How to automate your lead follow-up process

 

How to automate your lead follow-up process

What Is an Automated Lead Follow-Up System?

Follow-ups are sales emails, texts, and messages sent after an initial interaction to maintain contact and build interest—whether the lead replied or not. 

An automated follow-up system delivers these messages automatically rather than requiring sales reps to create and send them manually. 

Why Automated Lead Follow-Up Matters

Even top sales teams need five touches on average to generate a desired conversion, according to research by RAIN Group. 

Yes, first impressions count, but you must build the momentum from your first interaction to make a real impact. Continually making contact and repeatedly showing your value is ultimately what turns leads into customers. 

To send effective follow-up messages, you need three key elements:

• Speed
• Consistency
• Engaging messaging

Leads typically research multiple companies at once. If you’re not the first to follow up after initial contact, your chances of getting a response go down.

But speed shouldn’t impact personalization. You should always tailor message content to the lead to create rapport and connection. 

How to Build an Automated Lead Follow-Up System (Step-by-Step)

While an automated follow-up system works with little input, you must design it so that it fits the needs of your team and the preferences of leads. 

Let’s look at how to do that. 

1. Set Up Your Stack

The foundation of an effective automation system is an integrated tech stack that allows for outreach, tracking, and optimization across a range of channels. 

Your automated follow-up stack should include the following platforms:

• CRM
• Enriched lead database (for personalization data)
• Email outreach platform (ideally one with AI functionality)
• Phone call automation
• SMS outreach
• Social media outreach
• Web form builder

You have two options. You can opt for a complex stack of point solutions or an all-in-one tool. The most cost-effective approach will be to use a consolidated platform like Artisan and supplement with individual solutions where necessary. 

2. Map Your Goals and Triggers

Once you’ve picked your stack, it’s time to define your goals—the measurable outcomes that you want to achieve with your follow-up system. Each individual sequence in a system should have one overarching goal. 

In most cases, an automated follow-up sequence aims for one of the following: 

• Secure a meeting
• Move a lead to a subsequent pipeline stage (e.g., from cold to qualified lead) 
• Re-engage a stalled lead
• Renew a subscription

Triggers are behaviors on the part of the lead that initiate a particular sequence. Each sequence will have its own unique set of triggers, which you can usually set in your outreach app. 

A trigger may move a lead from one sequence to another, e.g., a response to a nurturing sequence follow-up (with the goal of qualifying leads) might automatically move them to a sequence that prompts them to book a meeting. 

Here is a rundown of the most common triggers:

• No reply after 3 to 5 days 
• First outreach email opened but link not clicked
• Visits a high-intent website page (like a pricing page) 
• Replies positively to a message
• Clicks on a link in an email 

3. Build Your Sequences

A sequence consists of the email and social media follow-up templates for personalized messages, along with the times they will be sent. 

Follow these tips when building your sequences:

• Create tailored templates: Create individual templates for different ICPs and segments. 
• Time messages appropriately: Research shows that emails spaced 2 to 5 days apart achieve a higher response rate. Make sure time zone adjustment is enabled. 
• Provide value: Share tailored case studies, data, and other resources.
• Vary your approach: Alternate between soft nudges, helpful resources, and direct asks.
• End strong: Include one clear CTA. The “interest question”—has been shown to generate the most replies of any email CTA. 

Most tools offer custom sequence builders. For example, Artisan has a drag-and-drop feature for building sequences easily, which are then personalized for specific leads by AI BDR Ava. 

4. Personalize with AI

You’ve written your templates and scheduled them. Your sequence is designed to provide value, follow up through multiple channels, and end with a clear CTA.

Job done, right? Not quite. 

If you’re relying on traditional variables, like [company name] and [job title], you’re missing a huge opportunity. Ensure that the outreach platform you pick has this AI functionality. 

AI tools like Artisan draw on multiple data sources (company websites, third-party databases, etc.) to craft deeply personalized, human-like messages. This allows for a level of nuance and scale that simply isn’t possible with if-then automations in other outreach platforms. 

5. Launch, Monitor, Adjust

Before launching, perform a manual test run. Fill out a web form and verify that follow-up messages are sent to the input email address. 

Then, train your team on how to handle notifications in the follow-up system. Set clear standard operating procedures for when they should step in for different sequences and segments. This might be after a recipient response, when a lead becomes qualified, or only when a meeting is booked. 

Optimize sequences with A/B and multivariate testing. Pay attention to three key metrics: replies, positive responses, and meetings booked. 

When reviewing A/B test results and sequence performance, remember that a stable CRM provides consistent data. Switching CRMs can cause temporary inconsistencies in your metrics.

How to automate your lead follow-up process