You define the steps, the channel for each, and the delay between them. The tool then runs that pattern for every prospect enrolled, stopping automatically when someone replies or books. The variable is personalization: most sequences substitute merge fields into a fixed template, while context-aware ones generate each step from what's actually known about the account.
A five-step sequence over twelve days: email, LinkedIn connection, email referencing a specific trigger, call, breakup email. A reply at any point removes the prospect from the remaining steps.
A sales sequence is a predefined series of outreach steps — emails, calls, LinkedIn touches — scheduled over days or weeks and executed automatically against a list of prospects.
Most B2B sequences run five to eight touches over two to three weeks. Beyond that, reply rates fall and unsubscribe and spam complaints rise faster than the incremental meetings justify.