Creating a sales sequence in HubSpot sounds simple. Add a few emails. Hit enroll. Let the automation do its thing.
But if you have ever been ghosted after a beautifully formatted pitch email or watched your open rate tank after the second touch, you know it is not that easy. Sales sequences only work when they feel like real conversations. Not like another template someone copied off LinkedIn.
Whether you are building a BDR program from scratch or trying to fix one that is not working this post walks you through how to build a HubSpot sales sequence that gets replies and books real meetings.
What Is a BDR Sales Sequence in HubSpot?
A sales sequence in HubSpot is a structured set of outreach steps that you can automate to follow up with leads. It includes:
- Emails
- Tasks (like call reminders or LinkedIn touches)
- Follow-ups over a specific time period
The goal is to guide a cold prospect toward a warm conversation without sounding like a robot.
Step 1: Start With Your List
Everything starts with who you are targeting. You cannot fix bad targeting with clever copy.
Pull your best-fit leads from HubSpot using filters like:
- Industry
- Company size
- Job title
- Recent activity (like downloading a resource or visiting pricing pages)
If your list is off your sequence will flop no matter how good your messaging is. So spend time building the right list first.
Step 2: Map Out the Sequence Timeline
Now plan your touchpoints. A solid BDR sequence should run for 10 to 14 days with 5 to 7 steps. Here is a simple framework:
- Day 1: Email
- Day 3: Call task
- Day 5: Follow-up email
- Day 7: LinkedIn connect
- Day 10: Email with a resource
- Day 13: Breakup email
You can tweak the days but do not go more than 2-3 days without a touch. You are trying to stay top of mind without being annoying.
Step 3: Write Like a Human
This is where most people go wrong. They write emails that sound like… emails. Polished. Robotic. Full of buzzwords.
Instead write like you would talk.
Here is an example of what works better:
Bad: “I wanted to reach out to see if you are the appropriate stakeholder for a potential conversation around digital transformation.”
Better: “Not sure if you are the right person for this but figured I would check.”
Keep your copy short. Keep it real. And make it easy for them to say yes or no.
Step 4: Use Personalization Without Overdoing It
Personalization is not about inserting {first name} or {company}. That is table stakes.
Good personalization shows you actually paid attention. Mention a recent post they shared. Call out a change in their company. Reference their tool stack.
But do not overdo it. One sharp sentence is enough. You are not writing a novel.
Example: “Saw you just rolled out a new patient portal—curious if you are looking at any tools to help increase adoption.”
Step 5: Add a Resource Email
Instead of always asking for a meeting send something helpful mid-sequence. A short video. A use case. A mini playbook. Something that gives before asking.
This builds trust and separates you from the rest.
Example: “No pressure to reply. Just thought this might help—quick 2-minute read on how [similar company] doubled demo bookings.”
Step 6: Write a Strong Breakup Email
Your last email matters more than you think. This is your chance to stay classy not pushy.
Keep it respectful but memorable.
Example: “Looks like now is not the right time and that is totally fine. If it ever makes sense down the line feel free to reach out. I will step back for now.”
Sometimes this is the one that gets a response. It shows you are not desperate.
Step 7: Test and Adjust Inside HubSpot
Once you build your sequence in HubSpot test everything.
- Look at open rates. If they are low tweak the subject lines.
- Look at reply rates. If they are low tweak your CTA.
- Look at drop-offs. If everyone stops opening after step 3 shorten your sequence.
HubSpot lets you track all of this so do not just set it and forget it.
Also use HubSpot tasks to remind you when to call or connect on LinkedIn. That personal follow-up makes a huge difference.
Bonus Tips
- Keep subject lines casual. Things like “Quick question” or “Saw this and thought of you” work better than “Optimize your digital operations.”
- Avoid attachments. They trigger spam filters. Use links (track them in HubSpot).
- Only enroll people who have not unsubscribed or bounced before. Clean lists = better deliverability.
- Use HubSpot’s personalization tokens smartly. Always preview emails before hitting send.
Final Word
Building a HubSpot sales sequence that actually works is not about fancy automation. It is about real messaging real timing and real value.
Start with a clean list. Use a structure that builds trust. Write like a human. Follow up like a pro. And always test and refine.
If your team needs help building sequences that drive more replies and real sales opportunities we can help. At InboundMarketer.co we help SaaS and services companies build outbound systems that feel human and scale like tech.
Book a free consultation and let’s talk through how to level up your sequences in HubSpot.
No fluff. Just real strategy that gets results.