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Designing a new-lead nurture cadence with workflows

Build a multi-touch nurture cadence that calls, texts, and emails new leads over days until they reply.

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Most leads don't convert on the first attempt — they convert on the fifth. A nurture cadence keeps reaching out across calls, texts, and emails over several days, so a lead who ignored your first touch still hears from you without anyone lifting a finger.

How a nurture cadence works

A cadence is just a workflow with a sequence of touches separated by waits. You stack a few outreach steps — an AI Phone Call, a Send SMS, a Send Email — and put a Wait / Delay between each one so the touches land over days, not seconds. The contact moves through the steps on its own until it either runs out of touches or replies.

The job of the cadence is persistence with restraint: enough contact to stay top of mind, spaced far enough apart that it never feels like spam.

Build this once as a shared (org) workflow in Workflows and every qualifying lead is nurtured the same way, around the clock.

Enroll the right leads

Trigger choice decides who enters the cadence. In the builder's trigger dropdown, two options are ideal for nurture:

  • Stage Changed — enroll a contact when they move into a stage like "Nurture" or "New Lead" on your Pipeline. Great when your front-line workflow hands leads off by stage.
  • Tag Added — enroll when a tag like nurture lands on the contact. Handy when you want to drop leads in by hand or from another automation.

Both fire the moment the change happens, so a lead starts getting touched right away.

Build the cadence

Head to Workflows, create a new workflow, and drag in steps from the palette.

  1. Set the trigger

    Open the trigger dropdown and pick Stage Changed or Tag Added so leads enroll automatically. Point it at the stage or tag that means "needs nurturing."

  2. Add the first call

    Drop in an AI Phone Call step and assign the SAMI Bot you want on the phones. A live call first gives the warmest lead a real conversation before any text or email.

  3. Wait a day, then text

    Add a Wait / Delay step (try one day), then a Send SMS step with a short, personal message. Spacing the text a day out keeps it from colliding with the call.

  4. Wait, then email

    Add another Wait / Delay (two to three days), then a Send Email step with a subject and body — share a market update or a useful link, not just "checking in."

  5. Repeat the loop

    Keep alternating Wait / Delay steps with Send SMS and Send Email touches over the next week or two. Five to seven touches across the first two weeks is a solid baseline.

Vary the channel and the message on every touch. A call, then a text, then an email reads as a person following up — three identical texts read as a robot.

Branch on engagement and stop on reply

A good cadence reacts to what the lead does. Use a Condition Branch step to read the contact and send engaged leads down a hotter path — for example, branch on lead score or stage so warm leads get a faster, heavier sequence while quiet ones stay on the slow drip.

Most important: stop touching anyone who replies. Add an Unenroll from Workflow step the moment a lead engages so the cadence goes quiet instead of texting someone who's already talking to you. Pair this with an SMS Received trigger on a small companion workflow that pulls replying contacts out of the cadence — nothing kills trust faster than a drip that keeps firing after the lead answered.

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Last updated 2026-06-21

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