We meet dozens of people monthly and, maybe even within 48 hours, send them emails saying, “It was great meeting you, Mr. Clooney.” Then silence for days… maybe weeks. What happens after you've met a lead and exchanged cards? Contact information does impact your company goals.
Personalized follow-ups help build rapport, authenticity, and trust. Their absence can adversely affect your company goals and social capital in the industry. It's no secret that post-COVID, the professional world has seen a massive upswing in digital outreach, leading to communication fatigue. Pre-pandemic, it took about 9-12 touchpoints before deal closure, which has now become an average of 14-16 touchpoints post-pandemic.
Aggressive follow-ups can get you blocked, and you need more follow-ups to make you remember. Balance is key. Making these touchpoints in subtle, well-timed, and spread-out follow-ups is the art. Our analysis over the last 12 months shows a thumb rule that can become a decent starting point for experimentation. Of course, this can be optimized based on your industry and target audience.
Follow-up Strategy Infographic
Within 24 hours, send a very contextual email with the subject line references where you met. Using mTap, you can schedule a draft that goes out immediately to build an initial bridge the moment you scan their business card in your app, or they scan your QR code. Three days later, send an SMS/WhatsApp message if there was any talk about planning a catchup, or send a LinkedIn connection request with a personalized message. After that, make a gap of 5-5-7-11-14 days between follow-ups spread between channels.
If you are using calls as part of your follow-up sequence, you can also schedule automated SMS to go out in case the lead does not pick up or schedule sending your company one pager/PDF that you’d like them to read about your company. The outcome of speed is generally deal velocity!
Following up with a lead after meeting them at an event is crucial for nurturing the relationship, moving the lead through the sales funnel, and building social capital within your industry.
Here's a detailed strategy on the best way and frequency to follow-up, as well as the channels to use:
Initial Follow-up - Within 24-48 Hours
- Purpose: Express gratitude and keep the interaction fresh in their mind.
- Channel: Email
- Content:
- Thank them for their time.
- Mention something specific from your conversation to personalize the message.
- Reiterate any key points discussed and offer additional information or answers to any questions.
- CTA: Scheduling a call or meeting.
First Follow-up: 3 Days Later
- Purpose: Gauge interest and move the conversation forward.
- Channel: SMS/WhatsApp message
- Content:
- Refer to your previous email.
- Provide valuable content related to their interests (e.g., a relevant article, case study, or whitepaper).
- Reiterate the benefits of your product/service and their needs.
- CTA: Suggest two-time slots to choose from for a meeting.
Second Follow-up 5 Days After Previous Follow-up
- Purpose: Maintain engagement and demonstrate continued interest.
- Channel: Phone Call/ SMS
- Content:
- Reference your previous communications.
- Ask if they had a chance to review the material you sent.
- Address any questions or concerns they might have.
- CTA: Ask if they’d like some more information.
Third Follow-up 5 Days After Previous Follow-up
- Purpose: Maintain engagement and demonstrate continued interest.
- Channel: Email / LinkedIn/ Phone Call/ SMS
- Content:
- Reference your previous communications.
- Ask if they had a chance to review the material you sent.
- Address any questions or concerns they might have.
- CTA: Ask if they’d like some more information.
Fourth Follow-up 7 Days After Previous Follow-up
- Purpose: Maintain engagement and demonstrate continued interest.
- Channel: Email / LinkedIn
- Content:
- Share any third-party blog/document/study about the lead industry.
- Like/comment on their LinkedIn activity ( if relevant).
- CTA: Ask if they’d like some more information.
Ongoing Follow-up (Every 2-4 Weeks)
- Purpose: Stay top-of-mind and provide ongoing value.
- Channel: Email, LinkedIn, or Phone
- Content:
- Share new insights, relevant industry news, or updates about your product/service.
- Invite them to webinars, workshops, or industry events.
- Occasionally, send a personal message to check in and maintain the relationship.
ICU Attempt (If Unresponsive So Far)
- Purpose: Determine interest level and be patient.
- Channel: LinkedIn message/ Email or Phone
- Content:
- Politely mention that you’ve tried reaching out a few times.
- Ask if they’re still interested or if there’s a better time to connect.
- CTA: Provide your contact information and invite them to reach out when convenient.
Final - Put Them in a Newsletter Nurture
If they are part of the ICP and have no GDPR constraints put them in a nurturing sequence.
Pro Tips:
- Personalization: Always personalize your messages to reflect the specifics of your interaction and their business needs.
- Consistency: You need to ensure you are remembered. Out of sight is out of mind.
- Value: Ensure each follow-up provides value and isn’t just a sales pitch.
- Respect: Be respectful of their time and space out your follow-ups appropriately.
- Tracking: Use a CRM tool to track interactions and set follow-up reminders.
By following this structured approach, you can effectively nurture your leads, build relationships, and increase the likelihood of converting them into customers.