Most B2B nurture sequences either feel like spam ("just checking in!") or read like brochures. The version that actually converts is shorter, more specific, and harder to write — which is exactly where AI helps. Here is the 5-touch structure plus the Claude prompt that produces it.
Most B2B nurture sequences are too long, too repetitive, and too obviously sequenced. People can tell they are in an automated flow and tune out.
The version that works: 5 touches over 21 days, each one short, each one offering different angle or value, each one feeling like a human wrote it. AI helps you produce these efficiently without the recognizable AI-flow tells.
Touch 1 (day 0): Confirm + value. Acknowledge what they did (downloaded, signed up, took the quiz). Deliver the value you promised. Set expectations.
Touch 2 (day 3): Insight. One specific insight or framework relevant to their situation. No CTA. Pure value.
Touch 3 (day 7): Story. A specific (anonymized or composite) case of someone in their situation that solved the problem. Short.
Touch 4 (day 14): Soft ask. Optional next step. Not a demo request. Lower-friction: "Want me to send you the framework as a PDF?"
Touch 5 (day 21): Breakup. Acknowledge the gap. Make the door easy to walk through later. Short.
Build a 5-touch B2B nurture sequence for someone who just [TRIGGER: downloaded our guide on X / completed our quiz / requested a demo / etc]. Persona: [SHORT DESCRIPTION] What we want them to eventually do: [SPECIFIC ACTION] Our differentiated angle: [WHAT MAKES US DIFFERENT] Voice rules: conversational, specific, no jargon. No "I hope this finds you well." No "circling back." No "just wanted to check in." Vary sentence length. Each email 80-150 words. For each touch: - Subject line (under 50 chars, no clickbait) - Preview text (under 90 chars) - Body copy - Send delay relative to trigger The sequence arc: value first, soft pitch by touch 4. Never feel like a salesy automated flow.
Never use "Hope this finds you well." Universal AI tell.
Never use "Just wanted to check in." Universal SDR tell.
Never put more than one CTA per email. Splits attention.
Never send all 5 touches automatically without ever measuring engagement. If open rates collapse after touch 2, the sequence is broken.
Never write touch 5 (breakup) generically. The best ones are specific to the persona and acknowledge the actual reason they probably did not engage.