How Funnelbase built a nurture system with zero manual emails

Funnelbase was losing leads that weren't immediately ready to buy. The team didn't have the capacity to follow up with each lead individually, and without a follow-up system valuable contacts simply fell out of the funnel.

Funnelbase

"Leads that used to fall out of the funnel now come to us on their own as soon as they're ready. Without a single manual step."

Christian Bauer

Head of Growth, Funnelbase

Mid-funnelNurtureAutomation

manual emails in the nurture flow per month

40%

of the leads that used to "fall out" now convert

6 Wo.

to a fully automated mid-funnel system

The Challenge

Funnelbase had a strong top of funnel but a chaotic middle. Leads that showed interest but weren't immediately ready to buy went unattended. The team sent emails occasionally, but without a system and without consistency.

What We Did

MerlinGTM built an automated nurture system with 5 sequences tailored to different stages of the lead journey. Each sequence is triggered by a behavioral trigger — website visit, content download, email open. The system automatically escalates the lead to the sales team once it reaches a certain score.

Results

In 6 weeks Funnelbase had a fully automated mid-funnel. 40% of the leads that used to fall out of the funnel now convert through nurture sequences. The team no longer sends a single manual email in the nurture process. Christian Bauer: "The leads come to us on their own as soon as they're ready."