Method 34 · Process
Follow Up
The most under-executed marketing channel: actually following up.
What it actually is
A documented, calendared cadence of touches with leads, prospects, partners, clients, and dormant relationships. Less a channel, more the discipline that makes every other channel work.
Best for
Every business. Without follow-up, every other method on this page leaks pipeline.
Watch-outs
Most founders follow up once and stop. Most deals close on touch five through nine. The channel works only if the cadence does.
Real talk
Follow-up is the difference between marketing that produces revenue and marketing that produces traffic. If you implement nothing else on this page, implement this.
First steps
- 1.Write down the top fifty relationships that drive your business
- 2.Set a follow-up cadence per relationship type and put it in the calendar
- 3.Track who you touched last, not just who you owe
The numbers
- Effort
- Low effort
- Impact ceiling
- Compounding impact
- Timeline
- Results in days
- Time required
- Under 5 hrs/week
- Budget required
- Free or near-free
- Primary medium
- Direct outreach
- Channel type
- Owned channel
- Stage fit
- Figuring it outStartingEarly revenueGrowingScaling
- Goals served
- SalesLoyaltyLeads
Tools and examples
CRM-based touch cadences · Quarterly client check-ins · Re-engagement sequences · Personal monthly touches with top fifty contacts