---
title: Three-Stage Nurture Sequence — Asymmetric
type: article
created: '2026-03-11'
updated: '2026-03-11'
source_docs:
- raw/2026-03-11-impromptu-zoom-meeting-128960780.md
tags:
- email-marketing
- nurture
- automation
- hubspot
- ses
- asymmetric
- sequences
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/knowledge/marketing/asymmetric-abm-campaigns|ABM campaign]], not in an active deal, not a current customer, and not in one of the [[wiki/knowledge/marketing/asymmetric-industry-campaigns|targeted industry campaigns]] (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:

1. **Asymmetric competition** — Business is inherently unfair; smaller companies need specific strategies to compete against larger, better-resourced rivals
2. **Stagnating sales** — Growth plateaus are a strategy problem, not a people or agency problem; Asymmetric provides the methodology to break through

See [[wiki/knowledge/marketing/asymmetric-core-messaging]] for full positioning detail.

---

## Related

- [[wiki/clients/asymmetric/index]]
- [[wiki/knowledge/marketing/asymmetric-industry-campaigns]]
- [[wiki/knowledge/marketing/asymmetric-abm-campaigns]]
- [[wiki/knowledge/email-marketing/utm-parameter-standards]]