Lead nurturing software your AI agent sets up for you.
A lead goes cold while it waits. Sequence starts the follow-up as soon as a lead arrives, from your website, Zapier or your CRM, and keeps going by email and text until the lead replies, books or buys.
When a website lead comes in, text them that we got it, email our price guide an hour later, and keep following up for a week unless they reply or book.
What your agent does
- Step 1
create_sequence
Starts on every new lead
Website forms and Zapier send lead.created; ServiceTitan and Pipedrive send crm_lead.created. Exit events stop the sequence when the lead moves on.
Excerpt of the call
{ "name": "New lead", "trigger_type": "event", "trigger_event_name": "lead.created", "exit_events": [ { "event": "conversation.replied" }, { "event": "appointment.scheduled" } ] } - Step 2
add_step
Sends the first touch right away
A step with no wait goes out as soon as Sequence can send it, then the next steps follow their waits.
- Step 3
upsert_template
Writes each message
A short text, then emails that answer the questions leads ask before they buy.
- Step 4
list_enrollments
Shows where each lead is
Which sequence a lead is in and which step comes next.
The same job, without a builder.
Builder-style marketing tools make you assemble every piece by hand. With Sequence, your agent does the assembly from one sentence, and you review the result.
In a builder, you
- Connect each lead source to your email tool with its own integration
- Build a workflow with waits and if/then branches for replies
- Set up a separate texting tool for the first touch
- Remove leads by hand when they book or buy
- Check a dashboard to see who is still being followed up
With Sequence, you
Type one sentence. Your agent makes 4 calls:
- create_sequence
- add_step
- upsert_template
- list_enrollments
Automated lead follow-up from every source
Leads arrive from many places. Each one becomes a contact and an event in Sequence, and every sequence listening for that event starts.
- Website forms
- One script tag captures lead forms with an email input as lead.created.
- Zapier and webhooks
- CallRail, Typeform, Facebook Lead Ads and any other Zapier app.
- ServiceTitan and Pipedrive
- New leads arrive as crm_lead.created, with deal and appointment events alongside.
- Your own app
- Any event your backend reports through the API.
How fast the first message goes out
For website forms and webhooks, Sequence tries to send a step that is due immediately right after the lead is received. A scheduled check every five minutes sends any due step that first attempt missed. CRM events are picked up by scheduled checks, so they can take a few minutes or longer.
Delivery then depends on the email or phone network, and texts wait for consent and quiet hours. For what response time means for conversion, see the speed-to-lead guide.
Stop when the lead moves on
Exit events end the follow-up for a contact when something happens: they reply, book an appointment, or a deal is won. An email unsubscribe, hard bounce or spam complaint ends the whole follow-up. A STOP reply ends only the texts; the email steps continue.
Questions
Does a lead get followed up twice if they submit two forms?
Not at the same time. A contact can be in a sequence once; a second submission while they are still in it does not start another run.
Can the first message be a text?
Yes, for leads who gave SMS consent. Others skip the text and get the emails.
What stops the follow-up?
The exit events you choose, such as a reply, a booking or a won deal. An email unsubscribe ends the whole follow-up; a STOP reply ends only its texts.
Can I see which leads are in a sequence?
Yes, in the dashboard or by asking your agent, which reads enrollments per contact.
Ask your agent. Sequence sends.
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