How Long Should Nurture Campaigns Run?
Use a 6–10 week baseline (6–12 touches), fast-track when intent spikes, and exit on meeting/opportunity or fatigue. Keep evergreen tracks refreshed quarterly and recycle cold leads with a re-entry rule.
Most nurtures should run for 6–10 weeks with 6–12 value-first touches, then graduate the contact when they book a meeting, become an opportunity, or show sustained high intent. If there’s no engagement after the full sequence (or 30–45 days of silence), recycle to a slower evergreen track. For long sales cycles, use seasonal/quarterly cohorts and allow re-enrollment when new intent appears.
Nurture Duration Plays
Build Duration & Exit Logic in HubSpot
1) Define a maximum run window. Add a Nurture Start Date and Nurture End Date (Start + 70 days). Use workflow delays to cap total touches (e.g., 10) and stop sends at End Date.
2) Add clear exits. If/Then branches: Meeting Booked, Lifecycle = SQL/Opportunity, or Visited Pricing x2 → move to Fast-Track or Sales follow-up; No Engagement 30–45 days → recycle to Evergreen.
3) Allow re-entry on new intent. Create re-enrollment triggers (e.g., webinar attended, intent topic viewed, high score) so contacts can enter a fresh cohort with updated messaging.
4) Refresh content quarterly. Use a Campaign per cohort (Q1, Q2…) and rotate hero assets (new case study, ROI calc). Archive underperforming emails and keep the sequence length constant for testing.
5) Prove the right length. Dashboard: Meetings, SQLs, Pipeline, Unsub by cohort length and by segment (ICP tier, industry). Pick the shortest program that delivers the highest net pipeline with stable negatives.
30-Day Nurture Duration Optimization Sprint
- Days 1–5: Audit current sequence lengths, exits, and re-enrollment rules; tag assets to Campaigns.
- Days 6–12: Stand up two cohorts of the same nurture: 6-week (8 touches) vs. 10-week (12 touches); enforce exit criteria.
- Days 13–21: Monitor interim metrics (meeting rate, SQL rate, unsub/complaints). Kill any variant with rising negatives >20%.
- Days 22–30: Promote the winning length; schedule quarterly content refresh; document re-entry triggers and sales pause logic.
Frequently Asked Questions
Right-Size Your Nurture Length
We’ll implement exit logic, re-entry triggers, and cohort dashboards in HubSpot—so your nurtures run just long enough to grow pipeline.
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