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.
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