BACKGROUND
This project was for a client in the B2B operations consultancy space, serving the logistics sector. The goal was to nurture cold leads who had downloaded a resource into warm prospects without defaulting to a generic sales cadence.
I wrote a four-email drip sequence that opens by delivering the promised resource and immediately asking a useful question, then moves through an educational insight, a case study, and an objection-handling email that closes with a transparent pricing disclosure. The decision latency concept in the educational email was written to give the audience something genuinely useful to think about before any case study or sales conversation, because leads who have already found the content valuable are far easier to convert. The result was a sequence that earns the right to make an ask by being worth reading first.
