Katie Douglas, Customer Success Manager

Welcome to part 2! So, you’ve built out your awesome new sequence structure. What’s next? Let’s chat about maintaining your sequences.

Reminder, if you need a quick refresher on how to structure your sequences check out part 1 of this article. 

Sequence Maintenance

Let’s paint the picture here. You’ve put in tons of work to carefully structure and write content for your sequences. Your buyer personas are defined, blueprint design is a go, sequence steps have been optimized, and governance policies are set. Now your sequences are live and in the hands of your reps - the trusted crew of your ship steering you towards sales glory! Here’s what to do to make sure your strategy stays effective over time.

• Review all sequences on a formal cadence. When you first build your sequences, go ahead and review their performance during the first month. Once everyone is trained on the platform and using the sequences regularly, you can increase the reviewal intervals. A good rule of thumb is to review performance at a minimum of every six months to a maximum of once every quarter. If you’ve allowed reps to create content, make sure you review what’s been created, how it’s performing, and if it’s being utilized - then lock it in bulk. The goal here is to see what is most effective and what messaging should be updated. 
• Monitor adoption. Take this time to see if your sequence strategy is being adopted across all teams. You can do this by simply keeping tabs on the volume of prospects being sequenced on a regular basis.
• Leverage the power of A/B testing. Keep a close eye on open and reply rates. If one sequence is outperforming others, use that as a baseline to tweak your other sequences. Seeing unimpressive open rates? Consider updating your subject lines. Seeing underwhelming reply rates? Update your email messaging. Remember, small adjustments will go a long way. If you make too many changes at once, you won’t be able to tell what change was responsible for what.

Boom...that’s all for part 2 of sequence creation. Now for the fun part - measuring all your success!