If you're tired of chasing leads by hand, or you keep meaning to set up real automation but get lost in clunky tools, this one’s for you. Whether you're running marketing solo or wrangling a small team, automating lead nurturing isn’t magic—it’s just a mix of clear thinking and the right software. In this guide, I’ll show you how to actually build a working lead nurture sequence using the Getaia workflow builder. No fluff, no sales pitch—just what works, what doesn’t, and what to skip.
Why Automate Lead Nurturing (and Why Most People Overcomplicate It)
Let’s get this out of the way: Most lead nurturing automation is built on wishful thinking. People set up a million triggers, score leads with math that doesn’t matter, and write “personalized” emails no one believes. The goal is simple: reach the right people, with the right message, at the right time—without driving yourself nuts.
Done right, automating lead nurturing saves you:
- Time (so you’re not copy-pasting emails all day)
- Headspace (so follow-ups actually happen)
- Opportunities (so you stop letting leads slip through the cracks)
Getaia’s workflow builder won’t fix your messaging or magically make people care. But it can take the grunt work off your plate and make sure nothing falls through.
Step 1: Map Out Your Lead Nurturing Sequence (Before Touching Getaia)
Don’t open the tool yet. Seriously. The biggest mistake is jumping into automation before you know what you want to happen. Grab a notepad or fire up a whiteboard app and sketch:
- Key stages: Where do leads come in? What’s your end goal? (Demo booked, trial activated, whatever.)
- Touchpoints: How many emails? Any SMS or calls? What’s the timing between them?
- Branching: What should happen if someone replies or clicks a key link? (Don’t overthink this—start simple.)
Pro tip: Most companies don’t need more than 3–5 emails in their first nurture sequence. Worry about fancy branching later.
Step 2: Prep Your Content
Automation can’t fix weak content. Before building anything, make sure you’ve got:
- Email copy: Write it like a human. Skip the “Dear Sir/Madam”. One clear CTA per email.
- Subject lines: Short and specific. If it feels like spam, it’ll land in spam.
- Follow-up assets: Any PDFs, case studies, or links you want to send? Gather them now.
What to skip: Don’t bother with heavy design or attachments. Plain text (or simple HTML) works best and lands in more inboxes.
Step 3: Set Up Your Getaia Workflow
Now, open up Getaia and head to the workflow builder. If you’ve used Zapier or similar tools, the interface will feel familiar—but a bit more focused on marketing tasks. Here’s how to get started:
3.1. Create a New Workflow
- Go to “Workflows” and click New Workflow.
- Give it a name you’ll actually recognize later, like “Demo Request Nurture.”
3.2. Add Your Trigger
Decide when the nurture sequence should start. Common triggers are:
- New lead added to a specific list
- Form filled (like “Contact Us” or “Download Whitepaper”)
- Tag applied to a contact (like “Requested Demo”)
Pick your trigger, and double-check the logic. If you’re not careful, automations can fire at the wrong time and annoy your leads.
What to ignore: Don’t set up a dozen triggers unless you have a real reason. Start with one.
3.3. Build Your Sequence
Drag in your first action—usually “Send Email.”
- Paste in your first email, set the subject, and preview it.
- Set a delay (e.g., “Wait 2 days”) before the next step.
- Add your follow-up emails in order, each with its own delay.
You can keep going with as many steps as you want, but honestly, 3–5 is plenty for a first run.
3.4. Add Basic Branching (Optional)
If you want to get a bit fancier, you can add branches:
- If contact clicks a link → send a specific follow-up, or notify sales.
- If no response after X days → send a final nudge, or end the sequence.
Keep branching simple at first—complex trees are a pain to debug.
Step 4: Set Conditions and Rules
You don’t want to spam people who already replied, booked a call, or unsubscribed.
- Add checks like: If contact replies, If contact unsubscribes, or If contact is tagged “Closed Won”, then exit them from the workflow.
- Make sure you’re not double-emailing folks who are on multiple lists or workflows. Data hygiene matters.
Pro tip: Run a test with your own email or a dummy contact first. Catch mistakes before they hit real leads.
Step 5: Test (and Break) Your Workflow
Before you publish, test every path:
- Use test leads with different scenarios (clicked, didn’t click, replied, etc.).
- Check that delays, triggers, and exits work as expected.
- Look at the emails on mobile and desktop. Typos and weird formatting are common.
What often goes wrong: - Triggers are too broad and fire for the wrong people. - Delays are off and you end up sending a week’s worth of emails in a day. - Branches don’t exit properly, so people get emails after they’ve replied.
If it’s broken, go back and fix it. Don’t ship broken nurture—nobody appreciates “Oops, ignore that last email.”
Step 6: Turn It On and Monitor
Flip the switch and let it run. But don’t just walk away.
- Monitor early results: Look for bounces, unsubscribes, and replies.
- Check engagement: Are people opening and clicking? If not, tweak your subject lines or content.
- Watch for complaints: If a lead replies “Stop emailing me,” listen and refine your workflow.
What not to obsess over: Don’t chase “perfect” open rates. The goal is qualified leads moving forward, not vanity metrics.
Step 7: Iterate and Improve
No workflow is ever “done.” Once you’ve run your sequence with real leads, review:
- Which emails get replies?
- Where do people drop off?
- Are you getting more demos/calls booked?
Tweak timing, swap out weak emails, or add a branch if you see a clear need. But resist the urge to over-optimize—simple beats complex every time.
Pro tip: Ask your sales team (or yourself, if you’re wearing all hats) what’s working and what’s annoying. Fix the annoying stuff first.
What Works, What Doesn’t, and What to Ignore
Works: - Simple, clear sequences matched to what leads actually want. - Timely follow-ups—most replies come from the second or third email. - Exiting leads from workflows when they engage.
Doesn’t: - Complicated branching with a zillion if/then paths (unless you have a data team and a lot of leads). - Generic, “Hi there, just checking in” emails. People spot automation a mile away. - Setting and forgetting—workflows need regular tweaks.
Ignore: - Overhyped features you don’t need. Stick to basics until you’ve got results. - “Industry best practices” that don’t fit your audience. Test your own stuff.
Keep It Simple—And Iterate
Automating your lead nurturing with Getaia isn’t rocket science, but it does take some real work up front. Start small. Get the basics right. Watch what happens, then improve it. Don’t fall for shiny features or “set it and forget it” promises. The best nurture flows are the ones you actually use—and keep tweaking.
Now, go build it. Then go do something more interesting with the time you save.