Not every lead is ready to buy, but with the correct sequence, they might be.
If your only follow-up after a demo request or lead magnet is “Just checking in…”, you’re losing warm leads daily.
Inbound leads have already shown interest. The job now is to:
- Build trust
- Provide value
- Stay top of mind
- Guide them toward the next step.
That’s what a good email sequence does, especially when HubSpot powers it.
Here’s our go-to 7-day inbound lead sequence that consistently improves response and conversion rates for SaaS clients.
Day 1 – Instant Thank You + Personal CTA
Send immediately after the form is submitted.
Subject: “Thanks for reaching out – here’s what’s next”
- Personal greeting
- Confirm what they requested (e.g., demo, checklist, consultation, etc.).
- Introduce who will follow up and when
- Include a direct CTA to book or reply
Bonus: Include a calendar link or helpful resource.
Day 3 – Case Study or Social Proof
Subject: “How { similar company } improved { result } with [your product]”
- Share a short case study, testimonial, or video
- Focus on outcomes, not features
- Optional CTA: “Would you like a similar walkthrough?”
Day 5 – Educational Content or How-To Guide
Subject: “Here’s how to { solve problem } in less than 10 minutes”
- Send a blog, video, checklist, or teardown
- Make it genuinely helpful—even if they don’t buy yet
- CTA: “Want help applying this to your setup?”
Day 7 – Direct Offer or Product CTA
Subject: “Still exploring? Here’s how we can help next”
- Restate your core value prop
- Share a limited-time offer or free trial
- Include a calendar link or direct reply CTA
- Let them know this is the last email (for now)
Pro Tips for SaaS Sequences:
- Use HubSpot personalisation tokens (First Name, Company, etc.)
- Use behaviour-based branching (e.g. if they open Day 3, skip Day 5)
- Score leads based on opens, clicks, and replies
- Notify sales when someone engages with key content
- Always offer value—even in a sales CTA
Final Thought
SaaS buyers don’t need more emails. They need relevant, well-timed nudges that guide them toward solving their problem.
When you combine strategy with HubSpot automation, your sequences become sales assets—not just inbox noise.