How to build a scalable follow-up system: The Belkins’ way

On average, our sales team secures at least 15 new deals per client monthly, expanding the appointment show rate by 65%. Achieving this level of consistency takes more than persistence; it requires a structured, well-timed follow-up system built on a multichannel strategy.

Because no single follow-up scheme works across every industry, the key is having a framework that’s both repeatable and adaptable. At Belkins, we’ve built such a system. It’s sufficiently flexible to adjust to different markets yet structured enough to consistently guide prospects from the first touch to a booked meeting.

Here’s how we do it.

Follow-up system: A 7-step follow-up framework

Choosing the right channels for follow-ups

Key takeaway: Channel mapping is never one-size-fits-all. The right mix depends on who you’re targeting, where they spend their time, and how far along they are in the outreach journey.

At Belkins, we use a multichannel follow-up strategy to cultivate genuine relationships and guide decision-makers naturally through the pipeline rather than just bombarding them with repetitive emails. That’s why we start every outreach strategy with channel mapping, selecting the most effective touchpoints for each B2B prospect. This mapping hinges on having a clear understanding of your ideal customer profile (ICP), the nuances of the industry, and how decision-makers typically prefer to engage. Once the channels are mapped, they directly shape the follow-up process: which platforms we use, how frequently we reach out, and how messages are adapted.

Traditional channels

The most common channels we use for B2B follow-ups are email, phone calls, and LinkedIn. The choice of channel usually depends on several key factors:

1. Prospect’s digital presence
   • In digital-first industries (software development, SaaS, digital advertising, IT), outreach tends to perform best through digital channels like email, LinkedIn, and other relevant social platforms. Phone calls can still play a role, but they’re often layered in after digital attempts or reserved as a final touchpoint in the follow-up sequence.
   • In non-digital industries such as manufacturing, healthcare, logistics, and construction, prospects are often on the move and far less active on LinkedIn. That’s why phone calls remain the backbone of follow-up in these sectors, typically reinforced by email and even by physical mail in some cases to cut through the noise.

2. Company size
   • SMB and mid-market (1–999 employees): These companies are generally easier to engage through digital channels. In most cases, email and LinkedIn alone are enough to build a reliable follow-up system without overcomplicating the process.
   • Enterprise (1,000+ employees): Reaching C-level leaders in large organizations is far more challenging, as they are inundated with outreach. To cut through the noise, an actual multichannel presence is essential, blending email, LinkedIn, phone calls, video messages, and even direct mail when appropriate.
3. Title/role
   • CMOs: Typically focused on long-term brand-building, they respond best to LinkedIn outreach reinforced by thought-leadership content and strategic insights rather than salesy pitches.
   • Heads of sales: Pragmatic and results-driven, they engage most with direct phone calls and concise, value-oriented emails that highlight ROI.
   • C-level executives: Difficult to reach and protective of their time, they’re most receptive to well-timed calls supported by visible credibility on LinkedIn.
   • Mid- and lower-level managers: Generally more accessible during the workday, they can usually be reached effectively with a combination of calls and straightforward email follow-ups.
4. Stage of outreach
   • Early-stage: Combine email and LinkedIn simultaneously for visibility.
   • Post-intent (warm prospects): Shift to more personalized touches (custom emails, LinkedIn DMs, calls).

Non-traditional channels

While LinkedIn, email, and phone calls form the backbone of most B2B sales outreach strategies, there are cases where alternative channels can be more effective (or even essential):

• Direct mail/postcards: In local industries such as dentistry or private medical practices, a physical letter — perhaps with a QR code linking to a case study — can cut through the noise and leave a memorable impression.
• Video messages: Personalized Loom or Vidyard recordings are highly effective once a prospect has shown initial engagement, as they add a human touch and build trust quickly.
• Social platforms beyond LinkedIn: In influencer-driven or creative industries, Instagram DMs often outperform LinkedIn messages, while platforms like Facebook or TikTok can provide a direct line to prospects who are far more active there.

Creating a tactical follow-up cadence and timing

Key takeaway: The most effective follow-up sequences are structured yet flexible. They’re persistent enough to stay top of mind, varied enough to avoid sounding repetitive, and well paced (with 2–3 days in between each message). Each sequence can include multiple follow-ups, but we cap them at 3 messages per wave (each wave includes consecutive touchpoints that reinforce the same value proposition and subject line).

There is no rigid formula for ordering channels. In fact, some of the best-performing cadences combine actions on the same day. For example, sending an email while also requesting a LinkedIn connection. The sequence should feel natural and integrated rather than robotic.

Most B2B follow-up strategies begin with light LinkedIn engagement: viewing a prospect’s profile, liking or commenting on their posts, and then sending a connection request. Calls typically work better later in the sequence, once digital touches have warmed the prospect up. By that stage, the prospect often recognizes your name, which increases the likelihood of a successful conversation.

The goal is to strike the right balance: being persistent without being pushy. To achieve this, keep in mind a few guiding principles:

• 1–2 month duration: A follow-up sequence should run for no longer than 2 months. The first 2 weeks should be more intensive and persuasive, tapering off into lighter touches in weeks 3 and 4 and eventually shifting to once every couple of weeks.
• Optimal spacing: Aim for leaving 2–3 working days between touches. A cadence that’s too fast feels aggressive; too slow, and prospects forget your message. The sweet spot is maintaining momentum without overwhelming them.
• Limit per thread: Cap follow-ups at 3 messages per email thread. When starting a new thread, always use a fresh subject line to recapture attention. Belkins’ 2025 study shows that sending 4+ emails in a sequence more than triples your unsubscribe and spam complaint rates.
• Channel variety: If a prospect hasn’t responded, don’t just repeat the same approach. Vary your pain points, communication style, and channel mix across email and LinkedIn to reframe the conversation and spark engagement.

Here’s an example of a potential follow-up timeline for engaging startups:

Crafting follow-up messaging

The style and tone of follow-up messaging depend heavily on the chosen channel, the prospect’s title, and their stage in the pipeline. 

How follow-up messaging varies depending on the channel 

What feels natural in a LinkedIn DM won’t work in a phone call, and what resonates in an early-stage email may fall flat with a warm lead. That’s why we adapt messaging rules to each context rather than relying on copy-paste templates.

The following rules help us to create effective follow-up emails: 

• We never copy-paste value propositions from previous messages. We tweak each template according to the context, introducing a new value.
• Whenever possible, we include new case studies or extra PDF materials, so the information is new for the prospect and doesn’t feel spammy.
• CTAs work best when they propose specific days and times for a call. Offering 1 or 2 options is usually enough to reduce friction without overwhelming the prospect.
• We cap each email thread at 3 follow-ups. If there’s still no response, we start a new wave with a fresh subject line and revised messaging.

Here’s an example of a top-performing email follow-up: 

📚 Related readings:

• 22 sales follow-up email samples and templates that generate replies
• How to write B2B emails that win big deals

On LinkedIn, we recommend opening with a genuine reason to connect and keeping the tone focused on networking rather than selling. That’s why messages often work better when they reference a shared context, such as “We’ve been connected for a while…” or “I wanted to follow up on the email I sent last week.”

While email follow-ups tend to rely on direct, appointment-driven CTAs, LinkedIn works best with lighter invitations. For example, suggesting a virtual coffee or a short brainstorming session around industry trends or relevant challenges. The key is to keep CTAs concrete and outcome-oriented. Instead of a vague “Let’s meet for a virtual coffee to discuss client data management challenges,” it’s far more effective to write: “Are you free for a 20-minute brainstorming session on strategies to cut client onboarding time by 30%?”

Check these top-performing examples of a LinkedIn follow-up: 

When you follow up with a phone call after an initial email or LinkedIn message, the dynamic shifts from a cold call to what we call an intent call. At this stage, you’re no longer dialing blind; you’re building on prior engagement to create a more relevant and contextual conversation.

The goal of an intent call is twofold: add value while steering the prospect toward a scheduled meeting, and handle objections in real time to maximize show rates. A good practice is to reference the previous touchpoint right at the start. For example:

• “Hi {{FirstName}}, I noticed you accepted my LinkedIn connection — I just wanted to quickly check if exploring {{product/service}} is on your radar.”
• “Hi {{FirstName}}, I’m following up on the note I sent about deliverability benchmarks. Did you get a chance to review it?”

These openings feel more natural than a traditional cold approach and immediately remind the prospect of prior contact.

Tone matters as much as content. Keep the language simple, conversational, and easy to follow. Avoid jargon or overly “polished” phrasing that can feel rehearsed. It’s also worth experimenting with different angles — highlighting various pain points or benefits — because you rarely know which message will resonate with a given prospect.

Another great approach to intent calling is using a referral (especially if a prospect hasn’t been active in previous conversations and you haven’t built a connection with them):

How follow-up messaging varies depending on a prospect’s title

The effectiveness of a follow-up often depends on how well the tone matches the prospect’s role and expectations. Different positions respond to different styles, and tailoring your approach can significantly improve engagement.

• CEOs: Keep communication concise, respectful, and confident. CEOs don’t want to sift through multiple meeting options or overly deferential phrasing. Offer one clear time slot or let them propose a time. Avoid humble clichés — a self-assured but professional tone works best.
• CMOs: CMOs are typically focused on long-term brand visibility and strategic positioning. Follow-ups should highlight value propositions related to brand growth, reputation, or market differentiation rather than quick, short-term wins.
• Heads of Sales: Sales leaders care most about tangible outcomes. Messages should be direct, focused on measurable results such as doubling pipeline volume, shortening the sales cycle, or boosting close rates within a clear timeframe.

The ultimate tip for all occasions is to avoid clichés. Phrases like “Just checking in” or “Just following up” are tired, overused, and often trigger mental spam filters. Though an exception can be made for clarifying questions like “Just to confirm: Should I continue the conversation with [Referral_Name]?”. 

How follow-up messaging varies depending on the pipeline stage

During the first follow-up waves, we followed these principles:

1. Keep messages short and simple, with plain text, and clearly introduce a new value proposition with supportive case studies. Emails under 120 words are generally effective.
2. The tone should aim to pique interest and provide value upfront. The first sentence is crucial as a preview for capturing attention immediately.  
3. It’s crucial to refrain from overly salesy phrases, and messages should not cram all the value propositions into 1 email.

After a prospect shows the first signs of engagement, follow-ups become more consultative and emphatic: 

1. Follow-ups should aim to enhance previous responses or offer additional benefits rather than just pushing for a call. The tone should be consultative, helping to identify needs and bringing value before active selling.
2. When handling objections, the tone should be understanding and empathetic, acknowledging concerns while reinforcing the value proposition (you’ll see examples for objection handling in the following chapters). 
3. If a prospect asks for more information, the tone can become more detailed and informative, allowing for longer emails.

Once positive intent is clearly shown and a lead becomes sales qualified, the approach adapts accordingly: 

1. A more personal touch and human tone become appropriate, moving beyond fully automated messages.
2. This is where creativity starts and sales executives have more flexibility. Personalized videos or even more informal elements might be used, provided they align with the client. The goal is to deepen the connection and tailor solutions effectively.
3. Confirmation emails and reminders should maintain a polite, clear, and professional tone.
4. The tone is direct, confirming details, introducing relevant team members (e.g., the Account Executive), and providing necessary information for the meeting. Reminder messages are typically light, helpful, and professional.

An example of a multi-channel messaging flow

Here’s an example of a 16-day sequence with LinkedIn and email:

Building a content library

A centralized content library with follow-up templates ensures SDRs don’t have to reinvent the wheel with every prospect, while still giving them the flexibility to personalize. At Belkins, we don’t copy-paste templates. Each follow-up email is written manually. However, we do maintain a library of top-performing content as a source of inspiration.

Here are some building blocks for creating reusable content assets:

• Typical replies to common objections: Predrafted responses for “No budget,” “Already have a vendor,” or “Not the right time,” which SDRs can adapt case by case.
• Subject line bank: A collection of tested subject lines for different use cases and stages in the pipeline.
• Cliché and spam-word blacklist: A reference list of tired phrases and spam-triggering words to avoid when drafting new templates.
• Case studies and value content: A well-organized library of case studies, videos, benchmarks, and other resources that can be drip-fed into follow-ups to add credibility and value.

This library is not static. It’s continuously refined through testing and tailored to the needs of different target audiences, ensuring it evolves alongside the market.

Setting up the follow-up infrastructure (tools, scheduling, AI)

The toolset we use for follow-up sequences ensures SDRs aren’t simply “checking in” but executing a structured, data-driven playbook that balances automation with personalization. Below, we’ll outline the key tools in our stack and how we apply them to different use cases.

The process example: SDR finds a lead on LinkedIn → saves them into HubSpot → sequences them via Reply.io → tracks responses in Streak → schedules a meeting with Calendly → updates notes in HubSpot.

CRM (customer relationship management) tools: 

• HubSpot: A central hub where all leads land. It tracks pipeline stages, offers customizable dashboards, and exports data for deeper analysis.
• Streak: A Gmail add-on that helps SDRs manage responses, label prospects by the type of response, and set up follow-up tasks directly in the inbox.

Sales engagement automation platforms:

• Reply.io: Automates email sequences by working with smart filters, tracks deliverability and open/reply rates, and integrates with HubSpot for reporting.

• GMass: A Gmail extension for high-volume outreach. Useful for bypassing send limits or when Reply.io faces spam issues.
• Expandi: Automates LinkedIn connection requests and messaging. Belkins runs its own Expandi Workspace, but SDRs also do manual LinkedIn follow-ups to determine authenticity. You can add tags like “contact later” and build an automated follow-up sequence:

Scheduling & time management:

• World Time Buddy: Essential for cross-timezone scheduling.

• Google Calendar/Outlook: A standard tool for booking meetings. Clients sometimes prefer Calendly or HubSpot Meetings for smoother booking links.

Other must-have tools for a structured follow-up system:

• Grammarly: Ensures every email is clear and error-free.
• Trello/Gmail Tasks: Keeps follow-ups and content creation organized.

Handling objections and negative replies 

Negative replies are inevitable, but how you handle them determines whether the door shuts for good or stays open for the future. The key is uncovering the real reason behind the “no,” whether it’s timing, budget, fit, or something else, so you can respond with clarity and purpose.

Here are key strategies and examples for handling various objections in follow-ups:

1.  “We don’t have any budget left.”/”That sounds expensive”
   Our SDRs start with acknowledging the financial concern but reinforce that the current conversation is about exploring value, not a commitment. The best approach is to position the call as an opportunity to tailor solutions.
   
   Here’s a strong objection-handling example:

2. “It’s about timing”/”Not right now”/”I’m busy right now”
   The best approach here is to acknowledge and understand competing priorities and offer a light next step, such as suggesting a follow-up in 3 months. You can also suggest rescheduling or a brief chat. If a prospect is not ready for a short chat, our SDRs then set a reminder to re-engage in 3–6 months.

3. “We’re already working with another vendor”/“I’m happy with [Competitor]”
   The best strategy is to acknowledge their current solution, probe into what’s working well and what’s not, and identify potential areas where your product could offer greater value.

4. “Not interested” (no reason)
   Ask for feedback in a lightweight way. For example:

There are situations where following up on a negative reply or objection simply doesn’t make sense. In these cases, the best course of action is to mark the lead as disqualified and ensure they’re excluded from future outreach. Typical scenarios include:

• Explicit opt-out: The prospect clearly asks to be removed from your list or replies with “unsubscribe.”
• Out-of-scope objections: The response contradicts your ICP and offers no realistic path forward — for example, “My company has just merged with another.”
• Definitive rejection: The prospect confirms they will never buy due to budget limitations, product misfit, or structural incompatibility.
• Humorous but final replies: Sometimes prospects shut down conversations with tongue-in-cheek answers like “Contact me in 30 years.” (Yes, this actually happened to us.)

Prospect qualification, appointment setting, and handoffs

Prequalification

Once a prospect responds, the SDR’s role shifts from capturing attention to uncovering insights. Well-placed discovery questions equip the account executive (AE) with valuable context and help confirm whether the lead is genuinely worth pursuing, saving time on both sides.

Common prequalification questions include:

• Company fit: Does the business fall into our ICP (in terms of industry, size, geography, etc.)?
• Decision power: Are we speaking to a decision-maker or influencer?
• Need: Do they have a problem our product solves?
• Budget or resources: Can they realistically afford or implement a solution like ours?
• Timing: Is this a priority now or in the near future?

These questions can be integrated into emails, calls, or LinkedIn follow-ups. For example, after initial interest, an SDR might ask: 

• How are you currently handling [pain point]?
• Is this something you’re budgeting for in 2025?
• What tools or processes are you using today?
• What’s your biggest frustration with your current setup?
• Who else on your team would usually evaluate a solution like this?

These questions should feel conversational, not like an interrogation. The goal is to build trust while quietly verifying if the prospect is worth a meeting.

Appointment setting

Once a prospect confirms interest and a potential time, the next steps involve detailed scheduling to ensure a smooth meeting. Here’s the step-by-step process: 

1. Remove the prospect’s domain from your outreach in Reply (or other outreach tool) to prevent their colleagues from receiving further emails. 
2. Subscribe to your client’s Google Calendar to see their blocked timeslots and know when to book a meeting.
3. Confirm the prospect’s time zone using tools like LinkedIn or World Time Buddy, or by asking directly. This helps translate the agreed-upon time into your client’s time zone.
4. If you are booking an appointment on a call, keep the client’s calendar open to check their availability in real-time and book the meeting immediately. 
5. Send a follow-up email after booking an appointment to increase the show rate and gain any extra info you still haven’t discovered:

The SDR-to-AE handoff

To make the process smooth and professional, SDRs should ensure:

1. Complete CRM sync: All emails, notes, and calls logged under the contact.
2. Clear qualification notes: Why this lead was passed on: their need, timing, budget, decision-maker status.
3. Meeting context: Any objections raised, competitor mentions, or past interactions.
4. Transparency reports: SDR performance dashboards that are made visible to SDRs and AEs to encourage accountability.

Long-term nurturing and reengagement

Timing, budget cycles, and internal priorities often push decisions months into the future. The key is understanding that “no” doesn’t always mean never — more often, it means not now. As a sales enablement agency, we don’t abandon these leads. Instead, we nurture them consistently and reengage at the right moment.

Aiming for consistency without being overwhelming is the goal. Best practices suggest:

• At least twice a year: This is the bare minimum to ensure your name isn’t forgotten.
• Quarterly (every 3 months): Works best in industries with faster budget cycles or where change happens frequently.
• Timing-specific reminders: If the lead explicitly mentioned a date (“Reach out in January when the budget renews”), set a CRM task and follow up exactly then. 

Reengagement should be light-touch, value-driven, and respectful of the fact that the lead already declined earlier.

Short, one-to-one style messages like this one will remind them of your last conversation:Here’s another LinkedIn message example that brought us an appointment:

Another great option is content-based reengagement. Share invitations to webinars, case studies, or product updates. Even if the lead isn’t ready to buy, they can engage with the content and keep you top-of-mind.

When a lead specifically says “Follow up in 6 months” or “New budget in January”, SDRs should:

• Mark them with a “contact Later” status.
• Create a CRM task for the exact follow-up date.
• Include any notes about objections or priorities so context isn’t lost.

 For leads that have been sitting for 6+ months without activity:

• Send a short recap email reminding them of the last discussion.
• Follow up at least 5 times (across email, call, and LinkedIn).
• Refresh the angle with a new subject line, industry trend, or client success story.

Optimizing the follow-up process: KPI tracking and A/B testing

The difference between a missed lead and a closed deal often comes down to whether you measure, learn, and adapt.

Take this scenario: Your reply rates drop from 18% to 12% in 2 weeks. A quick data review shows most subject lines have grown repetitive, with too many variations of “Just checking in.” You run an A/B test using curiosity-driven subject lines like “Is this worth a chat?” and results improve almost immediately, with reply rates rebounding to 17% and show rates climbing to 88%. At the same time, the analysis of negative responses reveals that the “budget” was the top objection. Instead of letting that stall conversations, you create a cost-savings case study that reframes the discussion around ROI. Suddenly, objections turn into opportunities.

But not all metrics are created equal. The following KPIs are the ones that truly show whether your follow-up cadence is performing as it should:

• Reply rates: Share of leads responding to outreach (positive or negative).
• Meeting show rates: Percentage of booked meetings that actually happen.
• No-shows: Reasons logged and no-shows reduced with reminders (emails, SMS, calls).
• Conversion rates: How many leads converted into meetings and then into clients
• Cost per lead (CPL): Campaign ROI at a glance.

Tools to measure:

• Reply.io: Tracks email delivery, opens, and replies.
• HubSpot CRM: Provides dashboards for conversion rates, funnel health, and revenue attribution.
• Streak: Helps track Gmail responses, labels, and follow-up tasks.

Once you have a set system of KPI tracking, it’s time for regular A/B testing that allows you to build a follow-up approach based on evidence, not assumptions.

Follow-up variables to test include:

• Cadence and channel order: Email → LinkedIn → call vs. LinkedIn → email → call.
• Timing between steps: the standard 2–3 days vs. shorter (1 day) or longer (4 days).
• Days and times: early mornings or late Friday evenings; around lunch or pre-meeting downtime; 9 AM, 12 PM, or 5 PM.
• Content elements: lowercase-only vs. Title Case; first line’s personal hook vs. direct value statement; CTAs: “Free for a quick 15-min chat Tue or Thu?” vs. “Is this even worth a conversation?”

Here’s a practical A/B testing example:

After 2 weeks, compare reply rates and booked meeting rates. Whichever sequence performs better becomes your new baseline.

The real key to sustainable success, however, is consistency. Follow-up optimization isn’t a one-off project; it’s a cycle of testing, learning, and refining. At Belkins, we follow these improvement practices to keep our sequences sharp:

• Weekly: Track KPIs. Look for anomalies (e.g., a 10%+ swing in reply or show rates).
• Monthly: Refresh cadences and scripts based on what the data shows.
• Quarterly: Run new A/B tests to refine subject lines, timing, and flows; reengage old leads with fresh messaging (e.g., a new case study).

This creates a continuous loop where data drives action, and every action generates new data. Over time, your outreach evolves into a self-optimizing system that keeps getting smarter.

Our multichannel follow-up framework helps businesses of all sizes convert more prospects into booked meetings. However, building and executing a structured cadence takes time, the right tools, and specialized expertise.

Many of our clients came to us after trying to run follow-up in-house and realizing it’s essentially the job of a full team. As a cold email agency, Belkins brings tested frameworks, tools, and specialists who’ve optimized campaigns across thousands of prospects. 

If you’re ready to streamline your follow-up process and ensure no lead goes cold, contact us today. We’ll build a multichannel, self-optimizing follow-up engine tailored to your business.