Nurture & conversion
Content and email aren't a newsletter. They're the deployment engine for everything upstream.
Every piece of content the engine produces, and every follow-up message a prospect or customer receives, is deployed based on what that specific person actually did — not sent to everyone on a fixed schedule.
The rule we build to
A message that ignores what someone already did isn’t nurture — it’s a blast with a first name inserted. Every workflow here reacts to real behavior.
The deployment path
One prospect, ten stages, configured to run without a manual hand-off.
Why we do it this way
Every hand-off that depends on somebody remembering is a hand-off that fails on a busy week. The path is configured during onboarding to run end to end so a slammed month doesn’t quietly cost you the next one’s pipeline.
Behavioral workflows
More relevant the more they do. Never more generic.
A workflow watches what a real person actually does — what they click, what they open, what they ask for — and the next message adjusts to it. No one manually decides what to send next.
A concrete example
A customer clicks content about one specific service — say, water heater replacement. That behavior becomes a signal. Every message after it gets more relevant to water heaters, not more generic marketing — the next email answers the next question a water-heater buyer actually has, not a broadcast about gutters they never asked about.
- Interest-based content branches by what someone clicked, not by a segment they were manually dropped into.
- An intent signal — a repeat visit, a quote request, a booking attempt — routes straight to sales follow-up instead of waiting for the next scheduled send.
- Once someone's a customer, the same behavioral logic runs maintenance, reorder, and referral messages off real service history.
Campaign types
Eleven workflows, each triggered by a different real-world moment.
Not eleven templates blasted on a calendar — eleven distinct triggers, each doing a specific job in the lifecycle.
Why we do it this way
Most of these run after the sale on purpose. The cheapest job you’ll ever book comes from a customer you already have — the maintenance, reorder and referral flows are where this engine pays for itself a second time.
01
Welcome sequences
The first few messages after someone converts — who you are, what to expect, how to reach a real person.
02
Educational campaigns
Plain-language answers to the questions customers ask before they're ready to buy.
03
Quote follow-up
Automated nudges on an open estimate so 'still deciding' doesn't quietly become 'never heard back.'
04
Abandoned inquiry
Triggered when someone starts a form or booking flow and doesn't finish it.
05
Seasonal campaigns
Timed to your trade's real demand calendar, not a generic marketing calendar.
06
Maintenance reminders
Sent when the equipment or job actually needs attention again, not on a fixed monthly blast.
07
Reorder campaigns
A nudge back to a consumable or recurring service exactly when it's due.
08
Cross-sell
A relevant adjacent service surfaced based on what a customer already bought.
09
Customer reactivation
Re-engaging a dormant customer with an offer sized to how long they've actually been quiet.
10
Review requests
Sent at the moment satisfaction is highest — right after the job, not three weeks later.
11
Referral campaigns
Asking a satisfied customer to send the next one, with an actual reason to do it.
See your own funnel
Find out whether your follow-up is a workflow or a hope.
The diagnostic phase checks whether an inquiry that goes quiet actually gets a follow-up sequence — or just disappears until someone remembers.
A thirty-minute conversation with a person. No obligation.
