Acquisition: Sequence Builder

By Summit53 Team

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Overview

The Sequence Builder is the second tab inside Summit53's Acquisition zoom level. It lets you design multi-step outreach campaigns that combine email, LinkedIn, and manual touchpoints into a single automated flow.

Because sequences run inside the Revenue Engine, every interaction is tracked against the lead record and — once the lead converts — carries forward into the pipeline opportunity. No data lives in a silo.

Anatomy of a Sequence

A sequence is an ordered list of steps, each with a type, delay, and content template. When a lead is enrolled, Summit53 executes each step in order, respecting the configured delays between them.

Step Types

  • Email — sends an email from your connected Gmail or Google Workspace account. Supports personalisation variables (first name, company, title, custom fields) and tracks opens, clicks, and replies automatically.
  • LinkedIn Message — queues a LinkedIn message or InMail. If the lead isn't yet a connection, you can configure the step to send a connection request with a note instead. Execution happens via the Chrome relay during your daily send window.
  • LinkedIn Connection Request — sends a connection request with an optional personalised note. Often used as the first step in a multi-channel sequence.
  • Manual Step — creates a task for the rep to complete: a phone call, a personalised video, a research task, or any action that can't be automated. The sequence pauses until the rep marks the step as done.

Delays and Timing

Each step has a configurable delay measured in business days. A typical founder-led sequence might look like:

  1. Day 0 — LinkedIn connection request
  2. Day 2 — Email #1 (intro, no pitch)
  3. Day 5 — LinkedIn message (value-first)
  4. Day 8 — Email #2 (introduce Summit53)
  5. Day 12 — Manual step (personalised video or voice note)
  6. Day 16 — Email #3 (case study or social proof)
  7. Day 22 — Final email (direct ask)

Send windows respect business hours in the lead's timezone when timezone data is available.

Creating a Sequence

To create a new sequence:

  1. Navigate to the Sequences tab in the Acquisition zoom level
  2. Click New Sequence
  3. Give your sequence a name and optional description
  4. Add steps using the step builder — choose a type, set the delay, and write or select a template
  5. Save and activate the sequence

You can also duplicate an existing sequence and modify it, which is useful for A/B testing different messaging approaches.

Starter Templates

Summit53 ships with starter templates designed for common outreach motions:

  • Founder Honest Sequence — 7-step multi-channel sequence. Introduces you personally on the first touch, Summit53 transparently on the second. No slow reveal.
  • AE Prospecting — 5-step email-first sequence for account executives running their own pipeline generation
  • Event Follow-Up — 4-step sequence for leads collected at conferences or webinars
  • Re-engagement — 3-step sequence for leads who went cold and need a fresh approach

Templates are a starting point — you should customise the messaging to match your voice and value proposition.

Personalisation Variables

Email and LinkedIn templates support merge fields that pull from the lead record:

  • {{first_name}} — lead's first name
  • {{company}} — company name
  • {{title}} — job title
  • {{city}} — city / location
  • {{custom_1}} through {{custom_5}} — custom fields you define at import

If a variable is empty for a given lead, Summit53 uses the fallback text you define (e.g., "there" instead of a missing first name).

Performance Tracking

Each sequence tracks aggregate and per-step metrics:

  • Open rate — percentage of emails opened (tracked via pixel)
  • Reply rate — percentage of leads who replied to any step
  • Conversion rate — percentage of enrolled leads that converted to pipeline opportunities
  • Step-level metrics — opens, replies, and completions for each individual step, so you can identify which touchpoints are performing
  • Drop-off analysis — shows where leads are disengaging in the sequence

Auto-Pause and Exit Conditions

Sequences pause or exit automatically when:

  • Lead replies — the sequence pauses so you can respond personally. You can resume the sequence later if needed.
  • Lead converts — if a lead is converted to an opportunity mid-sequence, remaining steps are cancelled
  • Bounce detected — if an email bounces, the lead is flagged and the sequence pauses
  • Unsubscribe — if a lead opts out, all future touchpoints are cancelled across all sequences

Managing Multiple Sequences

The Sequences tab shows all your active and paused sequences in a list view with key metrics. You can:

  • See enrolled lead counts and conversion rates at a glance
  • Pause or resume sequences with one click
  • Archive completed campaigns
  • Duplicate and iterate on high-performing sequences