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Sequence Creation

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When to Create a New Sequence

• New ICP segment identified
• New trigger event to leverage
• Testing new messaging angle
• Launching campaign for specific event/initiative

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Sequence Creation Process

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Step 1: Define Objective

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Step 2: Identify Audience

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Audience Criteria

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Build HubSpot List

• Lifecycle Stage = Lead OR MQL
• Baseloop Tier = Best Fit OR Good Fit
• Contact Owner = [BDR team]
• NOT currently in sequence
• [Trigger-specific criteria]

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Step 3: Design Structure

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Sequence Template

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Channel Mix Considerations

• Minimum 3 channels
• Call-heavy for IT personas who answer
• LinkedIn-heavy for executives who don’t
• 10-17 total touchpoints over 2 weeks

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Step 4: Write Copy

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Email Framework

Line 1: Personalized hook (why reaching out)
Line 2-3: Pain point / observation
Line 4-5: Value proposition (brief)
Line 6: Soft CTA

Total: 50-75 words

• Shorter (30-50 words)
• New angle each time
• Reference previous email
• Clear CTA

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Copy Checklist

• Subject line is 4-7 words
• Opening is personalized
• Pain point is clear
• Value prop is specific (not generic)
• CTA is soft (not pushy)
• Total length under 100 words
• No spammy words (free, guarantee, etc.)

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Step 5: Configure in Tool

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HubSpot Sequence Setup

1. Create sequence: Automation > Sequences > Create
2. Name convention: [Date] - [Audience] - [Angle]
3. Add steps: Email, Task, Delay
4. Set timing: Respect timezone, working hours
5. Set unenrollment triggers: Reply, meeting booked

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Email Step Configuration

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Task Step Configuration

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Step 6: Test

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Pre-Launch Checklist

• Send test email to yourself
• Check personalization tokens render
• Verify links work
• Check signature displays correctly
• Review on mobile
• Confirm task assignments work
• Test unenrollment trigger

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Pilot Launch

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Step 7: Launch

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Launch Checklist

• Pilot results reviewed
• Adjustments made (if needed)
• Full audience list confirmed
• BDRs briefed on new sequence
• Enrollment started

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Enrollment Options

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Step 8: Monitor & Optimize

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Daily Monitoring (Week 1)

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Weekly Review

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Optimization Actions

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Sequence Naming Convention

• 2024-12 IT Managers Cold Outreach
• 2024-12 Funding Trigger - Series B+
• 2024-12 High Intent - Pricing Page

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Documentation

• Sequence purpose and audience
• Copy (all emails)
• Performance results
• Learnings and recommendations