Using Customer Engagement Sequences

Empower sales teams to automate and optimize customer engagement at every stage from initial outreach to renewal and expansion. By orchestrating both automated and manual steps, provide timely, relevant, and consistent engagement experience to every prospect and customer.

Using sequences across the sales life cycle

Pre-Sales: Attract and nurture

In the pre-sales phase, sequences help sales development representatives (SDRs) and account executives (AEs) to manage cold prospecting and lead nurturing efficiently. For example, a lead nurturing sequence can guide an SDR through a series of outreach steps such as sending introductory emails, making follow-up calls, and offering recommendations, helping ensure that no lead falls through the cracks. Feature adoption campaigns and user feedback invitations can also be automated to engage prospects early and gather valuable insights.

Sales: Propose and transact

During the active sales cycle, sequences automate workflows for opportunity management, proposal delivery, and order confirmation. Agents are prompted by a guided process to conduct discovery calls, send proposals, and confirm orders. With decision-based steps, if a prospect doesn’t respond, the workflow adapts, perhaps by scheduling another follow-up or offering a different product. This stage can also include onboarding new customers for a smooth transition from prospect to client.

Post-Sales: Fulfill, service, renew and expand

After the sale, sequences support onboarding, proactive customer service, and product adoption. For instance, a sequence might prompt an account manager to schedule a welcome call, share service usage tips, or send outage notifications and updates. Maintenance reminders, upgrade offers, and renewal sequences help keep customers engaged and informed. Sequences can also be configured to recommend upsell or cross-sell opportunities such as suggesting additional products during a renewal conversation or after successful onboarding.

Sales operations: Analyze and optimize

Sales operations teams analyze sales metrics such as conversion rates or upsell success across different workflows. They optimize and share the high-performing sequences with other territories, promoting best practices across the organization. For example, if a particular onboarding sequence consistently leads to higher product adoption, it can be rolled out to all sales teams for maximum impact.

Sample use cases

The following sample use cases provide examples on how you can use Customer Engagement Sequences to support your sales teams:

Cold prospecting

Guide sales reps through structured outreach to new, unqualified prospects.

For example, an agent might be prompted to send an introductory email, follow up with a call, and log responses, so every cold lead receives consistent attention.

Lead nurturing

Automate ongoing engagement with leads to build relationships and move them toward qualification.

For example, after initial contact, the agent might be guided to share relevant content, schedule a demo, and send reminder emails, adapting steps based on lead responses.

Offer recommendations

Help agents to present tailored product or service recommendations at the right time in the sales process.

For example, during a discovery call, the workflow prompts the agent to suggest complementary products based on the customer’s needs and previous purchases.

Order confirmation

Provide prompts so every new order is acknowledged and processed efficiently.

For example, once a customer places an order, the agent is prompted to send a confirmation email, verify order details, and initiate fulfillment steps.

Onboarding

Guide agents and customers through the onboarding process for new products or services.

For example, after a sale, the agent follows a checklist to schedule a welcome call, share onboarding materials, and confirm the customer’s first successful use.

Product adoption

Drive ongoing engagement to help customers realize value from their purchase.

For example, the agent is prompted to check in after 30 days, offer training resources, and gather feedback to help the customer use the product most effectively.

Proactive customer service

Encourage agents to reach out before issues arise, improving satisfaction and retention.

For example, the workflow schedules periodic check-ins, sends usage tips, and prompts the agent to address potential concerns before the customer contacts support.

Renewal

Automate the renewal process, for timely outreach and to maximize retention.

For example, as a contract nears expiration, the agent is prompted to send renewal reminders, discuss new terms, and handle objections, all tracked in the workflow.

Upsell

Identify and act on opportunities to expand customer value through additional products or services.

For example, during a renewal or check-in, the workflow suggests relevant upgrades or add-ons, and prompts the agent to present these offers to the customer.

• Create a customer engagement sequence
  Drive personalized outreach by creating customer engagement sequences that automate timely, relevant interactions that are ideal for nurturing leads, onboarding clients, or re-engaging inactive customers.
• Review sequences in Workflow Studio
  Review sequences in Workflow Studio so you can suggest optimizations and share high-performing sequences across territories to promote best practices across the organization.
• View sequence tasks
  View sequence tasks assigned to you from the CSM Configurable Workspace.
• Complete predefined customer engagement tasks
  Execute predefined sequence steps in your sequence tasks in the CSM Configurable Workspace to engage with your prospective customers.
• Fulfill a telesales sequence
  Connect with leads or customers using the click-to-call outbound calling capability in telesales flows.

Related concepts

• Configuring Customer Engagement Sequences