Go-to-market (GTM) success isn’t always about being the loudest in the inbox. Sometimes, it's about being the most human.
In the last 60 days, one of our clients, The Rise Journey, has booked 16 meetings, 13 of which are already qualified providing an 81% qualified conversion rate – from a sequence that doesn’t start with a cold ask or a hard pitch. It starts with empathy.
Here’s how – and why – it works.
The Play in Action: A 3-Step Journey from Nurture to Sales
The Rise Journey, a consulting firm specializing in DEI strategy and leadership development, wanted a way to reach HR leaders and mid-level managers without relying on traditional SDR-style cadences. Together, we built a scalable outreach play that aligns with their values, and drives qualified pipeline.
Step 1: Monthly Nurture That Doesn’t Sell
The Rise Journey sends content to a focused, highly relevant 12,000 ICP contacts each month. These aren’t recycled email blasts, they’re insightful, well-crafted resources.
What’s inside:
- Benchmarking reports on ERGs (Employee Resource Groups)
- DEI trends and leadership strategy
- The best 2 blogs and 2 LinkedIn posts of the month
This content isn’t just “nice to have.” It lays the groundwork for trust and relevance. When a contact engages with these emails, we know they’re warming up, without ever being pitched.
Why it works: Modern buyers don't want to be sold to. They want to learn. Great nurture content builds credibility before the sales conversation starts.
Step 2: The “Heartfelt Touch” (No Ask, Just Help)
Engagers from the newsletter, especially executives or mid-level leaders, get a thoughtful one-step follow-up. It’s not from a generic email address. It’s from one of the two founders.
And the message? It’s real. It’s generous. It says:
“I’m here if you need me. No pressure.”
Mid-level managers or those who didn’t engage still receive the same note, but from a broader AK sender pool. The message stays personal, grounded, and free of aggressive CTAs.
Why it works: People respond to people. This stage isn’t about driving urgency – it’s about opening the door with authenticity.
Step 3: The Follow-Up Sales Sequence
Here’s where the pipeline gets serious.
Anyone who engaged in phase 1 is enrolled in a more traditional 2–3 step sales sequence. still with thoughtful language, still value-driven, but now with a clear path to connect.
If they engage again? A “special play” follow-up kicks in, timed 7 days later. These touchpoints offer insights and invite next steps.
Why it works: Timing is everything. By spacing out the sales ask and tying it to behavioral signals, you're no longer spraying and praying - you’re orchestrating with precision.
GTM Takeaways: Why This Strategy Converts
In just two months, this approach has delivered 16 booked meetings and of those 13 qualified deals using zero pushy emails.
This isn’t just a win for The Rise Journey, it’s a GTM lesson for any founder-led team, consulting firm, or service provider looking to scale without sacrificing brand integrity.
Here’s what makes it replicable:
1. Content-Led Warmth: Nurture isn’t just a checkbox. It’s your stage. Make the content so good that your prospects want to hear from you again.
2. Founders Front and Center: For founder-led teams, personal touches from leadership carry weight. Use it wisely and sparingly.
3. No CTA = No Pressure: In early stages, not asking for a meeting can be your most strategic move. Especially when selling to thoughtful, time-strapped leaders.
4. Behavior-Driven Sequencing: Don’t enroll every contact in a sales sequence. Enroll the right ones, at the right time, based on engagement.
Final Thoughts: Modern GTM Is Human First
What The Rise Journey shows us is simple but powerful: empathy and precision can co-exist in sales outreach. You don’t need aggressive cadences or cold pitches to fill your pipeline.
You need relevance. You need strategy. And sometimes – you just need to say, “I’m here if you need me.”
If a play like this aligns with your brand and builds sustainable GTM momentum, we should chat.