Growing the Middle — GTM
Email Sequence Flow Map
Phase 2 Consumer Build · 7 sequences · ~23 emails
Welcome / Nurture
Resume Track
Skills Track
Survey
Paid CTA
Testimonial placeholder
Entry Points
📅
Luma RSVP
Opt-in link in confirmation email
or weekly manual CSV import
or weekly manual CSV import
🤝
Conference / Event
Met in person or online
🌐
General Networking
DM, referral, or cold opt-in
📧
Newsletter Signup
Direct Brevo opt-in
🛒
Stan Store
Paid or free product
↓
⚡
Luma → Brevo Workaround (no API)
Option A (passive): Add a Brevo opt-in link to your Luma confirmation email. Suggested line: "Want weekly career tools and resources from GTM? Join the community here → [Brevo form link]" — people who click self-select in and land directly in the General Welcome sequence tagged
Option B (backup): Before each Career Work Room, export Luma registrants as CSV and manually import into Brevo with the
CWR-Lead.Option B (backup): Before each Career Work Room, export Luma registrants as CSV and manually import into Brevo with the
CWR-Lead tag. Takes ~5 minutes. Use this for high-attendance weeks or guest speaker events.
Sequence 1
General Welcome Series
Everyone — all entry points · 3 emails
Email 1 · Immediate
Welcome
"You found the right room."
Who GTM is, what the brand stands for, and what they can expect from being on this list. Warm, direct, no fluff.
Email 2 · Day 3
Orient
"Here's what we believe."
Core GTM philosophy — evidence over affirmations, your work already counts, small moves build momentum. Sets the tone for everything that follows.
📌 Testimonial placeholder — short win from a community member
Email 3 · Day 6
Explore
"Here's everything we've built for you."
Overview of the full GTM ecosystem — Career Work Room, free resources, paid products. Point to Stan Store to browse. No hard sell — just orientation.
→ CTA: Browse the Stan Store (free + paid)
↓ Zapier routes by tag after welcome series · Luma added via opt-in or manual CSV import ↓
Sequence 2
Nurture
Luma opt-ins + newsletter signups · no product yet · 4 emails
Email 1 · Day 8
Build Trust
"Most people were never taught this."
Introduce the 5-Part Translator. The gap between doing the work and being able to talk about it.
↓
Email 2 · Day 12
Teach
"Your resume isn't the problem."
Reframe: the issue is the language, not the resume. Career Growth Funnel — Awareness stage.
📌 Testimonial placeholder
↓
Email 3 · Day 17
Teach
"What your work is actually worth."
Salary + positioning angle. Tease Career KPI concept. Link to a free resource.
↓
Email 4 · Day 22
Invite
"Ready to do the actual work?"
Soft pitch to Task to Skill Workshop. Frame as the logical next step, not a sale.
→ CTA: Task to Skill Workshop (paid)
Sequence 3
Resume Track
Free resume downloads · 4 emails
Email 1 · Day 1
Deliver
"Your [resource] is here."
Deliver the download. One quick win tip to use it right away.
↓
Email 2 · Day 5
Teach
"The one thing most resumes are missing."
Metrics and impact language. What "Proof" looks like in a resume bullet using the 5-Part Translator.
↓
Email 3 · Day 10
Teach
"Interview prep starts with your resume."
Connect practice stories and resume language to interview confidence. Tease the review service.
📌 Testimonial placeholder
↓
Email 4 · Day 16
Pitch
"Want a second set of eyes?"
Direct pitch to Resume Review + Rewrite. Natural next step after using the free resource.
→ CTA: Resume Review + Rewrite (paid)
Sequence 4
Resume Track
Resume Review + Rewrite buyers · 3 emails
Email 1 · Immediate
Confirm
"Got it — here's what happens next."
Confirm receipt of resume. Set timeline expectations. Link to intake form if applicable.
↓
Email 2 · On delivery
Deliver
"Your resume review is ready."
Deliver the review or rewrite. Quick note on how to read the feedback. Invite questions.
↓
Email 3 · Day 7 post-delivery
Survey + Pitch
"How's the new resume landing?"
3-question survey. What's working, what they're still figuring out, what's next. Soft pitch to Workshop.
📌 Testimonial placeholder
→ CTA: Task to Skill Workshop (paid)
Sequence 5
Skills Track
Free skills/positioning downloads · 4 emails
Email 1 · Day 1
Deliver
"Your [resource] is here."
Deliver the download. Point to one specific section to start with. Warm and practical.
↓
Email 2 · Day 5
Teach
"You're not starting from scratch."
Reframe mid-career experience. Introduce Task → Skill → Impact → Proof → Transfer with one concrete example.
↓
Email 3 · Day 10
Teach
"What does your work actually prove?"
Go deeper on Proof and Transfer. Connect skills to career KPIs. Career Growth Funnel — Consideration stage.
📌 Testimonial placeholder
↓
Email 4 · Day 16
Pitch
"Let's build your Impact Portfolio."
Direct pitch to Task to Skill Workshop. The structured version of what they've been learning.
→ CTA: Task to Skill Workshop (paid)
Sequence 6 — Workshop Buyers
Sequence 6
Skills Track — Paid
Task to Skill Workshop buyers · 3 emails
Email 1 · Immediate
Onboard
"You're in — here's how to get the most out of this."
Access confirmation. 3 tips to get started. Invite to Career Work Room to go deeper live.
Email 2 · Day 5
Check In
"How's it going so far?"
Casual check-in. Address common sticking points — finding metrics, naming skills. Keep the momentum going.
📌 Testimonial placeholder — Workshop win
Email 3 · Day 14
Survey + Pitch
"Now that you know your skills — does your resume show it?"
3-question survey. Connect workshop outcomes to resume readiness. Pitch Resume Review + Rewrite as the natural next step.
→ CTA: Resume Review + Rewrite (paid)
Cross-sell logic: Resume Track buyers → Workshop. Skills Track buyers → Resume Review. Free downloaders → relevant paid product. Nurture track → Workshop as primary entry. All sequences invite to Career Work Room. |
Testimonials: Flagged placements (dashed boxes) are where testimonials slot in once copy is being written. One testimonial per sequence max for now.