A sales sequence is a pre-defined series of touchpoints that move a prospect from "never heard of you" to "let's talk." Done right, it books meetings while you sleep. Done wrong, it annoys people and damages your reputation.

Anatomy of a Great Sequence

Every sequence needs:

• Clear goal — What action do you want? (Meeting, reply, demo signup)
• Defined audience — One ICP per sequence
• Channel mix — At least 2 channels (email + LinkedIn minimum)
• Cadence — 2-3 day gaps between touchpoints
• Exit criteria — When to stop (reply, meeting booked, or sequence complete)

Sequence Template 1: The Classic (5 Steps, 14 Days)

1. Day 1: Cold email — Value-first introduction with a specific insight about {{company}}
2. Day 3: LinkedIn connection request — Short personalised note referencing your email
3. Day 6: Follow-up email — Different angle, share a relevant case study
4. Day 10: LinkedIn message — Share a piece of content relevant to their {{industry}}
5. Day 14: Break-up email — "Looks like the timing isn't right. Happy to reconnect in Q[X]."

Sequence Template 2: The Sprinter (3 Steps, 7 Days)

For time-sensitive offers or event-based outreach:

1. Day 1: Email with urgent hook (event invite, limited offer, trending topic)
2. Day 3: Phone call — Reference the email, keep it under 60 seconds
3. Day 7: Final email — Last chance framing with clear CTA

Sequence Template 3: The Warm Nurture (7 Steps, 30 Days)

For leads who engaged but didn't convert:

1. Day 1: Thank-you email with a relevant resource
2. Day 5: LinkedIn — Engage with their content
3. Day 10: Email — Industry insight or benchmark data
4. Day 15: Social — Share a post mentioning their space
5. Day 20: Email — Customer success story
6. Day 25: Phone call — Casual check-in
7. Day 30: Email — Soft CTA to reconnect

Automating Sequences

Set up these sequences using PerksMate's Engagement Agent. Configure the channels, set the cadence in days, and the agent handles execution — moving each lead through the sequence step by step. No manual follow-up required.