Customized Sequence Request Process

For Sales Team Members Requesting a New Sequence for their Personal Use or Tribe Use

🚩 Important Note: Creating a new sequence takes some setup time, especially for creating and reviewing your target list, but once we’ve built it out, it becomes much easier to manage and reuse. To streamline this process and ensure quality, please complete the steps below when requesting a sequence. This may take at least week to prepare, stage, and test on the CRM Specialists side, so please be aware when submitting a request.

📄 Step 1: Create a Sequence Request Document

This document serves as a source of truth for what we’re building and will be saved for future reuse.

• You may use this Sequence Outline Document containing the same information in this SOP, just make a copy to work off of and add your email copies on the next page!

In your Sequence Document, Please Outline the following information:

🎯 Project Goal

• What is the goal of the sequence?
  (e.g., Schedule demos, nurture leads or customers, upsell current customers, promote new product, etc.)

Please make note if this sequence is intended for personal use or the full team / tribe!

🧩 Target Audience

• Who is the target audience for this sequence?

• What types of Contacts/customers should be enrolled?

• Define List Criteria:

  • A Few Examples:

    • Specific company types or industries?

    • Any regions/states?

    • Buying roles or job titles?

    • SDR / NSE / RSE ownership?

    • Last Activity Date was 30 + Days Ago?

📦 Deliverables - Requester Info to Provide in Doc

You may add all the following information in your Document created for the sequence request.

Sequence Type

• Manual, Automated, or Both?

  • Only Automated Emails?
    • Depending on the Length of the Sequence - this can get tricky, if you make contact and call, you may want to unenroll them from the sequence if the next email won't make sense.
    • Once you enroll a contact in a sequence the content cannot be modified, please consider this when determine the sequence type
  • Any Manual Tasks to Call or Send Emails?
    
    • When a Manual Task is created, the Sequence is paused until the task is completed

Enrollment Type

• List - based

  • Bulk Enroll - 50 Contacts at a time maximum

• Individual Contact Enrolls as Applicable
  • You give them a call, then enroll the contact from the record
• Automated Enrollment via a workflow
  • Not for enrolling in bulk, only auto enrollment moving forward
    • Ex: When a Contact Submit's a Form, they enroll into the sequence

Timeline

• Over how many days will the sequence run?

  • Timeframe of sequence from start to finish - 15 days, 30 days, etc

• Time delays between steps (Example below)

  • Step1: Email #1 = Day 1

  • Step 2: Email #2 = Day 5
  • Step 3: Call Task #1 = Day 7

• Preferred send times?

  • HubSpot can decide this based on the best open/click times if you don't have a preference

• Start and end date goal

  • When is your ideal launch date - Please consider time it will take to Stage and Test this

Sender

• Who is this email being sent from?

  • Whoever enrolls contacts into the sequence - it will come from them and be managed by them
    
    • Examples:
      • If Louis sends the email, it will come from him and be in his sent inbox
      • If Donna sends the email, it will come from her and be in her sent inbox

Sequence Structure

• Number of Emails

  • Automated?
  • Manual?
• Number of Manual Tasks (Calling / Connecting on LinkedIn)
  

  • Any reminders/comments you'd like in the task descriptions?

Email Content

• Link to email copy in Google Doc

• Include notes for personalization (Ex; pull in the contact's first name automatically)

• Subject lines

Unenrollment Criteria

• When a meeting is booked (Required)

• When a contact replies to an email (Required)

• If there is any other cases in which you'd like a contact to automatically un-enroll, please include this in your request and the CRM Specialist will see if it's possible.

🧪 Step 2: CRM Specialist Will Stage the Sequence

Once your request is submitted, Leah will set up the sequence as follows:

1. Build the Sequence

   • Manual? Automated? Both?

   • Create Email Templates

     • Apply personalization notes

     • Format for readability

     • Add subject lines

   • Set Delays (days/hours between steps)

   • Add Manual Tasks If applicable (Calls, LinkedIn, etc.)

   • Customize Task Descriptions

2. Build/Validate List

   • Based on the provided criteria

     • The List will be provided back to the Requester for confirmation that each contact can enroll into this sequence

3. Test Sequence

   • The requester will be enrolled in the sequence to confirm they are happy with the content/formatting

   • Several Tests will be ran prior to sending externally

4. Launch

Overview of Sequences