Nurture campaigns

When to use Nurture

Use Nurture when you have a defined list of people who already interacted with you in some way and the job is to move them to the next step, not introduce yourself. Examples: everyone who downloaded a gated report last month, webinar attendees who didn't book a follow-up, or a list of marketing-qualified leads sitting idle in your CRM.

Like Targeted List, the contact list is fixed at upload time. Kai works through the list, writes sequences, you approve and push, and the campaign runs until the list is exhausted. It does not source new contacts automatically.

Contact sources

Nurture campaigns support the same contact sources as Targeted List:

• CSV upload. Export your list, most often from a CRM (the form-fill or download record usually lives there), and upload the file directly. See Uploading contacts for column requirements.
• Platform source campaign pull. Pull contacts directly from an existing campaign in your outreach platform by setting a source campaign ID and clicking Sync.
• HubSpot list pull. Point at a HubSpot list the same way an Intent-driven campaign does, useful when the gating form already writes to a CRM list.

Steps and channels

Nurture doesn't require any particular channel. Most nurture sequences lean heavily on email, sometimes with a LinkedIn touch, but you can add whatever step types your connected outreach platform supports, the same flexibility Targeted List has. Kai reads the live structure of your outreach campaign and writes to match it, whatever shape it is.

The campaign brief

Nurture campaigns have their own brief type. Pick Nurture brief in the Strategy Developer rather than New business, because the two ask for different things: a new-business brief asks you to define an ICP, and a nurture list has already selected itself.

Four sections exist only on this type:

• How they got here. The exact action that put someone on the list, and what it does and does not tell you. A free diagnostic is curiosity, not a buying signal.
• Signals on each contact. The per-contact data available, such as scores or form answers pulled from a CRM list, and what each field means. Name the fields so Kai reads the right ones.
• Progression ladder. The ordered steps from where they are to a conversation. This replaces the single ask a new-business brief uses, because a nurture moves someone in stages.
• When Kai backs off. The condition that means a human now owns the person, and what Kai does the moment it happens. Fill this in even when the trigger is manual today: an undefined stop is how someone gets emailed by Kai and a rep in the same week.

The brief also drops the Industry context section that new-business briefs carry. A list built from one lead magnet is whoever filled the form, so a campaign-level industry thesis is usually invented; the per-contact signals carry more.

The pipeline flow