Three-Stage Nurture Sequence — Asymmetric
Asymmetric's 2026 marketing engine uses a three-stage automated nurture sequence to move cold contacts through the funnel. The sequence runs out of Amazon SES (not HubSpot directly, due to HubSpot's 2,000-contact email limit) but reports all activity back to HubSpot as the single source of truth.
This sequence applies to the general contact pool — contacts not enrolled in an [1], not in an active deal, not a current customer, and not in one of the [2] (Food & Beverage, Energy & Environment).
Stage 1 — Awareness
| Property | Value |
|---|---|
| Audience | Cold leads with no prior engagement |
| Duration | 10 weeks |
| Cadence | 1 email per week |
| Goal | Brand recognition — introduce who Asymmetric is and what they do |
| Tone | Low pressure; helpful, not pushy |
Contacts enter this stage when they are in HubSpot as a Lead (lifecycle stage) and have not previously engaged. The emails focus on the two core messaging pillars — asymmetric competition and stagnating sales — without heavy CTAs.
Exit conditions:
- Contact engages with one or more emails → promoted to Stage 2 (Consideration)
- Contact completes all 10 emails without engaging → moved to Stage 3 (Long-Term Nurture)
Stage 2 — Consideration
| Property | Value |
|---|---|
| Audience | Leads who engaged with one or more Awareness emails |
| Duration | 10 weeks |
| Cadence | 1 email per week |
| Goal | Drive deeper interest; begin converting intent into action |
| Tone | More direct; includes CTAs and offers |
Emails in this stage are more assertive — offering resources, inviting conversations, and prompting action. The goal is to surface contacts who are ready to enter the sales pipeline.
Exit conditions:
- Contact becomes actively engaged → converted to a Deal in HubSpot; Mark reaches out personally via email and LinkedIn
- Contact completes all 10 emails without converting → moved to Stage 3 (Long-Term Nurture)
Stage 3 — Long-Term Nurture ("Not Ready")
| Property | Value |
|---|---|
| Audience | Contacts who completed Awareness + Consideration without converting |
| Duration | Ongoing (indefinite) |
| Cadence | 1 email per month |
| Goal | Stay top-of-mind; catch contacts when they become ready |
| Tone | Light-touch; newsletter-style updates and content |
New content is added to the bottom of this sequence continuously. The intent is to maintain a long-term relationship without overwhelming contacts who aren't ready to buy.
Re-engagement trigger: If a contact in Long-Term Nurture begins clicking or showing activity, they are automatically pulled back into the active pipeline for follow-up.
Exclusion Logic
The following contacts are excluded from all nurture sequences:
- Contacts enrolled in an active ABM campaign (flagged with an ABM checkbox in HubSpot)
- Contacts with an open deal in the pipeline
- Contacts with lifecycle stage = Customer
- Contacts in the Food & Beverage or Energy & Environment industry segments (routed to dedicated industry campaigns instead)
Technical Architecture
- Sending infrastructure: Amazon SES (bypasses HubSpot's 2,000-contact email limit for the full ~37k database)
- Source of truth: HubSpot — all opens, clicks, and engagement events report back here
- Alerts: HubSpot triggers notify Mark when a contact opens multiple times, downloads content, or takes a notable action, prompting personal outreach during scheduled business development blocks
Messaging Pillars
All nurture content should tie back to one or both of Asymmetric's two core themes:
- Asymmetric competition — Business is inherently unfair; smaller companies need specific strategies to compete against larger, better-resourced rivals
- Stagnating sales — Growth plateaus are a strategy problem, not a people or agency problem; Asymmetric provides the methodology to break through
See [3] for full positioning detail.
Related
- [4]
- [5]
- [6]
- [7]