BACKBONE
Email sequences
Behaviour-based flows that react to opens, clicks and silence – the backbone of every nurture sequence.
Marketing automation: turn leads into customers — automatically.
B2B tech sales cycles are long. The system guides every lead — mail by mail, behaviour by behaviour — to buying readiness and hands over to sales at the right moment. No lead slips through.
Four sentences you’re probably thinking right now.
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“Automation just becomes impersonal spam.”
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“We don’t have enough leads for something like this.”
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“The tool setup gets complex and is never finished.”
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“And who actually maintains it afterwards?”
All four doubts are fair – and that’s exactly why every mail stays hand-written, every single lead counts, the setup is live in 14 days, and we stay at your side afterwards.
How a cold lead becomes a sales-ready customer.
Scroll the journey: trigger, sequence, behaviour branch, rising score — to the sales handover. The yellow path is the way to the customer.
EXAMPLE FLOW — REBUILT, NO REAL CUSTOMER DATA
Nurturing is more than an email flow.
The diagram above shows the email core. Around it, several channels work together – always behaviour-driven, always converging in your tool.
IN PARALLEL
LinkedIn retargeting
Anyone who clicks but doesn’t reply sees the matching message where B2B decision-makers already are every day.
WHERE IT FITS
WhatsApp & SMS
For time-critical signals – appointment, offer, reminder. Used sparingly and only with clean opt-in.
CENTRAL
CRM sync
Every touch and every score lands in your CRM. Sales sees the whole history, not just the last click.
Four sequences that almost always make sense.
Every sequence starts with a behavioural trigger and ends in a clear next step. These are the four we build most often.
- TRIGGER Whitepaper download
Lead-magnet follow-up
Don’t go silent after the download: a sequence that deepens context and leads to the next step.
- TRIGGER Trial started
Trial → customer
Guide trial users actively through the first weeks – the right features at the right time, not left to chance.
- TRIGGER 90 days quiet
Reactivation
Bring old, cold CRM contacts back with a relevant reason instead of letting them sit unused.
- TRIGGER Pricing visited
Buying signal → sales
When a lead visits pricing or opens three times, a signal goes to sales automatically – with the full history.
Too many leads leaking between your tools?
Request an automation auditWhen does marketing automation make sense?
Quick check: if several points apply, a nurture sequence visibly gets more out of your leads.
- You regularly generate leads (content, events, ads, LinkedIn) that don’t buy right away.
- Your sales cycle runs over months, with several decision-makers in the buying center.
- Leads slip away because after two or three touches, no one follows up.
- Your CRM is full of old contacts that were never touched again.
- You want sales to talk only to sales-ready leads instead of chasing cold.
- No lead inflow yet? Then build reach first (SEO, ads, LinkedIn) — automate after that.
Most B2B tech companies don’t lose their most expensive leads at first contact — they lose them in the long silence afterwards. That’s exactly what these sequences are for: so no conversation gets lost.
Christoph SauerbornFounder & Managing Director
From nothing to a live sequence — in four steps.
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Define funnel & trigger logic
Which stakeholder gets which message and when — the plan before the build.
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Write sequences & branches
Every mail written, every behaviour branch built — in the Brixon style, in your voice.
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Set up in your tool + tracking
Set up in Brevo or HubSpot, cleanly tracked and fully tested.
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Handover + optional upkeep
Handed over documented — on request we maintain, report and extend it continuously.
A system, not a one-off blast.
A single campaign is over after a week. A sequence keeps working as long as leads come in.
SETUP PROJECT
Finished sequence in 14 days
One-off · written, built & handed over in your tool
- Strategy & funnel logic
- Complete sequence, written & built
- Set up in your tool, handed over tested
UPKEEP · OPTIONAL
Ongoing development
Optional · upkeep, reporting, new sequences
- Upkeep & ongoing reporting
- New sequences & A/B tests
- One senior point of contact
What shapes the scope: the number of sequences, the stakeholders in the buying center, the branching depth and the state of your tool. You get your proposal after the strategy call — no timesheets, no surprises.
Frequently asked
What tech teams ask most before we start.
Won’t this just be impersonal spam?
The opposite is the goal. Every mail reacts to behaviour — clicked, opened, ignored — and is written in the Brixon style, not generated. Anyone who wants out is cleanly out with one click.
We barely have leads — is it worth it?
Especially then. When few leads come in, none can be lost. The sequence gets the maximum out of every contact instead of relying on volume.
How long does the setup take?
The finished sequence is ready in around 14 days — written, set up in your tool and fully tested. We define the scope beforehand in the strategy call.
Who maintains the sequences afterwards?
You get them handed over documented and can run with them yourself. Optionally we take over upkeep, reporting and new sequences in ongoing support.
Do we have to switch tools?
No. We build in your existing tool — Brevo, HubSpot or a comparable one. No lock-in, no data migration.
What if we don’t have Brevo/HubSpot yet?
Then we recommend the right tool for your size and stack and set it up with you. You start with a clean setup instead of legacy baggage.
From contact to customer — automatically.
Turn leads into customers — a finished automation sequence that carries the long sales cycle.
Request marketing automationSpecialized in B2B tech · Senior expertise · One point of contact