Same email. Every lead. No wonder it wasn’t working.
The company had a healthy inbound flow — content was working, ads were driving sign-ups. But their nurture sequence converted at 4.2% email-to-meeting. Leads were going cold. The SDR team was spending half their time chasing people who had no real intent signal.
Agni was brought in to design and deploy a smarter nurture system — one that used behavioural signals and persona data to send the right message at the right time, with AI assisting in content variation at scale.
What was broken
- Single linear nurture — no branching by persona or intent
- Day-0 meeting request (too early, no value provided first)
- No content mapped to buyer journey stage
- Email send times not optimised
- No re-engagement track for cold leads
The AI nurture system
- 3-persona tracks: HR Director, CEO/Founder, People Ops
- Behaviour branching: content engaged → trigger topic-specific follow-up
- AI-generated subject line variants tested at scale (Claude + HubSpot)
- Value-first sequence: insight → proof → offer
- Cold lead re-engagement track (90-day dormant)
Smarter outreach. Better conversations.
Email-to-meeting rate rose from 4.2% to 6.4% (+52%). Reply rates nearly doubled. Unsubscribes dropped by a third — because leads were receiving content actually relevant to them. The SDR team now only calls leads who’ve hit minimum engagement thresholds, meaning every call starts warm.
Two secondary outcomes came from the same system, because the reporting was rebuilt alongside it. Total demo bookings rose 22%, from every source combined, not just nurture. And in the best month of the comparison period, 67% of that month's new MQLs were attributed to a nurture track.
The system runs autonomously in HubSpot. The team reviews performance monthly and refreshes content quarterly — total ongoing time investment: 2 hours per month.
“Our SDRs used to hate the nurture list. Now it’s their best source of qualified pipeline. The conversations are completely different.”
— Head of Growth, Series A HR Tech
Every number on this page, with its definition.
- Email-to-meeting, 4.2% → 6.4% (+52%). Meetings booked by nurtured contacts ÷ contacts who received nurture emails. Source: HubSpot.
- Reply rate, nearly doubled. Replies ÷ delivered nurture emails.
- Unsubscribes down by a third. Unsubscribes ÷ delivered nurture emails.
- +22% demo bookings. All demos booked per month, from every source. Nurture is one of those sources, which is why it is smaller than +52%.
- 67% of MQLs with complete attribution, best month. The share of a month's new MQLs whose original source and conversion path were fully populated in HubSpot. The best single month, not an average.
- Windows. Before launch against after, with the same lead sources and no added ad spend.