Follow-Up Sequence: Post-Demo

Prospect: Sarah Chen, VP Marketing at MediaCorp
Last Interaction: Demo email opened 2 days ago, no reply
Discussion Topic: Social media automation
Sequence: 6 touchpoints over 21 days (moderate cadence)
Channels: Email, LinkedIn

Touchpoint 1 (Day 1) - Email

Send: Tomorrow morning, 9-10am
Subject: Quick thought on social media automation for MediaCorp

Hi Sarah,

Thanks for opening the demo materials I sent over. Based on what we discussed about social media automation, I wanted to share a quick 90-second walkthrough of how MediaCorp could reduce posting time by 70% while maintaining brand consistency across channels: [link]

Quick question: What’s the bigger pain point right now - campaign scheduling or performance reporting across platforms?

Happy to jump on a 15-minute call this week if you want to explore how this fits your team’s workflow.

Best,
[Your Name]

Why this works: Acknowledges she opened the email (shows you’re paying attention), references specific demo topic, provides immediate value, asks easy-to-answer question that reveals priority.

Touchpoint 2 (Day 4) - LinkedIn

Send: Thursday afternoon, 2-4pm

Hey Sarah - Following up on the social automation demo materials. Totally get that you’re juggling a million priorities.

Is streamlining your team’s social workflow still on the roadmap for this quarter, or should I circle back in Q2? Either way is completely fine - just want to respect your time.

Why this works: Different channel increases visibility, permission-based language removes pressure, offers easy exit (“circle back later”), shows respect for her schedule.

Touchpoint 3 (Day 8) - Email (Value-add, no ask)

Send: Monday morning, 9-10am
Subject: Thought this might be useful, Sarah

Sarah,

Saw this case study about how a media company increased social engagement 3x while cutting posting time in half. The section on cross-platform consistency really aligned with what you mentioned about maintaining brand voice.

No ask here - just thought it might provide some ideas for MediaCorp’s approach.

[Link to case study]

[Your Name]

Why this works: Pure value-add with zero pressure, demonstrates you listened during demo (brand consistency concern), positions you as helpful resource not just salesperson.

Touchpoint 4 (Day 12) - LinkedIn

Send: Friday afternoon, 2-4pm

Sarah - I’ve reached out a few times about the social automation conversation.

Quick question: Should I keep trying or is now just not the right time? Totally fine either way - I’d just appreciate knowing so I’m not cluttering your inbox.

Just reply with “keep trying” or “not now” and I’ll take it from there.

Why this works: Direct but respectful, makes it incredibly easy to respond (two-word options), acknowledges potential annoyance, positions you as considerate professional.

Touchpoint 5 (Day 16) - Email

Send: Tuesday morning, 9-10am
Subject: Last question about social automation

Sarah,

I’m guessing one of three things is happening:

1. Social automation isn’t a priority right now
2. You’re interested but absolutely swamped
3. It’s not the right fit for MediaCorp

Can you just reply with 1, 2, or 3? Takes 2 seconds and helps me know whether to keep this on my radar or move on.

Appreciate you,
[Your Name]

Why this works: The “1-2-3” framework has a 30%+ response rate because it’s absurdly easy to reply, shows self-awareness, demonstrates respect for her time, removes all pressure.

Touchpoint 6 (Day 21) - Email (Final Break-Up)

Send: Sunday evening, 6-8pm (when she’s likely catching up on email)
Subject: Final note from me, Sarah

Sarah,

This is my last email - I’m officially moving on and taking you out of my follow-up sequence.

If things change in the next 6 months and social automation becomes a priority again, feel free to reach out. I’d genuinely appreciate any quick feedback on what I could’ve done differently in our process.

Best of luck with everything at MediaCorp. Your team’s doing impressive work.

P.S. - If you DO want to reconnect after all, just reply “yes” and I’ll stop the breakup.

[Your Name]

Why this works: True break-up emails generate 10-33% response rates because they create urgency without manipulation, show genuine respect by actually backing off, leave door open for future engagement, ask for feedback (people want to help), use P.S. with easy response option.

Execution Calendar

Response Handling Guide

If she responds after Touch 1-2 (Early):
She was just busy or your email got buried. Re-engage immediately with: “Thanks for getting back to me! When works for a quick 15-minute call this week?” Move to scheduling within 24 hours.

If she responds after Touch 3-4 (Mid):
This is normal - VPs often need multiple touches. Respond warmly: “No worries at all - I know you’re juggling a lot. Still interested in exploring how this could help your team?” Reference her specific pain points from original demo.

If she responds after Touch 5-6 (Late):
The break-up email worked. Respond positively: “Great to hear from you! The timing must be better now. What changed?” This reveals her true buying timeline. Re-engage but give her control of pacing.

If no response after Touch 6:
Move her to a “Future Opportunity” list in your CRM. Set a 6-month reminder to check in with: “Hey Sarah - circling back as promised. Has social automation become more of a priority for MediaCorp?” Don’t restart the full sequence.

Expected response rate: 25-40% (vs 5-10% for generic follow-ups)