From first visit to signed contract, in one place
Score leads on what they do, hand hot ones to sales with a task, nurture the rest, run trials and onboarding, and sync with HubSpot or Zoho CRM if you use them.
Email marketing for B2B & SaaS
B2B buying is slow and spread across several people. A finance software company in Pune or an HR platform in Gurugram might see a prospect download a guide in March, visit the pricing page twice in April, sit through a demo in May and sign in July. The work is noticing those signals, getting the right one to a salesperson at the right time and staying useful in between.
MailNesto combines email marketing with a light sales CRM: lead scoring, a deals board with your own stages, tasks with reminders, notes, and companies grouped by email domain. Automations connect the two, so a lead who turns hot can open a deal and a deal that reaches “Proposal sent” can start a follow-up. If your team already works in HubSpot or Zoho CRM, keep it; contacts and scores sync across.
SaaS products have a second half: trials, onboarding and the emails your product itself sends. Those are covered below too, along with a worked month and the numbers worth watching.
The problems we solve
Reps ring whoever filled a form last, not the people who are actually evaluating.
Sign-ups never reach the feature that would have convinced them.
Newsletters go out with no idea which contacts have an open deal.
Three people from one company read the pricing page and no one notices.
What works for B2B & SaaS
Lead scoring
Points for opens, clicks, page visits, forms, event sign-ups and orders, with warm and hot levels you set.
Hot leads become deals
At the hot level, a deal opens on your board and the owner gets a call task for the next day.
Trial journeys
When the plan field changes to “trial”, reminders run until the trial ends — and stop if they upgrade.
Webinars and demos
Event pages with online links and reminders; Calendly or Cal.com demo bookings become meeting tasks.
HubSpot and Zoho CRM sync
Contacts and lead scores go to your CRM every few minutes; its workflows can send contacts back.
Product emails by API
Password resets, invoices and usage alerts through the transactional API, on a separate stream.
Score leads on what they actually do
Lead scoring adds points for activity over a rolling window, 90 days by default: opens, clicks, website visits, form submissions, event registrations and orders, with points taken away for hard bounces and complaints. You can count visits only to the pages that matter, such as /pricing, and give points for tags like “demo-request”. Daily caps stop someone who opens one email ten times from looking hotter than they are.
Two thresholds sort contacts into cold, warm and hot. Warm leads can get the “Warm up warm leads” recipe — a customer story, then a time-limited offer — while hot ones go to sales. Website tracking needs a small script on your site; once it is in place, each contact’s timeline shows the pages they visited after clicking an email.
- Sensible default rules to start with, all editable
- A breakdown on each contact shows where their points came from
- A “score reached” trigger for any automation
- Scores sent to HubSpot or Zoho CRM with every sync
Hand hot leads to sales, with a task
The “Turn hot leads into deals” recipe opens a deal on your board when a contact’s score reaches 50 and gives the owner a call task due the next day. “Hand over sales-ready leads” goes further at 80 points: it tags the contact, sets a Lead status field and notifies owners and admins. Change both numbers to suit your own funnel.
The board has your own stages, several pipelines if you sell different products, a weighted forecast and won or lost reasons. Moving a deal can start an automation: “Follow up on proposals” reminds the owner after three days and checks in with the buyer after five, and “Welcome new customers when a deal is won” tags them, takes them off the nurture series and sends next steps.
- Deal values in ₹ with a weighted forecast
- Tasks for calls, emails, meetings and follow-ups, with reminders
- A Today list of due and overdue tasks for each rep
- Notes on contacts, companies and deals, with pinning
Nurture the rest without nagging
Most leads aren’t ready to talk. The “Lead nurture series” sends four helpful emails over two weeks to anyone tagged “lead”, and anyone who turns hot on the way is handed to your team and leaves the series. Make those emails useful in their own right — a GST compliance checklist for a finance tool, a hiring scorecard for HR software — rather than four ways of saying “book a demo”.
A condition with several paths can send different content by role or company size: founders get the cost case, IT heads the security page, team leads the day-to-day workflow. Leads who stop opening for 30 days get the “Leads gone quiet” check-in, and companies group everyone from one email domain, so you notice when three people from the same business are reading.
- Conditions and splits with up to eight paths
- Goals that end a journey the moment someone books a demo
- “Personal note to hot leads” sends a plain email that reads as if you typed it
- Send windows keep emails within business hours, Monday to Friday
Webinars, demos and booked meetings
MailNesto doesn’t host video, but it handles everything around a webinar. Create an event page with the date, an online link and a seat limit if you want one. Registrants get a confirmation with a “Join online” button and add-to-calendar links, reminders a week and a day before, and a follow-up afterwards with a feedback survey. Registrations add to the lead score and tag the contact, so the post-webinar journey starts by itself.
For one-to-one demos, connect Calendly or Cal.com. Each booking becomes a meeting task at the booked time for the right rep; reschedules move it and cancellations close it. Bookers are tagged, so a “what to expect” email can go out. Requests that come through a form are covered by the “Demo or quote request” recipe, which alerts your team, confirms by email and checks in two days later.
- Follow-ups go to attendees who were checked in
- A “no-show” tag starts “Sorry we missed you” with the recording link
- “Webinar invitation” and “Workshop registration” templates
- Booking webhooks are signature-checked, so only real bookings count
Trials, onboarding and upgrades
If your app sets a contact field such as plan through the API, that field becomes a trigger. When plan changes to “trial”, the “Trial ending soon” recipe sends reminders before the trial ends, and its goal removes anyone who upgrades, so nobody gets a “last day” email after paying. “Thanks for upgrading” starts when the plan changes to a paid one and follows up with three tips for the first week.
Pair that with a getting-started course of short lessons, each about one thing a new user should do. Conditions on fields your app updates — projects_created or invited_team, say — let people who have already done a step skip ahead to the next lesson. For yearly contracts, a renewal_date field drives a reminder a week before renewal.
- Field-changed triggers that can run again each time
- Goals counted as conversions in the automation report
- REST API for contacts, fields, tags and orders
- Signed webhooks to your server when people open, click or unsubscribe
CRM sync and product emails
If HubSpot or Zoho CRM is your system of record, connect it and MailNesto sends new and changed contacts every few minutes — name, status, city, phone and lead score — matched by email so nothing is duplicated. HubSpot or Zoho workflows can send contacts back. Deals and tasks stay in whichever tool your team uses for pipeline work; the sync covers contacts and scores.
The emails your product sends — sign-up confirmations, password resets, invoices, usage alerts — can go through the transactional API with saved templates, attachments and idempotency keys. They run on a separate stream from marketing and keep flowing if marketing is paused, and each message sits in a searchable log your support team can check when a customer says “I never got it”.
- Subscription status sent with each contact, so reps know who has opted out
- Batches of up to 100 transactional messages in one call
- Scoped API keys with IP allow-lists
- Slack posts when a campaign finishes or needs approval
A month of emails, worked through
An example plan you can copy and adjust — every step uses features and recipes that are in MailNesto today.
- Week 1, Tuesday
Monthly newsletter to leads and customers: one practical article, one product update and one customer question answered, inside a 10 AM–1 PM send window.
- Week 1, Thursday
Webinar invitation to warm leads and trial users, linking to an event page with the online link and a seat limit.
- Every day
New leads enter the nurture series; hot leads open deals with call tasks; demo bookings become meeting tasks for the right rep.
- Week 2, Monday
Resend the invitation to people who didn’t open; the week-before and day-before reminders go out on their own.
- Week 2, after the webinar
Recording and feedback survey to attendees; “Sorry we missed you” with the recording to people tagged as no-shows.
- Week 3
Product update to customers only, with a condition that shows trial users the lesson for the step they haven’t done yet.
- Week 3, Friday
Sales review: hot leads without a deal, proposals older than a week and overdue tasks on the Today list.
- Week 4
Renewal reminders for contracts renewing next week; “How likely are you to recommend us?” to customers won a fortnight ago.
- Month end
Compare the newsletter and webinar emails side by side and check how many leads moved from warm to hot after each.
Start with these automations
Recipes come with finished emails — change anything before you switch them on.
The numbers that matter for B2B & SaaS
The number of contacts crossing your hot threshold each week. If it is high but deals rarely close, raise the threshold or change what earns points.
How many hot leads became deals, and how many of those were won. It shows whether scoring finds real buyers.
Goal conversions in the trial journey report show how many trial users upgraded while in it.
Registrations against emails delivered tell you whether the topic and subject line interest your list.
Hot leads cool fast. A growing overdue list means the handover works but the team needs time or fewer, better leads.
B2B lists are small and each complaint counts. A rise after a send is a reason to review frequency and targeting.
Questions from B2B & SaaS
Do we still need a separate CRM?
Small teams often manage with the built-in deals board, tasks, notes and companies. If you already use HubSpot or Zoho CRM, keep it and let MailNesto send contacts and lead scores to it every few minutes.
Does the HubSpot or Zoho CRM sync include deals?
No. It sends contacts with their name, status, city, phone and lead score, and your CRM’s workflows can send contacts back. Deals and tasks stay in the tool your sales team uses.
Can we score leads on product usage?
Yes, indirectly. If your app adds a tag through the API when someone does something important, such as inviting a teammate, you can give points for that tag. Fields your app updates can also start or steer automations.
Can we run webinars?
Host the video in the tool you already use and run registration in MailNesto: an event page with the online link, a “Join online” button in every ticket and reminder, and a follow-up with a survey afterwards.
Can we email a list of prospects we bought?
Don’t. Bought and scraped lists bring bounces, spam complaints and blocklist hits that damage your sender reputation for everyone else on your list. Grow with forms, guides, webinars and demos instead.
How does the trial journey know someone upgraded?
Your app updates the contact’s plan field through the REST API, or through Zapier, Make or Pabbly Connect. The goal sees the change and takes them out of the trial emails.
How are we billed?
In ₹ with a GST invoice in India, paid by UPI, card or netbanking, and in USD outside India. See the pricing page for plans.