#247 Lead Nurturing | In this episode, Danielle is joined by Samar Owais, founder of Emails Done Right; Sheri Otto, CEO of Growth Lane Strategies; and Sofia Silva, Marketing Manager at Reachdesk.

These three email experts came together for a live roast of real B2B lead nurture emails, submitted by marketers from the Exit Five community. You’ll hear the good, the bad, and the fixable, with practical insights on how to improve your own nurture sequences.

Danielle, Samar, Sheri, and Sofia cover:

The most common lead nurture mistakes B2B marketers make (and how to fix them)
Why every email should be treated as a conversation, not just a campaign
How to write nurture emails that create connection, not clicks for clicks’ sake

If you're building (or rebuilding) your nurture strategy, this one’s packed with real examples and expert feedback to guide your next send.

Timestamps

(00:00) - – Intro: Welcome to the Lead Nurture Roast
(03:12) - – Meet the Experts: Samar, Sheri, and Sofia
(07:09) - – What Is **Lead Nurturing, Really?
(10:02) - – The Problem with “We” Language in Emails
(12:24) - – The Biggest Mistakes B2B Marketers Make
(14:49) - – Why AI Isn’t Your Copywriter
(16:44) - – Teardown #1: Subject Line Gone Wrong
(21:14) - – How to Build a Nurture Sequence Around a Whitepaper
(23:54) - – CTA Overload and Why It Kills Clicks
(29:12) - – Teardown #2: Great Open Rate, Low Engagement
(33:06) - – The One-CTA Rule (And Why It Matters)
(35:48) - – Structuring Long Emails for Skimmability
(38:20) - – Teardown #3: Cold Lead, Wrong Email
(40:53) - – Re-Engagement Emails That Actually Work
(43:43) - – Use Social Proof Instead of Product Pitches
(45:23) - – Teardown #4: The Overloaded Onboarding Email
(48:18) - – What’s a “Micro Conversion” in SaaS Email?
(52:53) - – Time-to-Value and the First Action That Matters
(55:08) - – This Email Is... a Whole Sequence in One
(57:28) - – Teardown #5: Trust Email or Generic Spam?
(01:00:23) - – Why Specificity Beats Industry Buzzwords
(01:02:38) - – Final Scores and Wrap-Up

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Brought to you by:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive.

AirOps - The content engineering platform that helps marketers create and maintain high-quality, on-brand content that wins AI search. Go to airops.com/exitfive to start creating content that reflects your expertise, stays true to your brand, and is engineered for performance across human and AI discovery.

Visit exitfive.com/retreat to apply for Exit Five’s first-ever, in-person Marketing Leadership Retreat, March 18–20, 2026 in Scottsdale, Arizona. Join 100 CMOs and VPs of Marketing from companies like like Zoom, Snowflake, Manychat, Bitly, G2, HP, and more for two days of thinking bigger around a trusted group of peers in marketing.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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