And here's the output:

B2B SaaS Marketing Automation — Email Nurture & Conversion Sequence

Complete, ready-to-copy email sequence + automation flows, HubSpot implementation notes, subject lines, segmentation rules, and step-by-step deployment checklist.

Quick overview

This document delivers a full end-to-end email program to nurture and convert leads for a B2B SaaS marketing automation tool. It includes:

• Buyer personas & conversion goals

• Segmentation rules and lifecycle stages

• A 12–email core nurture sequence (welcome → product value → proof → trial/demo conversion)

• Follow-up sequences (demo no-shows, trial users, churn prevention)

• Persuasive email copy (ready to paste)

• Subject lines + preview text options

• Automation flows with triggers, delays, and conditional splits

• HubSpot-specific implementation notes (lists, workflows, SMART content)

• Testing & optimization plan and KPI tracking

• Step-by-step launch checklist

1) Target personas & goals

Primary persona: Marketing Ops / Head of Demand Gen at mid-market (50–500 employees) SaaS companies.

Secondary persona: Marketing Manager / Revenue Ops at SMBs (10–49 employees).

Pain points: fragmented martech stack, slow lead follow-up, low conversion rates from campaigns, manual workflows.

Primary conversion goals:

• Book a demo (high-intent) — primary KPI

• Start free trial or activate POC — secondary KPI

• Attend a webinar / download ROI calculator — lead-scoring events

Success metrics to track:

• Open rate, CTR, reply rate

• MQL → SQL conversion rate

• Demo booked rate from email

• Trial activation rate and time-to-first-success

• Revenue influenced (3/6/12 months)

2) Segmentation & lifecycle stages

Segments (example):

1. New leads (first-touch) — unknown engagement

2. MQL (scored leads meeting baseline score)

3. Demo-booked

4. Trial started

5. Trial active but not converted

6. Existing customers (upsell/cross-sell flows)

Key lead properties to capture: company size, role, website, source, campaign, intent signals (visited pricing, visited demo page), trial start date.

Lead scoring: assign points for product page visits, pricing view (+20), demo request (+40), webinar attendance (+30), email clicks (+5). Threshold to MQL = 60.

3) Core 12-email nurture sequence (goal: demo or trial)

Cadence: Day 0 (welcome) → Day 2 → Day 5 → Day 9 → Day 14 → Day 21 → Day 30 → Day 45 → Day 60 → Day 75 → Day 90 → Day 120

Each email contains 1 focused CTA. Add behavioral triggers that accelerate the sequence (e.g., clicks on pricing skip to conversion-stage sequence).

Email 0 — Welcome & Offer value (Day 0)

Subject line options: Welcome — here’s how to fix [main pain], or Quick win: reduce manual campaign setup by 50%.
Preview text: A 2‑minute setup that saves hours every week.

Purpose: Set expectations, confirm value, immediate CTA to book short demo or try free trial.

Copy (short, persuasive):
Hi {{firstName}},

Thanks for your interest in [Product]. I’ll keep this short — marketing teams that adopt [Product] typically cut campaign setup time in half and increase lead-to-MQL velocity.

If you want a quick look, you can: 1) Book a 20-minute demo with our product specialist, or 2) Start a free 14-day trial and see it in your environment.

[Book a 20-min demo] | [Start free trial]

—

Email 1 — Quick win / How it works (Day 2)

Subject line options: How to reduce manual tagging in 3 steps
Preview Text: Automation templates that just work.

Purpose: Show the simplest, fastest way to get value.

Copy (problem → solution → social proof → CTA):
Hello {{firstName}},

Marketing teams waste hours on manual tagging and campaign setup. With our Playbooks, you can automate tagging, routing, and scoring in under 20 minutes.

Here’s a 2-minute demo video showing Playbooks in action: [Watch 2-min demo].

Want to see how this fits your stack? [Book a 20-min demo].

—

Email 2 — Feature deep dive + micro-case (Day 5)

Subject line: See how [Customer] increased MQLs 2× in 90 days
Preview: Real setup, real results.

Purpose: Credibility + specific feature tie to ROI.

Copy:
Hi {{firstName}},

[Customer] used our automation templates to scale their nurture sequences and doubled MQLs in 90 days. We helped them map triggers to conversion events and reduce lead leakage.

Read the short story: [Case Study] or [Book a demo].

—

Email 3 — Product tour + interactive invite (Day 9)

Subject line: Live: 20-min product tour — spots this week
Preview: Quick walkthrough + live Q&A.

Purpose: Drive live engagement (webinar/demo).

Copy:
Quick invite — I run a 20-min live tour every Thursday that covers: setup, integrations, and the ROI dashboard.

Reserve a seat: [Register].

—

Email 4 — Pricing & ROI primer (Day 14)

Subject line: What it costs — and what you get in ROI
Preview: Pricing tiers + payback examples.

Purpose: Reduce pricing friction and show payback math.

Copy:
Hi {{firstName}},

Transparent pricing matters. Here’s a simple calculator: if you increase lead-to-MQL conversion by 10% and shorten cycle by 15 days, here’s the estimated 12‑month ARR impact: [ROI Calculator].

Want us to run the numbers on your account? Reply “Run the numbers” and I’ll prepare a short model.

—

Email 5 — Overcome objections (Day 21)

Subject line: Worried about data migration or integrations?
Preview: We connect to your stack in hours.

Purpose: Handle common technical objections.

Copy:
We hear this a lot: "Will it work with our stack?" — Yes. [Product] integrates with Salesforce, HubSpot, Segment, and more. Migration support and templates get you live fast.

If you have a specific integration in mind, reply with the tool name and I’ll confirm.

—

Email 6 — Social proof & micro testimonial (Day 30)

Subject line: Why 300+ PMs trust [Product]
Preview: Short quote from a peer.

Purpose: Build trust.

Copy:
"Using [Product] reduced our campaign ops time by 60%" — Emily, Head of Demand Gen at Acme.

See more customer stories: [Customer Stories].

—

Email 7 — Use-case spotlight (Day 45)

Subject line: How to automate lead routing for SDRs
Preview: Cut response time to <1 hour.

Purpose: Show specific use-case to match recipient role.

Copy:
If routing delays are killing pipeline, our auto-routing rules + slack alerts get leads in reps' hands in under 15 minutes.

Want a template we can install in your account? [Book a 20-min config call].

—

Email 8 — Competitive positioning (Day 60)

Subject line: Alternatives vs [Product]: what to know
Preview: Feature parity + when to choose us.

Purpose: Handle choice paralysis and frame strengths.

Copy:
Short: we focus on rapid time-to-value and best-in-class templates. If you need deep campaign orchestration plus tight CRM parity, we’re built to scale.

Not sure how we compare to [Competitor]? Here’s a quick matrix: [Comparison].

—

Email 9 — Trial / Demo push (Day 75)

Subject line: Your trial awaits — get 1:1 help to boot
Preview: Free onboarding included.

Purpose: Convert fence-sitters.

Copy:
We’ll assign a product specialist to help you get a live workflow in 30 minutes. Pick a time: [Book onboarding].

—

Email 10 — Last touch before long-tail (Day 90)

Subject line: Any questions before I pause emails?
Preview: Quick reply and I’ll respond.

Purpose: Drive replies; qualify interest.

Copy:
If now’s not the right time, tell me and I’ll update your preferences. If you want a one‑pager ROI model, reply "ROI".

—

Email 11 — Long-tail nurture (Day 120)

Subject line: Resources you may find useful
Preview: Product updates & new templates.

Purpose: Keep warm with low frequency (monthly/quarterly thereafter).

Copy:
We’ll share updates and new templates monthly. If you’d prefer fewer updates, update preferences here: [Manage preferences].

4) Follow-up sequences (high-priority)

A) Demo no-show sequence (after scheduled demo but no-show)

• Immediately: SMS + Email (friendly reminder) — reschedule link

• 1 day later: Email — share recorded demo + CTA to reschedule

• 3 days later: Email from AE with specific time options

• 7 days: Breakup email offering self-serve trial

Copy sample — 1 day later:
Subject: Sorry we missed you — here’s the recorded demo

Hi {{firstName}},

Sorry we missed our call. Here’s a short recording and a few time slots if you’d like to try again: [Recorded demo] | [Reschedule].

—

B) Trial user onboarding sequence (if trial starts)

Day 0 (trial start): Welcome + 1‑click setup guide
Day 1: Quick wins checklist (2 actions to see value)
Day 3: Video: First automation in 5 minutes
Day 7: Health check (in-app message + AE reachout if high intent)
Day 12: ROI reminder + upgrade CTA
Day 14: Last day — offer onboarding or discount

Key automation: If trial user completes "first automation" event, route to success team and downgrade frequency of educational emails.

C) Trial churn / inactive sequence

• Detect inactivity at 3 days: trigger re‑engagement email with 1-click setup or 15-min help call

• If no engagement by Day 7: send case study showing time-to-value

5) Automation flows & logic (visualized steps)

Flow A — New Lead → Nurture → Demo Convert

1. Trigger: lead captured via form or list import → enroll in nurture workflow.

2. Send Email 0 immediately.

3. Wait 2 days. If clicked demo CTA or visited /pricing, increase lead score + send Email 1. If not clicked, send Email 1 anyway.

4. At any point, if lead score ≥ 60 or clicks "Book demo", create task for AE and move to Demo-booked list → send confirmation email.

Flow B — Demo no-show → Reschedule (see follow-up sequence above)

Flow C — Trial start → Onboarding (see trial onboarding sequence above)

Conditional splits

• Behavioral split: clicked CTA vs not clicked

• Firmographic split: company size >= 50 employees show different case studies

• Tech stack split: if has HubSpot property set, show HubSpot integration content

Delays & pacing:

• Use exponential backoff for low-engagement leads (2, 4, 8, 16 days) to avoid fatigue.

• Pause or reduce cadence for MQLs being actively worked by SDR/AEs.

6) HubSpot-specific implementation notes (since you work at HubSpot)

Objects & properties to use:

• Contact properties: lifecycle_stage, lead_score, product_interest, last_engaged

• Company properties: company_size, industry

• Deal pipelines: Demo → Trial → Conversion

Lists & workflows:

• Smart List: "New leads — Last 14 days"

• Workflow: "Nurture — New Lead to MQL" (start on form submission)

• Workflow actions: send email, set lead score, rotate owner, create task, branch on property

Smart content: show different hero content in emails for HubSpot customers vs non-HubSpot.

Sequences vs Workflows:

• Use Sequences for 1:1 AE outreach (personalized cadence). Use Workflows for automated mass nurture.

Templates & snippets:

• Save the email copy as templates in Marketing Email and AE Snippets for quick sending.

• Use Meeting links in CTAs for demo booking.

7) Subject line & preview text optimization

• Test 3 variations per major email: benefit-led, curiosity-led, social proof.

• Use dynamic personalization: {{firstName}}, {{companyName}}, {{productPainPoint}}.

• Keep subject length ≤ 50 characters on mobile.

Examples to A/B test:

• Benefit vs question: "Reduce campaign ops time by 50%" vs "Want faster campaign ops?"

• Social proof vs data: "How Acme doubled MQLs" vs "+120% MQLs in 90 days"

8) A/B testing & measurement plan

Test ideas:

• CTA type: "Book demo" vs "Start trial"

• Sender name: CEO vs AE vs product specialist

• Length: short vs long-form email

Measure: use HubSpot reports to track opens, clicks, replies, MQL→SQL conversion over rolling 30/60/90 days.

9) Implementation checklist (step-by-step)

1. Prep content & assets

   • Finalize personas, case studies, and 12 email templates (copy in this doc).

   • Record 2-min product video and a 20-min live demo deck.

2. Setup in HubSpot

   • Create contact & company properties listed above.

   • Create smart lists for segments.

   • Import legacy leads and map properties.

3. Create workflows

   • Build "Nurture — New Lead to MQL" workflow enrolling New Leads.

   • Build Demo confirmation + no-show workflow.

   • Build Trial onboarding workflow.

4. Design & QA

   • Create email templates with responsive design. Test across clients.

   • Add UTMs for tracking and link to analytics.

5. Set scoring & routing

   • Implement lead scoring rules and assign AE rotation.

6. Test

   • Dry run: enroll test contacts, check triggers, and AE notifications.

7. Launch

   • Turn on workflows; monitor first 72 hours closely.

8. Optimize

   • Weekly review of open/click/reply. Iterate subject lines and CTAs.

10) Quick-win tactics to maximize conversions

• Use meeting links inside emails for 1-click demo booking.

• Add a calendar-first CTA "Pick a time" rather than long forms.

• Use social proof in near-CTA placement (1-line testimonial beside CTA).

• Include one very specific micro-commitment in each email (watch 2-min video, open ROI calculator).

• Use progressive profiling to collect missing high-value properties slowly.

11) Example KPIs & targets (first 90 days)

• Open rate: 25–40% (varies by list)

• CTR: 3–8%

• Reply rate: 1–4%

• Demo booked rate: 2–6% of nurtured leads

• MQL→SQL conversion lift: +15% (target)

12) Ready-to-copy email templates (raw)

The full set of 12 emails + follow-ups are included in the sections above as raw copy ready to paste into HubSpot email templates. If you’d like, I can also export them as a CSV or a sequence file formatted for import into HubSpot.

13) Next steps I recommend (pick any)

• I can export the templates as a CSV ready for HubSpot import.

• I can map these to your existing HubSpot workflows with exact actions and delay times.

• I can draft 3 subject-line variants per email and an A/B test schedule.

Document created for: B2B SaaS marketing automation lead nurture & conversion — complete with HubSpot notes and implementation checklist.

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