The B2B Email Nurture Framework
Four pipeline stages, 15 email templates and the KPIs that tell you whether your nurture is working. Built for B2B teams that need to turn leads into calls.
New lead sequence (3 emails)
Three ultra-short emails over five to seven days after a lead magnet download, LinkedIn connection or referral. Goal: book a discovery call.
Nurture to call (10 emails)
Ten value-first emails over 35 days for leads who did not respond initially. Actionable tips, case studies, social proof and multiple CTAs.
No-show flow (2-3 emails)
Re-engagement emails for missed calls. Non-judgmental tone with easy rescheduling. Gets 30% of no-shows back on the calendar.
Move pipeline (ongoing)
Decision point directing leads to specialised pipelines after discovery call. Automated routing based on call outcome.
KPIs to track
Pipeline conversion rate
Percentage of leads that progress through each stage
Time to first call
Days from lead capture to first booked call
Pipeline velocity
Speed at which leads move through your funnel
Engagement score
Open rates, click rates and reply rates by sequence
Cost per qualified lead
Total nurture cost divided by qualified leads generated
Get the complete guide
The full Notion guide includes all 15 email templates with subject lines, body copy and send timing. Free to access.
Open the full guide15
email templates
4
pipeline stages
80%
of leads need 5+ touches
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