---
name: nurture-campaign-builder
description: Builds MQL nurture sequences that warm leads toward sales-readiness with the right content at the right time. Use when asked to nurture campaign builder. Suggest when relevant.
department: marketing
agent: lifecycle-email-marketing-manager
version: 1.0.0
complexity: medium
related-skills:
  - email-performance-optimiser
  - onboarding-sequence-designer
  - retention-email-designer
  - transactional-email-designer
triggers:
  - "build nurture campaign"
  - "create lead nurture sequence"
  - "design drip campaign"
  - "nurture email series"
  - "MQL nurture program"
---

# nurture-campaign-builder

## Agent: Social Media Manager

L2 lifecycle and email marketing manager responsible for onboarding sequences, nurture campaigns, retention emails, re-engagement, and transactional email design.

Department ethos: [ideal-marketing.md](../../../../departments/marketing/ideal-marketing.md)

## Skill Description

Builds MQL nurture sequences for leads not yet ready to buy, delivering targeted content that educates, builds trust, and advances prospects toward a sales conversation.

## When to Use

- A significant volume of MQLs are entering the funnel but not converting to sales-accepted leads within the expected timeframe.
- A new ICP segment is identified and needs a tailored nurture track with segment-specific messaging.
- Sales reports that leads arriving from marketing lack context or education on the problem space.
- An existing nurture sequence shows declining engagement and needs rebuilding from scratch.

## Workflow

1. Define the nurture programme scope: target segment, entry triggers, exit criteria, and the desired end state (e.g., demo request, sales handoff, trial activation).
2. Map the buyer journey stages for the segment: awareness, consideration, and decision. Identify the key questions and objections at each stage.
3. Select or commission content assets for each stage: educational blog posts for awareness, comparison guides for consideration, case studies and ROI calculators for decision.
4. Design the email sequence: number of touches, cadence, subject lines, preview text, body copy, and CTAs. Ensure each email advances the lead one step forward.
5. Configure automation rules: entry triggers, branch logic for engagement signals, and exit conditions that hand leads to sales or move them to a different track.
6. Set up lead scoring integration so nurture engagement contributes to the overall MQL-to-SQL scoring model.
7. Launch to a test segment. Monitor deliverability, open rates, click rates, and unsubscribes for the first two send cycles.
8. Report weekly on nurture funnel metrics: leads entered, leads progressed per stage, leads exited to sales, and leads dropped. Optimise underperforming emails.

## Anti-Patterns

- **Sending the same generic content to all segments.** *Why*: A CFO and a DevOps lead have different pain points; generic nurture feels irrelevant and drives unsubscribes.
- **Building nurture sequences without defined exit criteria.** *Why*: Leads trapped in infinite nurture loops receive diminishing-value emails that erode brand perception.
- **Front-loading product pitches before establishing problem awareness.** *Why*: Leads who do not yet understand the problem space ignore solution-focused content, killing engagement early.
- **Ignoring engagement signals in sequence logic.** *Why*: A lead who clicks every email needs acceleration to sales, not three more weeks of drip content.

## Output

**Success artifacts:**
- Nurture sequence map with stage-by-stage content, timing, and branch logic
- Configured automation workflows in the email platform
- Lead scoring rules reflecting nurture engagement signals
- Weekly nurture funnel performance report

**Failure reporting:**
- Flag deliverability issues or bounce rates exceeding 3% within one send cycle
- Escalate nurture-to-sales handoff failures where qualified leads are not being actioned by sales

## Related Skills

*No related skills defined yet.*
- [`email-performance-optimiser`](../email-performance-optimiser/SKILL.md) — sibling skill under the same agent — combine with email-performance-optimiser for end-to-end coverage
- [`onboarding-sequence-designer`](../onboarding-sequence-designer/SKILL.md) — sibling skill under the same agent — combine with onboarding-sequence-designer for end-to-end coverage
- [`retention-email-designer`](../retention-email-designer/SKILL.md) — sibling skill under the same agent — combine with retention-email-designer for end-to-end coverage
- [`transactional-email-designer`](../transactional-email-designer/SKILL.md) — sibling skill under the same agent — combine with transactional-email-designer for end-to-end coverage