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Ever since I stepped into the B2B SaaS world back in 2021, I’ve wondered why some companies with great products crash and burn while others thrive. I kept hearing the term “sales pipeline” thrown around, but I didn’t really understand just how important it was until I started seeing patterns.

I’ve seen companies with incredible tech and millions in funding shut down within a year. Not because the product sucked. Not because the market wasn’t there. But because they had no clue how to track their sales process.

In this guide, I’ll break down everything you need to know about sales pipelines — what they are, why they matter, and a step-by-step process to build and manage one that actually drives results.

Let’s dive in.

Table of Contents

• What is a sales pipeline?
• How to Build a Sales Pipeline
• How to Run a Sales Pipeline Review
• How to Clean Up Your Sales Pipeline
• Sales Pipeline Analysis: Key Sales Pipeline Metrics to Track
• An Easy Sales Pipeline Template
• Ready for Sales Pipeline Management?

Every company has its own flavor of a sales process. Even within the same company, pipelines can look different depending on the product or service you’re selling. That’s why there’s no one-size-fits-all setup.

Your sales pipeline should reflect the buyer’s journey in your specific business context. Otherwise, you’re just plugging leads into a system that doesn’t match how they actually buy.

I remember one time a rep on a sales team I worked with got an inbound message from someone who had already talked to three of our customers, secured budget approval, and wanted a demo that week. Instead of walking through the usual qualification steps, we jumped straight to decision-making and pricing.

Some prospects move fast — others stall. Some show up ready to buy, already sold on your product after doing their homework. Others need more nurturing. And that’s the beauty of a sales pipeline: it allows you to adjust your sales approach based on where someone is and how fast they’re moving.

A well-built sales pipeline also gives you visibility into your revenue. Sales managers can forecast more accurately by looking at where each deal sits in the pipeline, how long it’s been there, and how likely it is to close. It’s a simple tool, but when used right, it becomes a powerful engine for growth.

Typical Sales Pipeline Stages

While the specific stages can vary depending on your industry and sales process, a typical sales pipeline includes the following stages:

Prospecting

This is the first step, where you actively search for potential customers who might benefit from your product or service. If you’re selling software, that might mean identifying companies in a certain industry or size range that struggle with the problem your solution solves.

Lead Qualification

Once you’ve identified some leads, the next step is figuring out if they’re a good fit. You assess things like their needs, budget, buying timeline, and whether you’re speaking to someone with decision-making power.

Pro tip: I like to use a “reverse qualification” approach, where you actively look for reasons to disqualify leads. This saves time and helps your team focus on prospects who are actually worth pursuing.

Initial Contact

Here, you reach out to qualified leads via email, phone, or social channels. The goal is to start a conversation, learn more about their pain points, and provide enough value upfront to keep the door open for deeper engagement. This stage is about listening, not pitching.

Proposal

If the lead is engaged and there’s clear interest, you move to presenting a formal proposal. This should be tailored to their specific needs and include pricing, features, and key benefits. The proposal isn’t just a document — it’s your chance to make a strong case for why your solution is the right one.

Negotiation/Commitment

At this stage, both sides work through the final terms, such as pricing, contract details, implementation timelines, and any lingering concerns. Strong negotiation skills help remove roadblocks and move the deal toward a close without stalling momentum.

Closing (or Lost)

This is where the deal is either won or lost. If you close successfully, you move forward with onboarding or implementation. If not, you need to log why the deal didn’t go through. Those insights can help refine your messaging, improve your sales process, and increase your win rate over time.

Pro tip: I like to use this sales conversion and close rate calculator!

Sales Pipeline vs. Sales Forecast vs. Sales Funnel

Sales Pipeline vs. Sales Forecast

People often confuse “sales pipelines” with “sales forecasts,” but they are completely different.

A sales pipeline is a visual representation of where prospects are in the sales process. It tracks potential customers from initial contact through various stages until the deal is closed or lost.

On the other hand, a sales forecast estimates the future sales revenue for a specific time period, usually based on historical data, market trends, and current pipeline information.

For example, if a sales forecast anticipates missing your quota, you should double down on selling activities. But if it estimates a 150% growth compared to the last month, you’d want to scale back your efforts and start laying the groundwork for an equally successful next month.

While sales pipelines and forecasts are distinct, they are closely related. An accurate and well-managed pipeline is crucial for creating reliable sales forecasts. Once you’ve started tracking your sales pipeline, that data can allow you to create a forecast using sales forecasting software like Sales Hub.

Sales Pipeline vs. Sales Funnel

People also often use “sales pipeline” and “sales funnel” interchangeably.

However, a sales funnel suggests that the number of prospects you’re working with will drop consistently as the sales process continues.

This leads to a false belief that you need three times as many prospects at the top of your funnel as at the bottom. For instance, a sales manager following this philosophy would ask his rep to connect with 300 buyers to close 100 deals.

Sales educator and expert Jeff Hoffman clears this misconception by calling a sales pipeline a wide-mouthed cocktail glass instead of an evenly shaped funnel.

You may have a ton of prospects entering your pipeline, but the vast majority drop off after the qualification stage. After prospects have passed the critical point, most should become customers.

How to Build a Sales Pipeline

Building a sales pipeline is one of the smartest moves you can make if you want to grow your business. I’ve seen companies take different approaches to it, but the payoff is always worth it.

How long will it take to build your own sales pipeline? That depends on your product, audience, and team.

However, here are the key steps to get you started.

1. Define the stages of your sales pipeline.

While copying a template might be the quickest way to define your sales pipeline stages, taking the time to develop your own will pay off in the long run. Your pipeline should reflect your buyer’s journey, helping you track progress and accurately forecast revenue.

While every customer’s path is unique, they generally follow a similar process:

• Awareness. The buyer realizes they have a problem or opportunity and begins looking for a solution.
• Consideration. The buyer further defines the issue, establishes criteria for evaluation, and starts researching potential solutions.
• Decision. The buyer has narrowed down their options and compares vendors or solutions before making a final choice.

To illustrate, check out this hypothetical buyer’s journey:

Translating that journey into your sales pipeline stages might look like this:

• Connect. This is when a lead first interacts with your brand. It could be through an email from a salesperson, a webinar, or content they’ve engaged with on your site. The goal here is to make the initial touchpoint meaningful and relevant.
• Appointment Set. Once the lead shows interest, you schedule a meeting to dive deeper into their needs and how you can provide a solution.
• Appointment Completed. After the meeting, you have a clearer picture of their needs, and they’ve heard your pitch. This stage is about confirming the next steps and keeping the momentum going.
• Solution Proposed. At this point, the buyer is interested in using your product to address their pain point or capitalize on an opportunity. You propose how your solution fits into their strategy, highlighting key benefits and value.
• Proposal Sent. This is the stage where the buyer reviews your proposal or contract. They’re now evaluating the specifics of your offering, like pricing, terms, and implementation.

Note: These stages can vary based on your product complexity. A simple product might have fewer sales pipeline stages, whereas a more complex one will require more detailed touchpoints and longer sales cycles. As your product becomes more sophisticated, your pipeline stages should evolve to meet the needs of your buyers.

2. Identify how many opportunities continue through each stage.

You should know how long prospects spend in each stage, both across the board and for closed/won deals. For example, the average prospect may spend two weeks in the demo stage, while those who eventually buy spend three weeks.

You should also know the percentage of opportunities that advance to the next stage.

And it’s critical to establish yield probability (or conversion rate) per stage. Perhaps prospects are 75% likely to buy in the demo stage and 90% likely to buy in the negotiation stage. Once you’ve assigned these percentages to each stage, you can develop monthly or quarterly revenue estimates.

Knowing these benchmarks will help your reps and sales managers predict which opportunities will likely close.

3. Calculate the opportunities you need to hit your goals.

Now you can work backward to determine how many opportunities you need in each pipeline stage. Start with your target monthly or quarterly revenue divided by your average deal size, so you know how many deals you need to win.

Next, divide your target deal number by your yield probability per stage. If you need to win 135 deals, and your reps typically close 90% of deals in the negotiation stage, 150 opportunities must reach that stage in a month.

Repeat this process for every stage. Once you have total milestones, you can divide these goals by salesperson.

Here’s an example from Bob Marsh, CEO of LevelEleven. Assume you need 2,000 deals per year to hit your target bookings.

• 2,000 deals/year = 167 deals per month
• 8,000 proposals/year = 667 proposals per month
• 32,000 meetings/year = 640 meetings per week
• 64,000 calls/year = 256 calls per day

If you have a 100-person team, that translates to:

• 167 deals per month/100 reps = 2 deals per month
• 667 proposals per month/100 reps = 7 proposals per month
• 640 meetings per week/100 reps = 7 meetings per week
• 256 conversations per day/100 reps = 3 calls per day

Salespeople can use these benchmarks to measure their progress against the targets.

Keep in mind that every rep‘s conversion rates will vary by stage. For example, if one of your salespeople struggles to prospect but has an excellent demo-to-close rate, they’ll need fewer initial meetings than their peers to meet the quota.

4. Understand the commonalities between opportunities that convert.

Next, pinpoint the common characteristics of opportunities that convert for every stage. This means looking for patterns in both the actions of your sales reps and the responses of your prospects.

For example, you may notice that leads who respond positively to follow-up emails within 48 hours are more likely to move forward. Or maybe prospects who ask detailed questions during your demo tend to close at a higher rate. These patterns give you valuable insight into which actions and interactions drive conversions.

You might also discover trends in the types of prospects who convert. Perhaps companies in a specific industry are more responsive, or leads from certain marketing channels (e.g., referral-based or inbound leads from high-value content) have a higher chance of success.

Recognizing these trends helps you not only refine your targeting and lead generation efforts but also streamline the sales process itself.

5. Create or adapt your sales process around this data.

Once you’ve identified the key actions and behaviors that drive successful conversions, shape your sales process around these insights. If you don’t have a defined sales process yet, this is the perfect opportunity to create one; if you do, it’s time to update it based on what the data is telling you.

For example, if you’ve found that follow-up emails within 48 hours increase conversion, build that timing into your process. Or if you know that leads who engage with specific content are more likely to convert, create actions in your process that prompt reps to share this content at key stages.

By adapting your sales process around these insights, you set your team up for more success and ensure that prospects move smoothly toward a close.

6. Continuously add leads to your pipeline.

Establishing a sales process isn’t enough, though. As many reps aren‘t too big on prospecting, it’s easy to end up with a dry sales pipeline once you build one.

Since many sales teams focus more on closing deals, they tend to forget prospecting for the upcoming month, and when the next month comes, they’re way behind their schedule.

In an ideal sales pipeline, you should always have more opportunities in the prospecting part than in the closing part. That’s because the number of prospects in each stage progressively decreases while the probability of closing progressively increases.

Even if you have enough leads for a month, it’s good to have a diversified prospecting strategy, so you keep adding new leads for upcoming months.

It shouldn’t always include traditional methods like cold calling; you can encourage reps to try multiple strategies. For example, HubSpot research shows that 72% of sales reps use social media to find qualified leads.

Lead generation and prospecting tools can also help by aggregating potential leads and tracking their status. That way, you always know how many leads you‘ve got and what stage they’re in.

7. Maintain the health of your pipeline.

Of prospects, 60% say no four times before saying yes. Still, nearly half of salespeople never follow up. This indicates that you‘ll definitely lose leads if you don’t establish a five (or more) step follow-up process throughout your sales pipeline.

Give your team a system for following up with leads, including timing, cadence, and contact method. Set clear expectations like:

• Every inbound lead is contacted within six hours or less.
• Every lead receives 10-12 touches spread out over one month.
• Every lead receives various email, phone, and social media touches.
• Every touch includes new information or resources.

If there are any relevant digital assets your organization manages for this purpose, they should be easily accessible to the sales team. Making these resources readily available can streamline follow-up efforts and ensure consistency in communication.

A uniform follow-up strategy helps your reps maintain clean pipelines by telling them when to disqualify prospects. If a prospect hasn’t responded by the last touch, you can remove them from the pipeline.

Pro tip: If you mainly follow up with leads via email, check out our free email template builder to streamline the process of creating follow-up emails.

8. Clean your sales pipeline regularly.

Cleaning up your sales pipeline is essential if you want accurate sales forecasts. Most forecasts rely on the stage each opportunity is in to estimate how likely it is to close. However, this doesn’t always tell the full story.

Say, you sent a proposal for a $2,000 deal to a prospect a month ago, but since then, they haven’t responded to any of your calls or emails. Despite being in the “negotiation” stage, this deal is clearly losing momentum.

If your sales forecast still counts it as a high-probability opportunity, you might overestimate your expected revenue for the next month. In reality, this deal may be a lost cause, and your forecast could be off by thousands of dollars.

The longer stale deals remain in your pipeline, the wider the gap between expectation and reality grows. This is why regularly cleaning your pipeline is so important. Take time to remove opportunities that are no longer viable and re-qualify the ones that are still active. This keeps your sales forecast aligned with what’s actually happening, allowing for more realistic planning.

Another crucial step is keeping your communication organized. Your email inbox is a key part of your sales process, so it should reflect the current status of your deals. By maintaining an organized inbox (using an inbox zero approach, for instance), you can quickly identify stale conversations or opportunities that need a follow-up.

You can automate this process with tools like Clean Email, which helps declutter your inbox and ensures you’re not missing any follow-ups that could push a deal over the line.

How to Run a Sales Pipeline Review

Just like a regular health check-up helps catch potential issues early, reviewing your sales pipeline regularly helps spot bottlenecks and inactive leads before they derail your efforts.

Here’s how you can run an effective sales pipeline review to keep things on track.

1. Gather relevant data.

First things first — gather all the essential data from your CRM and sales tools. This should include information on your current leads, conversion rates, deal sizes, and how long prospects are spending in each stage of your pipeline.

In my experience, the best sales teams always have accurate, up-to-date data. Detailed reports and analytics give you a clear view of your pipeline’s health and allow you to pinpoint areas that need attention. If your data isn’t up to date, the review process won’t give you a true picture of what’s really going on, which can lead to missed opportunities or wasted efforts.

2. Prepare a clear agenda and structure.

Before the review, I suggest creating a structured agenda that outlines specific topics to cover. I recommend using a framework like the Create-Advance-Close model to organize the discussion.

For example, if I were a salesperson, I would allocate time to discuss new deals entering the pipeline (Create), deals progressing through stages (Advance), and deals nearing closure (Close). I would also ensure that clear time limits are set for each section to maintain focus. Without this, reps can easily go off on a tangent and turn the review session into extended coaching sessions.

This structure helps ensure the meeting stays on track and covers all crucial aspects of the pipeline, from lead generation to deal closure.

3. Review key pipeline metrics.

I recommend kicking off your pipeline review meeting by focusing on key pipeline metrics that offer actionable insights. Look at metrics like the number of qualified leads, MQL to SQL conversion rates, win rate, average deal size, and the length of your sales cycle. These metrics give you a snapshot of your pipeline’s overall health and performance.

I also suggest discussing any significant shifts or trends in these metrics compared to previous periods. For example, if you notice a dip in your win rate or a slowdown in the sales cycle, this could signal areas that need attention. A data-driven approach like this helps ensure that the conversation remains objective and focused on what truly matters.

When discussing these trends, dive deeper into any metrics that show concerning patterns or unexpected changes. This helps uncover the root causes and allows your team to adjust strategies accordingly.

4. Analyze deal movement and stagnation.

One of the most critical steps in a sales pipeline review is identifying where deals are stalling or getting stuck. These bottlenecks can significantly impact your ability to close deals and forecast revenue accurately.

Start by looking at where deals are stagnating in the pipeline. Are leads stuck in the “proposal” stage for weeks without progress? Are opportunities in the “negotiation” stage going quiet with no responses? Understanding why this is happening is key to fixing the problem.

There are a number of reasons why deals stall:

• Inadequate follow-up. If your sales reps aren’t following up consistently or at the right times, prospects might lose interest or simply forget about the deal. According to LeanData, 38% of reps take more than two weeks to follow up on newly assigned leads. You’ll want to look for patterns where opportunities might be slipping through the cracks and ensure there’s a clear follow-up strategy in place.
• Poor lead quality. Sometimes deals stall because the initial leads weren’t well-qualified. Maybe the leads don’t have the real need for your solution or lack the authority to make a purchasing decision. It’s essential to evaluate whether your lead qualification process is strong enough or if certain types of leads should be filtered out earlier in the pipeline.
• Issues with the sales pitch. If leads are dropping off after a pitch or demo, the issue might lie in how the value of your solution is being communicated. Perhaps your pitch isn‘t addressing the key pain points of the prospect, or you’re not showing them the full ROI of the product. In this case, adjusting your approach and providing your sales team with better tools or training can help move deals forward.

Pointing out these obstacles helps the team take targeted actions to resolve them, ensuring smoother transitions through each pipeline stage​.

5. Update and adjust strategies.

Based on the insights you’ve gathered, update and refine your sales strategies. Successful teams regularly adjust their approach — whether it’s revising lead qualification criteria, refining sales pitches, or adopting new tools to streamline processes.

For example, if you’re bringing in too many low-quality leads, it’s time to tighten your criteria. If your sales team struggles to close deals, maybe your pitch needs to better address objections or highlight key benefits.

Implementing new tools can also help, such as CRM systems or email automation, to improve efficiency and keep follow-ups on track.

Clear communication of these changes is key. Make sure your team understands why the adjustments are being made and offer training to ensure everyone is aligned. Regular strategy updates keep your pipeline dynamic and help you stay competitive in a changing market.

6. Create an accountability mechanism for reps and managers.

One major pitfall in pipeline reviews is the lack of accountability for both you and your team. To avoid this, make sure you establish clear action items for everyone involved before concluding the review. These should be specific, measurable, and time-bound.

I’ve noticed that business-savvy teams assign ownership for each action item and set deadlines. Additionally, they agree on how progress will be tracked and when these items will be reviewed next.

This step ensures that the insights gained during the review translate into concrete actions that move deals forward.

Sales Pipeline Reviews vs. Sales Forecast Reviews

While both sales pipeline reviews and sales forecast reviews are essential for your team’s success, it’s important to keep them separate.

A sales forecast review focuses specifically on deals that are likely to close within a given timeframe. The goal here is to help you and your team predict whether you’ll hit your quota. This review looks at the deals already in the pipeline and assesses their likelihood of closing, based on factors like the stage they’re in and historical conversion rates. It’s a forward-looking meeting that gives managers a clear picture of whether they’re on track to meet their sales targets.

On the other hand, a sales pipeline review is all about moving deals through the sales process more efficiently. This meeting should center around fresh sales opportunities — the leads that are still early in the pipeline. It’s a strategic look at where prospects are getting stuck or stalled, and how to help them move forward. The focus is on optimizing the pipeline, not just forecasting future outcomes.

I’ve noticed sales managers make the mistake of jumping in to help during the later stages of the sales process, often when it’s too late to make a meaningful impact. At this point, the deal is already in motion, and the outcome is harder to influence.

To truly make a difference, managers should be involved earlier on, during the initial stages of the opportunity, where their guidance can shape the strategy, address potential obstacles, and prevent issues from developing down the line.

How to Clean Up Your Sales Pipeline

I’ve always believed that a clean, well-organized sales pipeline is the key to maximizing efficiency and closing more deals. Firms with structured pipelines achieved a 16% higher win rate, indicating that a clear and organized pipeline directly contributes to closing more deals.

Over the years, I‘ve seen systematic approaches keep pipelines neat and tidy, and I’m excited to share these tips with you.

1. Review and remove stagnant leads.

Identify leads that have been in the same stage for too long. These stagnant leads are unlikely to convert and only clutter your pipeline.

Use your CRM to filter out these leads based on inactivity. Once identified, either remove them or move them to a nurture campaign if there’s potential for future engagement. Research shows that 80% of new leads never translate into sales due to a lack of lead nurturing. This means that if you nurture them, they might convert into a sale.

Regularly clearing out these leads keeps your pipeline dynamic and focused on active prospects​.

2. Requalify existing leads.

Over time, some leads in your pipeline may not have been fully qualified, or their circumstances may have changed. For example, a lead who seemed interested in your product a few months ago might now be dealing with budget cuts or a shift in company priorities.

It’s important to regularly requalify leads to ensure you’re focusing your energy on the right prospects. This process involves reassessing your leads based on updated criteria such as budget, authority, need, and timeline (BANT).

Requalifying your leads isn’t just about weeding out the unqualified ones; it’s also an opportunity to gather fresh information. During this process, you can update outdated contact details, refresh notes on the prospect’s pain points, or confirm any new decision-makers.

This ensures your pipeline is populated with the most relevant and up-to-date information, which in turn strengthens your sales strategy.

3. Update contact information.

Many deals are lost when decision-makers change within an organization. As a sales rep, it’s vital to stay informed about any personnel changes in your prospect’s company. If a key decision-maker leaves, you may need to move the deal back to the qualification stage to identify the new point of contact and rebuild the relationship.

It’s also important to verify close dates and make sure they align with the reality of the deal. If the close date is too optimistic, adjust it to reflect the true timeline; if it’s too far out, you may miss the chance to push the deal forward sooner.

Don’t forget to double-check the opportunity dollar values as well. If they’re set too high, your sales forecast might be overly optimistic, while too low a value could make you think you’re farther from your goal than you actually are. Keeping these numbers accurate helps you stay grounded and better manage expectations.

4. Follow up with cold leads.

Leads can sometimes go cold if they haven’t been contacted recently. Implement a follow-up strategy to re-engage these leads. Send personalized emails or make follow-up calls to check in and revive interest.

If a lead remains unresponsive after several attempts, consider removing them from your active pipeline. This ensures you focus on leads that are more likely to convert​.

Pro tip: I recommend using automation tools to handle routine tasks like follow-up emails and data entry. Automation reduces the chances of human error and frees up your time for more strategic activities. Set up automated workflows in your CRM to ensure consistent follow-up and lead nurturing. This keeps your pipeline moving smoothly and ensures no lead falls through the cracks​.

5. Streamline your pipeline stages.

Over time, sales pipelines can become bloated with too many stages or overly complex processes that slow down progress and create confusion. To ensure that your pipeline remains effective and manageable, regularly evaluate and streamline your sales pipeline stages.

Start by checking if any stage is redundant or no longer aligns with how prospects move through the buying journey. Are there too many steps between qualification and closing? Are certain stages causing unnecessary friction or delays? For instance, if you have a “follow-up” stage after every meeting, but it’s not adding value or leading to more sales, consider eliminating it.

By simplifying your pipeline, you make it easier for sales reps to manage leads, ensure consistent follow-ups, and avoid confusion. A streamlined pipeline also helps reduce the risk of deals getting lost or stuck in overly complicated processes, allowing your team to focus on what really matters — closing deals and driving revenue.

Sales Pipeline Analysis: Key Sales Pipeline Metrics to Track

When reviewing your pipeline, you should know some baseline metrics to help determine whether your pipeline is healthy. Use these metrics to gauge the health of your sales pipeline — and, from there, the health of your team, department, and business.

While there are many sales pipeline analysis metrics to consider, I’ve narrowed it down to six key indicators that provide the most valuable insights for optimizing sales performance and forecasting.

1. Number of Qualified Leads

Tracking the number of qualified leads entering your pipeline each month is crucial. This metric shows if your lead generation efforts are effective. For example, if you receive 200 leads in a month and qualify 50 of them, your qualification rate is 25%.

This metric will help you understand the quality of your leads and adjust your marketing strategies accordingly.

Use this metric to gauge the workload and identify if you have enough opportunities to meet your sales targets.

Pro tip: Ensure the deals are evenly distributed across different stages to prevent bottlenecks.

2. MQL to SQL Conversion Rates

MQL to SQL conversion rate measures the percentage of marketing-qualified leads that become sales-qualified leads. It’s a reliable way to assess lead quality and indicates the success of your lead generation campaigns.

The average MQL to SQL conversion rate across popular industries is about 16%. This means that for every 100 MQLs, a marketing campaign should aim to convert at least 16 into SQLs.

To calculate, divide the number of leads that advance by the total number of leads at the initial stage and multiply by 100.

You can use this metric to identify strengths and weaknesses in your sales process and to optimize each stage for better conversion.​

3. Win Rate

Win rate measures the percentage of closed deals out of the total opportunities. It helps gauge the effectiveness of your sales process and team performance.

The win rate percentage is calculated by dividing the number of closed deals by the number of leads, opportunities, or meetings. This can also be done for each stage of the sales process.

For example, if you had 50 opportunities and closed 10 deals, your win rate is 20%. This metric indicates your overall sales effectiveness.

4. Average Deal Size

Average deal size indicates the typical value of closed deals.

Formula: Total revenue from all deals / Number of deals. For example, if you have $500,000 in total revenue from 50 deals, the average deal size is $500,000 / 50 = $10,000.

Knowing your average deal size helps you set realistic sales targets and forecasts and can guide your focus toward higher-value opportunities. To increase it, focus on increasing this metric by upselling and cross-selling.

5. Sales Cycle Length

Sales cycle length measures the average time it takes to close a deal from the initial contact to closing.

Formula: Total number of days to close all deals / Number of deals. If it takes 1,000 days to close 50 deals, the average sales cycle length is 1,000 / 50 = 20 days.

This metric helps identify inefficiencies in your sales process and areas for improvement, aiming to shorten the cycle and close deals faster.

6. Sales Pipeline Velocity

Pipeline velocity is one of the key sales pipeline analysis metrics, and it measures the speed at which leads move through your sales pipeline.

Calculate it using the formula: (Number of Opportunities x Win Rate x Average Deal Size) / Sales Cycle Length.

For instance, suppose you have 50 opportunities in your sales pipeline. Your average win rate is 40%, and your average deal size is $10,000. The sales process usually takes 70 days, from the initial contact to the signed proposal.

Your pipeline velocity = 50 x .4 x 10,000 / 70, or $2,587.14.

That means approximately $2,587.14 is moving through your sales pipeline every day. Obviously, the higher your velocity, the better.

So, how can you increase the pipeline velocity?

You can pull four main levers, and unsurprisingly, they correlate to the four factors of the equation.

• The number of total opportunities. Increase your prospecting efforts to get more opportunities.
• Win rate. One-on-one weekly coaching helps sales reps deliver high performance. You can improve this metric by investing in sales training and enablement.
• Deal size. Help your reps sell bigger deals by teaching them how to upsell, cross-sell, or target larger customers.
• Sales cycle. Have a well-defined sales process and ensure reps follow it. Leave room to test new strategies like the growth of AI or buyers’ preference for virtual shopping, and adapt accordingly to reduce your sales cycle.

An Easy Sales Pipeline Template

A sales pipeline template lets you set up your pipeline in a spreadsheet. Simply plug in each deal, its expected value, and the probability of closing, and you’ll get the weighted average for that deal.

This sales pipeline template also has columns for the assigned salesperson, the prospect’s contact information, and the next steps.

Download HubSpot’s Free Sales Pipeline Template

While you can manage your sales pipeline in an Excel spreadsheet, using a CRM is much easier. The HubSpot CRM gives you an up-to-date view of your sales pipeline, multiple ways to sort your deals, automatic activity tracking (so you don’t need to log calls or emails manually), and detailed contact records for every lead.

Sales Pipeline Report

The next step in managing your sales pipeline is creating reports. Using reports, you can predict when opportunities will close and get a clearer picture of the pipeline’s health. But what should you include in your sales pipeline report?

• The number of opportunities in the pipeline. This is an excellent indicator of whether a pipeline has enough opportunities to meet revenue goals and quotas.
• Opportunity sizes. If an opportunity closes, how much value will it provide to the sales team?
• Close date for each opportunity. This tells you when an opportunity might close. It also allows salespeople and managers to forecast expected revenue.
• An overview of the pipeline over time. Is your pipeline growing? Zooming out and looking at the pipeline history will show you the answer.

Ready for Sales Pipeline Management?

Mastering your sales pipeline means mastering your results. The sales pipeline benefits the entire organization, not just the sales team. When everyone aligns around revenue goals, every team succeeds.

A well-managed pipeline is dynamic, requiring constant attention, regular reviews, and adaptability to market changes and customer behaviors. Successful sales leaders and reps view their pipeline as a strategic asset, not just a reporting tool.

Whether your business faces disruption from new competitors, major opportunities, industry shifts, or internal changes, use these tips and the sales pipeline template to forecast your deals and manage your sales pipeline effectively.

After years as a B2B SaaS content consultant, I’ve learned that while starting a business is exciting, setting up the right structure is so important. Different business structures offer various benefits, but choosing the wrong one can hurt you legally and financially in the long run.

Let me share what I‘ve learned about choosing the right business legal structure based on my own journey and the experiences I’ve had working with other consultants in our industry.

Table of Contents

• What is a business legal structure?
• Four Types of Business Structures
• Think Bigger Than Your Current Situation

What is a business legal structure?

A business legal structure, or business entity, is a classification of a company and how it operates. It also regulates your federal and state tax obligations.

There are four primary categories:

1. Sole proprietorship.
2. Partnership.
3. Limited liability company (LLC).
4. Corporation.

When I first started, I carefully considered whether I‘d want to bring on partners or scale my business later. I’ve discovered how expensive and time-consuming it can be to change your business structure down the road, so I always advise thinking about your future plans when choosing a business structure.

Four Types of Business Structures

1. Sole Proprietorship

A sole proprietorship is the easiest business structure to start. In fact, when I first began freelancing, I discovered there‘s no setup involved — you’re automatically considered a sole proprietor.

This means you own and operate the business as one individual — there’s no difference between the owner and the business. You file taxes under your legal name or the name of the business you registered with the Division of Corporations.

Here’s a snapshot of the pros and cons of sole proprietorships.

The only way around this is to purchase business insurance and include liability waivers in contracts. Another option is to transfer or share personal assets with someone else.

For taxes, sole proprietors must pay federal and state income taxes, depending on where they operate. Some states don’t charge income taxes for sole proprietorships, such as Florida.

It’s free to establish a sole proprietorship, but if you register a Doing Business As (DBA) name, you’ll pay between $10 and $100.

Examples of sole proprietors include freelancers, gig workers, and small business owners like writers, web developers, hair stylists, and online store owners.

Example: Content Writing Services

I started my B2B SaaS content consulting business as a sole proprietorship, which was the simplest way to begin. I wrote blog posts, whitepapers, and case studies for software companies under my own name, filing taxes with Schedule C.

While this structure worked initially, I realized that as I took on larger enterprise clients and higher-value projects, I needed more liability protection and growth potential.

2. Partnership

A partnership is like a sole proprietorship, except two or more people own it. There are two types of business partnerships:

1. Limited liability partnerships (LLP).
2. Limited partnerships (LP).

In an LLP legal business structure, each partner has limited liability. The partners’ personal assets are off-limits in litigation and for debt repayment. Plus, partners are protected from the actions of other partners.

So if one co-owner gets sued for misconduct, the other partners aren’t responsible for the costs that incur.

An LP is a little different — one or more general partners (GPs) have unlimited liability, and the other owners have limited liability. Some differences include:

All partners decide the voting power LPs will have, which can be restricted to certain areas. For example, an LP may have 20% voting power because they invested 20% of the capital in the company and can only vote on matters revolving around equipment purchases and acquisitions.

The partnership agreement details the roles and rights of each partner to prevent future conflicts and is critical to have before establishing the business.

It should outline:

This isn’t an all-inclusive list, but it provides an idea of what most partnership agreements cover.

Note that partnerships are tax-reporting entities (not tax-paying). It’s required to file Form 1065 annually to provide information to the IRS about business profits and losses. However, the business doesn’t pay taxes to the government.

Instead, profits and losses pass through to the owners. Each owner must fill out a tax return and include details about their percentage share of the profit (based on the partnership agreement). They then pay taxes on their portion of the profits or report a loss.

Partnerships aren’t difficult to form, but require detailed agreements that are best done with the help of an attorney.

The cost to start a business partnership depends on several factors like:

• Location/state of registration.
• Number of partners involved.
• Type of partnership (LP vs LLP).
• Complexity of partnership agreement.

For example, registration fees can range from around $200 for an LP in Delaware to $1,061 for an LLP in Florida. Many states also require annual renewal fees, which can be as high as $820.

Examples of partnerships include medical, legal, and dental practices.

Example: Digital Content Solutions

Another freelancer and I considered forming a partnership to combine our expertise. I‘d handle B2B SaaS content strategy and writing while they’d manage SEO and content distribution, and we would have split profits 60-40 based on workload, with me as the majority partner.

However, we opted against this structure due to shared liability concerns. If one partner made a mistake with a client’s product messaging or SEO strategy, both of us would be personally liable.

3. Limited Liability Company

A limited liability company, or LLC, is a mix of corporate, sole proprietorship, and partnership legal business structures. It provides liability protection to safeguard your personal possessions from business debts.

LLCs can have one or more members, like a partnership. However, some states require the business to dissolve when someone leaves the company. You can then re-form the company under the same or a different business structure.

If you plan to sell the company one day, include a clause in the agreement about buying, selling, and transferring ownership of the LLC.

An LLC is a tax-reporting entity and must file an informational tax return. However, it pays no taxes to the IRS as its business income passes through the company to the LLC members. Each member files an individual tax return to report their share of profits or losses. This can prevent double taxation (paying corporate taxes on the profits, while also paying personal income tax on your owner’s salary).

However, since LLC members are self-employed, they pay self-employment tax contributions for Medicare and Social Security.

Note:

• If you’re the only LLC member, you can report business expenses using Form 1040 Schedule C, E, or F.
• If there are two or more LLC members, each must file a partnership return using Form 1065.

Each LLC member’s profit share is taxable income, including undistributed profits.

The cost to form an LLC depends on the state but can range between $100 and $800. In addition, if you are doing business in your state, it is best to form an LLC in that state. Otherwise, if you form an LLC in another state, you will have to pay your fees twice.

You must also have articles of organization (certification of formation) before establishing the business.

Some states require an LLC operating agreement outlining:

• Profit and loss sharing.
• Buy-sell provisions.
• Member voting power.
• Ownership interest per member.
• Rights and responsibilities of each member.

LLC is an ideal business structure for medium-risk companies. It separates your business and personal finances, since you’ll need a separate LLC bank account to run your business (this holds true for all business structures except for sole proprietorship).

Examples of LLCs include real estate companies, law firms, accounting firms, and consulting businesses.

Example: My Current LLC Structure

I operate my B2B SaaS content consulting business as an LLC, which protects my personal assets while maintaining operational flexibility.

This structure works perfectly for my high-value consulting work with software companies, where a single messaging mistake could potentially impact a client’s product launch.

I can also easily bring on subcontractors for larger projects, scale my services, and maintain professional credibility with enterprise clients who prefer working with LLCs over sole proprietors.

4. Corporation

A corporation, or C-corp, is independent of the people who own and run it (shareholders). As a shareholder, you own portions (shares) of the corporation, giving you partial ownership rights.

Shareholder benefits include:

• More shares = greater voting power in company decisions.
• Receive dividends (share of post-tax profits).
• Dividends only taxed upon distribution to shareholders.
• Personal assets protected from business liabilities.
• Shares can be passed on after death according to formal documents.

A corporation is considered a separate legal person — it has its own assets and liabilities. Therefore, it can do things separate from its owners, such as enter into contracts, sue and be sued, and pay taxes. Its structure even protects shareholders’ personal assets from business liabilities and debts.

It’s similar to a partnership, except corporations are owned by shareholders who elect directors to oversee the company. The board of directors then hires managers to run the business. So it’s an attractive option for investors who want to earn from the company, but don’t want to work “in” the business.

There are two types of corporations: C-Corporations and S-Corporations. Here are some of their differences.

It’s common for sole proprietors and LLC businesses to elect to be taxed as S-corporations to save on taxes. But it’s only worth it if you earn at least $75k a year.

For example, your business generates $100k in earnings per year — and instead of the entire amount passing onto you like a regular LLC member, you could split the $100k by paying yourself a salary of $50k and taking the rest as dividends. You’ll pay $7,650 in self-employment tax (or 15.3%) for your pass-through income — not the dividends — saving you $7,650 compared with getting all $100k as a pass-through.

Although forming a corporation is the most complex, it’s affordable, costing between $50 and $200.

Examples of corporations include social media companies, software companies, and grocery chains.

Example: My B2B SaaS Clients like HubSpot

Most of my clients, including HubSpot, operate as corporations. This structure makes sense for SaaS companies because they often need to raise significant capital, have multiple shareholders, and plan for rapid growth.

As a content consultant, I work directly with their marketing teams but understand that major decisions go through their board of directors.

The corporate structure helps these companies manage complex operations across multiple products, attract top talent with stock options, and maintain the professional image needed for enterprise sales.

Think Bigger Than Your Current Situation

Writing this piece reminded me of all the conversations I‘ve had with fellow consultants who rushed into choosing a business structure without proper research. I’ve seen talented writers get stuck in partnerships that limited their growth and others who outgrew their sole proprietorships but waited too long to make a change.

There’s no one-size-fits-all solution — understand where you want your business to go and build the right foundation to get there.

While the paperwork and legal considerations might seem overwhelming at first, investing time in this decision early on saves considerable headaches down the road.

I once worked with a client who completely changed the way I think about business growth. He ran a mid-sized tech company, growing steadily but slowly — until everything suddenly took off. I asked him what changed. His answer? “Joint ventures.”

That was the first time I really understood what a joint venture is — a strategic partnership where two businesses combine strengths while staying independent. Instead of building new tech from scratch, he partnered with a company that had what he needed. In return, his company provided the market access his partner lacked. The result? They both scaled faster than they ever could alone.

Since then, I’ve seen joint ventures reshape industries, from tech to automotive. Unlike acquisitions, they let businesses share resources without giving up control. Of course, not all joint ventures work, but when done right, they can be a game-changer.

Table of Contents

• What is a joint venture?
• 4 Types of Joint Ventures
• Joint Venture Examples
• The Advantages and Disadvantages of a Joint Venture
• Joint Venture Alternatives
• Takeaway Thoughts

Take BMW and Brilliance Auto Group, for example. They partnered to produce BMW vehicles in China, helping BMW expand in a highly regulated market while Brilliance gained access to BMW’s engineering expertise.

Or, Google and NASA — collaborating on AI and quantum computing at NASA’s Ames Research Center to push space exploration and data analysis forward.

Every joint venture is built on a contract that spells out how things work. Think: Who’s contributing what, how decisions get made, and how profits (or losses) are split. Some agreements are simple, just covering the basics, while others go deep into financing structures and decision-making authority.

Pro tip: I’ve learned that clear governance is everything. Who has the final say? How will disputes be handled? Sorting these out upfront keeps things running smoothly and avoids unnecessary power struggles.

Why Companies Form Joint Ventures

When growth feels risky, I get why companies look at joint ventures as the smarter bet. Instead of taking on the cost and complexity of a full acquisition or building from the ground up, they team up simply because it’s just more practical at times.

Right now, 60% of companies say JVs hold up better in economic downturns, and 58% see them as a safer bet than mergers and acquisitions (M&A), especially given today’s geopolitical climate. And I see the appeal.

A strong JV can help businesses:

• Break into new markets without starting from scratch.
• Share the financial and operational load of big projects.
• Leverage each other’s expertise for faster innovation.
• Streamline operations and cut inefficiencies.
• Gain a competitive edge without going all-in alone.

It’s less about ownership and more about strategic advantage — because the right partnership can get you further faster.

I’ve seen joint ventures work wonders when done right. They help businesses cut costs, boost efficiency, and share risks. But not all joint ventures are created equal. There are four main types.

1. Project-Based Joint Venture

A project-based joint venture has two or more parties working on a specific project. This agreement is usually temporary, lasting until the project’s completion.

One of my favorite examples? NASA and Boeing teaming up to develop a new type of sustainable airplane, the X-66. NASA’s goal is to reach net-zero carbon emissions in aviation by 2050, and developing the X-66 with Boeing is the first important step in this project.

Project-based joint ventures can also include:

• Construction firms joining forces to tackle a massive development.
• Tech companies co-developing a product, then parting ways once it’s launched.
• Retailers banding together to break into a new market.

Pro tip: I always recommend doing some deep due diligence before committing. Make sure you and your potential partner align on company culture, decision-making, and operational capacity. Misalignment here can be a dealbreaker later. Use HubSpot’s Free Business Startup Kit to align you and your cofounder’s vision — and even pitch your new venture to investors.

2. Functional-Based Joint Venture

A functional-based joint venture is a long-term collaboration where two or more parties share resources to support each other’s operations. Unlike project-based ventures, this one keeps going as long as it works for both sides.

Say I own a bakery. To expand my reach, I might partner with a local coffee shop. They sell my pastries, I promote their coffee beans, and suddenly, we’re both growing.

Microsoft and OpenAI, for example, began working together in 2023. Microsoft provides cloud computing infrastructure through Azure while OpenAI develops AI models that Microsoft has exclusive access to. They share the revenue they jointly produce and plan to expand their partnership with new projects in 2025.

Source

3. Vertical Joint Venture

A vertical joint venture takes place between buyers and suppliers — usually when a traditional supplier-buyer relationship doesn’t maximize benefits. This type of joint venture helps create economies of scale and cut costs for both parties.

One recent example I found fascinating was Honda and LG Energy Solutions investing $4.4B in an Ohio battery plant. Honda gets a steady supply of high-quality battery modules, while LG secures a long-term manufacturing partner.

4. Horizontal Joint Venture

A horizontal joint venture happens when two companies in the same industry team up to gain a competitive edge. The twist? They may also be competitors.

For instance, semiconductor producers Intel and UMC formed a joint venture in 2024 to collaborate on advanced chip production. They are at the same level of the industry but Intel provides cutting-edge chip design expertise and access to U.S. government incentives (e.g., CHIPS Act funding) while UMC, a Taiwanese company, provides manufacturing expertise in mature node production, helping Intel scale up older chip manufacturing. Moreover, this international partnership aims to help avoid future supply chain disruptions.

Pro tip: I can’t stress this enough — clear, frequent communication is non-negotiable in a joint venture, especially when working with a competitor. Transparency builds trust, and trust keeps the partnership running smoothly.

Joint Venture Examples

Telstra and Accenture

In early 2025, Telstra joined forces with Accenture in a seven-year venture to push AI and data transformation forward — fast. The goal? To embed AI deep into Telstra’s systems, improving network performance, customer experience, and efficiency across the board.

Source

With Accenture’s AI expertise, Telstra gets access to cutting-edge tools and a stronger data infrastructure. Meanwhile, Accenture locks in a major telecom client, helping shape the AI-driven future of one of Australia’s biggest providers. For Telstra, this means faster automation and smarter systems. For Accenture, it’s a proving ground for its AI innovations.

Mitsubishi Corporation and Nissan

By March 2025, Mitsubishi Corporation and Nissan are rolling out a joint venture aimed at two big things: making autonomous driving more practical and turning EV batteries into scalable energy storage.

Nissan brings the EV and self-driving expertise, while Mitsubishi taps into its massive business network to commercialize these innovations in the market. Beyond an auto partnership, I see this as a bold move to tackle real-world problems, from urban congestion to sustainable energy storage.

Volkswagen and Rivian

Volkswagen and Rivian made it official in late 2024, forming “Rivian and VW Group Technology, LLC” — a venture dedicated to developing next-gen EV software and electrical architecture, with the first models slated to roll out in 2027.

Source

For Volkswagen, this means access to Rivian’s cutting-edge tech to accelerate its EV roadmap. For Rivian, it’s deep-pocketed support to expand its technology across more vehicles. With up to $5.8 billion on the table, this deal focuses on making EVs more accessible, affordable, and packed with smarter software.

At its core, this is a win-win: Volkswagen picks up the pace in the EV race, and Rivian cements itself as a leader in automotive tech.

The Advantages and Disadvantages of a Joint Venture

I’ve seen joint ventures unlock incredible opportunities — new markets, fresh expertise, and access to resources that would’ve been out of reach solo. But they’re not without their challenges.

Here’s why I’d consider a joint venture:

• Access new markets, knowledge, and resources.
• Combined financial resources means sharing both risks and rewards.
• Each partner brings unique strengths to the table, making the whole greater than the sum of its parts.
• Increased speed to market — something I always appreciate in business.

Here are some reasons I may not:

• More people involved means more complexity (and red tape).
• Potential for disagreement or a partner not upholding their end of the bargain.
• Possibility of unbalanced power dynamics.

Joint Venture Alternatives

Joint ventures can be a smart way to grow a business, but they’re not always the right fit. If you’re weighing your options, I recommend considering the following alternatives as well.

Strategic Alliances

Strategic alliances are agreements between two or more companies that involve sharing resources, such as technology or personnel, to achieve a shared goal.

I like to think of a strategic alliance as teaming up without tying the knot. The key difference from a joint venture? You don’t have to create a new legal entity. Each company stays independent while working together, which makes this a more flexible option if you want the benefits of collaboration without giving up control.

Partnerships

A partnership is a formal agreement between two or more people to run a business together. It comes with some big perks — shared profits, access to more capital, and a bigger network — but it also requires trust. If one partner decides to leave, things can get complicated fast.

I find Gauri Manglik’s perspective, as CEO and co-founder of Instrumentl, apt here: “A partnership can help you maintain more control over what happens with your company than a joint venture or an alliance. You maintain the autonomy to make decisions and keep the rights and responsibilities to your brand and product/service offerings.”

Pro tip: Choosing between a joint venture, strategic alliance, or partnership comes down to how much control you want to keep and how much risk you’re willing to take. If you’re unsure, I’d recommend talking to a business lawyer to make sure you’re making the right move and protecting yourself in the process.

Takeaway Thoughts

I’ve seen firsthand how powerful joint ventures can be when they’re set up right — but I’ve also seen how easily they can go off the rails. Without a solid plan, clear governance, and real trust, things can fall apart fast. That’s why so many businesses opt for strategic alliances or partnerships instead — collaboration without the legal and operational headaches.

If you’re thinking about a joint venture (or any kind of business partnership), prioritize laying the right groundwork upfront.

Editor’s Note: This blog was originally published in December 2022 and has been updated for comprehensiveness.

What’s the difference between sales and marketing?

At a high level, marketing is all about informing leads and attracting them to your company, while sales is about working directly with prospects to highlight the value of your company’s solution to convert those prospects into customers. Sounds simple enough, right? But it turns out that the difference between sales and marketing is more complicated than you might think.

In this article, I’ll go through what these two vital business functions are, as well as how they differ in terms of planning, goals, and more. Then, I’ll share some of my personal thoughts and expert tips on how to ensure sales and marketing are aligned within your organization.

Table of Contents

• Difference Between Sales and Marketing
• Marketing vs. Sales
• How Sales and Marketing Work Together
• The Power of a Marketing and Sales Partnership

Sales includes all of the activities that lead directly to a sale. Salespeople are responsible for managing relationships with potential clients, or prospects, as well as providing solutions that eventually lead those prospects to turn into paying customers.

In contrast, marketing encompasses all of the activities that help spark interest in your business. Marketers use market research and analysis to understand who their potential customers are and what they care about, and they run campaigns to attract people to their business’s brand, product, or service.

Digital marketing expert Kyrus Keenan Westcott offers a helpful analogy: “Marketing and sales are like siblings with the same goal: helping a company succeed. But just like siblings, they have their own distinct personalities and roles to play.”

Westcott continues, “Marketing focuses on getting people interested in a product or service, while sales focuses on closing the deal and making sure the customer leaves happy.”

Clearly, there is a lot of overlap between sales and marketing — but there are also a few important differences. So, let’s dive a little deeper. How exactly do these two business functions differ?

Marketing vs. Sales

To ensure your marketing and sales departments are set up for success (both individually and together), it’s essential to understand the core elements of each. Below, I’ll share some key differences between marketing and sales, including differences in planning, goals, tools, and more.

Planning

Both marketing and sales plans typically start with an overview of the company’s history and its overarching goals and initiatives. However, that’s where the similarities end.

After this basic information, a marketing plan lays out what the product is, its price, who it’ll be sold to, and where it will be sold. This is also known as the 4Ps of marketing: product, price, place, and promotion. Goals are set, marketing channels are chosen, and a budget is defined for the various campaigns that the marketing team plans to pursue.

In contrast, sales plans include details about the sales process, team structure, target market, and goals, as well as the action plan, tools, and resources that will be used to hit these targets.

Goals

Similarly, while the high-level goal of both sales and marketing is to generate revenue, the two departments pursue different specific goals in light of that larger objective.

The primary goal of marketing is to promote the company, offering, and brand. Marketing departments are responsible for pricing their company’s products and communicating how these products address customers’ needs and wants. These goals are often fairly long-term, as marketing campaigns can span many months or even years.

Sales, on the other hand, is focused on hitting shorter-term quotas and sales volume goals. Sales goals are often measured month-over-month, with sales leaders defining targets and calculating how much their department, team, and/or individual salespeople need to sell to meet corporate goals.

Tools and Resources

Sales and marketing teams also differ substantially with respect to the tools and resources they leverage.

To be sure, they do share some tools: A CRM database can be used by sales, marketing, and the company as a whole to help all departments manage relationships with contacts at any stage of the customer lifecycle. I’ve also found that both sales and marketing departments can leverage social media, with marketers using it to promote content and sales using it as part of a social selling strategy.

But beyond these basics, there are several tools that are specific to each department:

Marketing Tools

On the marketing front, here are some of my favorite kinds of marketing tools to consider:

• Conversion Rate Optimization (CRO) tools.
• Search engine optimization (SEO) tools.
• Project management tools.
• Data reporting software.
• Content creation tools.

Sales Tools

And on the sales front, here are some of the types of sales tools I always recommend:

• Meetings apps.
• Documents tools.
• Invoicing software.
• Email management tools.
• Inventory and order management software.

It’s also important to note that new tools and technologies emerge constantly. For example, AI and live chat are two newer tools that marketing and sales teams have begun using to personalize their communication with leads. While not every tool will be a good fit for every team, I firmly believe that to stay competitive, it’s essential for organizations to evaluate and consider adopting new tech as it’s created.

Strategies

Because sales and marketing have different goals, it’s only natural that these departments pursue different strategies as well. For example, common marketing strategies include:

• Internet marketing.
• Print marketing.
• Blog marketing.
• Search engine optimization (SEO).
• Social media marketing.
• Video marketing.

Similar to marketing strategies, sales strategies also vary depending on a company’s industry, products, market, and target customer. Some of my favorite sales methodologies are:

• SPIN Selling
• Solution Selling
• N.E.A.T. Selling
• Conceptual Selling
• SNAP Selling
• CustomerCentric Selling
• Inbound Selling
• MEDDIC
• The Challenger Sale
• The Sandler System

Each of these sales strategies can help prospects solve a problem, achieve a goal, or satisfy a need — which, hopefully, will help the sales team close a deal by turning those prospects into new customers.

How Sales and Marketing Work Together

Clearly, there are many differences between marketing and sales. But that doesn’t mean that the two shouldn’t work together.

To the contrary, over the course of my career I’ve learned firsthand just how important it is to ensure that sales and marketing are aligned in service of common business goals.

As branding expert Sean Dougherty explains, sales and marketing are “two departments that sometimes feel worlds apart. It’s a common and challenging dynamic: The marketing team crafts the message, and the sales team closes the deals. But the synergy between the two often gets lost in translation.”

But, Dougherty continues, “When these two departments work together, qualified leads improve and revenue soars. You experience a cohesive approach that drives success.”

In other words, making sure that sales and marketing are aligned is critical for any organization to succeed. But what does this look like in practice?

First and foremost, it means defining all the different processes, goals, tools, and strategies that each department will pursue — and then taking steps to address any conflicts or inconsistencies.

More tactically, one of the most effective tools I’ve used to keep sales and marketing working together is a service-level agreement (SLA). An SLA is a contract that establishes a set of deliverables that one party has agreed to provide another, making it one of the best ways for disconnected marketing and sales departments to come together into a fruitful partnership.

The SLA offers a framework for both departments to define their shared goals, identify their buyer personas or ideal client profile, and standardize lead definitions. It also sets a protocol for lead management, and it outlines how sales and marketing performance will be measured.

At the end of the day, I’ve learned that when sales and marketing teams establish an effective SLA that keeps them aligned, they’re able to work together to attract and qualify more leads — and ultimately, to generate more revenue.

The Power of a Marketing and Sales Partnership

I’ve learned that the best way for marketing and sales to succeed is for each department to have clearly defined roles and goals. This ensures no stepping on toes. However, since the two are ultimately part of the same business with the same goal, they need to be closely aligned to provide the best experience for customers and the highest possible revenue for the company.

You’ve done it: You took an idea, built it into a thriving business, and now you’re ready to sell. Congratulations — few entrepreneurs make it to this point. You’re in the right place if you find yourself asking, “How do I sell my business?”

Now, it’s time to ensure you make the right deal for your most prized possession. Regardless of why you’re moving on, there are actionable steps you can take so that your business is sold at the right time, for the right price, and to the right buyer.

Table of Contents

• How to Sell a Business
• When to Sell Your Business
• How Much to Sell Your Business For
• Choosing a Path to Sell a Business
• Where to Sell Your Business
• Life After Exiting Your Business

How to Sell a Business

M&A is everywhere right now, according to Monique Swansen, Founder and CEO of Automated Accounting Services, a firm committed to supporting small and growing businesses. “Every group I’ve seen putting together conferences is talking about mergers and acquisitions as a tool for making an exit plan or growing your business,” she says.

Entrepreneurs choose to sell their businesses for many reasons, ranging from retirement and health problems to co-founder conflict and just plain boredom. In 2024, 9,456 small businesses were sold, a 5% jump from the year before.

With that in mind, here are the basic steps we recommend following

1. Educate yourself.

Spend some time researching how to sell (you’re doing that now!), and figure out if you need to make any changes to get your business ready for the process. Common actions include adding business processes to make the business scalable, adding features that would open up a new market, or filing patents to lock down intellectual property.

Tips to Get Started:

• Research recent business sales in your industry. You’ll want to understand market trends, pricing, and common deal structures.
• Identify areas where your business may need improvement. This might include streamlining operations, increasing profitability, or documenting workflows.
• Explore industry-specific resources. Consider M&A reports, exit planning webinars, and financial modeling tools.

2. Get organized.

Do your due diligence by gathering all of your documentation and getting ahead of anything that could slow down the sale (such as signoff from other shareholders or active lawsuits or legal proceedings). In addition to preventing delays, this step makes your business far more attractive to potential buyers. Here’s a breakdown of what you’ll need across the three main categories:

Financial Documents

It’s a good idea to create a financial packet with copies of important documents that can be shared with serious buyers during due diligence:

• Gather three to four years of financial statements, tax returns, and profit & loss reports.
• Outline all business assets, liabilities, and revenue streams to clearly identify what is included in the sale.
• Compile current lease agreements, outstanding loans, and supplier contracts to give buyers a full picture of ongoing obligations.

Legal Documents

It makes sense that your buyers will want to ensure the business is legally sound, so preparing legal documentation in advance can prevent last-minute delays:

• Verify ownership agreements, business licenses, and regulatory compliance records to confirm the business is properly registered and in good standing.
• Review employment contracts, NDAs, and any existing non-compete agreements to clarify obligations for both employees and buyers.
• Secure intellectual property rights, including patents, trademarks, and proprietary processes, to protect valuable business assets.

Operational Documents

• To ensure you get the top price for your business and plan for continuity after the sale, you’ll want to document your processes and operations:
• Develop a comprehensive operations manual detailing day-to-day processes and key workflows.
• Map out employee roles, leadership responsibilities, and key personnel contributions to ensure continuity after the sale.
• Evaluate physical assets, equipment, and business premises, addressing any necessary upgrades or repairs before listing.
• Implement systems and automation where possible to make the transition easier for new ownership.

Tips to Get Started:

• Tidy up your books. Verify that financials are accurate, debts are addressed, and records are clear.
• Assemble key documents. Organize essential agreements (leases, contracts, compliance records) in a structured format.
• Enhance operational efficiency. Fix inefficiencies, document processes, and ensure the business can function smoothly without you.

3. Get a preliminary business valuation.

Turn to experts (e.g., business brokers, merger and acquisition advisers) to understand how much your company is worth, then consider if you’re willing to accept that price.

Tips to Get Started:

• Calculate EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization). Your financial pros can help you do this and establish a financial benchmark.
• Research valuation for businesses in your industry. You’ll want at least a rough idea of what your business might be worth.
• Contact a business broker or valuation expert. Even if you’re not ready to hire them, getting their advice is a good starting point. An early assessment can also help you identify areas that could increase your potential sales price.

4. Create a potential buyer profile.

Find the why when thinking of your ideal fit. For example: Does the buyer have the cash to buy, or do they need financing? Have they bought companies before? Who would need to approve the deal on the buyer’s end (internally: founders, board members, management; externally: investors, banks)? Will they keep your team employed after the sale?

Tips to Get Started:

• Identify the type of buyer. Consider whether your ideal buyer is a strategic buyer (industry competitor, supplier, or partner) who wants to grow by acquisition or a financial buyer (private equity, individual investor).
• Think about financing vs cash. In addition to making or breaking the deal, it could affect the legacy you’re building if that’s important to you.
• Think beyond just the sale price. What do you want to happen to your employees, customers, and brand after the transition?

5. Assemble your team.

Putting together a team early can prevent a lot of stumbling down the road. Professionals who could help with the process include:

• Corporate finance attorney.
• Business broker.
• M&A adviser.
• Personal tax accountant.
• Company auditor.
• Sell-side bankers.

Tips to Get Started:

• Contact your existing experts. Do your current tax preparer, bookkeeper, or attorney offer these services? If not, can they recommend someone?
• Interview your options. Do they instill confidence and do you get along? You don’t have to be best friends but you do have to be able to trust them.
• Start early. Don’t wait until you’re 6 months out unless it’s an emergency. Instead, start this process several years ahead of time, even if you don’t end up selling, getting everything in order does you favors short term and in the long run.

6. Prepare to go to market.

For small businesses, owners can list their companies anonymously on business broker sites. For larger ventures, owners should identify potential suitors by looking at direct rivals and companies in related industries.

Tips to Get Started:

• Draft a confidential information memorandum (CIM) once selling is in your near future. This should contain details on financials, market position, and growth potential.
• Research small business sales platforms. BizBuySell, BizQuest, and Flippa are all examples where small business owners can discreetly list their companies for sale.
• Create a shortlist of potential buyers. Then explore outreach strategies through your industry network or a sell-side banker.

7. Stay involved in the process.

Deals can fall through days before closing; stay on top of it along the way by responding to requests within 24 hours, scheduling weekly calls with advisers, and pushing legal counsel to move documents forward quickly.

Pro tip: Time is your enemy. Resist any efforts made to push the closing date.

Tips to Get Started:

• Use a deal tracker. Doing so will help you stay on top of important deadlines, buyer requests, and negotiation points.
• Respond quickly to buyer-side requests. Getting organized ahead of time will make it easier to handle due diligence requests, legal paperwork, and buyer inquiries in an appropriate time frame.
• Be prepared for last-minute deal adjustments. You’ll need to work closely with your advisers to finalize the best possible agreement.

8. Prepare for life after sale.

Your business is your baby: You should be hands-on when planning your company’s transition (this includes how the new owner will interact with your employees and customers). But entrepreneurs also need to give thought to life after their exit, from retirement planning and managing sale proceeds to future personal and professional goals.

Tips to Get Started:

• Start thinking about your next steps. Do you want to launch a new venture, invest in other businesses, or take a break?
• Develop a tax-efficient plan for managing sale proceeds. Working with an advisor will make this easier.
• Decide on your role post-sale. Consider whether you’ll stay involved with your company in a consulting role or exit completely. If you’re staying involved, what are the conditions and terms?

When to Sell Your Business

Age is one of the reasons that Swansen is seeing such an uptick in small business owners getting ready to sell. “Lots of founders are getting closer to retirement age and are ready to pass the torch.”

She goes on to say that she also talks with lots of other business owners who started a company with the idea of selling, and now that things are flush, they’re ready to “make a profitable exit.

How do you know the right time to sell your business?

Knowing exactly when to let go of your venture can be intimidating, but one thing that most experts seem to agree on is that it’s best to decide early on if selling is in your future.

“The best time for entrepreneurs to consider selling their business is when they start their company,” says business broker Katie Milton Jordan. “Consider what you want your company to do for you. Are you creating a company that you want to sell or a company that will create an independent stream of income just for you?”

For those who start a business as a side hustle, that’s not always at the forefront, but choosing to sell your business isn’t something most companies can do on a whim.

When weighing the pros and cons of an exit, also think about the financial health of your company. “You want to be selling when your company is performing well, you’re cashed up, and you’re growing,” says David Raffa, a corporate finance expert. “The worst possible thing you can have is to sell in the slope part of your year.”

Selling your business is a deeply personal decision.

For Cindy Summers, founder of Sugar Fixé Pâtisserie, moving on felt right once her business no longer challenged her or fit her lifestyle.

“My passion is building businesses and creating great customer experiences. Once my business was established, I became more of an operator. This didn’t give me the mental gymnastics I needed to stay inspired,” she says.

Additionally, the nature of her business made it difficult for Summers to find work-life balance. “I was married but kid-free when I started the business. Three kids later and there was an emotional conflict between my family, employees, and customers. Busiest times in a bakery are weekends and holidays. This meant missing out on a lot at home,” she says.

Some other common life experiences that lead to exits include:

• Burnout.
• Illness
• Co-founder misalignment or conflict.
• Boredom.
• Retirement.
• Shifting life priorities.

Don’t wait for the “five D’s.”

Jordan advises owners to sell their companies before the “five D’s”: death, divorce, disease, disengagement, and downturn. Making an exit prior to those events can ensure you get a fair price for your creation.

“Most entrepreneurs tend to get out too late when they have no gas left in the tank, and the growth rate of the business is a big piece of the value you get in the end,” says Raleigh Williams, who sold his escape-room business for $26M. “Ending on a high note is something that pro exit entrepreneurs do versus amateurs.”

Organize and scale your business before you prepare to sell it.

Swansen emphasizes the need to get your ducks in a row before you get anywhere close to the starting line of selling your business. As an accounting expert, she primarily focuses on the financial and operational aspects of preparing for a sale.

“If your business is well-organized, profitable, and growing at scale, with all of your financials ready to go, you’re probably going to get a higher purchase price,” she says.

So what does that look like?

Several years before you’re ready to exit, it’s a good idea to implement processes and get the right team members in the right places so you can create a turnkey operation.

That means using an integrated suite of tools to automate as much as possible — for example, HubSpot’s CRM and Marketing Hub are designed to work well together, which streamlines operations and makes it easier to create a positive customer experience.

As you get closer to going to market, it’s also important to get your financials in a row to paint the best possible picture for your potential buyers.

How Much to Sell Your Business For

Della Kirkman, a CPA and business investor, uses a simple calculation to get entrepreneurs started: “A quick and easy formula is to determine the five-year weighted average of EBITDA and multiply it by the range of multiples that are appropriate for your type of business.” Kirkman says she most often uses a multiple between three and five.

Get a professional valuation.

Meeting with experts to get a professional valuation of your business is the most accurate way to find the right number. Therefore, get started with assembling a team of advisers early in the selling process, and find professionals who work closely with your industry whenever possible. The more niche their experience, the more they’ll be able to guide your sale appropriately.

Third-party experts can also ensure the business is ready to be sold. “A lot of business owners don’t realize their company can’t be transacted and isn’t packaged properly to go to market,” Jordan says. “That’s why it’s important to ask questions and get educated as soon as possible.”

Step out of solopreneur mode and put on a CEO hat.

A common roadblock Jordan sees is solopreneur businesses. For those who wear every hat at their firm, buyers feel they are essentially buying a job rather than a company. Another reason for a difficult transaction could be if a business is tied up in any sort of legal proceedings.

Jordan suggests depersonalizing your operations to make a business more appealing to buyers.

“Business owners create a business and a system in a way that’s easy for them to run, built around their strengths and personality, because they work so hard around the clock,” says Jordan. “When it comes time to sell, their quirks are not the quirks of the new owner.”

She suggests that owners create manuals, standard operating procedures (SOPs), and automations where possible.

“Just like when someone buys a new car, and you hand them the set of keys and the owner’s manual,” she says. “If you have a company you can hand off with an owner’s manual, you have something that can be transacted.”

Once you have the right deal, stay active in the process until the very end.

“As a founder, so much of your net worth is tied up in this transaction,” Williams says. “Outsourcing that process and not being involved, or expecting a lawyer or broker to be as involved in the details to the same extent you need to be, is unwise.”

Choosing a Path to Sell a Business

As you can see, there are lots of considerations to make when selling your business. And because there are so many factors — including your industry, business size, and personal goals, among others — there’s no single best way to sell your company.

You’ll want to think about whether you want

• Total control over the process
• Someone to hold your hand every step of the way
• A quick exit

Depending on the complexity of your business and your level of M&A experience, it may feel like an obvious choice to go with a broker. There’s a reason that’s one of the most popular routes. However, many businesses choose to sell directly or go to auction as well. Each of the three comes with benefits and drawbacks, so I’m going to break them down below:

Hiring a Broker

A business broker or M&A adviser acts as an intermediary, connecting you with potential buyers and guiding negotiations. Brokers can help increase your sale price, handle complex paperwork, and streamline the process — but they come at a cost.

Pros:

• You’ll gain access to a network of serious buyers.
• Your broker knows the best way to present your business to each for maximum sales price.
• Their expertise in valuation, negotiations, and deal structuring means that you’ll get the best deal.
• The process is less time-consuming than a direct sale, which means you still have time to run your business.
• They manage the process for you and help you avoid common pitfalls.

Cons:

• Broker fees are commission-driven, meaning a significant portion of the sale price goes to them.
• You’ll get less direct control over the negotiation process.
• The process of finding the right buyer may take longer (then again, it may not if they have a turnkey buyer in their network).

Where to Start:

• Research brokers with experience in your industry and business size.
• Look for brokers accredited by organizations like the International Business Brokers Association (IBBA) or M&A Source.
• Discuss their commission structure, marketing strategy, and expected timeline before signing a contract.

Selling Directly

Selling directly to a buyer gives you full control over the process. This is true regardless of who your buyer is, whether it’s a competitor, investor, employee, or even a family member. Experienced entrepreneurs who already have interested buyers and those who prefer to avoid brokerage fees often choose this option. However, there are trade-offs here as well.

Pros:

• No broker fees mean you get to take the full sale price to the bank.
• You have more — if not total — control over negotiations and deal terms.
• The process can be much faster if you already have an interested buyer.

Cons:

• You’ll need strong negotiation skills and legal/financial expertise.
• The process can be emotional and more personal if your buyer is someone you have a relationship with.
• Finding buyers can take time without broker assistance.
• You’ll experience a higher risk of legal or financial missteps.

Where to Start:

• Identify potential buyers from your industry, competitor list, or network. Keep in mind, they may be in a different region or neighborhood and want to grow by acquisition instead of scaling, so cast a wide net.
• Even if you’re not working with a broker, you’ll still want professional experts to support you, including an M&A attorney and financial adviser, to structure the deal properly.
• Consider listing your business on BizBuySell, BizQuest, or Flippa for additional exposure if you don’t have a buyer already lined up.

Going to Auction

If your business is in high demand or you need a quick sale, an auction process can be appealing. You might get multiple competing offers in a short period of time. However, keep in mind that auctions work best for businesses with strong financials, unique assets, or niche market positioning (though going too niche can also be problematic).

Pros:

• An auction may drive up the sale price through competitive bidding.
• Auctions usually lead to a faster closing process from start to finish.
• Auctions attract serious buyers who are ready to purchase.

Cons:

• You’ll need to conduct extensive prep work to ensure everything goes smoothly.
• There is no guarantee you’ll hit your desired price.
• Auctions may not be suitable for smaller or niche businesses.

Where to Start:

• Research auction platforms and decide whether you want an in-person or online auction.
• Much like the other sales processes, you’ll want to prepare all of your legal and financial documents well ahead of time. Your M&A advisor, attorney, and financial team can help here.
• Market the auction aggressively to attract high-quality bidders.

Where to Sell Your Business

If you’re wondering where to sell your business, the right place depends on its size. For small solopreneur-owned ventures, owners can list their companies anonymously on business broker sites such as BizBuySell).

There are many different business sites. Some target specific cities or states, as buyers often want to acquire local businesses. Experts recommend researching the best site to list using a simple Google search that includes your location.

Make a list of potential buyers.

For larger companies, Raffa says that entrepreneurs can spearhead the selling process directly through a sell-side banker rather than list on a business broker website.

“In that situation, you should do rounds of approaches,” he explains. “Make a list of 100 potential buyers, and start with the first 10-30 ideal ones, and work down that list.”

Raffa advises assembling your list by including companies 5-10x your size in your business space (often competitors), companies in a closely related space, companies in a similar industry who are struggling and need a new edge, and companies that want to enter your geographic market.

Create a plan for outreach.

He notes that when reaching out to potential buyers, likely only half will engage with you, and they should sign NDAs before you disclose further financial information and insider business details.

Alternatively, you can start with companies lower down the list to dip your toe in, understand the typical questions asked, and circle back to your ideal buyers when you feel more prepared.

When Williams began the process of finding a buyer, he approached direct competitors first, a tactic he says is helpful across industries.

“People in the same industry or adjacent to the industry are the easiest people to do deals with because they understand what they’re looking at,” he says.

It’s also common for business owners to get inquiries from companies or investors interested in acquiring. Even if a sale isn’t in your immediate plans, don’t ignore the opportunities, which may lay the groundwork for a deal down the road.

Life After Exiting Your Business

Selling doesn’t have to mark the end of your career — your aspirations for the future can actually be baked into the terms of the sale.

“The options are endless,” says Kirkman. “Whatever they can dream up and negotiate into the deal, they can have.”

Kirkman says this includes options such as:

• Annuity in perpetuity: a profit share for the life of the business
• Retaining ownership of a brick-and-mortar building to create a future rent stream
• Taking a revenue share for any new clients brought into the company
• Selling your business on a partial installment basis to spread out the payments (which can help with tax deductions)
• Staying on as an employee (often called an acqua-hire)
• Stay with the business as a consultant

Whatever you choose, be sure to put time into the decision-making process. If a clean break feels like the right move, it likely is. If you’re not quite ready to say goodbye, that’s OK, too.

Plus, your exit might just be the first of many, and you can use the experience to inform your future ventures.

“Most entrepreneurs, after they’ve exited something, realize that the ends won’t justify the means nearly as much as they thought they would,” Williams says of running a business that’s purely profit-driven.

“They tend to actually move into the thing that they wanted to do all along but were scared there wasn’t enough money in,” says Williams. “And they tend to make way more money in the thing they actually enjoy doing than their first exit.”

Struggling to grow your client base without breaking the bank? Email marketing delivers up to 3600% ROI — $36 for every $1 spent. Automated workflows drive results even further, generating 320% more revenue than standard email campaigns.

At FEED.The Agency, we relied on referrals for 90% of our clients. But with a tight budget and no room for pricey ads, our growth hit a wall. We needed a fast, cost-effective solution — so we turned to automated follow-up email workflows.

That shift paid off. Our automated sequence brought in $100,000 in just 30 days. Best of all, we did it with free HubSpot tools, which is proof that you don’t need deep pockets to drive big results. Now, I’m sharing the process and tools that worked for us so you can build your own high-converting email workflows and start closing more deals today.

Table of Contents

• What is an email sequence?
• How long should an email sequence be?
• How to Create an Email Sequence
• Email Sequence Examples
• 7 Email Sequence Examples
• The Email Sequence That Made Us $100,000
• Email Sequence Best Practices
• From Theory to Practice: Implementing Your Email Strategy

What is an email sequence?

An email sequence is a set of automated emails that you send to prospects, users, or customers through automation software.

Specific actions or time-based conditions trigger each email in your sequence. Common sequences include welcome emails, onboarding sequences, and lead nurturing campaigns.

Why create an email sequence?

Email sequences combine automation and personalization, allowing you to scale meaningful relationships while optimizing time and resources. Here are four more reasons why you need to create an email sequence.

1. You can build stronger relationships with potential customers.

I’ve learned that strong customer relationships happen because you show up. Regular emails keep your brand front and center because people buy from brands they remember. But visibility alone won’t cut it.

You need trust. And trust comes from consistent, valuable communication.

Share useful content, tips, and resources tailored to their needs. When your audience sees you as a source of value, you’re no longer just another brand in their inbox.

2. You improve conversions and sales.

Sales don’t happen overnight. You have to warm up cold leads, turning skepticism into curiosity, then curiosity into action. Educational emails, case studies, and customer stories make your product feel real because nothing convinces like proof.

When the timing is right, send out behavior-based email promotions. Abandoned cart? Nudge them with a reminder and maybe a discount.

3. You can segment and personalize outreach.

Not every customer wants the same thing. So why send everyone the same email? Segment your audience by behavior, preferences, or purchase history. Because when people get emails that feel like they were written just for them, they engage.

Trigger personalized follow-ups: “Since you rocked our winter jackets, here’s 20% off the scarves that complete your look.”

I’ve seen how even small personal touches like referencing their past purchase can transform a cold lead into a loyal customer.

4. You can gather insights and improve marketing.

You can’t improve what you don’t measure. Track open rates, clicks, and conversions not just for numbers but for answers. What’s working? What’s falling flat? A/B testing helps you find out.

Try two subject lines: Which one gets more clicks? Change your CTA: Which one drives action? I always remind myself: Data isn’t the goal, it’s the guide.

The real power is in what you do next. If open rates drop, I rethink the hook. If clicks lag, I tweak the offer.

Why are automated email sequences so powerful?

When you write your emails beforehand and set them up with email marketing automation to reach your email list, you can follow up with prospects automatically. Automation drives timely follow-ups, keeps leads warm, and eliminates extra manual effort. Plus, you can personalize sequences at scale to boost engagement and conversions.

This is not just theory. Automated email sequences drive real results. Here is how we proved it at FEED.

We built a follow-up sequence using HubSpot’s free Email Templates tool. In 30 days, it generated $100,000 and drove a 215% revenue increase.

How? Short emails. Clear CTAs. Follow-ups every three days. Engagement soared, and conversions followed.

The results were clear. Structured sequences, timely follow-ups, and strong CTAs are not just best practices — they are revenue drivers. You can replicate this success with your own sequences.

Tools you need to create an effective email sequence:

• Lead Generation Form. Capture leads with a form that matches your offer — like “Download our guide” — to ensure a qualified audience. Start by deciding how you will collect information, working backward from your goal of sending the email.
• Email Builder. Segment your lists and tailor sequences to user behavior. For example, create different flows for cold leads and warm prospects. Look for a tool with list-segmenting capabilities, an intuitive design interface, and a reasonable send limit for your pipeline.
• Subject Line Checker. A/B test subject lines to maximize open rates. Use a subject line testing tool to fine-tune your subject lines before you hit send. If your subject line flops, nobody reads the email, no matter how good it is.
• HubSpot Email Marketing Tool. Build sequences with HubSpot’s free templates and automate your outreach with ease.

Get started with HubSpot. HubSpot’s Email Marketing Tool is a great place to begin building personalized email sequences for your prospects or customers. Start using their free templates and customize your first sequence for a specific audience segment.

Source

How long should an email sequence be?

When we set out to design an automated email sequence, we quickly realized there was no magic number.

The length depends entirely on who you’re talking to, where they are in their buying journey, and how long your typical sales cycle runs. But here’s what mattered most to us: every email needed a job.

Defining Our Goals: What We Focused On

Here’s how we approached our nurturing sequence:

• Educate prospects along their path to purchase. We started with emails that shared customer success stories and practical tips.
• Handle objections before they arise. We addressed common concerns upfront, using FAQs and a comparison guide that highlighted our unique edge.
• Establish our authority and build trust. Our welcome email shared industry insights and a free resource, positioning us as experts from day one.
• Stay top-of-mind until they’re ready to buy. We followed up with value-packed newsletters. No hard sells, just helpful insights.

As we refined our sequence, we looked to successful examples in the field. Take food photographer Regan Baroni. She mastered the art of nurturing leads while positioning herself as an industry expert. Here’s how her approach inspired us:

• She used free resources — like “5 Tips for Better Food Photos” — to educate and engage her audience.
• She addressed objections (“Can I afford professional photos?”) with case studies that showed how her work boosted her clients’ bookings.
• She built trust by sharing her process upfront and highlighting testimonials from happy clients.
• She stayed top-of-mind with a monthly newsletter offering photography tips and behind-the-scenes content.

Source

Key Takeaways for Your Next Email Sequence

In the end, it wasn’t about how many emails we sent — it was about how well each one guided prospects toward a decision. Here’s what we learned:

• Make every email count. Focus on education, trust, and consistent value.
• Address objections head-on. FAQs, comparisons, and testimonials help prospects move forward.
• Stay helpful, not pushy. Nurture your audience with insights, not just offers.

The takeaway? Build sequences that nurture, not nag. Give value, answer objections, and stay helpful every step of the way.

How to Create an Email Sequence

So, we’ve covered what email sequences are, when to use them, and how long they should be. Now, let’s dive into how we create personalized sequences tailored to our audience and how you can do the same.

1. Determine the sequence’s purpose.

Before building our automated workflows, we got crystal clear on why each sequence existed. Every sequence needs a job. Are you:

• Driving a direct action? (e.g., booking a demo)
• Nurturing a lead? (e.g., turning ebook downloads into SQLs)
• Re-engaging cold contacts? (e.g., reviving dormant leads)

When you define the goal upfront, you can measure success and guide prospects toward the next step in their journey. Here’s how we approached it.

Follow-up Sequence: Converting Conversations Into Demos

Prospects are most engaged right after a conversation. This is your moment to drive action.

How we structured ours:

• Email 1. Recap the conversation and share promised resources. (Sent immediately)
• Email 2. Follow up with a client success story or testimonial. (Day 3)
• Email 3. Send a friendly nudge with a calendar link. (Day 5)

Here, our KPI was a prospect booking a meeting through our scheduling software.

Nurturing Sequence: Turning Content Leads Into SQLs

Not every lead is ready to buy, but they are ready to learn. Educational touchpoints build trust and keep you top-of-mind until they are ready to engage.

How we built ours:

• Email 1. Provide a resource aligned with the ebook they downloaded.
• Email 2. Share a webinar invite or a case study tackling their pain point.
• Email 3. Softly introduce your solution with a CTA like “Ready to explore how this could work for your business?”

Our nurturing campaign didn’t just educate. It converted leads into sales-qualified leads (SQLs) and primed our pipeline for success.

Whether you’re following up, nurturing, or re-engaging, every sequence should have a clear outcome.

2. Identify the enrollment criteria (or trigger) for the sequence.

You’ve built your email sequence. Now what? Without the right triggers, it just sits there, waiting. Triggers are what launch your automation at the perfect moment, turning clicks, downloads, and meetings into real opportunities.

When we set up our automated workflows, enrollment criteria were everything. They’re your automation’s “on switch,” the rules that decide who gets your emails and when.

Set them right, and your workflows run smoothly, delivering emails when they’re most effective. Set them wrong or skip them, and you risk losing leads before they even reach your inbox.

Common Enrollment Triggers (and When to Use Them)

Different triggers serve different goals. Choose the ones that match your sequence’s purpose.

Lead Capture Triggers: Start nurturing sequences when a lead takes action.

• When a contact submits a form (e.g., downloads an ebook).
• When a contact subscribes to your newsletter.

Behavioral Triggers: Follow up based on what a contact does.

• When they visit a high-intent page (like pricing or case studies).
• When they click a key link in an email.

Lifecycle Stage Triggers: Automate sales outreach based on lead qualification.

• When a contact moves from MQL to SQL.
• When they engage with a specific sales pipeline deal stage.

Event-Based Triggers: Respond immediately to key moments.

• When they book a meeting (send a confirmation and pre-call resources).
• When they miss a meeting (trigger a re-engagement sequence).

How We Used Triggers

Here’s how we applied these triggers with our automated workflows:

• Sales Follow-Ups. We manually enrolled qualified leads after discovery calls using our CRM. No hot lead got left behind.
• Content Nurturing. A simple ebook download triggered a three-step nurturing sequence that moved leads from interest to SQL.
• Demo No-Shows. A missed meeting auto-triggered a follow-up sequence with a new calendar link and a friendly re-invite.

Each trigger ensured our automation reached leads at exactly the right time — when engagement was highest.

Pro tip: No matter which triggers you use, your automation is only as good as your data. We learned this the hard way — one misconfigured property caused us to email old leads with the wrong offers (ouch). Now, we regularly audit our CRM to ensure every trigger is accurate and every workflow fires as expected.

If you’re using HubSpot (like we did), you can create triggers using properties like page views, form submissions, or lifecycle stages.

Bonus: HubSpot’s built-in filters help ensure only qualified leads enter your sequences — so you send the right emails to the right people. Learn more about HubSpot’s enrollment criteria here.

3. Determine the duration of the sequence and the number of emails required.

Your prospects’ inboxes are crowded. Hundreds of emails compete for their attention every day. So, how do you make yours the one they actually open, read, and act on? It starts with getting your timing and touchpoints just right.

When we built our automated workflows, we didn’t guess how many emails to send or when to send them.

We built our cadence around the buyer’s journey. The length and frequency of the sequence had one job: Move leads step-by-step toward conversion without overwhelming them.

Here’s how we planned our sequence and how you can, too.

Sales Follow-Up Sequence: Matching the Sales Cycle

Since our average sales cycle was about 30 days, we planned twice-a-week touchpoints, enough to stay top-of-mind without spamming. That meant:

• 8 emails over 30 days. We spaced them out to nurture interest, answer objections, and drive action.
• Each email had a purpose. From recapping the conversation to sharing success stories and offering a clear path to book a demo.

The result? Higher engagement and more meetings without adding more manual follow-ups to our workload.

Nurture Sequence: Pacing for Long-Term Engagement

When leads downloaded our ebook, we knew they weren’t ready to buy yet. Instead of rushing, we built a slower, value-driven sequence:

• Five emails over 45 days, delivered weekly.
• Each touchpoint delivered actionable insights, case studies, or resources to educate. By the time we introduced a soft CTA, our leads already trusted us, which made conversions easier.

Short Follow-Up Sequence: Timing for Warmer Leads

Not every sequence needs eight emails. For follow-ups after face-to-face meetings, we kept it short and personal:

• Three emails over seven days, then a task to follow up by phone (automated through our CRM).
• Short, friendly reminders plus a “just checking in” note kept the conversation going without feeling pushy.

Our Framework for Sequence Planning

When mapping your sequence, start with your goal and work backward:

It’s not about how many emails you send. It’s about when and why you send them. The best sequences meet prospects where they are — with the right message at the right time.

4. Write the emails for the sequence.

Once we had our sequence mapped, it was time to write emails that didn’t just land in inboxes. They hit a nerve. Forget generic “just checking in” emails.

We built every email around a pain point our prospects were already feeling, then showed them how to fix it.

Here’s how we approached email copywriting and how you can, too.

1. Every email had a job built on pain, not a pitch.

We refused to write “just following up” emails. Every email attacked a frustration, showed what it was costing them, and then offered a way out. Our emails did one of three things:

• Expose a pain. Call out a problem they already know is killing their progress.
• Agitate the cost. Show them what happens if they don’t fix it without fear-mongering.
• Offer a path forward. Position the call-to-action (CTA) as relief from their frustration.

2. We wrote evergreen emails but made them feel personal.

To scale, we kept emails evergreen, but every line felt like it was written just for them. We did this by:

• Behavior-based hooks. We started every email with why they were getting it.

• “I noticed you downloaded [resource], so you might be hitting this roadblock…”
• “You visited our pricing page, so I’m guessing [common hesitation] might be on your mind.”

• Sharp personalization. We went beyond personalization tokens and referenced their role, problem, and industry.

3. Our proven pain-point email structure.

We used a simple structure that kept every email short and impossible to ignore.

• Subject: Name the problem or consequence (“How long can you afford this?”).
• Opening: Go straight to the pain. Skip the small talk.
• Agitate: Show what it’s costing them.
• Solution: Offer a way out. Keep it short.
• CTA: Simple, low-commitment action (“Want to see how this could work for you?”).

Example 1: “Silent Killer” Email

Sent: When they downloaded a resource.

Subject: [First Name], is [pain point] quietly killing your pipeline?

Hi [First Name],

You downloaded [resource], which tells me you’re trying to fix [problem]. But here’s the thing:

The biggest killer of pipeline deals isn’t a bad product. It’s silence.

And that silence usually happens because:

• Your follow-ups come too late or not at all.
• Your emails blend into a sea of “just checking in.”
• You stop reaching out after two touchpoints (when most conversions happen after five).

The cost? More lost deals. More ghosted demos. And more “we went with someone else” emails.

Want to see how [Company X] fixed this and booked 35% more demos without manual follow-up?

Here’s a quick link to chat: [Calendar Link]

[Your Name]

Example 2: “Stop Wasting Warm Leads”

Sent: To pricing page visitors

Subject: [First Name], how many warm leads are you losing like this?

Hi [First Name],

Saw you checked out our pricing page, so I’m guessing you’re weighing your options. But here’s the real cost to consider:

How many warm leads are you losing before they even decide?

Most teams don’t lose deals at the pitch; they lose them in the follow-up gap. Here’s why it happens:

• Your fastest competitor responds first (and wins the deal).
• Leads go cold when they don’t hear from you quickly enough.
• You give up too soon. Most conversions happen after 5+ touchpoints, but most teams quit after 2.

We built an automated workflow that fixes this, and it helped [Company Y] increase conversions by 40%. Want to see how it works? Here’s a time: [Calendar Link]

Best,[Your Name]

Example 3: “They Chose Someone Else”

Sent: To handle objections

Subject: [First Name], here’s why they went with your competitor.

Hi [First Name],

Ever lost a deal to a competitor and thought: “But we were the better fit”?

It wasn’t your solution. It was your timing. Here’s why most teams lose deals they should win:

• They reply too slowly: By the time they follow up, the prospect’s moved on.
• Their follow-ups sound like templates. Zero relevance, Zero replies.
• They stop too soon. 80% of deals need 5+ touchpoints, but most teams quit after 2.

[Company X] fixed this with an automated follow-up sequence that:

• Replied to new leads within 5 minutes — automatically.
• Sent 6 touchpoints over 21 days — without adding manual work.
• Increased demo bookings by 40% — without hiring more reps.

Want to see how this could work for your team? Let’s find 15 minutes: [Calendar Link]

Best,[Your Name]

Pro tip: The highest-converting emails don’t “sell.” They expose the pain your lead is already feeling and make your solution the obvious way out.

5. Build the emails using email software.

With our emails written and ready to convert, it was time to bring them to life in our email software. This is where strategy meets execution because even the best emails won’t drive results if you build them poorly or send them at the wrong time.

Here’s how we built our emails.

Sales vs. Marketing Emails: Matching the Build to the Goal

We didn’t treat every email the same. We matched how we built the emails to what they needed to do.

• Sales Sequence Emails. Plain-text, no heavy formatting because personal, one-to-one emails from a rep drive more replies.
• Marketing Nurture Emails. Structured layouts with headers, CTA buttons, and visuals because these emails needed to educate, nurture, and drive clicks.

Here’s how we build out emails:

1. Copy the text into the Email Builder. Paste directly. No fancy formatting that breaks on mobile.
2. Match the email to its goal.

• Sales emails: Plain-text with a clear reply prompt.
• Marketing emails: CTA buttons, headers, and scannable sections.

3. Add personalization tokens. [First Name], [Company], or [Last Action] — small touches that make a big impact.
4. Embed tracking links. Add UTM parameters to every CTA to measure performance.
5. Set previews and snippets. Write preview text that complements your subject line — don’t leave it to default.
6. Check mobile view. Test button sizes, font spacing, and load times.
7. Test deliverability. Run a spam check to catch issues before hitting “send.”

Pro tips:

• Use plain-text for sales and visuals for nurture. Sales emails should feel like personal outreach, nurture emails should guide clicks.
• Keep emails under 125 words. Short emails are less overwhelming and get more replies.
• Be sure all images have ALT text. If images fail to load, your message still gets through.
• Over half of your leads will open on their phone — make it easy to read and reply on mobile.

Great copy without clean, mobile-optimized delivery is like a billboard in the desert. Make sure your emails don’t just say the right thing. They should show up the right way, too.

6. Set up the automation.

This is where everything came together. With our emails ready, it was time to automate — because a sequence only works if it reaches the right lead with the right message at the right time.

Here’s how we set it up — and how you can, too.

Sequence Structure

When building automation workflows, every sequence followed this simple structure:

1. Trigger (When). What action starts the sequence? (e.g., Downloading a guide).
2. Action (What). What happens next? (e.g., Send Email 1).
3. Timing (Pacing). How long between each email? (e.g., Wait 3 days).
4. Logic (If/Then). What happens based on their behavior? (e.g., If they reply, exit the sequence).

Example: Our Sales Follow-up Workflow

Scenario: Following up with leads who booked a discovery call but didn’t convert.

• Trigger. Contact books a discovery call but doesn’t move forward.
• Email 1 (Day 1). Thank-you email + case study link.
• Wait 3 days. If no response …
• Email 2 (Day 4). Share a customer success story with a clear outcome.
• If they click the link, create a task for a sales rep to follow up personally.
• If no click after 5 days, Send a final “door closing” email.

Here are some resources for working with HubSpot’s automation tool:

• Creating Workflows
• Creating Sequences

Pro tips:

• I recommend starting simple triggers + follow-ups first — then adding conditions as you learn.
• Use delays wisely. A “Wait 2 days” delay outperforms immediate sends — less pressure, more response.
• Score your leads automatically. Add points for clicks, replies, or bookings — then notify sales when they’re hot.
• Add exit conditions. Stop the sequence if they convert — no one likes “Did you get my email?” after they booked.

7. Test the sequence.

We learned this the hard way: One broken link can kill a campaign, and one personalization error can kill trust. Testing isn’t a checkbox — it’s how we made sure every email worked before it reached a prospect’s inbox.

Here’s how we tested our sequences:

1. Proofread for clarity and errors. Triple-check spelling, links, and personalization tokens. If there’s a typo, readers will see it.
2. Test across devices. Don’t lose conversions to bad formatting or poor rendering on different devices.
3. Check deliverability. Run the email through a tool like GlockApps or MailTester — because emails that land in spam never convert.
4. Verify personalization tokens. Send a test email to yourself. If you see “[First Name],” so will your leads.
5. Test timing and triggers. Preview the automation and run a test contact through the sequence — broken triggers mean broken campaigns.

In one of our early sequences, we missed a personalization token, and every email opened with:

“Hi [First Name],”

The result? A 20% drop in replies. Worse, some leads replied just to point out the error which is not great for trust. Since then, testing personalization has been our first checkpoint — every time.

Email Sequence Examples

You’ve sent follow-up emails, but what other sequences can drive engagement?

7 Email Sequence Examples

Let’s explore seven powerful email sequences you can use to captivate your prospects.

1. Nurturing Email Sequences

A nurturing sequence introduces the prospect to you, your company, and your offerings. It’s often called a welcome sequence. Subscribers may have downloaded an ebook or opted into a content offer, but that doesn’t mean they’re sales-ready.

A nurturing sequence builds trust by showing social proof, handling objections, and demonstrating value.

Here’s an example from Moment:

Source

This type of sequence is ideal for companies with short sales cycles, such as consumer packaged goods or simple B2B digital tools.

To get the best results from a nurturing sequence, I recommend focusing on educating your prospects, not selling to them. Share valuable tips, resources, or insights. Build trust, and when they’re ready to buy, you’ll be top-of-mind.

What I like: Moment uses its nurturing email to stay educational rather than salesy. It feels warm and authentic. The email builds trust by showing the value upfront without pushing the product.

If I were receiving it, I’d appreciate the helpful tips that make me feel like the company understands me as a customer. Plus, it’s short and sweet, just right for a nurturing email.

Pro tip: Keep these emails simple and value-focused. A short story, a testimonial, or a quick resource can work wonders.

2. Onboarding Email Sequences

After you sign up for a service, what’s the first thing you want? Clear direction. That’s where onboarding email sequences come in.

An onboarding email can be as simple as a welcome message or a straightforward outline of the next steps.

These sequences can be plain text and direct — you don’t need fancy designs. Since new customers expect to hear from you, open rates are usually high.

Here’s an example of an onboarding email from Writing From Nowhere:

What I like: I like how Writing From Nowhere keeps its onboarding email direct and approachable. It’s plain text, which feels personal — almost like a message from a friend.

The email offers a clear next step. No overload, just what I need. Because it’s simple and fluff-free, it sets the tone for a smooth working relationship: direct, fast, and trust-building.

Pro tip: Make the first email fast, friendly, and useful. Include a single, unmistakable action they can take immediately to get started.

3. Engagement Email Sequences

An engagement email sequence uses email to build rapport with prospects. The goal is to get them to click, reply, or share your content so you stay top-of-mind.

Here’s an example of an email in an engagement sequence from A Kids Book About:

Source

In this email, A Kids Book About promotes upcoming events with clear dates and titles, making it easy for readers to decide which ones to attend. The layout is clean, with event details front and center. No hunting for information. Plus, the subject line builds excitement without being clickbaity.

This type of sequence is perfect for brands with frequent events, launches, or content updates.

Engagement emails work best once you’ve already built some relationship — when recipients look forward to your emails.

What I like: This email gets straight to the point, with dates, titles, and why the reader should care. It feels organized but not overwhelming. The design makes each event easy to skim, which I’d appreciate if I were busy but curious.

What really stands out to me is how they balance promotion with value. They aren’t just saying, “Come to our event.” They’re making it easy for me to choose which event is right for me. If I were a subscriber, I’d feel like they respect my time by keeping it brief but useful.

Also, I love how they build anticipation without shouting. There is no over-the-top urgency; it is just, “Here’s what’s happening; we’d love to see you.”

That approach feels more authentic and community-driven, which perfectly fits their brand.

4. Conversion Email Sequences

A conversion email sequence is designed to drive action, whether it’s booking a meeting, scheduling a demo, or claiming an offer.

Unlike nurturing or engagement emails, conversion emails are direct: the goal is to turn interest into commitment. These emails should be clear, concise, and centered around a single CTA.

Great conversion emails often use these strategies:

• Identify the reader’s persona or archetype. Call out their pain points to show you understand their needs.
• Focus on a specific problem. Position your solution clearly and tie it to their goals.
• Keep one clear CTA. Don’t confuse the reader: one button, one action.
• Add social proof. Use testimonials or results to remove doubt.

Here’s an example from Yokel Local:

In this email, Yokel Local opens by addressing the different roles a reader plays in their business, immediately making them feel seen.

They zero in on a common pain point: struggling to generate leads. The email quickly shifts to a solution: Book a meeting to solve your lead generation challenges.

The layout is clean and purposeful: one bold CTA button, “Book a 30-minute free strategy session,” so there’s no confusion about the next step. Plus, they use customer results to build trust — letting outcomes, not promises, do the selling.

What I like: I really like how Yokel Local structures this email. It feels personal and targeted.

I also like how they identify the problem (too much work to do, taking their focus away from lead generation) and tie it directly to their solution (book a meeting for help). No jargon, no fluff.

5. Follow-up Email Sequences

A follow-up email sequence is designed to reconnect with prospects who haven’t responded to your initial outreach. Just because someone didn’t reply doesn’t mean they’re not interested.

They may be busy, unsure, or need a reminder. Follow-up emails are crucial for keeping the conversation alive without being pushy.

Great follow-up emails often:

• Keep it short and polite. Respect their time. Brevity is key.
• Acknowledge the silence. A soft nudge works better than a hard sell.
• Re-state the value or offer. Quickly remind them why they should care.
• Have one clear CTA. Make it easy for them to take action.

Here’s an example of a follow-up email:

Source

What I like: This follow-up email is simple but effective. It opens by politely checking in. No pressure, just a quick “Following up” to stay on their radar.

Then, it restates the value: solving their productivity problems. Finally, it closes with a clear, easy CTA, “Schedule a call,” making it effortless to respond.

The value reminder is quick but sharp. There is no long pitch, just a clear solution to their pain point (productivity). If I were on the fence, this email would remind me why I reached out without overwhelming me.

6. Re-Engagement Email Sequence

A re-engagement email sequence is designed to win back subscribers who have gone cold. People who stopped opening your emails or engaging with your content. The goal is to remind them why they signed up and rekindle their interest.

Great re-engagement emails often:

• Acknowledge the inactivity. Be direct. Let them know you’ve noticed they’ve been quiet.
• Offer value or an incentive. A free resource, discount, or exclusive content can re-spark interest.
• Make it easy to stay connected. One-click options to update preferences or re-subscribe.
• Give them an opt-out option. It’s better to clean your list than keep disinterested contacts.

Here’s one of our account deletion re-engagement emails:

What I like: I like how this email gets straight to the point. The subject line alone, “Your HubSpot account will be deactivated in 30 days,” grabs my attention because it’s specific and urgent. If I were disengaged, this would make me pause and consider taking action.

The design is minimal and effective: no clutter, no unnecessary images. Just a clear warning and a big, easy-to-spot “Sign in” button. I love this because there’s zero friction. One-click, problem solved.

Plus, they give me a deadline (30 days) but without panic-inducing language. The balance is perfect: firm but friendly.

7. Reminder Email Sequences

A webinar reminder email sequence is designed to ensure registrants don’t forget the event. Even if someone signs up, life gets busy, and reminders boost attendance rates.

Great webinar reminder emails often:

• Keep the subject line clear and time-sensitive. Simple lines like “[Webinar Name] starts tomorrow!” or “Don’t miss us at 2 PM!” drive urgency.
• Reinforce the key details. The time, date, and webinar link should be instantly visible.
• Offer an easy calendar add. A quick “Add to Calendar” button reduces no-shows.
• Build excitement with value. Briefly remind attendees what they’ll gain by attending.

Here’s an example from Dyspatch:

Source

In this email, Dyspatch does a great job of making the details crystal clear: the webinar title and time are right at the top.

What I like: I like how well-designed this email is. It’s straight to the point and easy on the eyes. The clean layout and bold headings make the essential details impossible to miss. I’d know exactly when and where to join the webinar within seconds of opening the email.

The best part is the direct “Join Webinar” button, which is clickable and right up front. If I were rushing between meetings, this would be a lifesaver. I hate when webinar reminders bury the link halfway down the page.

The Email Sequence That Made Us $100,000

What if you could turn a simple email sequence into $100,000 in 30 days? That’s exactly what we did — without paid ads, a huge list, or complex funnels. And now, we’re breaking down every step so you can do the same.

This sequence worked because it tapped into three powerful emotions that drive action:

• Recognition (Pride). People love being acknowledged as it grabs attention instantly.
• FOMO (Regret). If they don’t act, they’ll lose out on an opportunity their competitors might seize.
• Reciprocity (Gratitude). Provide value, insights, or tools, and they’ll feel compelled to engage.

Here’s exactly how we built this sequence, from finding the right leads to sending the perfect follow-ups. Every step, every email, and every insight that made this work.

Step 1. Find prospects who are mentioned in the news.

As a branding agency in the healthcare industry, the majority of our clients are doctors or dentists. To hit $100K in 30 days, we needed the right leads.

Our target? The doctors and dentists featured in the news. These professionals were getting attention but didn’t always know how to capitalize on it. That’s where we came in. Most businesses chase cold leads. We focused on warm prospects: professionals already being talked about who just needed help leveraging that visibility.

And the best part? These leads weren’t just warm — they were likely to reply because we weren’t selling, we were congratulating.

How We Found Them

1. Set Up Google Alerts to automate lead discovery.

• Go to Google Alerts.
• Enter industry-specific keywords (e.g., “orthopedic surgery” or “cosmetic dentistry”).
• Click Create Alert to get email notifications whenever relevant articles are published.

2. Use Feedly for Industry News (Curated Lead List)

• Sign up for Feedly and create a new feed.
• Add high-authority industry websites (e.g., KevinMD.com, TEDmed.com, AdWeek).
• Check the feed daily for doctors or dentists who are getting media coverage.

In the example below, we track the keyword “orthopedic surgery” in Google Alerts. After entering the keyword and my email address, I click “Create Alert.” Now, I will receive an alert any time the news mentions orthopedic surgeries or orthopedic surgeons.

Feedly is another tool to use when monitoring news topics. It is a space where you can privately organize and research topics relevant to you. It is an alternate tool Feed the Agency uses to discover doctors mentioned in the news.

To use the platform, add websites to your “feed.” When a website you’re monitoring publishes a new article, you’ll receive an alert within the platform.

For example, a website we follow in our industry is KevinMD.com. To add it to our feed, I:

• Click “+Add Content.”
• Enter the URL in the search bar: KevinMD.com.
• Click the green “+Feedly” button.
• Click “Add.”

In those four steps, we added KevinMD to our feed. TEDmed.com, AdWeek, and Advertising Age are other websites we’ve used to acquire new customers. They are examples of other websites I have added to my Feedly account.

To view the content from these websites, I click on the “Health” tab, where all the content appears at once.

Step 2. Send an email congratulating them on their news coverage.

Finding the right prospects is only half the battle. The first email determines whether they engage or ignore you. Our goal? A warm, non-sales introduction that stands out from the dozens of emails cluttering their inbox.

Using the free email templates builder from Sales Hub, here’s one of the emails we sent in our first outreach:

Subject: Dr. [Last Name], saw your feature — quick question

Hi Dr. [Last Name],

I saw your feature in [Publication]. Congratulations — great to see your expertise getting recognized.

Many doctors we’ve worked with tell us that after a big media feature, patient inquiries spike — but so do branding challenges. Suddenly, you’re more visible, but are the right patients finding you?

We recently helped Dr. [Similar Name] turn their media exposure into a 30% increase in patient inquiries — without relying on expensive ad campaigns or generic marketing.

If you’d like to learn how we did it, let’s set up a quick call. Please schedule 15 minutes on my calendar.

Best,

Matthew

Why this works:

• There’s recognition first. Opens with genuine congratulations, making the email feel personal.
• We use the pain point hook. Taps into a challenge they may not have considered yet.
• There’s a soft CTA. No “hard sell” or meeting request — just an offer to help.

If they don’t respond within 24 hours, we follow up with Email 2: A personalized and valuable offer.

Step 3. Send a follow-up email with helpful content personalized to their industry.

Not every prospect responds to the first email, and that’s normal. The key to a great follow-up isn’t just “checking in”; it’s offering something so valuable they can’t ignore it. This email shifts the conversation from a simple introduction to real value, positioning us as a trusted resource, not just another pitch.

Email Template – Follow-Up with a Personalized Tool

Subject: Dr. [Last Name], I made this for you

Hi Dr. [Last Name],

I know you’re busy, so I’ll keep this quick. I reached out earlier about your recent feature in [Publication] — and I put something together that might help you make the most of that momentum.

It’s a Physician Brand Differentiation Survey that reveals how your practice stands out, or doesn’t, compared to other top doctors in [City]. Most doctors are surprised by what they find.

See how your brand compares. Take the 3-minute survey here. [Insert Link]

When we speak, I’ll compare your results to those of the top physician brands nationwide. If you’d like to discuss your results, please schedule a time here: [Calendar Link].

Best,

Matthew

Add names whenever possible. Adding a doctor’s name to the survey increased our response rates.

Although it was a small tweak, personalization is a powerful tool. If this email fails to drive prospects to reply or book time on my calendar, I’ll send a second follow-up email using the “Trying to Connect” email template.

Step 4. Handling No response (The “Trying to Connect” Email)

At this point, we’ve sent two emails with no response. That doesn’t mean they’re not interested — it means they’re busy or undecided. This email keeps the conversation alive by removing pressure, offering flexibility, and making it easy to say “yes.”

Email Template – The “Trying to Connect” Email

Subject: Still interested? I can make this easy.

Hi Dr. [Last Name],

I know your schedule is packed, and I want to make this as easy as possible for you.

Many physicians tell me they’re too busy to think about branding — until patient inquiries slow down or competitors start taking market share. I’d hate to see that happen when a simple shift could keep you top-of-mind with the right patients.

I’m happy to accommodate your schedule, including early mornings or weekends.

Let me know what works, or schedule a time here: [Calendar Link]. If now isn’t the right time, just reply “later,” and I’ll follow up in a few weeks.

Best,

Matthew

Why this works:

• The message has a confident but low-pressure tone. No apologies, just an easy way forward.
• The writer reintroduces the pain point subtly. Reminds them why this matters.
• The writer gives them an easy out. “Reply later” reduces friction and keeps the door open.

If there’s still no response, we move to Email 5, the “Permission to Close” Email, where we introduce scarcity and force a decision.

This single email had the highest response rate of all the templates. Why? Offering extended hours could be the key.

Without mentioning explicit hours, prospects might automatically assume that scheduling times are during their business hours. Offering times outside of regular “9 to 5” hours can push prospects to take action.

Step 5. The Final Follow-Up (“Permission to Close Your File?”)

Silence doesn’t always mean “no” — sometimes, it just means “not yet.” But instead of chasing unresponsive leads, we shift the power dynamic. This email works because it gives them two options: engage now or lose the opportunity forever. The fear of missing out does the rest.

Email Template – The “Permission to Close” Email

Subject: Dr. [Last Name], should I take you off the list?

Hi Dr. [Last Name],

I wanted to follow up one last time. We’re finalizing our client list for the month, and I wasn’t sure if you still wanted to explore how to turn your recent media coverage into a patient growth strategy.

I don’t want to clutter your inbox if this isn’t a priority. But if you’re still considering it, now is the time — we won’t be reopening spots for another few months.

Just reply “yes” if you’d like to schedule a call or “close” if now isn’t the right time. Either way, I’ll take care of the next steps.

Best,

Matthew

Why this works:

• The message applies subtle scarcity. Frames this as a now-or-never decision.
• The email keeps it effortless to respond. A one-word reply makes it easy to act.
• The writer maintains authority. No begging, just a professional close-out.

If they don’t respond? We move on. The worst thing you can do is keep chasing dead leads.

Step 6. Improve your email sequence templates by measuring their performance.

A sequence is only as good as its results. Even a well-written email can fail if it’s sent at the wrong time, to the wrong person, or with the wrong message. That’s why tracking performance isn’t optional.

HubSpot’s free email templates tool allows you to measure open rates and click rates. These templates give you the potential to get similar results. Try it out. Create a free HubSpot account, open the email templates tool, and click send.

At Feed.The Agency, we measured email performance and made improvements as we saw fit.

We didn’t just track numbers. We used them to make strategic changes. Here’s what we measured:

• Open Rate. Did our subject lines work? (Target: 50% or higher)
• Reply Rate. Did the email drive engagement? (Target: 10% or higher)
• CTA Click Rate. Were people taking action? (Target: 15% or higher)
• Conversion Rate. How many leads booked a call? (Target: 5–10%)

Key insight from our testing:

One small tweak made a huge difference: We changed the subject line of Email #1 from “Free to chat?” to “Dr. [Last Name], saw your feature — quick question.” That alone increased open rates from 42% to 58%.

Our Email Optimization Framework

We didn’t guess our way to better results. We tested systematically by:

1. Identifying the weakest link. We identified the underperforming metrics: Open rate, replies, clicks, or conversions.
2. A/B testing. When running an A/B Test, we changed only one variable at a time: the subject line, CTA, or timing.
3. Tracking and comparing. We measured results over 7–14 days. Keep what works, discard what doesn’t.
4. Refining and scaling. We applied winning changes across the entire sequence.

If you don’t track and refine, you’re wasting money. The only way to build a high-performing email sequence is to test, tweak, and optimize it repeatedly.

Email Sequence Best Practices

No matter the kind of email sequence you’re creating, there are some best practices you have to keep in mind to ensure that you get the best results possible.

1. Set SMART goals.

Ever feel like your email sequences are just shots in the dark? That’s where SMART goals come in.

Before starting an email sequence, ask yourself: What do I want to achieve with this?

All email sequences have goals, but only SMART goals make success measurable. For example, a lead nurturing sequence might aim to gain 100 webinar signups in 14 days, while an abandoned cart sequence could target a 10% recovery rate within a week.

When setting goals for your sequences, make sure they’re SMART — Specific, Measurable, Achievable, Relevant, and Time-Bound. This framework ensures that you set realistic goals and achieve them on or before the deadline you set.

Here’s how to apply SMART goals in action:

For a welcome sequence, a goal could be: “Convert 5% of new subscribers to customers within 30 days by offering a limited-time discount.”

Without clear targets, your email sequence becomes guesswork. That’s why I think SMART goals are essential — they help you track success and adjust when needed.

Before you draft your first email, write down your SMART goal and how you’ll measure success.

2. Create an outline for your email sequence.

Ever stare at a blank page, unsure where to start your email sequence? That’s where an outline saves the day.

Creating an outline will help you determine how many emails will be in each sequence. Write down everything you want to include in your emails. When you’re done writing out your ideas, group similar topics into categories.

When grouping your ideas into categories, think about your sequence’s purpose. For example:

• If you’re launching a product, group emails into categories like ‘Product Benefits,’ ‘Customer Stories,’ and ‘Limited-Time Offers.’
• If you’re teaching a skill, outline categories like ‘Getting Started,’ ‘Common Mistakes,’ and ‘Pro Tips.’

Once your outline feels solid, work backward from your main goal. For example, if you’re teaching your subscribers how to start a podcast, your outline might include categories like:

• Choosing Equipment
• Recording Your First Episode
• Promoting Your Show

Outlines aren’t meant to be perfect. They’re roadmaps. Expect to adjust them as you write and refine your emails.

So, grab a notebook or open a doc and start writing down ideas for your next email sequence.

3. Write evergreen content.

Here’s the beauty of automated email sequences: You can write them once, and they’ll keep working for you day after day. Make your email content evergreen and relevant to everyone in the customer segment that’ll receive the sequence.

I recommend avoiding trendy jokes or information that won’t be relevant in the next couple of months. If you include these, you’ll have to constantly edit your email sequence, which defeats the purpose of saving time and providing your customers with a personalized experience.

Instead, write content that centers on your audience’s long-term goals or pain points, such as onboarding guides, case studies, or how-to resources.

For example, Asana sets up new enterprise users with a quick start guide that won’t need updates, which saves them time and resources:

4. Write effective subject lines.

No opens, no results. It’s that simple. The key? Writing irresistible email subject lines.

Consider running A/B tests within your email automation software. A/B tests don’t just boost open rates. They reveal what language, tone, and topics connect with your audience. Test, analyze, and refine so you can consistently craft subject lines that drive higher open rates.

Preview how your subject lines look using a subject line tester, like CoSchedule’s Headline Analyzer, to spot length issues and improve readability before you hit send.

Source

5. Include a CTA.

No matter the kind of email sequence you send out, you should always include a CTA to help your readers know what to do next if they decide to act. A clear CTA prevents confusion, drives action, and increases conversions — because without direction, most readers won’t act.

For example, if you’re sending out an abandoned cart email sequence, include a CTA such as “Continue shopping” or “Return to cart” to guide customers back to your website to complete the purchase.

If you don’t include this CTA, they’ll close the email and forget about the cart completely.

So, before you hit send, ask yourself: Is my CTA clear, actionable, and easy to find? If not — fix it. If you’re unsure, test it: Could a reader act without reading anything else? If not, make it bolder, shorter, or more urgent.

6. Test all aspects of your email sequence.

Testing your subject line boosts open rates, but why stop there? Every element, from CTAs to design, can impact engagement, clicks, and conversions, so I believe it’s worth testing beyond the subject line. Test every aspect of your email sequence, including CTAs, design elements, email body copy, and the number of emails in a sequence.

Start with one variable at a time, such as testing two subject lines or different CTA placements, to identify what moves the needle.

For example, test subject lines over a week to gather statistically significant data or alternate CTA placements across two email campaigns to identify performance differences. Running split tests on these email elements will help you know which ones resonate most with your audience and encourage them to take action.

When you have this data, you’ll be able to increase open rates, boost click-throughs, and drive more conversions. With 38% of brands increasing their email budget, testing and optimizing your sequences isn’t optional. It’s how you stay competitive. Are your budget and testing strategy ready to keep up?

7. Personalize beyond their first name.

Make your emails feel like they’re written for the reader, not at them. True personalization goes beyond adding a name to the subject line. Tailor emails based on behavior, preferences, and purchase history because personalization isn’t just a tactic. It’s a trust-builder.

For example, you can send follow-ups based on clicks, downloads, or purchases to meet subscribers with exactly what they need when they need it. If someone downloaded a free guide on marathon training, follow up with a discount on running shoes or an invite to a virtual coaching session.

“Hey Jamie, still thinking about those running shoes? Lace up with 10% off — because your next mile is waiting.”

If you’re not using behavior-based triggers, you’re leaving money on the table. I’ve found even one personalized follow-up can drive conversions.

8. Build trust before, during, and after the sequence.

The relationship doesn’t end when the sequence does. Focus on clarity, consent, and follow-through — because trust is earned in every inbox interaction.

Trust me, nobody wants to hunt for the unsubscribe button or, worse, log into some forgotten account. And nothing kills trust faster than unsubscribing and still getting emails. (You know the ones: “You’ll stop receiving emails… in 7-10 business days.”) Why is it so hard to just leave?

Make unsubscribing human and easy. No guilt trips. No hoops. No delays.

Try this: “Not loving our emails? Tell us what you’d rather see or unsubscribe — no hard feelings.”

People come back to brands that let them leave without a fight. If you want to reduce your unsubscribe rate, let subscribers choose how often they hear from you.

Here’s what you can add to your next welcome email sequence:

“Get emails your way. Choose ‘weekly updates,’ ‘just the big news,’ or even ‘email-free vacations.’”

Let them stay on their terms. That’s how you build trust because trust isn’t what you say. It’s being considerate enough to respect their time and preferences.

From Theory to Practice: Implementing Your Email Strategy

Our journey started with a simple goal: Find a cost-effective way to grow without relying on referrals. What surprised me most was that it wasn’t just about earning $100,000 in 30 days.

It was discovering that the most powerful emails weren’t the ones with fancy designs or complex automation. They were the ones that felt human, celebrating others’ success before asking for anything in return.

Remember how we started with the ROI stats — email marketing’s 3600% return and automated workflows generating 320% more revenue?

Our experience proved these weren’t just numbers. But here’s what really matters: You don’t need a massive budget or complex tools to get started. Whether you’re a solo practitioner or running an agency, the same principles apply: lead with value, stay consistent, and make every email count.

Ready to write your own success story? Your next breakthrough might be just one sequence away.

Editor’s note: This post was originally published in November 2015 and has been updated for comprehensiveness.

I’ve run email campaigns for product launches, cold leads, fundraising drives — you name it. One thing I’ve learned? Open rates are just the beginning. I’ve seen high opens lead to zero engagement, and average numbers drive major results.

The difference? Context, timing, and strategy.

In this post, I’ll walk you through the most recent benchmarks on email open rates by industry and share real-world tips that have worked for me and others in the field. And yes, I’ll tell you where I’ve gotten it wrong, too — because that’s where the learning really sticks.

Let’s dive into what the numbers are saying and what they actually mean for your next campaign.

Table of Contents

• What is the average open rate for email marketing?
• What is a good email open rate?
• Why Email Marketing Still Matters + B2B Email Marketing Benchmarks
• Email Marketing Benchmarks
• Average Email Open Rates by Industry (2025 Benchmarks)
• How to Improve Open Rates: 6 Methods That Work
• Average Email Click-Through Rates by Industry (2025 Benchmarks)
• How to Improve Click-Through Rates: 6 Methods That Work
• Email Click-Through Rates: Stats and Best Practices
• Frequently Asked Questions About Email Marketing
• Final Thoughts (And What I Wish I Knew Sooner)

What is the average open rate for email marketing?

As of 2025, the average email open rate across industries is 42.35%. That’s higher than it’s been in years, but take it with a grain of salt. I’ve worked with clients in SaaS and B2B where 25% was a win, and others in community spaces hitting 55% consistently.

So ask yourself this: Are your opens growing over time? Are the right people opening your emails? Because that’s what actually moves the needle.

I use tools like HubSpot’s email health tool and A/B testing to get real clarity. When open rates dipped on a campaign last year, it wasn’t because people didn’t care — it was because our subject lines weren’t specific enough. One small tweak (“Get your seat before Frida”) brought our open rate up by 11%.

What is a good email open rate?

Here’s what I’ve found in my work and what recent benchmarks confirm:

• Above 30% = Solid
• 45-50% = Strong
• 50%+ = Exceptional, usually due to a deeply loyal or niche audience.

But numbers alone don’t tell the full story.

I once ran an educational campaign with a 52% open rate — an incredible number on paper. We had a beautiful design, clear copy, and even some solid engagement in replies. But here’s the thing: It didn’t convert.

Not one sign-up; not one click-through. I remember feeling confused and honestly a little embarrassed. It took me a few days (and a couple honest conversations with teammates) to realize the problem.

The email gave people information but didn’t ask them to do anything. No clear CTA, no next step. It was a classic case of marketing that educated… and ended there.

That lesson stuck with me.

Now, every email I write starts with the question: What do I want the reader to feel, think, or do next?

Why Email Marketing Still Matters + B2B Email Marketing Benchmarks

According to HubSpot’s 2025 Global Social Media Report — and based on what I’ve seen working across sectors — email isn’t just keeping pace with social; it’s becoming one of the most trusted bridges between brand and audience.

While I’ve run ad campaigns that went viral for a day, the lasting connection always came through our email list. That’s where we had room to talk like real people.

And HubSpot’s data backs this up:

• 76% of marketers say authentic content performs better than polished material.
• 72% report AI-assisted content leads to higher performance.
• 85% are doubling down on community building.

What works here is relevance and rhythm. I’ve seen campaigns built around deal stages (using HubSpot Deal Pipelines) perform significantly better than blast-style outreach.

As Amy Mario, global head of brand marketing at HubSpot, puts it, “The brands that win the algorithm in 2025 aren’t just getting likes — they’re getting mental bookmarks.”

So what does this mean for email — especially in B2B email marketing where the average open rate is 41.7%?

It means speak like a human. Deliver value. Build a rhythm. Let people know there’s someone on the other side of that inbox.

Email Marketing Benchmarks

Your industry’s average email open rate is only one of several email marketing benchmarks. I also track click-through, bounce, unsubscribe, and click-to-open rates (CTOR) for a complete picture of my campaign’s performance.

Top email marketing platforms release email marketing benchmarks every year or two. So, I audit my email campaign efforts based on these standards. This year, I looked at benchmarks from five industry leaders that used substantial email marketing data to prepare their reports:

• Mailchimp used over a billion emails sent from their servers.
• Constant Contact analyzed over 200 million emails.
• Mailerlite analyzed data from 3,345,140 campaigns.
• Omnisend collected data from 24 billion emails, 230 million SMS, and 413 million push notifications.

Let’s get right into the details.

Average Email Open Rates by Industry (2025 Benchmarks)

Here’s where things get practical. Below are 2025 averages by industry, along with a few lessons I’ve learned firsthand and tools I trust.

Retail

Average open rate: 38.58% (Klaviyo)

What’s worked for me: Urgency + scarcity. One subject line that read “Only 3 left in stock” gave us a 7% boost overnight. Timing matters too. Sunday evenings outperformed weekday mornings in most campaigns for me.

How to improve: Use recipient time zones and behavior-based segmentation.

B2B Services

Average open rate: 39.48% (Klaviyo)

What’s worked for me: Using titles directly in subject lines (“For HR leaders”) made our messaging feel less generic. Also, emails sent by an actual person — rather than a company alias — felt more personal and consistently earned higher opens.

How to improve:

• Segment your lists with HubSpot Lists or similar through your preferred mailing service.
• Tailor messaging using dynamic content.
• Sequences help you automate this without losing warmth.

Nonprofit

Average open rate: 46.49% (Brevo)

What’s worked for me: Storytelling. An email I wrote for a clean water org started with “This is Maria’s story,” and open rates went through the roof. People connect with people — not stats.

How to improve:

• Use personalization tokens and send-as options.
• Questions in subject lines can increase opens by up to 50% and numbers by 17%.

SaaS

Average open rate: 38.14% (Active Campaign)

What’s worked for me: Using data and insights as lead-ins. Subject lines like “How much churn is too much?” did far better than product updates.

How to improve:

• Leverage behavioral triggers.
• Embed short video clips or charts. (Visuals really work.)

Hospitality & Travel

Average open rate: 45.21% (MailerLite)

What’s worked for me: Localized recommendations. One hotel client swapped “Get away this weekend” for “Escape to Tepoztlán this Friday.” 18% more opens, just like that.

How to improve: Use geo-segmentation and CRM data to personalize based on seasons, holidays, or location-specific trends.

How to Improve Open Rates: 6 Methods That Work

1. Write for curiosity.

I’ve had subject lines with questions like “Did you see this yet?” outperform feature-heavy ones by double. People click when they’re intrigued.

2. Use the recipient’s name in the subject line.

Personalization often feels gimmicky, but when it’s natural, it adds trust. “Alejandro, here’s something for you” almost always beats “Quick Update.”

3. Test short vs. long.

Don’t assume long is bad. In B2B campaigns, my longer subject lines (“What 2,400 CMOs are doing differently in 2025”) beat short ones every time.

4. Avoid spammy words.

Words like “Free!!!” or “Urgent” can send your email straight to promotions or junk folders. Test tone instead of hype.

5. Optimize send time manually.

Some tools have this as an automatic feature — if not, start tracking engagement manually and then batch-send at that time. You’d be surprised how consistent your audience can be.

6. Create consistency.

When your audience expects to hear from you weekly at 10 AM on Friday, you’re training their attention. Consistency builds familiarity — and open rates rise.

Average Email Click-Through Rates by Industry (2025 Benchmarks)

Open rates tell you who’s paying attention. Click-through rates (CTR) tell you who’s engaging. And if you’re in this game to convert, CTRs deserve just as much love.

Here’s a look at average CTRs by industry based on 2025 data:

These numbers aren’t just data points — they’re conversation starters.

When I look at this chart, I don’t just see percentages: I see signals. For example, I’ve worked with nonprofits where storytelling drove CTRs above 5% because the emotional connection was real.

In B2B, the wins came from helpful content — things like benchmarks, guides, or tools — that were something people could act on.

CTR is ultimately about trust and timing. You’re not just hoping people will click — you’re showing them why they should. That’s why it’s one of the most honest metrics we’ve got in digital marketing.

How to Improve Click-Through Rates: 6 Methods That Work

1. Keep one clear CTA per email.

The more choices people have, the less they act. I’ve seen engagement double just by trimming from three links down to one.

2. Use buttons, not plain links.

Especially on mobile, clarity wins. Test colors, but make sure it looks like something they can tap.

3. Make it about them, not you.

“See your growth report” works better than “Check out our latest update.”

4. Lead with value.

The best CTAs answer the reader’s unspoken question: “What’s in it for me?”

5. Place the CTA high, but repeat it smartly.

One near the top for scanners and one at the bottom for readers. Same CTA, just accessible.

6. Add social proof nearby.

A quick testimonial or stat below the CTA boosts confidence and click rates.

Email Click-Through Rates: Stats and Best Practices

When I first launched my own digital agency, we used to celebrate open rates like they were the final goal. But over time, especially when I moved into product marketing and then tourism campaigns, I realized that opens without clicks are just window shoppers. The actual click-through signals someone’s ready to walk through the door.

What’s wild is how much small tweaks can change the game. I remember testing two nearly identical emails for a retreat we were running. One had a big, clear button that said “Reserve Your Spot.” The other just had a hyperlink in the text. The button email got 3x more clicks. Same audience. Same content. Just clearer direction.

So don’t underestimate structure. Think of your email like a guided path. From the subject line to the preview text, down to the CTA, every part should lead the reader to one simple next step.

In my work with both tech companies and tourism brands, I’ve seen CTRs vary wildly. Here’s what the data backs up:

• Emails with a single CTA can increase clicks by up to 371%.
• Buttons outperform links (especially on mobile).
• Personalized CTAs convert 202% better than generic ones.

The takeaway? CTR is where structure meets story. If you’ve built trust in the subject line and body, the CTA should feel like the obvious next step — not a sales pitch.

Frequently Asked Questions About Email Marketing

What’s the difference between open rate and click-through rate?

Open rate tracks who opened your email. CTR tracks who clicked something inside it. Both matter, but CTR usually signals deeper engagement.

What’s a good CTR in 2025?

Anything above 2% is strong across most industries. Nonprofits and B2B tend to see higher rates.

How often should I email my list?

Depends on your audience. I’ve seen weekly emails thrive and others burn out fast. Start small, stay consistent, and listen to unsubscribe signals.

Does time of day matter?

Yes. But there’s no one-size-fits-all. Use send time optimization or test mornings versus evenings to find your sweet spot.

How do I keep my list healthy?

Clean it quarterly. Remove inactive subscribers. Focus on quality over size.

Final Thoughts (And What I Wish I Knew Sooner)

When I started writing emails, I obsessed over subject lines. And yes, they matter.

But what really made a difference over time? Building trust with the people I was writing to.

What I wish I’d known earlier is this: Email is less about writing and more about relating.

Whether I was promoting a new eco-tourism experience or driving traffic to a tech webinar, the

emails that worked were the ones that sounded like they were written by a real person who cared. And usually, they were.

You don’t need fancy graphics. You need clarity. You don’t need perfect copy. You need honest communication. That’s how you build campaigns that don’t just perform — they connect.

So here’s my last piece of advice: Treat every email like it’s the start of a conversation, not the end of the funnel.

Editor’s note: This post was originally published in June 2023 and has been updated for comprehensiveness.

Research shows that just over 37% of emails are opened across all industries. So as you can imagine, capturing a prospect’s attention takes a compelling subject line and a clear message that leads to decisive action. In other words, you need a perfect sales email.

Thankfully, there are sales email templates that can help you win in inboxes with better open rates, convincing copy, and powerful CTAs.

In this post, I’ll share my best practices for sales introduction emails and then walk you through tried-and-true templates with 60% or higher open rates, 8% or higher click-through rates, and 30% or higher response rates. I’ve lightly edited the templates so you can tweak them for your industry, market, product, and prospect.

Table of Contents

• Sales Introduction Email Best Practices
• Best Sales Email Templates
• Use Email Templates to Nurture More Leads

How many sales introduction emails are you planning to send today? Consider your prospects. They are likely receiving several sales emails daily — many of which are spam, full of false promises, or aren’t personalized to the recipient’s needs.

Here are some ways I get my emails noticed.

1. Make your subject line captivating.

The subject line is the most critical part of an email, with 47% of recipients opening emails based on the subject line, and 69% using the same factor to report emails as spam.

If prospects aren’t motivated to explore beyond your subject line, the time and effort you put into the content, messaging, and CTA of your message is for naught.

One trick to boost email opens is to include your recipient’s name in the subject line. Undoubtedly, this gets tricky when you send sales emails at scale. Sales software simplifies this process considerably compared to a salesperson’s personal email client. It helps sellers to automate email sequences and personalize messages using your contact list and other CRM data.

2. Keep it simple.

The longer the email, the more likely the target recipient will skim or simply ignore the content after a cursory glance.

• Keep your emails simple, starting with the subject line (around five words).
• Don’t overload your prospects with information.
• Provide them with an idea and guide them to follow up for more information.

According to HubSpot research, the ideal sales email length is between 50 and 125 words. Brevity and clarity FTW!

Pro tip: During my sales career, I would either end my emails with a line from a testimonial or an ROI statistic. I would invite the prospect to talk about whether they wanted to achieve similar results. I found it effective at motivating responses.

3. Introduce yourself.

You can’t assume that your prospect knows anything about you or your company. One of the first things you should do is introduce yourself.

• Include your name, your title, the name of your company, and your value proposition.
• If you are sending your prospect your first message, briefly describe the value your company offers to your target market. (This makes it easier to transition to asking whether the recipient has a need that aligns with what you do.)

Introducing yourself confidently and without gimmicks or false promises is a great way to set yourself apart from the other sales emails a prospect receives that day or week. People buy from people they know, like, or trust.

4. Include a clear call-to-action.

Don’t be vague. After receiving a sales email, your prospect should have a clear idea of what the next step is. Are you asking them to respond to an email? Should they reach out by phone? Do you need them to schedule a time on your calendar using your meeting scheduler?

Include a clear call-to-action in your email so your prospects aren’t left wondering what to do.

Pro tip: I always thought my most important job when I wrote sales emails was keeping the recipient engaged enough to read down to the call to action. I had a fishing analogy where the subject line is the bait and hook that I would cast into the “lake,” which represented my target market. The body of the email is how the seller reels in the prospect, and keeps them engaged enough to be drawn “into the boat” with the call to action.

5. Included a personalized email signature.

Set up a custom email signature to stand out and appear more trustworthy. It should include your name, job position, and/or logo of the company you work with.

Add extra contact details like your phone number and links to your website or social accounts. These allow prospects to learn more about you and reach out through other methods if they wish to do so.

6. Make sure you follow up.

Following up is crucial to forwarding the conversation, and you should aim to do it at least two or three times. Sometimes my best email results were from drip campaigns.

The first email would be a preview of a sequence of messages that would introduce a concept or campaign message. It told the prospect to anticipate the next email would follow with an offer that would be of great value to them, because I did my research, and was confident it would be of strategic value.

The second email would describe the offer or the promotion and include a content asset like an ebook or a webinar. It would give the prospect the option of acting right away, or tell them to keep an eye out for a third message.

I found that by getting the prospect used to seeing messages from me without a hard sell, they were more likely to open my messages and respond than if I tried to use one email and call to action to try and spark the relationship.

Source

Pro tip: If you want a hand when you start writing your emails, try using HubSpot’s free AI email writer for a quick productivity boost — in place of staring for hours at a blank screen. You can also use it to easily customize emails using slash and highlight commands to edit length, spelling, and tone.

Sales Introduction Email Templates

Here are some email templates you can try, with some direct feedback and ideas from me.

1. Standard Sales Introduction Email Template

Subject line: Are you doubling down on [goal]?

Hi [prospect name],

I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.

If you’re unfamiliar with [company], our solution helps businesses in [prospect company’s] space with three main goals:

• [Goal #1]
• [Goal #2]
• [Goal #3]

Are you free in the next few days for a call to discuss [prospect company’s] strategy for [business area]?

Best,

[Your name]

If the prospect hasn‘t heard of you before, give them a reason to talk to you. Mentioning their goals and showing you did your homework is often enough to pique a buyer’s interest.

Why It Works: In a sales introduction email, you are introducing yourself to a stranger. For most, it is easy to brush off or ignore someone they don’t know. This email template puts you in a position where your prospect might not know you, but they think you know them. By focusing on their goals and success, you can draw them in. As you mention how your company can aid in their success, you can move your company out of the stranger category and potentially facilitate a conversation.

Mark’s Take: I would probably change the subject line to something like “Taking your [goal] strategy to the next level?” or “What’s your next move for achieving [goal]?” I wouldn’t want to suggest that pursuing a goal I want to talk to them about requires lots of effort or risky “doubling down.”

The body of the email is great, but I think prospects are already reluctant about the risk of working with a salesperson or company they don’t know. Using a gambling metaphor doesn’t seem like a good idea.

2. Trigger Event Email Template

Subject line: Congrats [Client Name]! Let’s discuss next steps

Hi [prospect name],

Your [LinkedIn description, company’s recognition in the Inc. 500, connection XYZ colleague] inspired me to reach out. My company has worked with several staffing firms to help them cope with the kind of growth trajectory your company is on. Within six months of working with [company], [client] saw [X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish similar results.

If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?

[Your name]

Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility by demonstrating you clearly pay attention to what’s happening in their space, and establishes urgency.

Why It Works: Corresponding with a stranger can seem so unexpected that you’re put off by the initial interaction. The trigger event email template allows prospects to bypass this discomfort because you’re reaching out for a reason. This trigger event makes your email seem more valid and less like spam.

Mark’s Take: Keep the focus on the prospect, don’t make it about your product. Offering to discuss next steps communicates confidence and approachability.

3. Offering a Better Solution Template

Hi [prospect name],

I’m [your name] with [company name]. I help sales executives to discover the benefits of collaborative sales tools that they can use to better communicate with their teams. Many of the customers we’ve onboarded recently had great visibility to management-level forecast data. Yet their direct reports struggled to keep their managers informed about their activities and challenges. Does that challenge seem familiar with the sales tools you use?

[Your product name] resolves this issue by [Share main benefits]. What day works best for setting up a demo?

[Your name]

Why It Works: If you know what tools your prospect is using, you can offer your product as a better solution to their pain points. This technique enables you to quickly point out the competition’s flaws and how your product resolves those friction points — making it a better fit.

Mark’s Take: Talk about your strengths or your success stories. If you know where your product excels, focus on that. Don’t compare it to a gap in the competitor’s feature set — it’s important you find a way to earn the prospect’s trust, and trashing a competitor is a risky way to do so.

4. Complimentary Email Template

Hi [prospect name],

A colleague of mine just introduced me to your brand. I love the video you put out regarding [topic]. I found it both insightful and entertaining. [Mention one or two things you found interesting].

You mentioned in the clip that your company’s biggest challenge was [challenge mentioned in the content you found]. Our product actually solves for that [mention a few key features].

If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?

[Your name]

Why it Works: This method works when the compliment is genuine and the rep has done proper research on the prospect. Flattery is a powerful tool that can help build rapport and connection with a prospect and make it more likely they’ll respond to your email.

Mark’s Take: This template could be very effective, but it’s important not to gush, and possibly come across as insincere.

5. Mutual Contact Reference Email Template

Subject line: You know [mutual contact]?

Hey [Prospect],

A mutual contact of ours, [Referral partner], and I were recently discussing experts in [their field] whom I could reach out to for some insight about [topic].

You were the person who came to their mind immediately.

I’m writing an article about [topic].

Would you be willing to review it?

Best,

[Your name]

In a lot of ways, sales is the art of cultivating trust with potential customers. One of the better ways to do so is by finding some common ground via mutual connections, peers, or former colleagues.

Taking this angle can add some degree of familiarity with your prospects, put them at ease, and give you a leg up in the trust-building process.

Why It Works: “It’s not what you know, it’s about who you know.” Connections play a substantial role in the business world, and this perception is what makes this email template successful. A mutual contact instantly establishes a level of trust and credibility with a potential client. If there is a perceived connection between you and your prospect, they will be more willing to transform that connection into a relationship.

Mark’s Take: I’ve used this approach successfully, and word-of-mouth referrals are great. But I’ve also seen salespeople who didn’t really have permission to name-drop a common connection. Awkwardness ensued.

6. Useful Resource Email Template

Hi [prospect name],

I saw your recent post on LinkedIn [title of post] about [industry-related topic]. Have you thought about trying [thing your product helps with]? If so, you should check out this case study from one of our clients [link to case study] that overcame a similar challenge.

Within six months of working with [your company], client [saw X results]. I’d be happy to share a few ideas about how [prospect’s company] could accomplish the same.

If you’re open to it, let me know a convenient time to chat? Say, [XYZ time]?

[Your name]

Why It Works: One of the easiest ways to hook prospects is to provide them with value from the start. In the example above, the rep pulls out a challenge the prospect may have mentioned and then provides them with a case study showing how a company solved similar issues using their product, and that the process can be replicated at the prospect’s company.

Mark’s Take: I remember that sales coaches would recommend I use the word “challenge” instead of “issue” because challenges can come across as forward-looking or aspirational, while an issue can be quite negative. To improve this email, I would try out an A/B test with prospects and swap out those words.

Best Sales Email Templates

7. Website Visitor Email Template

Subject line: Resource for [business area] questions

Hi [prospect name],

I am a business development specialist in [prospect company’s] industry, and noticed that you and a few of your colleagues visited our website recently.

This inspired me to spend a few minutes on your website to gain a better understanding of how you are approaching [business strategy]. In doing so, I noticed some opportunities where my company could help you attain your goals, and I was compelled to reach out to you directly.

[YourCompany] is working with similar companies in your industry, such as [X], helping them [accomplish Y], while providing them with the tools to [manage Z].

Do you have 15 minutes available on your calendar to connect this week?

Please also feel free to book time directly onto my calendar here: [Meetings link].

Thanks,

[Your name]

Based on the prospect‘s browsing behavior, you know they’re at least interested in your solution. If you want to capitalize on that interest, position yourself as a trusted advisor who can guide them through the decision-making process.

Why It Works: Without an explicit answer, it is virtually impossible to know why a prospect clicked out of your website. The website visitor email template opens a door to discovering where the interest in your products or services ended. It allows you to draw interest back into your company while enticing prospects with the notion that their competitors are using similar methods. It provides them with a direct line of communication to explore new opportunities with your products or services.

Mark’s Take: I’d use a stronger subject line. Something like “Let’s achieve your [business goal] together.” Positioning yourself as a trusted advisor shouldn’t seem like an offer to be a sounding board before you buy elsewhere. The internet is for answering questions; don’t devalue your worth.

8. New Prospect Email Template

Subject line: [Prospect Name], are you pressed for time?

Hi [prospect name],

Your time is valuable, so I’ll get right to the point. As a [job title] at [company], I get to speak with people like you about [achieving X]. [Prospect company] is on my radar because we’ve helped a lot of companies in [X space] with [business area].

Could we schedule a 15- to 20-minute call to discuss your strategy for [Y] — what you are working towards, which obstacles you are faced with, and how you envision your business rising to the occasion? I am confident you will take away some valuable ideas for tackling [business goals] that could make an immediate impact to your [top/bottom] line.

Best,

[Your name]

The first touch email is the most important one you’ll send. Like the first template in this list, this email will give your prospect an overview of your company while showing off your knowledge of their organization.

Why It Works: Cold emails are challenging because you’re looking to establish a relationship with someone potentially unaware of both you and your company.

Mark’s Take: This template works because it demonstrates a respect for prospects’ time, but makes it clear that if they invest time with you, they will get value for their time investment. It isn’t an aggressive sales pitch either, so the prospect won’t feel pressured into an unexpected sales call.

9. Recent Voicemail Email Template

Subject line: [prospect name] — My recent voice message

[Name],

I saw that you were considering investing in our [product or service], and wanted to connect with you to ensure we address your needs..

Is there a good time for you in the coming days? You can book some time directly on my calendar here: [Meetings link].

Best,

[Your name]

P.S. Thought you might like this as well while getting started:

• [Helpful link #1]
• [Helpful link #2]

Why It Works: It is easy to skip over a voicemail, especially when it’s coming from an unknown caller. Prospects are likely to ignore unsolicited messages. This voicemail follow-up email template is one way to establish your credibility so they aren’t tempted to delete your voicemail before hearing your offer. Many prospects are reluctant to take calls from strangers in today’s business climate. This email strategy helps introduce you to the prospect before opting into a discovery call.

Mark’s Take: Voicemails are all too easily deleted or forgotten, so following up is critical to ensure you get a response.

10. Requested Demo Email Template

Subject line: [Prospect Name’s] request to explore our [product]

Hi [prospect name],

I understand that you requested a live demonstration of our [product]. I work with companies in your area, and my goal is to ensure you can make an educated decision as to whether our [solution] meets your business goals and requirements.

My company takes a two-step approach to providing personalized demonstrations to ensure we address your unique needs. The first step is to have a discovery conversation focused around the use cases you would like us to present to you, to get some context as to how your users would be applying our platform into their business day. I would then tailor the demonstration environment to the scenarios we discussed, and make sure we are focused on what features and benefits are most important to your business. I’ve found that it is much more effective to take this approach than assuming your needs and walking you through a generic demo which may not address what you are most interested in.

To get started, you can book time on my calendar here: [Meetings link].

Looking forward to connecting,

[Your name]

Why It Works: This email helps you establish a relationship with the prospect and set the right expectations for the process. If they’re not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.

Mark’s Take: We live in a world of instant gratification. When a prospect requests a demo, they create an idea of when they can expect to receive the information. It is often sooner rather than later. The requested demo email template is necessary for managing expectations. It establishes a timeline and helps form a relationship with your prospect instead of instantly opening and closing the door with the requested demo.

11. Free Tool or Trial Email Template

Subject line: X people on your team using [product]

Hi [prospect name],

I saw that [prospect company] is test-driving/using the no charge version of our [platform], and your team currently has [X number of] users accomplishing [Y]. This message is an invitation to discuss your experience so far, and to see if there are features or functions that might better align with how your business operates.

Your business needs might be addressed by our basic plan, yet there are several advantages to activating a paid subscription that can help you achieve quick wins, and long term return on your investment.

Trial Scenario 1: Our trial provides you complete access to all our features for [X more] days, so I wanted to make sure your team is familiar with how to access the features and benefits that matter to them most. I would be happy to arrange a conference call with your team.

Freemium Scenario 2: The Basic plan has a number of valuable features, and they are a great way to start transforming your business workflows. Many of our customers started on the basic subscription tier, but as they learned about the benefits of the paid-tier functionality, the ROI was easy to justify.

Please choose a time on my calendar that works best for you and I’ll follow up: [Meetings link].

[Your name]

Why It Works: A free trial or freemium experience is pivotal. During this time, prospects expect to be wowed by your products or services — wowed enough to commit to paying for them. The free tool or trial email template works because it shows potential clients or customers that you’re on their side. You want them to get the biggest bang for their buck. You want them to succeed. When prospects think your company is willing and able to help them, they are more likely to engage.

Mark’s Take: Help your prospect get as much out of their free sign-up or trial as possible. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.

12. No Response to Original Email Template

Subject line: Are you still investigating [goal] strategies?

Following up on my last email, I wanted to see if [increasing X, decreasing Y] are on your priority list. I am eager to share some insights I’ve learned from working with organizations like yours.

[Company] offers tools for [business area] that include the following:

• [Feature #1 and why it’s helpful]
• [Feature #2 and why it’s helpful]
• [Feature #3 and why it’s helpful]

Should we find some parallels between your needs and what my company could offer you, I’d be happy to present some approaches to addressing your business needs with our industry-specific solutions. My goal would be to help you make an informed decision as to whether my company’s offerings align with your objectives.

I look forward to your positive response. If you aren’t responsible for this initiative, and there is someone in your organization that would have a vested interest in this area, please feel free to forward this message on, or I would be happy to make direct contact.

[Your name]

Why It Works: Sometimes a prospect needs a push in the direction of your company. After the initial email, there’s a chance they forgot about your offer. They might not be sure how your company can help them. Remind them. Inform them. A nonresponse doesn’t always mean they’re not interested. The “no response when opened” email template can help your company return to the minds of those who are.

Mark’s Take: The prospect is interested in learning more — after all, they read your message — but they‘re either too busy to respond or not interested enough. Get the conversation going again with an explanation of your company’s solution and an offer to give them a demo.

13. Continued Nonresponse Email Template

Subject line: Resources used by [competitor #1] and [competitor #2]

Hi [prospect name],

Following up on my previous email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at other [prospect’s industry] companies found helpful:

• [Helpful link]
• [Case study]

Would it be helpful if we scheduled 15-20 minutes to discuss how some of these topics may align with [prospect company’s] strategy? You can book time on my calendar via the link below. Otherwise, all the best to your business, and I hope to work with you in the near future.

[Meetings link]

[Your name]

Why It Works: Heard nothing? Before you give up on this prospect, send a few more resources their way. You’ll add value while simultaneously reminding them your tool might be able to solve a pressing pain point — as it has for their competitors.

Mark’s Take: After a few tries, you have to consider that your prospect isn’t interested. The continued non-response email template works for two reasons. One, it puts your company back into the mind of your prospect. Two, it helps draw them in with resources they can use to propel their goals.

14. Re-Engaging a Non-Responder Email Template

Subject line: Not as bad as an awkward first date

Hi [prospect name],

Looks like we might not be meant for each other. But I still wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don‘t hear back, I’ll assume that the timing isn’t right.

In the meantime, here are two resources I thought you might find valuable because [reason why they’re relevant]:

• [Link #1]
• [Link #2]

Best,

[Your name]

Why It Works: People think there is always time. The door is always open, so there is no haste in action or a decision. The “re-engaging of a non-responder” email works because it forces potential buyers to realize that they are about to miss an opportunity. When it looks like the door is finally closing, they could be motivated into action.

Mark’s Take: This lighthearted email gives the buyer a chance to change their mind. I think it’s a great way to re-engage them without guilt-tripping them.

15. Building Rapport Email Template

Subject line: [Location, activity, or interest] recommendations?

Hi [prospect name],

In our last call, you mentioned your interest in [insert interest area]. I was curious what advice you’d have for someone just getting started in [interest area]?

Thanks,

[Your name]

Why It Works: No one wants a ton of offers shoved in their face. If your prospect has lost a bit of interest, the building rapport email template helps slowly draw them back in. Instead of meeting them with an offer for your products or services, asking a question about their business or seeking advice can jump-start the conversation. It also shows your prospect that you’ve paid attention.

Mark’s Take: Let‘s say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach. It requires you to know a little about the person you’re sending an email to — just another reason why it’s important to get to know your prospect in your initial outreach and discovery calls.

16. Taking Action Email Template

Subject line: Where do we stand?

Hello [prospect name],

We’ve been unable to connect for a few weeks now, and that usually means one of two things:

• 1. This isn’t a priority for you and your company at the moment.
• 2. You’ve been busy and we should keep trying to connect.

If the answer is option one, I won’t take up any more of your time. Otherwise, do you have time to connect this week?

Thanks,

[Your name]

Why It Works: While connecting with a prospect isn’t a waste of time, it could be a waste if they’re dragging their feet and uninterested in your company. The taking action email template works because it compels them to make a decision. If they are disinterested, you can save your resources and end the correspondence or regroup for a different approach. If they are interested and still hope to connect, it confirms that you can go to greater lengths to secure this client.

Mark’s Take: Sometimes you’ve spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.

17. Responding To Content Email Template

Subject line: Love your recent article!

Hi [prospect name],

I saw the [content medium] your company published about [subject].

I was impressed by how you managed to make such complex subject matter so accessible without sacrificing context or your authentic experiences. [Reference to what they do].

I have experience at [helping companies with relevant assistance]. Would you be interested in chatting for twenty minutes this week?

Thanks,

[Your name]

Why It Works: As shallow as it sounds, people are driven by compliments. Additionally, we always strive to do better. The “responding to content” email template appeals to both. This email will initially catch the eye of your prospect because of its reference to their content. After stroking their ego, you can drive a conversation with the idea of helping them do even better.

Mark’s Take: Prospects like to know you’ve taken a sincere interest in their business. One of the better ways to demonstrate that interest is to take the time to read, understand, and offer constructive guidance based on the content they publish.

18. Congratulating Prospects Email Template

Congratulations!

Hey [prospect name],

Congratulations on [recent achievement]!

Your company’s growth and success are really gaining traction in [their industry].

I’m looking forward to seeing where you go from here.

Regards,

[Your Name]

Why It Works: Sales emails typically request something from the prospect — a response or phone call. This email template works because it makes no request. Congratulating your potential clients on achievements puts you in favor with them and keeps a positive relationship open for future pitches.

Mark’s Take: Do your research and stay abreast of any milestones they reach. Then, reach out and reference those big-time wins.

19. Re-establishing A Connection Email Template

Subject line: Let’s catch up this week

Hi [prospect],

Hope all is well, it has been some time since our last connection. I created a reminder for myself to check in with you to see how things were going with your [name of campaign] initiatives. We had discussed a potential partnership a few months ago, but we didn’t get a chance to present a tailored solution for your needs.

I would love to catch up and see if there are any opportunities to engage with you and help with your [department (eCommerce, marketing, etc.) ] strategy. Let me know if you have some time to reconnect this week and catch up business-owner-to-business-owner on where you see things and I can provide some ideas on where we can help.

Look forward to hearing from you.

Best,

[Your name]

Why It Works: Things change. Your prospect might have been uninterested or unprepared to take advantage of your product or services before, but they could be open to hearing about them now. This template reminds them of how your business can benefit them and reopens an avenue for communication.

Mark’s Take: Sometimes when prospects go completely radio-silent the casual route isn’t always effective.

20. LinkedIn Connection Email Template

Subject line: Thanks for accepting my LinkedIn request

Hello, [Prospect],

Thanks for accepting my request on LinkedIn. I look forward to learning more about you and your organization.

I’d love to hear more about what you do in your role. If you have any business challenges that I could help you address in the area of [your industry], please don’t hesitate to reach out.

Best,

[your name]

Why It Works: The LinkedIn connection email template works because it takes that initial introduction and helps you build from it. Starting the relationship on the networking platform and shifting it into a sales email creates a segue for introducing your company and its benefits.

Mark’s Take: LinkedIn is a platform for making professional connections. If someone accepts your request, you can assume that they’d be open to hearing from you. I have found it is better to send a message with your invite, as many LinkedIn users have expressed they are opposed to cold invites followed by immediate sales pitches.

21. Mutual Alma Mater Email Template

Subject line: [College] alumni

Hey [prospect],

Did you go to [college]? I graduated in [year]. It’s so great to connect with a [college] grad! Do you remember [interesting / unique feature of your university]?

I see that you’re in [field/industry/role] now. How did you get to this role? What would you say is your biggest challenge?

Best,

[your name]

Why It Works: Many consider graduating from college a significant achievement, and it’s easy to find someone who will boast their institution and graduating year. Knowing that someone attended your alma mater quickly creates camaraderie.

Mark’s Take: This can work well when it sets up a bond of shared experiences and pride.

22. Out Of Office Reply Email Template

Subject line: About our conversations a few weeks ago

Hi [prospect],

I hope you’re well and that you enjoyed your vacation!

If you remember, we had a conversation a few weeks ago about [product or service]. You’d told me you’d need a few weeks to get the go-ahead from your manager.

Would you have some time next week to catch up?

Best,

[Your name]

P.S. Check out this resource I put together for your team. [link]

Why It Works: When someone returns to the office from a temporary leave, their email inbox is typically overflowing. Urgent matters get handled first. Depending on how your prospect views your correspondence, your email might fall to the end of the list. Instead of anticipating their response, follow up with the out of office reply email template.

Mark’s Take: I would also link to a resource in case they forgot the details and don’t want to look through your email thread or read a long email with all of this information.

23. Social Post Comment Email Template

Subject line: Following up

Hi [prospect],

You and I briefly chatted on [social platform]. It’s so great to connect with you!

I really liked your comment about [specifics about their comment]. You seem like you’d be a great fit for our product, and I’d love to give you a quick walkthrough.

Are you available for twenty minutes this week?

Best,

[your name]

Why It Works: You’re already off to a great start if you need the social post comment email template. It means you already have confirmed interest in your company. This email works because you’re able to remind your prospect of their demonstrated interest in your company and quickly transition your email correspondence to a phone call.

Mark’s Take: If the comment is related to your product, DM them first and ask if you can follow up over email. If they say yes, send them the following template.

Use Email Templates to Nurture More Leads

Email templates can make your life much easier, allowing you to reach more prospects in less time and close more deals. With the templates I’ve shared, you’ll be sure to increase open rates and efficiently meet your sales quota.

Use these templates for any scenario — and don’t forget to tailor them to your prospect’s needs.

Editor’s note: This post was originally published in June 2017 and has been updated for comprehensiveness.

I know this isn’t a mind-blowing or revolutionary thing to say, but being an entrepreneur isn’t easy. It takes a lot of guts, persistence, business acumen, and strategic thinking — and even having those qualities in spades isn’t always enough for a business owner to stay afloat.

The challenges of entrepreneurship can exist well beyond any entrepreneur’s control — but those troubling roadblocks aren’t insurmountable. Here, I’ve surveyed 200+ entrepreneurs to get their takes on the most common challenges of entrepreneurship and their advice for overcoming them.

Let’s jump in.

Table of Contents

• Top Entrepreneurship Challenges in 2025
• Challenges Entrepreneurs Will Face This Year
• Inclusion and Opportunity-Related Barries for Entrepreneurs

Top Entrepreneurship Challenges in 2025

1. Work-life balance

Entrepreneurs told me that their biggest challenge is managing work-life balance (36%), which was also the most significant challenge in 2024. Those who selected work-life balance as their top challenge also said it’s the challenge they’re most eager to solve.

The definition of a good work-life balance is different for everyone, but to me, the main idea is that one doesn’t have to sacrifice work or personal life to accommodate the other.

Evan McCarthy, President and CEO of SportingSmiles, told me he faced this challenge when he started his entrepreneurial journey. He said, “I launched my company 15 years ago, and as a business owner, there’s always a mountain of tasks to tackle. The main challenge I faced was finding a balance between my work and personal life.”

He was single when he started his business, which he says made things easier, but he worked nonstop for two months straight without taking days off. He said, “I was completely dedicated to making my business succeed, without any backup plan if things didn’t work out.”

He adds, “Looking back, I realize I should have paid more attention to my personal life. Taking better care of myself would have reduced stress and probably helped me focus more on growing the business.”

How to Overcome This Challenge

One of the biggest benefits of entrepreneurship is being your own boss. It gives you the freedom to set your hours and develop the work-life balance that works best for you, but things like hustle culture can make it seem like it’s important to always be on and ready to work.

My recommendations for maintaining a work-life balance include:

• Setting boundaries: This can be as simple as setting work hours that you stick to whenever possible. Busier days happen, but you have a primary schedule.
• Take clear breaks: I’m a strong proponent of taking breaks. It helps me clear my head and come back with fresh eyes.
• Set realistic expectations: Overcommitting can make you feel like you have to keep working until everything on your list is complete, so aim to be honest about what you can accomplish every day.

• Have fun when you’re not working: I’m sure this is a no-brainer, but it’s worth saying anyway. When you’re not working, do the activities that bring you joy, whether being with loved ones, setting aside time for a hobby, or even sitting around and doing nothing.

2. Finding and keeping customers.

Finding and keeping customers is the #2 challenge entrepreneurs face, rising one spot from just last year.

This makes sense to me — having customers is one of the (if not the) most fundamental tasks to address if you want your business to take off, especially since you can’t bank on customers simply finding their way to you.

I spliced the data and found that entrepreneurs whose businesses are younger (five years old or less) say that finding customers is their biggest challenge, which adds up: you can’t get your business off the ground without someone buying what you’re selling.

How to Overcome This Challenge

As an entrepreneur, it’s on you to get the word out about your business — self-promotion is how you get the ball rolling.

The first step to finding customers is knowing who your ideal customer is. Buyer persona research will help you learn about your target audience, their interests, pain points, and the best way to attract them. You’ll also be able to determine your brand positioning, which helps you create targeted marketing efforts to get in front of customers.

I assume you’re proud of your business, so boast about it at every opportunity. If you serve a local customer base, ask if you can leave a business card or flier at local establishments.

Go to industry events and trade expos and really put your business on display. Keep an active presence on social media, and ask your friends, family, and anyone in your support network to get the word out. Create a referral program for your existing customers.

It comes down to visibility, so make your presence known. Customers won’t find you if you stay isolated.

3. Keeping up with industry trends.

Markets are always changing, so it’s understandable that entrepreneurs struggle to keep up with industry trends. Unexpected hurdles can arise, and even with contingency planning, pivoting can still be a challenge.

Scott Williamson, VP of Sales and Engineering at R. Williamson & Associates, said, “My biggest challenge as an entrepreneur was learning how to pivot and adapt quickly.”

Williamson adds, “When I first started my company, I had a vision for what I thought the business would become. But as we launched and started gaining real customers, the reality of the market and the competitive landscape became clear. Things weren’t evolving exactly as I had imagined.”

How to Overcome This Challenge

Keep up to date by reading industry news, monitoring consumer trends, and seeing what people talk about online. You’ll get a sense of the state of your industry and whether any changes are coming down the line.

Williamson’s tip is to recognize that entrepreneurship is not about rigidly sticking to a plan: “It’s [entrepreneurship] about having a vision, testing it in the real world, listening to feedback, and being willing and able to adapt. The market is always changing, so entrepreneurs have to change with it.”

4. Earning recurring revenue.

Earning recurring revenue is tied for third place for entrepreneurial challenges, and it’s the number one challenge (along with managing a work-life balance) that entrepreneurs are most eager to solve.

I understand this sentiment: revenue keeps businesses afloat, especially so for younger ones as it’s what helps them go on to survive that first year of business.

How to Overcome This Challenge

Earning recurring revenue centers around satisfying your customers and product innovation. Why? Both keep people around, and people who stay around (whether paying for a recurring subscription or repurchasing products) drive revenue.

To satisfy your customers, focus on solving for them. Loyalty programs, acting on customer feedback, and proactively offering resources to help customers get the most out of your product (like a knowledge base) help you keep satisfaction levels high.

When it comes to your product or service, continued innovation takes the form of upgrades, added features, and bringing new products to market. Focus on improving your product(s) also pays off when innovation sets you apart from the competition and solves a direct user need.

5. Recruiting and retaining talent.

24% of entrepreneurs told me that they struggle with recruiting and retaining talent, and this makes sense — you need people for a business to run smoothly, especially as you scale.

How to Overcome This Challenge

According to entrepreneurs, they’re finding and hiring new employees through referrals from existing employees — 77% of them. They also use job sites, recruiting agencies, and hiring events to find talent.

When it comes to employee retention, it’s essential to craft an experience that leaves people motivated and excited to continue working. I recommend:

• Creating opportunities for employee development to empower individuals to grow their skills and advance their roles (like on-the-job training, shadowing, mentorship opportunities, etc.)
• Benefits and perks that improve quality of life and offer security, like health insurance, special deals or discounts, and even flexible work options (like hybrid work).
• Encourage work-life balance so employees aren’t always stuck in work mode and continue to have a life and prioritize their well-being.

If your entrepreneurial journey began as a one-person show, building and empowering a team might be something you have to become comfortable with, which is what Gauri Manglik, CEO and Co-founder of Instrumentl, told me: “As an entrepreneur, the biggest challenge I’ve faced has been finding the right balance between leading my team while also allowing them the autonomy to thrive.”

To get comfortable, Manglik shifted her role and learned to provide support through coaching and mentoring while trusting her staff to complete their tasks successfully. Embracing this approach brought greater engagement, output, employee job satisfaction, and better business results.

6. Accessing capital and funding.

Accessing capital and funding is the #5 challenge survey respondents face, and it’s an even more significant challenge for businesses under five years old.

Truthfully, I expected funding to be higher on the list because you can’t run a business without any money. Nonetheless, I’m not surprised it’s in the top five: no money, no business.

How to Overcome This Challenge

Some tried and true ways that entrepreneurs get funding include:

• Crowdfunding: Websites like GoFundMe and Kickstarter give you financial backing from online campaigns.
• Small Business Loans:Local small business organizations and development centers often offer loans for early-stage businesses to apply for.
• Bank Loans: Bank loans are a common funding source. I recommend reviewing interest rates and repayment terms to make sure they align with your ability to repay.
• Angel Investors: Angel investors are accredited professionals who offer funding. You typically have to pitch to these investors or apply for their funding offers.
• Friends and Family: Some people have friends, family, and loved ones willing to pitch in and support. If this is the case for you, it’s a worthwhile source to take advantage of.

Before seeking funding from other sources, I recommend creating a budget. It will give you a clear overview of how much money you need and should have to run operations.

Challenges Entrepreneurs Will Face This Year

The challenges listed above are the most significant among entrepreneurs, but there are other roadblocks that entrepreneurs regularly have to manage throughout their journeys. Let’s talk about those now.

1. Staying motivated.

Justin Silverman, Founder and CEO of Merchynt, told me, “The biggest challenge for me was staying motivated during the early days when revenue was nonexistent and growth was slow.”

Motivation can be a struggle for everyone, regardless of business stage. It can become harder to maintain if you’re also struggling to manage a work-life balance.

Thankfully, motivation is something you can build back, and here’s what Silverman did: “I took inspiration from The Messy Middle and set a mix of small and large achievement goals. I put them on a board in front of my desk and checked them off as I went. This approach helped me see that little wins add up to big achievements over time. It kept me going when I had previously given up on other ventures.”

Doing this taught him the importance of celebrating small victories to maintain momentum and motivation.

Breaking down your goals can make responsibilities more manageable, help you feel less overwhelmed, and help you prioritize the most important tasks. It’s a win every time you meet one of your smaller goals, and every win can leave you feeling accomplished, excited, and motivated.

2. Self-doubt and fear.

Self-doubt and fear are common among entrepreneurs, and 50% of entrepreneurs say these feelings are a major challenge.

Impostor syndrome is a common manifestation of self-doubt, and research shows that 82% of people have experienced it. The business world is always in flux, so there’s no easy answer for remedying this issue, but there are ways to mitigate it.

Patience and persistence can help combat self-doubt because, in reality, you don’t know how things will turn out if you don’t give things a chance to turn out.

For example, if you’re doubting that you won’t be able to turn a profit, how do you confirm that to be true if you haven’t given yourself the time to bring in revenue?

I know it’s easier said than done, but be kind to yourself if those feelings arise. How you respond can impact how long they last. Positive self-talk and affirmations can help you avoid stress and anxiety.

If you have to fake it till you make it, you’re still building a positive habit that will benefit you in the long run.

3. Being comfortable asking for help.

Entrepreneurial endeavors can be challenging to navigate alone, particularly so for younger, first-time, or just-starting-out founders. Being comfortable asking for help or getting help along your journey can be a learned skill because you might prefer to be autonomous or even view asking for help as a sign of weakness.

I think it means the opposite — it shows a willingness to learn, and it can leave you better off in the long run because you’re getting support, and the opinions of others can push you to consider new ideas. Jody Swain, Founder of Hire & Fire Your Kids, struggled with asking for help when she started her journey. She told me, “By far, my biggest challenge as a first-time entrepreneur was trying to do it all by myself and not asking for help.”

Swain adds, “I didn’t want to bother people, take up their time, be judged, or be rejected, so instead, I did what I thought entrepreneurs were supposed to do. I hustled. Working too many hours in a day, for weeks that turned into months, triggered my family to host a full-blown intervention with me.”

She says the intervention caused her to slow down and start seeking help: “What took me way too long to learn was that there were actual people out there who wanted to help. The answer will always be no if you don’t ask. Once I realized that all I had to do was be brave and just ask, the doors of support opened, and I haven’t looked back,” Swain says.

Asking for help or seeking advice, insight, and direction from seasoned entrepreneurs can help you keep things on an even keel, but pinning down that direction is easier said than done if you feel it’s hard to ask.

My recommendation is (I know, again, easier said than done) to reframe your thoughts around asking for help. View it as a sign of strength, not a weakness. It shows you’re self-aware, willing to receive feedback, and eager to grow.

Inclusion and Opportunity-Related Barriers

I run Breaking the Blueprint, a HubSpot Blog column dedicated to the unique challenges of underrepresented entrepreneurs.

Many of the professional hurdles these groups can face are because of historical practices that exclude them from equal opportunities. Because of this, minority-owned businesses still struggle to achieve the same level of success as their white counterparts.

I recently surveyed 300+ entrepreneurs in six underrepresented groups to ask exactly how they felt and:

• 50% agree that their businesses are judged more because of their demographic group (i.e., race, disability status, or sexual orientation),
• 68% agree that they have to work harder than those outside their demographic group to achieve success,
• 59% agree that there isn’t enough social, financial, and governmental support for entrepreneurs in their same demographic group.

I do a deep dive into how underrepresented entrepreneurs handle the hurdles that they face in this State of Underrepresented Entrepreneurs piece, but here are some quick tips:

• Seek out resources specifically for underrepresented entrepreneurs. (Another shameless plug for Breaking the Blueprint, where I publish this kind of content)
• Network and build relationships with people who have similar experiences. You can share advice, discuss challenges, and uplift each other through your entrepreneurial journeys.
• Seek out business mentors who are willing to share their experience and expertise.
• Apply for grants, loans, and funding opportunities for minority entrepreneurs, like minority business loans.

Over to You

The roadblocks that entrepreneurs face can be imposing.

I mentioned it earlier, but the best policy for anyone facing these challenges is to remain patient and persistent. Overcoming these issues can take time, but doing everything you can to cross the hurdles gives you the best shot.

I worked as a sales development representative (SDR) at IBM for the first five years of my sales career. I learned then (and appreciated even more as an account executive) that SDRs are often the unsung heroes of high-performance sales teams. I still appreciate the critical role that SDRs play in gathering account intelligence and building credibility with campaign responders when they call or email me when my research crosses paths with their campaigns.

My experience in this role provided me with a sales development process and a foundation of sales skills. As my career progressed, I often applied the ice-breaking and credibility-building skills I learned as an SDR to be a more successful inside sales and field sales rep. I learned how to build rapport and engagement with prospects, use value-based selling techniques, actively listen to prospects and customers for signals, ask questions, and handle objections.

In this post, I’ll define SDR sales and what an SDR is. Next, I’ll dive into the skills every sales development rep needs to master and, finally, how to succeed as an SDR.

Table of Contents

• What is SDR sales?
• 11 Essential SDR Skills
• What is an SDR?
• What does an SDR do?
• How to Succeed as a Sales Development Rep
• Improve Your SDR Skills

Next, let’s review what SDRs do and how their responsibilities differ from other sales roles.

What is an SDR?

A sales development representative is a sales or marketing team member who is responsible for prospect outreach and lead qualification related to inbound marketing campaigns. They are often confused with business development representatives (BDRs) who develop leads through outbound prospecting within a defined territory or industry.

As an inside sales team member, an SDR focuses on inbound prospecting, moving leads through the pipeline, and qualifying the leads they connect with. While SDRs don’t close deals, they help sales reps by determining whether a lead will be an ideal customer fit.

What does an SDR do?

According to Orum’s 2024 State of Sales Development, which surveyed 1,000 sales leaders, 70% expect to add more SDRs to their team in the next year. The field appears to be growing, but what exactly does the role entail?

SDRs are measured on their ability to move leads through the sales pipeline. They focus on qualifying, contacting, and nurturing quality leads — strengthening relationships with the right people by offering value.

Yechiel Gartenhaus, co-founder at Clavaa, says, “SDRs are the real engine behind any company’s pipeline — they figure out who’s actually worth the sales team’s time. Their channels? Grinding through cold calls, firing off emails, and sliding into LinkedIn DMs.”

According to Gartenhaus, SDRs need research chops, a thick skin for rejection, and the ability to talk to strangers “without sounding like a robot.”

“ At the end of the day, their paycheck depends on setting up meetings and making connections that stick,” Gartenhaus says.

He adds that he isn’t looking for order-takers or script-readers at his company. “The SDRs who crush it aren’t just playing the numbers game — they’re studying their data, crafting messages that feel like they were written just for you, and constantly tweaking their approach based on what actually works,” he explains.

And what does the 9-5 of an SDR involve?

Marty Bauer, director of sales and partnerships at Omnisend, talks about a general day in the life of an SDR at the organization he works at.

• 9-10 a.m. Catching up on emails and responses from prospects, as well as following up while the leads are still warm. On Monday, the company-wide all-hands meeting takes place.
• 10 a.m.–12 p.m. Proactively reaching out to potential customers (either through cold-calling, email, WhatsApp, pre-booked meetings, or any other channel the prospect prefers). If it’s Monday, we’ll have our weekly sales team meeting before lunch. At 12 pm, we have our lunch break.
• 1 p.m.–5 p.m. More meetings and follow-ups. Any team meetings we had planned in advance usually happen around this time. Depending on the day of the week, a weekly one-on-one meeting takes place between an SDR and their manager. At the end of the day, we encourage planning for the next day or week to ensure a smooth start. On Fridays, the sales team catches up on their weekly metrics and quarterly OKRs, and prepares for the following week.

While SDRs qualify and cultivate leads, sales reps are measured on their ability to close deals that meet or exceed their quota for a given time period. Although the two are different, these roles rely on each other to meet their individual and business goals.

From start to finish, the inside sales team structure functions like this:

1. The marketing team sends lead information to the SDRs.
2. The SDRs are responsible for qualifying and nurturing leads until they’re ready to purchase.
3. Sales reps or account executives take over at this stage to position the right products at the right time to close the deal.

This workflow is simple and serves as the foundation for most sales operations.

There are eleven essential skills that will help you succeed as an SDR. If you’re an SDR, bookmark this list for reference. If you’re a manager, you’ll want to share this list with your team in your next sales meeting.

1. Video Prospecting

Video prospecting has gained popularity over the last few years, and for good reason.

Simply put, video prospecting is customized outreach in a short video clip, usually lasting less than two minutes. Unlike a phone call or an email, the prospect can connect with you on a more personal level without the time commitment of scheduling a Zoom call. An SDR doesn’t need to be a technical master or Oscar-worthy movie star to create effective videos — you just need to be comfortable on screen.

At HubSpot, we’ve seen great results with video prospecting. Our team uses Vidyard — an easy-to-use tool that lets you quickly create videos using your webcam and screen share function. You can embed video clips in your emails, LinkedIn posts, Google Slides decks, and it also integrates with HubSpot.

If you are experiencing on-camera fatigue or camera shyness or want to perfect your video delivery at scale, you can even create an AI avatar that (according to Vidyard) looks and sounds like you.

There are many more software options for video prospecting, including Loom and Wistia. I’ve tried these apps for giving guided demo tours and sharing recorded presentations. I find they enrich emails and LinkedIn posts with more humanity.

Pro tip: Practice your video skills by creating short, engaging clips to interview yourself, deliver value with a quick tip, and ask to schedule a call. Review the video and take note of your delivery and how it might come across to a viewer.

You can also optimize your process by monitoring the performance of different types of videos to see what prospects prefer best. The more videos you make, the more efficient your workflow will be. In time, you’ll be able to whip up customized videos like they’re emails.

2. Highly Customized Outreach

As an SDR, balancing quantity and quality when prospecting can be tricky. You want to build a healthy pipeline for your sales reps, but you know that connecting with qualified leads takes time.

Brandon Kirsch, a sales manager at HubSpot, balanced quality and quantity in his outreach efforts. Emails were personalized and timely for the prospect and addressed an immediate need. Here’s an example he shared with me:

Hi Michael,

I hope this email finds you well! Based on my research on LinkedIn, you seem to be heading marketing initiatives that focus on Dunder Mifflin’s overall growth strategy.

After doing some research on Dunder Mifflin, a bunch of things stood out to me as reasons to have a timely conversation about how inbound marketing HubSpot could help:

• Employees at Dunder Mifflin have explored our all-in-one solution before. However, the timing wasn’t right.
• You’re currently using a few different marketing tools — A, B, C, D, and E. I’m curious how things are going with them and if you’d be open to a conversation about HubSpot and using an all-in-one marketing automation platform.
• Looks like you understand the importance of content marketing inbound marketing based on the blogs, white papers, & testimonials — but there’s a huge missed opportunity because it doesn’t seem to be gated.
• You’ve got “buy now” and “order” options on the site, but you’re missing out on converting at least 90% of your total website traffic to the site.
• Here at HubSpot, we’ve had some exciting product updates to the marketing & sales platforms as of January 2025.

Are you interested in connecting sometime this week? Feel free to book 15 minutes with me here [insert link].

Thanks in advance,

Brandon

Pro tip: Develop a scalable process for writing customized emails and prospect research. LinkedIn Sales Navigator can help you gather important information about a business in one glance. Once your prospecting blitz is underway, a tool like HubSpot’s free meeting scheduler can help you plan calls to connect.

3. Active Listening

How can SDRs continue to add value to a sales process that is becoming more automated every year — especially in the prospecting stages?

In my opinion, the best way for an SDR to demonstrate their value-add is to adopt active listening techniques. A chatbot might be able to qualify a lead, but it can’t ask layered sales questions or listen to information as well as a human being (at least not yet). The interaction between a prospect and an SDR should be genuine and helpful — not robotic and forced.

No matter what your company sells, you must be highly attuned to phrases that indicate a prospect could be a good fit for your company’s products or services. This is where active listening comes in. An adaptable and empathetic SDR focuses on gathering valuable information that will help them move a prospect further down the pipeline rather than checking lead qualification boxes.

For example, my sales team had a weekly SDR “film club” where we would review a seasoned SDR’s recorded call. In one of the call reviews, this SDR discovered that the prospect’s company offered a freemium version of its product. The prospect confirmed the annual value of an average new customer, and the SDR immediately moved on to the next topic.

Swing … and miss. The SDR could have explored the following with his prospect:

• How many new freemium users do you generate a month?
• How do you nurture relationships with freemium users? Customers?
• What percentage of freemium users convert to paid users?
• What are common triggers for freemium users to upgrade?
• How do you re-engage users who used the free product once several months ago?

The answers to these questions would have been crucial to understanding how to solve a major pain point for the prospect. In general, these questions can uncover a wealth of information about virtually any business that offers a free or reduced-price trial of their product.

These questions help an SDR understand the opportunities within the prospect’s company. Plus the prospect can reflect on things they may have been putting off for another time simply because no solution existed yet.

I remember working on an outbound campaign, connecting with customers who my company wanted to migrate off their legacy platform to the modern SaaS technology. I called the CTO of a government agency, who surprisingly answered the phone on the second ring. We had several interesting conversations, and I used active listening skills that I had just learned in sales methodology training.

The customer was very interested in migrating to the latest technology and had managed the modern platform in his former job. Yet he had some public sector procurement policies to follow before he could invest in the migration.

We built a strong relationship, and fortunately for me, I moved to a field sales role where I could close this deal, which ended up being a seven-figure sale, including services and applications.

The CTO told me that I was the only person he liked working with at my company because I listened to his needs and was responsive and proactive in meeting his expectations. He also said he realized he could be demanding to work with and had been voted the most difficult customer by another IT firm. I think I learned more from working with this customer than any other throughout my sales career.

As you can see from my story above, practicing active listening means being adaptable. That means straying away from a prepared checklist and recognizing when an opportunity to dig deeper presents itself. A successful SDR understands the value of being present and having a real conversation.

Pro tip: To improve your active listening skills, level up your sales conversations by:

• Taking notes and telling the prospect you are doing so.
• Regularly confirming important statements the prospect makes.
• Monitoring your body language so you’re not signaling boredom or lack of attention.

Active listening means knowing when it’s time for you to speak up and when it’s time to sit back and listen.

When you’re an active listener, you engage with the prospect/lead and gather the pivotal information you need before you send them further down the sales pipeline.

4. Strong Follow-Up

According to sales professionals, the most effective sales channels are meeting in person and phone calls. Ideally, SDRs want to speak with a prospect on the phone, but sometimes, a voicemail is the next best option.

But leaving a good voicemail is harder than it sounds.

In a short amount of time, you have to entice a prospect you’ve never spoken with to call you back. Some people like to be concise: “Hi, I’m [Salesperson] from [Company]. I would like to speak with you about X strategy. Give me a call back at XXX-XXX-XXXX.”

Personally, I like to add a snippet of value to this equation: “I saw you are building a new manufacturing facility in X. I would like to tell you how we helped our customer, Dunder Mifflin, manage their production and distribution growth.”

Leaving a good voicemail is an indispensable skill for an SDR and thus requires practice.

What other channels are there? For the Orum report, 1,000 sales leaders were asked what KPIs their SDRs are tracked on. The results were:

• 75% said calls.
• 70% said emails.
• 41% said LinkedIn messages.
• 40% said texts.

Pro tip: Don’t simply go through the motions so you can log activity in your CRM — be committed to quality touchpoints across all the activities you complete to move a prospect through the pipeline.

5. Coachability

Coachability is one of the most essential traits an SDR can have. Confidence is important, but an SDR’s ego can cloud their ability to receive and implement candid feedback.

The best SDRs proactively seek out coaching from high-performing peers and crave honest feedback from their managers. Getting real-time feedback is best, but you can also build out a list of all the questions or challenges you faced in a given week and debrief them with your manager during a scheduled one-on-one.

Feedback is crucial as it offers a third-person perspective on your performance and areas of improvement. People often have certain biases that shape how they view themselves — an external viewpoint helps counteract these biases and provides a more objective approach.

I had some great managers as an SDR, yet I admit there were times when I wasn’t as receptive to their coaching guidance as I should have been. I remember times when it was difficult to connect with someone on the phone, which made getting into a coachable mindset challenging. It felt like the only coaching I could apply was voicemail etiquette. Yet, on the occasions I did speak with a live prospect, I was more confident navigating through discovery calls to qualify leads.

Pro tip: A great way to champion coachability is to seek coaching and development opportunities. You can attend sales training and ask others (like mentors or coworkers) for feedback on your performance to evaluate your skills and better your processes. If it’s challenging to receive feedback, consider that you and the person giving it have one common goal: improving the sales process as a whole.

6. Self-Awareness

As an SDR, you should be aware of your strengths and weaknesses and let them guide the technical depth or business breadth of your calls. It makes the prospect feel they are speaking with an advisor who wants to understand their business challenges — not just a telemarketer. When you know what you’re amazing at and where you can grow, you can create strategies for dealing with a bad call or rejection.

For example:

• An SDR who lacks organization skills might create a physical checklist they can keep handy for every call so they don’t miss any steps.
• An SDR who is really good at building rapport might need to set a timer for each call so they don’t spend too much time with a single prospect and get off track.
• An SDR who finds themselves interrupting prospects when on call might keep a sticky note on their desk with a reminder to briefly pause before responding.

Pro tip: Self-awareness will help you and your sales manager analyze your performance, including the wins and setbacks, and reflect on what went well and what didn’t.

Self-aware SDRs will ask for feedback from managers and colleagues to understand their strengths, weaknesses, and areas for growth. They’ll also take the time to review their past performance, like sales call transcripts, to understand their strengths, weaknesses, and areas for growth.

7. Organization

Sales processes vary from person to person, but adopting and sticking with them is critical to staying organized. Schedule management helps SDRs manage their days and prioritize the activities that are key to their success (e.g., email outreach, calls, and meetings.)

When you’re organized, it’s easier to keep track of your leads, qualify your pipeline, and design a workflow that helps you nurture important relationships that lead to closed deals down the road.

Pro tip: Organizing your day-to-day sales processes will help you master your outreach cadence so you can have thoughtful and meaningful prospect interactions.

You could write out a to-do list to prioritize your tasks for the day and plan for upcoming ones. Or integrate your Google or Outlook calendar and use the meeting scheduling function of your CRM to keep track of key dates in your process.

8. Curiosity

Successful SDRs are curious and eager to learn. Being curious about learning a new product, industry, or organizational knowledge can help them in their current role, but it will also help them as they grow in their career.

SDRs should initially have a solid foundation of their company’s products and services and clearly understand their buyer personas and the everyday challenges prospects face. This helps them to position the strengths of their company and its solutions relative to prospect needs and competitive solutions in the marketplace. However, they should be guided on how deep they dive into customer needs and solution details before passing an opportunity to a more senior salesperson.

When I was an SDR at IBM, I always asked lots of questions in meetings and training sessions. My colleagues relied on me to ask the questions they wanted to but were concerned they might look silly for asking them. I probably tested the adage, “There’s no such thing as a stupid question,” several times. However, my curiosity was an asset as an SDR, and I think it is today as an avid researcher and writer.

Pro tip: Curiosity is something that you can build, and you can remain curious as an SDR if you:

• Continuously seek out new leads to broaden your pipeline.
• Take the time to prospect and learn about leads.
• Ask questions during conversations.
• Commit to continuous learning on the job.

Gathering new information is relatively easy and often free through internal resources offered by your organization, online research through blogs (like HubSpot), training sessions from sales professionals, industry events, and meetings with colleagues. Learning is a continual process that great SDRs should prioritize.

9. Relationship-Building

82% of sales professionals say that building relationships and connecting with people is the most important part of selling.

Effective SDRs are able to build genuine, trusted relationships with prospects. They should prepare them for your company’s multi-tiered sales process before turning them over to your account manager for deal closure.

I found the best way to build relationships with prospects was to help them understand what an SDR’s role and responsibilities are and to assure them that I would be their advocate.

To be a successful relationship-builder, you must be able to communicate with a wide variety of people across multiple channels. Whether you are connecting with a contact over email, presenting to a prospect in a virtual meeting, or sending them a pre-recorded video, you’ll want to clearly communicate your points and ideas that keep them engaged.

It’s also important for SDRs to have sufficient emotional intelligence to connect and empathize with prospects and understand their goals and needs.

Pro tip: A great way to become an effective relationship builder is to build rapport with prospects. It’s easier to do so if you’ve researched their business and their role within it so you can have conversations centered entirely around them and their needs. Finding common ground during your research can help you break the ice with casual conversations about your shared interests.

10. Resilience

There’s no doubt that SDRs have a tough job. Unlike sales reps, whose main goal is to close deals, most SDRs don’t get that type of glory.

I remember challenging days from my time as an SDR when it was difficult to get prospects on the phone or respond to voicemails or emails. I was doing A/B testing on my voicemail scripts, icebreaker lines, and emails before I knew what A/B testing was.

In addition to the hard skills we’ve reviewed, maintaining a positive mindset is a soft skill that — for many people — can’t be learned in a book. Resilience takes practice. If you’re flat or discouraged one day, it can resonate over the phone. Your prospect will pick up on your low energy and may consider it a red flag about working with your company.

At the same time, bad calls happen to the best of us. Recovering and learning from them is challenging yet necessary for progressing in your sales career. Whether a prospect was rude or you made a mistake, it’s okay to feel frustrated. However, allowing those feelings to derail your motivation for the rest of the day will negatively impact your next batch of calls.

Pro tip: Resilience is not necessarily something that can be taught, but becoming more resilient as an SDR means:

• Understanding that a “no” isn’t personal.
• Knowing that having a bad day doesn’t define your skills.
• Reframing setbacks as an opportunity to figure out how to improve the situation instead of getting stuck in it.
• Practicing objection handling.

Don’t let these temporary roadblocks ruin your day — or the prospect’s day, either. Resilience is crucial for keeping your head in the game. Developing this ability now will also be invaluable down the road when you have to recover from losing a big deal without skipping a beat.

11. Overcoming Objections

This last skill is critical to sales development rep success: objection handling. It’s true that 35% of sales reps say that overcoming price objections is their biggest challenge — but that doesn’t have to include you.

Overcoming objections is a skill that most reps develop over time. They learn the solutions their business offers and develop an understanding of their value and how they work. When you can position these solutions to eliminate a pain point for the prospect, you start to develop trust — which is a key factor that influences whether they’ll buy or not.

I discovered that my best discovery calls were when I asked open-ended questions in the beginning and allowed prospects to describe their current state and challenges. I would wait for the prospect to fully describe their needs and priorities before describing how my company could address their needs.

I found that a better understanding of the big picture helped me to thoroughly address objections and how my company (and possibly its partners) could help them address their business challenges. Interrupting to discuss product features and functions often could take the conversation off on a tangent that wasn’t an effective use of the prospect’s time (or mine).

Pro tip: Handling objections can be one of the biggest obstacles sales reps overcome in their careers. Our free guide on prospecting and objection handling offers templates and best practices you can start using today in your calls and emails.

You can also implement the practices I’ve mentioned on this list, like gathering peer feedback on how you handled objections or even partnering with more experienced SDRs and salespeople to learn more about how they handle objections and move on from them.

How to Succeed as a Sales Development Rep

I spoke to former SDRs along with sales and marketing leaders on tips to succeed as a sales development rep. Here’s what they advise:

1. Keep the focus on the prospect, not on you.

Scott Ramey, a former Fortune 500 C-Suite executive who now helps sales leaders become better at authentic selling tactics, says that fear is often the biggest obstacle to success for business development.

He thinks the key to overcoming that fear is to focus on the prospect, their needs, and how you can help them — not on yourself.

“It shows up as sales reluctance, even in the most experienced rep. We tend to learn our lessons a little too well, both good and bad. The bad experiences stick with us, making us hesitant. The good experiences make us comfortable and potentially complacent. The key to long-term success is committing fully to an outcome that genuinely benefits your client or prospect,” Ramey says.

He adds that when you shift your focus outward, fear takes a backseat, and authentic connections drive results. “When it is no longer about you, the pressure is no longer on you,” explains Ramey.

2. Master the art of efficient follow-ups.

Chris Sorensen, CEO of PhoneBurner, a sales SaaS platform, who also has a background in enterprise sales, says, “It’s normal for sales reps to focus more on the first touchpoint but fail to engage prospects consistently going forward. I find that reps who create a structured follow-up cadence (calls, emails, even SMS) tend to see better results.”

He’s seen firsthand how persistence separates top SDRs from the rest in his company. For example, one rep recently helped close a high-value deal after seven touchpoints over two weeks — something that wouldn’t have happened if they had stopped after one or two attempts.

“The key is to add value at each interaction rather than just ‘checking in.’ Whether it’s sharing a relevant case study or addressing an objection, every touchpoint should move the conversation forward,” he mentions.

3. Remain flexible and adaptable.

“Adaptability is one of the most important qualities of a successful SDR. Every prospect and deal is different, so you can’t always trust one script, however perfectly thought-out it might be. So, read the room and adjust your approach based on the conversation,” says Marty Bauer from Omnisend, who specializes in tech sales in SaaS companies across his decade-plus sales career.

He mentions that his willingness to adapt shaped his whole career. For example, when he first joined his current company, he initially aimed for a partnership role. However, after discussing with the team, Bauer realized that sales fit better.

Additionally, he advises that sticking to the basics of your company’s onboarding plan might yield only average results.

“But if you’re curious enough to find answers to questions and customer pains yourself, you’ll accomplish more and move ahead faster because you’ll naturally look for out-of-the-box solutions. This won’t just set you apart — it will also allow you to quickly adapt to different prospects, situations, and the constantly changing market,” Bauer says.

4. Get buyer-side exposure from the start to truly understand the other perspective.

Peter Lewis, CEO at Strategic Pete, an agency specializing in growth strategy, SDR acceleration, and marketing systems that drive pipeline, says, “Ask any sales manager what they do to onboard SDRs, and they’ll give you the same responses: cold call scripts, email cadences, CRM training. The problem? None of those are going to teach how to sell.”

His agency handled the process a bit differently for a client. Instead of putting new SDRs into outbound directly, the agency had them reverse-engineer the sales process first. How?

• Hearing real sales calls.
• Breaking down objections.
• Rewriting email pitches from lost deals.

They learned sales from the buyer’s side first, then started prospecting.

“SDR ramp time dropped from six months to 45 days. Their first cold calls were warm because they already knew the conversations buyers were having,” he adds.

5. Having the right mindset matters.

Patrick Hutchinson, a former SDR manager, says that he stepped into tech without ever making cold calls, sending a cold email, or ever using or knowing what a CRM was. Seven months later, he had already surpassed the senior SDR role and was promoted to SDR manager over a team of 12-13 SDRs.

How did Hutchinson do this?

He credits positive self-talk and vivid imagery. “I truly convinced myself that becoming a top rep and making a massive impact was inevitable, and that’s exactly what happened,” says Hutchinson.

The biggest piece of advice he would give to anyone who wants to perform at a high level as an SDR and find long-term success (not just in software sales but in life) is learning to “see” and “feel” the end from the beginning. But what does that mean?

“It means your perception truly does shape your reality. If, on day one as an SDR, you are already vividly imagining yourself as a top SDR manager or account executive, whatever path you want to take, your actions naturally begin to align with those thought patterns, and what you once considered a dream starts to materialize into your reality,” he explains.

Improve Your SDR Skills

In my opinion, consistent practice is key to mastering SDR skills. Rome wasn’t built in a day, and continuous learning (and taking action) will help as you grow in your career. For me, the most foundational skill is self-awareness. If you are aware of your strengths and weaknesses, you will be more open to coaching and improvement, and you will be more attentive to the needs of your prospects.