B2B Email Sequence Templates: Sales, Nurture, and Follow-up Sequences
B2B email sequences are different from consumer emails. Your buyers have longer decision cycles, multiple stakeholders, and larger budgets. They're evaluating you against alternatives and need to justify the purchase internally. Generic email templates won't cut it.
This guide provides B2B-specific email sequences for the most common scenarios: cold outreach, lead nurturing, demo follow-ups, and proposal follow-ups. Each template is designed for the longer, more complex B2B buying process.
What Makes B2B Email Different
B2B email sequences need to account for several realities that don't apply to consumer marketing:
| B2B Reality | Implication for Email |
|---|---|
| Multiple stakeholders | Provide shareable content and talking points |
| Longer sales cycles | More touchpoints, patience required |
| Higher stakes decisions | More emphasis on risk reduction and proof |
| Research-heavy buyers | Educational content, not just sales pitches |
| Budget approval processes | ROI-focused messaging and business cases |
The core principle: B2B buyers need to feel confident they're making the right decision and be able to defend that decision to others. Your emails should help them build that confidence.
Sales Outreach Sequences
Cold outreach in B2B requires patience and persistence. Most responses come from emails 3-5, not email 1. The sequence should provide value at every step, not just ask for meetings.
The 7-Email B2B Outreach Sequence
First contact with a prospect
[Specific observation about their company]
Hi [firstName],
I noticed [Their Company] recently [trigger event: new hire, funding, product launch, expansion]. Congrats on the momentum.
When companies hit this stage, they often run into [specific pain point your product solves]. We've helped companies like [Similar Company] address this by [brief solution description], resulting in [specific result].
I'm not sure if this is relevant for [Their Company], but if you're thinking about [pain point], I'd love to share what's working for others in [their industry].
Would a quick 15-minute call make sense?
[Your Name] [Title], [Company]
Outreach Sequence Timing
| Day | Purpose | |
|---|---|---|
| Initial outreach | 0 | Open the conversation |
| Value add | 3 | Prove you're helpful |
| Social proof | 7 | Build credibility |
| Different angle | 10 | Find the real priority |
| Quick check-in | 14 | Maintain visibility |
| Last value | 21 | Final value delivery |
| Breakup | 28 | Prompt a response |
Key insight: The breakup email often gets the highest response rate. Something about explicitly saying you'll stop reaching out prompts people to reply.
For more cold outreach strategies, see our cold email sequence guide.
Lead Nurture Sequences
Not every lead is ready to buy. Lead nurture sequences keep you top of mind with prospects who have shown interest but aren't ready for a sales conversation yet. These are typically triggered by content downloads, webinar attendance, or newsletter signups.
Content-Based Nurture Sequence
Immediately after content download
Your [resource name] is ready
Hi [firstName],
Here's the [Resource Name] you requested: [Download link]
Before you dive in, here's the key insight from section 3 that most readers find most actionable:
[One-line summary of key insight]
Companies that implement this typically see [specific result]. Worth focusing on first.
Over the next few weeks, I'll share some related content that builds on what's in this guide. If you have questions about anything in there, just reply.
[Your Name]
P.S. If you'd rather skip ahead and talk to someone about how this applies to [Their Company], you can book time here: [Calendar link]
Nurture Sequence Best Practices
Timing: Space emails 3-7 days apart. Too frequent feels pushy. Too sparse loses momentum.
Content mix: Balance educational content (70%) with product-focused content (30%). You want to be seen as a helpful resource, not just a vendor pushing for a sale.
Personalization: Reference their company, industry, or specific actions they've taken. Generic nurture emails get ignored.
For more nurture strategies, see our email nurture sequence examples.
Demo Follow-up Sequences
After someone attends a demo, the sale isn't closed. They need to evaluate, get internal buy-in, and compare alternatives. Your follow-up sequence should support this process.
Post-Demo Follow-up Sequence
Same day as demo
Thanks for the demo + resources
Hi [firstName],
Thanks for taking the time to see [Product] today. Great questions about [specific topic they asked about].
As promised, here's what we discussed:
Recording: [If recorded, link here]
Key resources:
- [Resource addressing their main concern]
- [Case study from similar company]
- [Pricing/proposal if requested]
Next steps we discussed:
- [Action item 1]
- [Action item 2]
I'll follow up [specific day] to see how the evaluation is going. In the meantime, reply if any questions come up.
[Your Name]
Demo Follow-up Timing
| Timing | Goal | |
|---|---|---|
| Immediate follow-up | Same day | Reinforce key points, provide resources |
| Internal champion support | Day 2 | Arm them for internal conversations |
| Objection handler | Day 5 | Address concerns proactively |
| Progress check-in | Day 10 | Understand where they are in process |
| Decision nudge | Day 14+ | Move toward decision without pressure |
Key insight: The goal of demo follow-up isn't to close immediately. It's to support the buyer's internal process and stay engaged throughout their evaluation.
Proposal Follow-up Sequences
After sending a proposal, the waiting game begins. Your follow-up sequence should balance persistence with patience, providing value while moving toward a decision.
Post-Proposal Follow-up Sequence
Same day as proposal sent
Your [Product] proposal
Hi [firstName],
As discussed, here's the proposal for [Their Company]: [Proposal link]
Quick summary:
What's included:
- [Key item 1]
- [Key item 2]
- [Key item 3]
Investment: $[amount]/[period]
Timeline: We can start [timeframe] if we move forward by [date].
I've also attached:
- Detailed scope of work
- Contract terms overview
- Customer references
Take your time reviewing. I'll follow up [day] to answer any questions.
[Your Name]
Proposal Follow-up Timing
| Day | Goal | |
|---|---|---|
| Proposal delivery | 0 | Confirm receipt, set expectations |
| Check-in | 3 | Answer initial questions |
| Stakeholder support | 7 | Help internal process |
| Competitive positioning | 10 | Win the comparison |
| Decision timeline | 14 | Understand status |
| Negotiation opening | 18 | Move to close |
Account-Based Marketing Sequences
For high-value target accounts, use a coordinated multi-touch approach that combines email with other channels.
ABM Email Sequence
First touch in ABM campaign
[Their Company] + [Your Company]: Strategic fit?
Hi [firstName],
I've been following [Their Company]'s work on [specific initiative]. Impressive progress on [specific detail].
I'm reaching out because we work with companies in [their industry] on [pain point], and based on what I've seen, there might be a strategic fit.
We've helped [Similar Company 1] and [Similar Company 2] with [specific outcomes]. I'd love to explore whether [Their Company] could benefit similarly.
Would you be open to a 20-minute conversation to see if there's alignment?
[Your Name]
P.S. I've put together a brief analysis of [something relevant to their business]. Happy to share regardless of whether we connect.
Measuring B2B Sequence Performance
B2B metrics differ from consumer email because of longer sales cycles and lower volumes.
| Metric | Good Benchmark | Notes |
|---|---|---|
| Open rate | 35-50% | Higher than consumer due to targeted lists |
| Reply rate (cold) | 5-15% | Focus on positive replies |
| Meeting booked rate | 2-8% | The metric that matters most |
| Proposal conversion | 20-40% | After demo or discovery call |
| Sales cycle length | Track trend | Goal is to shorten, not just convert |
Important: In B2B, a "no" response is actually valuable. It tells you to move on and focus elsewhere. Don't count silence as a negative response.
Tools for B2B Sequences
B2B email sequences need:
- Multi-touch sequences with conditional logic
- Integration with CRM to track deal stage
- Personalization based on company and contact data
- Team collaboration for coordinated outreach
For SaaS companies selling B2B, Sequenzy handles both marketing automation and transactional emails, with Stripe integration for subscription-based triggers. This is particularly useful if you're running product-led growth alongside outbound sales.
Next Steps
Start with one sequence type:
- If you're doing outbound sales: Build the 7-email outreach sequence first
- If you have inbound leads: Build the nurture sequence first
- If you have demos but low close rates: Build the demo follow-up sequence first
Customize the templates for your product and audience. Test subject lines. Track responses. Iterate based on what works.
For related reading:
- Cold Email Sequence Guide
- Email Nurture Sequence Examples
- SaaS Email Sequence Examples
- Email Sequence Templates
The best B2B email sequences don't feel like sequences. They feel like genuine, helpful communication from someone who understands the buyer's challenges. That's the bar you're aiming for.