Lead Nurture and Educational Drip

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A nurture sequence uses triggers, segmentation, and progressively relevant content to move a lead from initial interest toward a qualified next step. [HUB-WF-01][HUB-AUTO-01]

When and where

• Trigger from a known action such as a form submission, content request, webinar registration, product inquiry, or lifecycle-stage change. [HUB-WF-01][BRAZE-TRIG-01]
• Use only contacts eligible for marketing, and route high-intent responses or threshold events to the appropriate sales or success owner. [HUB-AUTO-01][HUB-B2B-01]

How

• Deliver the promised asset or answer immediately, then sequence education, use cases, verified proof, objection handling, and a progressively stronger CTA. [MC-FOLLOW-01][HUB-B2B-01]
• Segment by role, industry, company context, lifecycle stage, behavior, or declared need; do not use a single generic sequence for materially different buyers. [HUB-B2B-01][MC-SEG-01]
• Use two to five follow-ups only as a starting range, adjust spacing to the buying cycle, and stop when the person converts, replies, opts out, or becomes ineligible. [MC-FOLLOW-01][HUB-WF-01]
• Give every email one job and one primary next step, such as read, compare, register, reply, book, trial, or purchase. [BRAZE-STRAT-01]
• Personalize only from reliable CRM or behavioral fields and provide safe fallbacks for missing values. [LIT-QA-01][BRAZE-STRAT-01]
• Measure qualified replies, MQL/SQL movement, meetings, opportunities, pipeline sourced/influenced, deal velocity, and conversions rather than opens alone. [HUB-B2B-01][LIT-MPP-01]