The Follow-Up Strategy That Turns Leads Into Customers
Most leads don't convert immediately. Here's how to nurture them.
Getting a lead is just the beginning. Most people won't buy right away. You need a follow-up strategy.
The first 5 minutes:
Auto-send a confirmation email
Deliver promised content immediately
Set expectations for next steps
Route leads to sales within 5 minutes if possible
The first 24 hours:
Personal email from a real person
Relevant resources based on their interest
Light touch - helpful, not pushy
Ask if they have questions
Days 2-7:
Share relevant case study or testimonial
Offer a demo or consultation
Provide additional value (more tips, tools)
Show social proof
Week 2:
Check in with a specific question
Share industry insights
Invite to an event or webinar
Offer to connect with a specialist
Week 3-4:
Present a specific offer or incentive
Create urgency with time-limited deal
Share more results or customer stories
Final push before they go dormant
After 30 days:
Move to longer nurture sequence
Monthly valuable content
Re-engagement campaigns quarterly
Don't give up - some deals take 6-12 months
Multi-channel follow-up:
Email - primary follow-up channel
LinkedIn connection requests - from sales reps
Retargeting ads - keep you top of mind
Phone calls - for high-value leads
LinkedIn Messages - for warmer prospects
Segmentation matters:
Hot leads (requested demo) - aggressive follow-up
Warm leads (downloaded content) - educational nurture
Cold leads (early research) - slow nurture
Automation helps:
Use CRM workflows for consistent follow-up
Auto-assign leads to sales reps
Trigger emails based on behavior
Score leads based on engagement
But stay personal:
Templates are fine for structure
Customize based on lead details
Real people should make contact
Show you remember their specific interest
What kills follow-up:
Waiting too long (strike while iron is hot)
Being too salesy (educate first)
Not tracking engagement (know what they respond to)
Giving up after one try (persistence wins)
Sending irrelevant content (segment properly)
Stirling helps you create ads that generate quality leads ready for follow-up. Better qualified leads mean higher conversion rates in your nurture campaigns.
Most leads need 5-7 touchpoints before they're ready to buy. Have a plan for every one of them.
