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Mike Lieberman, CEO and Chief Revenue ScientistWed, Nov 22, 2017 4 min read

HubSpot Hacks: Understanding Sales Sequences

{}Automation is no longer used only in the realm of marketing. Your sales team can benefit from automation tools just as much, if not more, than marketing. With HubSpot’s Sales Sequences, you have a powerful tool that can help your sales reps maximize their efficiency while minimizing time spent typing away in emails—without a lead lost! 

Sequences are email templates that offer streamlining capabilities. Following up has never been so easy. 

Here is a breakdown of what sequences can do for your sales team.

Automating Follow-Ups

How much time does your team spend, every day, writing emails, double checking responses, and ensuring the right comments are going out at the right time to the right people? It can become quite the convoluted mess. 

Sequences offer automated follow-ups that you can set to go out on a schedule you choose. As soon as you hang up the phone with your leads, regardless of how far away from purchasing they are, you can enter their information into a sequence so the right emails go out when they need to. 

Without another bit of input from you, customized templates are gently guiding a prospective client towards purchase.

Chasing a Response

Perhaps you’re going after a new lead or hope to follow up with an old lead. You want to reach out several times over the next few weeks and months, but you need to ensure you don’t double up messages or, even worse, send another request to chat when this person has already gotten back to you! 

Sequences make it simple to start this process and forget it. The emails will roll out until a response comes in; after which, the emails will stop without you having to do a thing.

Long-Term Nurturing

You know a new lead is months away from making a purchase. You just hung up the phone, and you know exactly which six helpful emails with content and advice will lead this person to purchase. 

With sequences, you already have this buyer’s journey arc programmed into a template, and it’s as simple as a few clicks to add this lead’s information. The sequence of emails will then start, enabling you to reach out at the perfect times over the next few months. 

Your lead is nurtured, and you’re free to spend your time finding more.

Shared Sequences

The best part of HubSpot sequences is team members will learn from one another. With the ability to share sequences, your whole team can benefit from effective chains. Adele is great at following up, and Gary knows best how to slow nurture. Suddenly, by sharing sequences, both are benefitting from the other’s skills and your team is closing more sales.

Scheduling Messages

It’s always best to do something when it’s fresh in your mind, but when that means sending an email a month from today’s call with a lead, there’s a lot that could go wrong. Wait to write the email, and the important details fade. Write it now but delay sending—it may get lost in the shuffle of tasks. 

Sequences enable you to write follow-up emails quickly and easily with templates now, but launching them at the ideal time.

That Personal Touch

If you’re worried about all these templates leading to an impersonal touch—you’re a good sales person. An impersonal touch is enough to scare off any lead. But sequences are designed to work best with personalization tokens. You’ll be prompted to include specific details that make each message one of a kind (without you having to spend a long time customizing each email). 

Using sales sequences to their full potential is the best way to maximize your sales team’s efforts to close leads with timely follow-ups and automated processes—without losing that personal touch.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.