.svg)
Overview
The right HubSpot sequence templates can dramatically increase your meeting book rate. But most template collections are generic and outdated. This guide provides 10 sequence templates built for modern B2B sales—each designed around specific scenarios and buyer psychology.
What we'll cover:
- Templates for different outreach scenarios
- Subject line and email body patterns that work
- Timing and follow-up cadence for each template
- Personalization approaches to make templates feel custom
Template Design Principles
Before the templates: understand what makes sequences work.
Structure That Converts
- 5-7 touches: Enough persistence without annoyance
- Multi-channel: Mix email with LinkedIn and calls
- Value escalation: Each touch adds new information
- Clear CTA: One ask per email, easy to act on
Personalization Requirements
These templates use tokens. For them to work, you need populated data:
- {{contact.firstname}}, {{company.name}} - basic
- {{company.industry}}, {{contact.jobtitle}} - segmentation
- Custom properties for deeper personalization
For advanced personalization strategies, see AI-powered cold email personalization.
Template 1: The Trigger Event Sequence
Use when: A specific event created outreach opportunity (funding, hiring, promotion)
Email 1 - Day 1
Subject: Congrats on the {{trigger_event}}
Hi {{contact.firstname}},
Saw {{company.name}} just {{trigger_event}}. That usually means {{common_challenge}} becomes a priority.
We've helped companies like {{similar_company}} navigate this transition—{{specific_result}}.
Worth a quick conversation to see if we can help {{company.name}} similarly?
Email 2 - Day 3
Subject: Re: Congrats on the {{trigger_event}}
Following up quickly—wanted to share how {{case_study_company}} handled {{challenge}} after their {{similar_trigger}}.
[Link to case study]
Any interest in a quick call?
Why It Works
Trigger events create urgency and relevance. The prospect knows you're not mass-blasting—you noticed something specific about them.
Template 2: The Problem-Focused Sequence
Use when: You know a pain point common to their role or industry
Email 1 - Day 1
Subject: Quick question about {{problem_area}}
Hi {{contact.firstname}},
Most {{job_title_plural}} I talk to mention {{specific_pain_point}} as a constant challenge—especially as they scale past {{growth_stage}}.
Is this something you're dealing with at {{company.name}}?
If so, might be worth a quick chat. We've helped teams like yours {{specific_outcome}}.
Email 2 - Day 4
Subject: How {{similar_company}} solved {{problem}}
Quick follow-up with context that might be relevant.
{{similar_company}} was struggling with {{same_problem}}. After implementing {{solution_type}}, they saw {{quantified_result}}.
Happy to walk through their approach if useful.
Why It Works
Problem-focused outreach resonates when you've identified real pain. The question format invites response even if they're not ready to buy.
Template 3: The Referral/Introduction Sequence
Use when: You have a mutual connection or warm introduction
Email 1 - Day 1
Subject: {{mutual_connection}} suggested I reach out
Hi {{contact.firstname}},
{{mutual_connection}} mentioned you're the right person to talk to about {{topic}} at {{company.name}}.
We've been working with them on {{relevant_work}}, and they thought our approach might be valuable for your team as well.
Open to a brief conversation?
Why It Works
Social proof from someone they know cuts through noise. This template has the highest open and reply rates of any outreach type.
Template 4: The Competitor Displacement Sequence
Use when: They're using a competitor you can displace
Email 1 - Day 1
Subject: Question about your {{competitor_category}} setup
Hi {{contact.firstname}},
Noticed {{company.name}} is using {{competitor_name}}. We've been talking to a lot of {{competitor_name}} customers lately who are hitting {{common_limitation}}.
Just curious—is that something you've run into?
Either way, happy to share what we're seeing in the market.
Email 2 - Day 4
Subject: {{competitor_name}} vs. alternatives
Following up—put together a quick comparison of how {{competitor_name}} stacks up against alternatives for {{use_case}}.
[Link or attachment]
Worth 15 minutes to walk through what we're seeing?
Why It Works
Opens a conversation about their current stack without directly attacking. Positions you as helpful and informed.
Template 5: The Re-Engagement Sequence
Use when: Prospect went cold after previous engagement
Email 1 - Day 1
Subject: Circling back
Hi {{contact.firstname}},
We connected {{time_ago}} about {{original_topic}}. I know timing wasn't right then.
Wanted to check if things have changed—especially given {{relevant_change}}.
Worth reconnecting?
Why It Works
Re-engagement works because circumstances change. What wasn't a priority 6 months ago might be urgent now. See automated follow-up sequences for PQLs.
Template 6: The Value-First Sequence
Use when: You have content or insights relevant to their role
Email 1 - Day 1
Subject: Research on {{topic}} for {{role}}
Hi {{contact.firstname}},
We just published research on {{topic}} based on data from {{sample_size}} {{company_types}}.
Key finding: {{compelling_stat}}.
Thought it might be relevant given {{company.name}}'s focus on {{their_focus}}.
[Link to content]
Happy to discuss what we're seeing if useful.
Why It Works
Leading with value builds goodwill. Even if they don't respond, they associate you with helpful insights.
Template 7: The Direct Ask Sequence
Use when: High-fit prospect where directness is appropriate
Email 1 - Day 1
Subject: 15 minutes this week?
Hi {{contact.firstname}},
I help {{role_plural}} at companies like {{similar_company_1}} and {{similar_company_2}} with {{outcome}}.
{{company.name}} looks like a great fit based on {{fit_reason}}.
Can you spare 15 minutes this week to see if there's a fit?
Here's my calendar: [link]
Why It Works
Sometimes direct works best. High-fit prospects often appreciate cutting to the chase.
Templates 8-10: Specialized Scenarios
Template 8: The Post-Content-Download Sequence
For leads who downloaded content but haven't engaged further. Reference the content, offer related help, and propose a conversation.
Template 9: The Multi-Stakeholder Sequence
For enterprise deals requiring buying committee coverage. Sequential outreach to different stakeholders with role-appropriate messaging.
Template 10: The Breakup Sequence
Final outreach to unresponsive prospects. Creates urgency through closure. "If I don't hear back, I'll assume timing isn't right and close your file."
These templates work better with deep personalization. Rather than manually researching every prospect, tools like Octave can generate personalized elements at scale—trigger events, pain points, relevant case studies—that plug into your templates.
Frequently Asked Questions
Start with 3-5 covering your most common scenarios. Add more as you identify distinct buyer journeys or use cases that need different approaches.
Balance efficiency with effectiveness. Customize the personalized elements (opening lines, specific references) while keeping core structure consistent.
Review performance monthly. When reply rates drop or when your messaging changes, update templates to stay fresh and relevant.
Conclusion
Effective HubSpot sequences combine proven structure with genuine personalization. These 10 templates provide starting points for common scenarios—adapt them to your voice, your product, and your buyer.
For teams wanting to scale personalized sequences without sacrificing quality, consider how AI-powered context engines like Octave can generate the custom elements that make templates feel truly personal.