Long-Term Nurture Sequence

Link

4

Link Name

Follow-Up

Playbook

Follow-Up Playbook

Role

workflow

Loop Step

Repair

Review State

in_review

Delivery Status

content_ready_delivery_pending

Purpose

Preserve legitimate FUTURE opportunities whose timing is not immediate, so 'not ready yet' prospects are not lost, spammed, or misfiled as 'not a fit.'

Governing Distinction

Not ready yet

A timing state — real future value, no current urgency. Belongs in nurture.

Not a fit

An evidence-based non-fit judgment (from RLR-16/RLR-18). Does NOT belong in nurture; disposition per RLR-21.

Rule

Never move a NOT A FIT lead into nurture to look busy, and never let a NOT READY YET lead be disqualified. Nurture applies only when the prospect may have future value but does not currently warrant an aggressive active sequence.

Nurture Categories

Note

Do not assume every category is relevant to every business; the operator enables the categories that apply to their model.

Touch Type Vocabulary

• check_in
• educational_resource
• reminder
• seasonal_relevance
• requested_follow_up_date
• service_update
• availability_update
• direct_appointment_invitation

Configurable Intervals

Status

operator_configured

Note

Nurture intervals and message types are configured per business and per category. Do not hard-code one universal cadence. Provide the schedule as an editable baseline, not a rule.

Anti Spam Rule

Do not create generic marketing spam. Every nurture touch must be relevant to the prospect's category and honor frequency limits and opt-outs. Low-value repetitive blasts are a leak pattern, not nurture.

Nurture Record Schema

Note

Every nurtured lead carries a record with these fields.

Fields

nurture_reason; owner; next_review_or_contact_date; approved_channel; status; exit_condition; conversion_event; suppression_or_stop_condition

Return To Active Treatment

Principle

The system must define how a nurtured lead returns to active treatment when new intent is detected.

Re Entry Triggers

prospect replies or reaches out; prospect requests booking; stated timeframe arrives; seasonal window opens; explicit renewed interest signal

Action

On a re-entry trigger, exit nurture, update disposition, and route to RLR-24 (if prior engagement) or RLR-23 (active persistence), or directly to Link 5 booking if the prospect is ready. Escalation thresholds follow RLR-26.

Compliance Guardrail

Respect opt-outs, channel permissions, business suppression lists, do-not-contact requests, and approved communication policy. Never bypass consent controls or messaging rules. Jurisdiction/industry-specific rules are applied by the operator.

Handoff To Link5

When a nurtured lead re-activates to readiness, hand off to Link 5 with readiness, booking intent, preferred timing, qualification summary, nurture reason, and history.

What To Measure

Nurture population by category, re-activation (return-to-active) rate, nurture conversion where data exists, suppression/opt-out rate, and misfiled-as-nurture rate (NOT A FIT wrongly nurtured).

Data Required

Per-lead nurture records with reason, review date, channel, status, exit and conversion events.

How To Interpret

Growing nurture with no re-activations suggests intervals/relevance are off or leads were misfiled; healthy conversion on stated-timeframe touches confirms nurture is preserving real future value.

Action That Follows

Enable applicable categories, configure intervals/touch types, wire re-entry triggers to RLR-23/RLR-24 and Link 5, and enforce exits via RLR-26.

Owner

Nurture owner named on each record (per RLR-20), accountable to the revenue operations lead.

How To Implement

Create the nurture record on entry (from RLR-23/RLR-24 wind-down or direct classification), set reason/review date/channel, and schedule category-appropriate touches with opt-out handling.

How To Test

Confirm entries carry a reason and review date, touches fire on the configured cadence, opt-outs suppress correctly, and re-entry triggers move leads back to active treatment.

When To Remeasure

On the operating-review cadence and at 14/30 days via RLR-22 where nurture volume is sufficient.

How To Know It Improved

Re-measured re-activation and nurture-conversion rates show preserved future opportunities converting, and fewer NOT READY YET leads are marked lost — evidenced by data, not by the sequence being installed.