Cold Email Sequences

Ready-to-use email templates for both ICP segments.

ICP #1: Direct B2B Clients (Consultancies/Agencies)

Sequence 1: Problem-Aware Hook (3-Step)

Target: CEOs/Founders of B2B consultancies who are doing outbound manually

Email 1 (Day 0): The Pipeline Problem

Subject: Your pipeline in 90 days?

Hi {{FirstName}},

Quick question: where's your sales pipeline going to be in 90 days if nothing changes?

Most consultancies I talk to have one of two problems:

  1. They're great at delivery, but the pipeline is inconsistent (feast or famine)
  2. They're spending 15+ hours/week on LinkedIn and cold email with nothing to show for it

If you're in either camp, I built something that might help.

We deliver 25+ qualified leads per month for B2B consultancies like {{CompanyName}}. Not cold leads from a list purchase. Qualified, verified, ICP-matched leads that actually reply.

Worth a 20-minute conversation?

Angela [Your Agency Name]

P.S. We're so confident in the quality that if you don't get 25 qualified leads in the first 60 days, month 3 is free.

Email 2 (Day 3): Social Proof

Subject: Re: Your pipeline in 90 days?

{{FirstName}},

Following up on my note from Wednesday.

I know you're busy, so let me make this concrete:

Case Study: Management Consultancy (Similar to {{CompanyName}})

  • Challenge: Founder spending 20 hours/week on LinkedIn with 2-3 calls/month
  • Solution: We built their outbound engine (email + LinkedIn automation)
  • Results: 32 qualified leads in 30 days, 8 booked calls, 2 closed deals ($47K in new business)

The setup takes 2 weeks. After that, you're getting 5-7 qualified leads per week without lifting a finger.

Open to a quick call this week?

Angela

Email 3 (Day 6): Direct CTA

Subject: Last note - {{CompanyName}}

{{FirstName}},

Last email on this.

If you're happy with your current pipeline system, ignore this.

If you're spending more than 5 hours/week on outbound and not getting consistent results, let's talk.

I'll show you:

  • How we built a system that delivers 25+ leads/month for $2,500 (vs. the $6-7K other agencies charge)
  • The real-time dashboard you get (no black box)
  • Our 60-day guarantee (25 leads or month 3 is free)

[Book 20-min call here: CALENDLY LINK]

Otherwise, best of luck with {{CompanyName}}.

Angela

ICP #2: Agencies/Marketers (Job Posting Method)

Sequence 2: Hiring Replacement Offer

Target: Agencies with open positions for lead gen specialists, SDRs, etc.

Email 1 (Day 0): The Hiring Alternative

Subject: Re: {{JobTitle}} opening at {{CompanyName}}

{{FirstName}},

Saw you're hiring for a {{JobTitle}}.

Quick question: what if you could get the output of 2 full-time lead researchers for the cost of 1 hire, with no recruiting, onboarding, or management overhead?

We're a white-label lead gen team for agencies like {{CompanyName}}. You sell the service to your clients, we deliver the leads.

How it works:

  • You send us the ICP (we can help define it)
  • We deliver 500-2,000 verified leads per month
  • Pricing: $2/lead (vs. $3,500-5,000/month for a full-time hire)

Example: 1,000 leads/month = $1,800 vs. $4,500 for a full-time employee.

Worth a 15-min call to see if this fits?

Angela

Email 2 (Day 3): Show the Math

Subject: Re: {{JobTitle}} opening

{{FirstName}},

Following up on my note about the {{JobTitle}} role.

Let me show you the math:

Option 1: Hire Full-Time

  • Salary: $45K-60K/year ($3,750-5,000/month)
  • Benefits: +20% ($750-1,000/month)
  • Recruiting/onboarding time: 4-8 weeks
  • Risk: They quit in 6 months, you start over

Option 2: White-Label with Us

  • Cost: $1,800/month (1,000 leads)
  • Start time: 1 week
  • Scalable: Need 2,000 leads next month? Just pay $3,200.
  • Zero management overhead

Plus: You can mark up the leads to your clients and create a profit center instead of a cost center.

Open to exploring this?

Angela

Email 3 (Day 6): Free Sample Offer

Subject: Last note - free sample for {{CompanyName}}

{{FirstName}},

Last message on this.

If you're moving forward with the hire, no worries.

If you're still evaluating options, let me send you a free sample:

Offer: Send me 1 ICP profile, I'll deliver 100 verified leads (free) so you can see the quality before committing to anything.

No catch. Just want to prove we can deliver what your hire would take 2 weeks to research.

Interested?

Angela

P.S. If the quality is good and you want to move forward, we can have 1,000 leads delivered by next week.

ICP #2: Agencies/Marketers (Clutch/Directory Sourcing)

Sequence 3: White-Label Partnership

Target: Lead gen agencies found on Clutch, Apollo, LinkedIn who serve B2B clients

Email 1 (Day 0): The Outsourcing Offer

Subject: {{CompanyName}} + white-label lead research?

{{FirstName}},

I see {{CompanyName}} offers lead gen services to B2B clients (saw your Clutch profile).

Question: are you handling all the lead research in-house, or do you outsource part of it?

We're a white-label lead research team. Agencies like yours send us ICPs, we deliver verified leads (email, LinkedIn, enrichment, intent signals).

Typical use case:

  • Your client needs 1,000 leads/month
  • You charge them $5,000
  • We deliver the leads for $1,800
  • You keep $3,200 margin + focus on campaign strategy/optimization

We handle the Clay workflows, Apollo enrichment, email verification—all the manual stuff.

Worth a conversation?

Angela

Email 2 (Day 3): The Margin Opportunity

Subject: Re: {{CompanyName}} + white-label

{{FirstName}},

Following up on my note about white-label lead research.

Here's the margin opportunity:

Current State (doing it in-house):

  • Your team spends 20-40 hours/month on lead research per client
  • Cost: $2,000-4,000 in labor (at $50-100/hour)
  • You charge client $4,000-6,000
  • Margin: $0-2,000 (and your team is buried)

With White-Label:

  • We deliver the leads (1,000/month)
  • Cost to you: $1,800
  • You charge client: $5,000
  • Margin: $3,200 (and your team focuses on high-value work)

Plus: You can take on 2-3x more clients without hiring.

Want to see a sample?

Angela

Email 3 (Day 6): Case Study Proof

Subject: How [Agency X] scaled from 3 to 12 clients

{{FirstName}},

Last email on this, but wanted to share a quick case study:

Agency X (similar to {{CompanyName}}):

  • Challenge: Maxed out at 3 clients because lead research was bottleneck
  • Solution: White-labeled with us for lead delivery
  • Results: Scaled to 12 clients in 6 months (4x growth) without hiring

They charge $6K/month per client, pay us $2K/month for leads, keep $4K margin + focus on strategy.

If you're looking to scale without the hiring headache, let's talk.

[Book 15-min call: CALENDLY LINK]

Angela

ICP #1: Direct B2B Clients — Vertical-Specific

Sequence 4: Fractional CFO Firms

Target: CFO consultancies, finance advisory firms

Email 1 (Day 0): The CFO Pipeline Problem

Subject: Pipeline problem for fractional CFO firms?

Hi {{FirstName}},

Quick question for someone running a fractional CFO practice:

Where are you getting your leads?

Most CFO firms I talk to rely on 3 sources:

  1. Referrals (inconsistent)
  2. LinkedIn (time-consuming)
  3. Networking events (hit or miss)

The problem? None of these scale.

We built a system specifically for fractional CFO firms that delivers 25+ qualified leads per month—CEOs of $2M-20M companies actively looking for financial guidance.

Worth a conversation?

Angela

Email 2 (Day 3): The ICP Match

Subject: Re: Pipeline for {{CompanyName}}

{{FirstName}},

Following up on my note about lead gen for CFO firms.

Here's what makes our system work for fractional CFOs:

ICP targeting:

  • Companies: $2M-20M revenue, 10-100 employees
  • Decision makers: CEO, Founder, COO
  • Triggers: Recent funding, hiring for finance roles, scaling operations
  • Geography: [US, UK, Canada—wherever you serve]

Example lead:

  • Sarah Johnson, CEO of MedTech startup ($8M revenue, 35 employees)
  • Just raised Series A ($5M)
  • Posted on LinkedIn about "needing financial systems to scale"
  • Verified email + LinkedIn profile

That's the level of targeting we deliver. 25+ of these per month.

Open to a 20-min call?

Angela

Email 3 (Day 6): ROI Proof

Subject: Math on {{CompanyName}}'s lead gen

{{FirstName}},

Last note on this.

Let me show you the ROI math for a fractional CFO firm:

Your offer: $5K/month fractional CFO retainer (typical)

Our service:

  • Cost: $2,500/month
  • Delivery: 25 qualified leads/month
  • Conversion rate (conservative): 8% (2 clients from 25 leads)
  • Revenue: $10K/month (2 × $5K)

ROI: Spend $2,500, generate $10K = 4x return.

Plus: We guarantee 25 qualified leads in 60 days or month 3 is free.

If you're not getting 2+ new clients per month from your current lead gen, let's talk.

[Book call: CALENDLY LINK]

Angela

Email Sequence Best Practices (Hormozi Framework)

Hook Formulas (Email 1)

  1. Question Hook: "Quick question: [pain point]?"
  2. Problem Hook: "Most [ICPs] have [problem]. If you're in that camp..."
  3. Curiosity Hook: "What if you could [dream outcome] for [fraction of expected cost]?"
  4. Social Proof Hook: "We just helped [similar company] achieve [result]..."

Follow-Up Principles (Email 2-3)

  1. Add value, don't repeat: Each email introduces NEW information (case study, math, proof)
  2. Make it concrete: Use specific numbers, names, timelines
  3. Lower friction: Offer free sample, low-commitment first step
  4. Time pressure: "Last email on this" (creates urgency)

CTAs (Calls to Action)

Strong CTAs:

  • "Worth a 20-minute conversation?" (low commitment)
  • "Open to a quick call this week?" (specific timeframe)
  • "Want to see a free sample?" (low risk)
  • [Book call: CALENDLY LINK] (direct action)

Weak CTAs:

  • "Let me know if interested" (too vague)
  • "Feel free to reach out" (no urgency)
  • "Thoughts?" (no clear next step)

A/B Testing Plan

Variables to Test:

  1. Subject Lines:

    • Question vs. Statement
    • Personalization (company name) vs. Generic
    • Length (3-5 words vs. 8-12 words)

  2. Email Length:

    • Short (50-100 words)
    • Medium (150-200 words)
    • Long (250+ words with case study)

  3. CTA Placement:

    • Early (after hook)
    • Middle (after value prop)
    • End (after proof)

  4. Proof Type:

    • Case study (specific results)
    • Social proof (client testimonials)
    • Mathematical ROI (cost/benefit analysis)

Tracking Metrics:

  • Open rate (target: 40-60%)
  • Reply rate (target: 5-10%)
  • Positive reply rate (target: 2-4%)
  • Booked call rate (target: 1-2%)

Email Personalization Tokens

Use these tokens in SmartLead/Clay:

  • {{FirstName}} - First name
  • {{LastName}} - Last name
  • {{CompanyName}} - Company name
  • {{JobTitle}} - Current job title
  • {{Industry}} - Industry
  • {{CompanySize}} - Employee count
  • {{LinkedInActivity}} - Recent LinkedIn post topic
  • {{IntentSignal}} - Hiring, funding, expansion signal
  • {{MutualConnection}} - If available
  • {{CompanyPain}} - Inferred pain point from website/LinkedIn

Personalization Tiers:

  • A+ Leads: Full custom first line (AI-generated from LinkedIn/website)
  • A Leads: {{IntentSignal}} + {{CompanyName}} personalization
  • B Leads: {{FirstName}} + {{CompanyName}} only
  • C Leads: Generic (no personalization beyond first name)

Next Steps:

  1. Import these sequences into SmartLead
  2. A/B test subject lines on first 100 sends
  3. Track metrics weekly
  4. Iterate based on data

Note: Always comply with CAN-SPAM, GDPR, and email best practices. Include unsubscribe link in every email.