Best Practices for Organizing and Using Sequences

Last updated: March 25, 2026

Sequence Organization

For better organization and tracking, consider organizing your sequences by channel or play type rather than by industry. Create separate folders for:

  • LinkedIn sequences

  • Web intent sequences

  • Event sequences

  • New hire sequences

This approach makes it easier to manage UTM campaigns and maintain consistency across your outreach efforts.

When to Create Separate Sequences vs. Shared Sequences

There are strategic reasons to create separate copies of sequences for different team members or use cases:

Create Separate Sequences When:

  • Better tracking is needed: Having individual sequences allows you to see exactly how many people each team member is currently sequencing

  • Different UTM campaigns are required: If you're using the same sequence in multiple plays (like LinkedIn and web intent), you'll need separate copies to add proper UTM tracking links

  • Industry-specific messaging is needed: Create separate sequences for different industries to include relevant social proof and examples

  • Different personas require tailored messaging: Separate sequences allow for persona-specific value propositions and CTAs

Use Shared Sequences When:

You can use a single sequence when the messaging and tracking requirements are identical across team members or use cases.

Sequence Messaging Best Practices

Specific vs. Generic Sequences

Consider your approach based on the trigger and context:

  • Specific sequences: Reference the exact trigger (e.g., "we saw you visited our page on G2") when you have clear intent signals

  • Generic sequences: Use broader messaging that doesn't reference specific actions when you want to appear more natural

Tailoring by Use Case

Customize your messaging based on the play type:

  • Hiring signal plays: Focus on their hiring needs and how your solution can help with relevant value propositions, followed by an easy-yes CTA

  • Lookalike plays: Reference similar companies you work with (without naming specific clients if preferred) and the value they achieved, ending with why they shouldn't miss out on similar success

Persona Routing

When setting up persona routing, you can choose to "route all personas together," which will run the same sequence for all personas in your audience.

This is useful when your messaging works effectively across different personas, but consider separate sequences when personas require significantly different approaches.

Getting Sequence Reviews

When you've created sequences and want feedback on structure and flow, share the specific links to your plays and sequences with your vendor team for async review and recommendations.