a starting point, not a rule. Adjust it to your market and what your data tells you.
Write each step to stand alone
Assume the lead has not seen your other touches. Each email should make sense on its own and give one clear reason to reply. Keep it short. The goal of each step is a response, not a sale.
Let outcomes drive the next step
A good sequence reacts to what happens. A no-answer should retry, an interested reply should pull the lead out of the automated flow and into a real conversation, and a hard no should stop the sequence. Wiring outcomes to actions means reps spend their time on the leads that are actually moving.
Review and trim
After a couple of weeks, look at where leads drop off. If a step gets no replies, change the message or cut it. A shorter sequence that works beats a long one that does not.
In Leadey you build all of this in one place: mix the channels, set the timing, and let dispositions move each lead to the next step automatically.
