Sequence Framework - How to manage unresponsive contacts and avoid over sequencing?
SOLVE
Hello --
I'm looking for sequence management best practices. We have dabbled with automating sequences and are looking to provide a framework and direction for our AE's to send sequences based on different criteria. Does anyone have a solid framework to manage sequencing with the sales team?
Does anyone have a best practice on when a contact should be deemed "unresponsive"? If they don't respond to any of the emails in one sequence? two sequences? How do you manage these unresponsive contacts? Do you tag them with a custom property, add them to a list?
I'm not aware of any one-size-fits-all frameworks. Usually, sales strategy and tactics are too nuanced for there to be a blueprint.
First, I would not look at sequences but focus on the number of emails or 'stories'. How many emails you fit into one sequence is entirely up to you – and eventually 4 sequences of 2 emails might have the same impact as 2 sequences with 4 emails.
Generally, I would always set up sequences to tell a story – from a first touchpoint and 'Hello' to a last chance to reply and 'Goodbye'. If they do not respond, it would be weird to enroll them into a similar sequence right away. If we were to do that, the previous sequence could've probably been structured in a better way.
After some time, contacts could become eligible to enroll again if they take actions that qualify them for sequence enrollment. You can use "Last sequence ended date is more than X ago" (e.g. in a filtered contact view for sales) to exclude ineligible contacts.
As far as labeling unresponsive contacts goes, you could create a new property but HubSpot already stores some of this information for easy filtering. Here it depends on the goal of your sequences. If it's a booked meeting, for example, you can find inactive contacts by filtering for "Last sequence ended date is known" but "Date of last meeting booked in meetings tool is unknown". Alternatively, if "Number of times contacted is greater than X" but another characteristic is missing, you could also easily identify unresponsive contacts.
Let me know if you have any follow-up questions!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer
I do want to throw some of my perspective your way, as well.
When I'm working a lead, whether it's in marketing or in the SQL process, I think about the journey we're on together. If it's a cold outreach, it's going to be a much longer, bumpier journey. If they're a warm lead, it'll be much better.
A couple of questions to consider:
How long is the sales cycle historically?
This could affect how often you attempt to contact and how many times.
Are you using email, phone calls, texting and social messaging, and even retargeting ads?
Are you offering value in each message?
Don't just knock on a door and say "hey, hey, hey, hey" ... that's stalking. But bringing value it important. Then you can measure their engagement and even if they aren't asnwering you, you'll know you're having an impact.
I also believe each effort ought to have a point for the recipient. Not just "We want your money." If you're answering the "whati's in it for me" question along the way, you should see some kind of payoff.
Finally, a couple of additional resources for inspiration:
I do want to throw some of my perspective your way, as well.
When I'm working a lead, whether it's in marketing or in the SQL process, I think about the journey we're on together. If it's a cold outreach, it's going to be a much longer, bumpier journey. If they're a warm lead, it'll be much better.
A couple of questions to consider:
How long is the sales cycle historically?
This could affect how often you attempt to contact and how many times.
Are you using email, phone calls, texting and social messaging, and even retargeting ads?
Are you offering value in each message?
Don't just knock on a door and say "hey, hey, hey, hey" ... that's stalking. But bringing value it important. Then you can measure their engagement and even if they aren't asnwering you, you'll know you're having an impact.
I also believe each effort ought to have a point for the recipient. Not just "We want your money." If you're answering the "whati's in it for me" question along the way, you should see some kind of payoff.
Finally, a couple of additional resources for inspiration:
I'm not aware of any one-size-fits-all frameworks. Usually, sales strategy and tactics are too nuanced for there to be a blueprint.
First, I would not look at sequences but focus on the number of emails or 'stories'. How many emails you fit into one sequence is entirely up to you – and eventually 4 sequences of 2 emails might have the same impact as 2 sequences with 4 emails.
Generally, I would always set up sequences to tell a story – from a first touchpoint and 'Hello' to a last chance to reply and 'Goodbye'. If they do not respond, it would be weird to enroll them into a similar sequence right away. If we were to do that, the previous sequence could've probably been structured in a better way.
After some time, contacts could become eligible to enroll again if they take actions that qualify them for sequence enrollment. You can use "Last sequence ended date is more than X ago" (e.g. in a filtered contact view for sales) to exclude ineligible contacts.
As far as labeling unresponsive contacts goes, you could create a new property but HubSpot already stores some of this information for easy filtering. Here it depends on the goal of your sequences. If it's a booked meeting, for example, you can find inactive contacts by filtering for "Last sequence ended date is known" but "Date of last meeting booked in meetings tool is unknown". Alternatively, if "Number of times contacted is greater than X" but another characteristic is missing, you could also easily identify unresponsive contacts.
Let me know if you have any follow-up questions!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer