Looking to move your B2B leads from “maybe” to “let’s talk” without spamming or wasting hours on manual follow-ups? This guide is for you. I’ll walk you through setting up a multi-step email nurturing workflow in Make (formerly Integromat) that’s actually useful, not over-engineered. No magic hacks, no wild promises—just a practical, real-world process that works for smaller teams and solo marketers who want results, not headaches.
Why bother with multi-step email nurturing?
If you’re selling B2B, you already know most leads don’t convert right away. A single email blast isn’t going to cut it. People need reminders and value over time before they’ll bite. That’s where a multi-step nurture workflow comes in: it lets you deliver the right info, at the right time, based on where leads are in your funnel.
But here’s the thing—most “advanced” workflows are overkill. You don’t need a 15-step logic tree with AI scoring and psychic predictions. You need a simple, reliable way to:
- Add new leads automatically
- Send relevant emails in a logical sequence
- Stop bothering people who aren’t interested
- Track what’s actually working
That’s exactly what we’ll build.
What you’ll need (and what you don’t)
Before we get into the weeds, here’s what you actually need:
- A Make account (free tier is fine for starters)
- An email service provider (Gmail, Outlook, or a basic email API like SendGrid or Mailgun)
- A simple lead capture source (Google Sheets, web form, CRM, etc.)
- Some email copy (keep it short and relevant)
- A basic understanding of Make’s interface
You don’t need expensive CRM add-ons, “AI personalization engines,” or a developer on standby. If you can drag, drop, and connect dots, you’re good to go.
Step 1: Map your nurture sequence before you build
Don’t dive into Make yet. Spend 10 minutes sketching your email sequence. Seriously, this will save you hours of rework.
- How many emails? 3–5 is plenty for most B2B offers.
- What’s the timing? (e.g., Day 1, Day 4, Day 10)
- What’s the goal of each email? Education, case study, demo invite, etc.
- What’s your exit criteria? (e.g., Lead replies, unsubscribes, or books a call)
Grab a notepad or use a whiteboard tool. Keep it simple—boxes for each email, arrows for timing.
Pro tip: Don’t let “perfect” be the enemy of “done.” You can tweak emails and timing later. Just lay out the basic flow.
Step 2: Set up your lead source
Where are your leads coming from? Pick one place—don’t try to juggle five sources at once.
- Google Sheets: Easiest for testing. New row = new lead.
- Web form: Use Typeform, Tally, or a basic HTML form.
- CRM: If you’re using HubSpot, Pipedrive, or something similar, Make integrates with most of them.
In Make: - Set up a trigger module for your lead source. For Google Sheets, use “Watch Rows.” For a form, use the webhook trigger.
What to ignore: Don’t try to sync every data point from your CRM. Just grab the essentials: name, email, maybe company.
Step 3: Build the email sequence in Make
Now the fun part. Here’s how to structure the workflow:
1. Start with your trigger
This is when a new lead enters your funnel (e.g., new row in Google Sheets).
2. Add a filter or router (optional)
If you want to send different sequences based on lead type (e.g., industry, job title), set up a router. But honestly, for most people, one sequence is enough to start. Don’t overcomplicate.
3. Set up the first email
- Add your email module (Gmail, Outlook, or SMTP).
- Draft your first message. Use plain text—HTML templates are nice, but they often land in spam for cold-ish B2B leads.
- Map the lead’s email address from your trigger data.
4. Add a delay/sleep module
- Insert a delay after each email. In Make, use the “Sleep” module (e.g., wait 3 days).
- After the delay, connect to the next email module.
5. Repeat for each step in your sequence
- Email → Sleep → Email → Sleep, and so on.
- Tweak the message for each step—don’t just resend the same pitch.
6. Optional: Add a “stop” condition
If you want to stop emails when a lead replies or unsubscribes: - Add a module to check for replies (if possible with your email provider), or - Add a webhook from an unsubscribe link in your emails.
Reality check: Detecting replies reliably is tricky unless you own the sending mailbox, and many tools fudge this. If you can’t track replies, don’t sweat it for your first version. You can always add this later.
Step 4: Test with dummy leads (don’t skip this!)
Before you let real leads loose in your workflow, run a few test emails to yourself or a colleague.
- Double-check personalization fields (first name, company, etc.)
- Make sure delays work as expected
- Click every unsubscribe or reply link
Pro tip: Use a disposable email address to see where messages land (inbox vs. spam/promotions tab).
Step 5: Go live—and monitor like a hawk
Once you’re happy with your test run: - Turn on the scenario in Make. - Add a real lead. - Watch the run history (Make will show you if/when each step fires).
For the first week, keep a close eye on: - Email delivery (are they sending? Any bounces?) - Responses (is anyone replying or unsubscribing?) - Weird edge cases (duplicate emails, missing data, etc.)
What to ignore: Don’t obsess over open rates—they’re unreliable thanks to email privacy features. Focus on replies and actual engagement.
Step 6: Track results and tweak as you go
The best nurture workflows are simple, not clever. Here’s what to pay attention to:
- Replies and meetings booked are your real metrics. Everything else is noise.
- If nobody responds after 3–5 emails, rewrite your copy or change the timing.
- If you get manual unsubscribe requests, make your opt-out clearer.
A/B testing is nice, but don’t get lost in the weeds. Get one sequence working, then experiment.
What works (and what doesn’t)
What works:
- Plain text emails: Less likely to hit spam, feel more personal.
- Short sequences: 3–5 emails is enough for most B2B leads. More than that and you’ll get ignored or marked as spam.
- Simple triggers: The less moving parts, the less that breaks.
- Clear opt-outs: Don’t make people hunt for the unsubscribe link.
What’s overrated:
- Complex branching logic (“If they click, send this; if not, send that”). Unless you’ve got huge volume, it’s not worth the effort.
- Fancy HTML templates—just get your message across.
- Open/click tracking. Use it if it’s easy, but don’t trust it as gospel.
Common mistakes to avoid
- Overbuilding: Don’t try to automate every possible outcome on day one.
- Neglecting testing: One typo in your email module can break the whole flow.
- Ignoring reply handling: At the very least, monitor your inbox and respond quickly.
- Not documenting the workflow: Snap a screenshot or write a 1-page doc. You’ll thank yourself in 6 months.
Keep it simple and iterate
You don’t need a monster workflow to nurture B2B leads. Start basic: one source, one sequence, a few well-timed emails. See what works, then add sophistication if—and only if—you need it. Most of the time, simple wins.
If you’re stuck or something breaks, step back and look at each connection in Make. Nine times out of ten, it’s a missing field or a misfired trigger.
The bottom line: Build, test, ship. Then improve. Don’t let perfect kill your progress.