Inbound MQL after a content download

First touch with a warm lead

Send within ten minutes of an inbound lead grabbing a gated asset — guide, template, calculator, webinar replay. Lead response time studies put the first-five-minutes window at 8x reply rates. Speak to the specific thing they downloaded, not a generic "thanks for your interest." Never auto-send this from a noreply address.

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Subject: Saw you grabbed the {{asset_name}} — quick question

Hi {{first_name}},

Thanks for downloading {{asset_name}} — it's the piece we get the most "this is exactly what I needed" feedback on, so good pick.

Quick question while it's top of mind: most folks who download it are either {{persona_a}} or {{persona_b}}. Which one sounds more like you and {{company}}? The follow-up resources I'd send are pretty different.

If you'd rather skip the back-and-forth, I have 15 minutes free {{time_window}} for a short call — I can walk you through how {{customer_example}} solved the same thing in six weeks. Here's my calendar: {{calendar_link}}

No worries if now's not the right time. I'll send one more useful thing in a week and then leave you alone unless you reach out.

**Subject:** Saw you grabbed the {{asset_name}} — quick question

Hi {{first_name}},

Thanks for downloading {{asset_name}} — it's the piece we get the most "this is exactly what I needed" feedback on, so good pick.

Quick question while it's top of mind: most folks who download it are either {{persona_a}} or {{persona_b}}. Which one sounds more like you and {{company}}? The follow-up resources I'd send are pretty different.

If you'd rather skip the back-and-forth, I have 15 minutes free {{time_window}} for a short call — I can walk you through how {{customer_example}} solved the same thing in six weeks. Here's my calendar: {{calendar_link}}

No worries if now's not the right time. I'll send one more useful thing in a week and then leave you alone unless you reach out.

{{your_first_name}}

{{first_name}}: Lead's first name
{{asset_name}}: Title of what they downloaded
{{persona_a}}: Primary persona, e.g. "head of sales at a 20-50 person team"
{{persona_b}}: Secondary persona
{{company}}: Their company name
{{time_window}}: e.g. "Thursday or Friday"
{{customer_example}}: A relevant happy customer
{{calendar_link}}: Your booking link
{{your_first_name}}: Your first name

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First touch with a warm lead

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