Cold Email Sequence for Demand Gen Agencies
A 6-step, multi-channel sequence designed for demand gen agencies to land high-value B2B clients without destroying domain reputation.
Key Facts
Demand gen agency sequences need 5-7 touches over 14-21 days. Anything less is too easy to ignore in a decision-maker's crowded inbox.
Multi-channel outreach (Email + LinkedIn) is non-negotiable for agencies. It proves you understand modern GTM, a key signal to prospects.
The biggest mistake agencies make is sending cold outreach from their primary domain. One spam flag can kill client email deliverability.
Personalize the first sentence and the offer based on company data. The rest of your demand gen agency sequence can be a scalable template.
Table of Contents
Introduction
This sequence is built for agency founders and demand gen leads who are past the "spray and pray" phase. Use it to book meetings with mid-market and enterprise clients where a single closed deal justifies a month of focused, high-volume outreach.
It balances scalable personalization with the volume needed to hit agency growth targets, assuming you have the proper sending infrastructure in place.
Sequence Overview
This is a framework for consistent, professional outreach that respects the prospect's time while ensuring your agency stays top-of-mind.
- Steps: 6
- Duration: 18-21 days
- Channels: Email + LinkedIn
Step-by-Step Flow
Each step is designed to build on the last without being obnoxious. The goal is to start a conversation, not force a demo.
Step 1: The Insightful Opener
Subject:
Question about [Company Name]'s growth strategy
Body:
Noticed you're hiring for 3 new SDRs. Typically, when teams scale sales that fast, the top-of-funnel pipeline struggles to keep up...
Subject:
Re: [Original Subject]
Body:
Following up on my last note. We put together a short brief on how [Similar Company] solved their pipeline gap when they were at your stage. Might be useful.
Subject:
Re: [Original Subject]
Body:
Any thoughts on the below?
Subject:
Closing the loop
Body:
Assuming this isn't a priority right now, so I'll stop reaching out. If you ever need help scaling your demand gen, feel free to get in touch.
Personalization and Targeting
Agencies live and die by their ability to scale. You can't write a custom novel for every prospect when you're sending 50,000 emails a month.
Focus on scalable personalization. The core of the sequence can be a template, but two parts must be customized:
- The Opening Line: Tie it to a specific signal (hiring, funding, new product launch, tech stack). This proves you did 60 seconds of research.
- The Offer/Case Study: The value you provide in Step 3 should be directly relevant to their industry or observed problem. Don't send a SaaS case study to a manufacturing company.
The rest of the sequence—the bumps, the LinkedIn touch, the breakup—can be standardized to maintain velocity.
How to Run This at Scale Without Burning Your Infra
Running this sequence for 100 prospects is easy. Running it for 10,000 is an infrastructure problem. Sending high-volume outreach from your main agency.com domain is a catastrophic mistake waiting to happen.
To do this correctly, you need a dedicated sending infrastructure:
- Dedicated Domains: Use secondary domains (e.g.,
agency-group.com,getagency.com) exclusively for cold outreach. Your primary domain is for clients and operations. - Inbox Rotation: Spread your sending volume across dozens or hundreds of inboxes (e.g.,
kurt@agency-group.com,kurt.t@agency-group.com). Keep sends per inbox low (30-50/day) to protect reputation. - Automated Warmup: Every inbox must be continuously warmed up to simulate human behavior and satisfy spam filters.
For demand gen agencies, the risk is amplified. You're sending to corporate inboxes protected by Google Workspace and Microsoft 365. One spam complaint or a bad deliverability run can get your agency's domain flagged, jeopardizing communication with existing clients. This is why agencies rely on secondary domains and automated inbox rotation.
Tools like SuperSend exist to handle this infra and orchestration so teams don't have to duct-tape it together. It's the cold email infrastructure your team has been missing.
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