In today’s fast-paced, multi-touch B2B sales cycle, follow-up isn’t just a best practice — it’s essential. But the truth is, most salespeople either:

1. Don’t follow up enough (they stop after one or two touches),
2. Follow up too generically (boring, copy-paste emails), or
3. Automate everything and lose the human element (cold, soulless sequences that go ignored).

If you’re relying on automation tools like HubSpot, ActiveCampaign, or Lemlist — but you’re still getting ghosted — you don’t need less automation… you need better automation.

At Brandsbyday, we work with small businesses and service providers who want to close more deals without spending all day in their inbox. This guide shows you how to build automated follow-ups that still feel human, warm, and relevant — and drive real results.

Let’s dive into the 5 keys to doing it right.

1. Start With Segmented Follow-Up Paths

Why It Matters:

Sending the same follow-up to every prospect is a fast way to get ignored. A CEO browsing your service page isn’t the same as someone who downloaded a checklist last week.

Strategy:

Map out 2–4 “paths” based on lead behavior, such as:

• Downloaded a lead magnet → nurture sequence with education
• Requested a quote → sales follow-up with a case study
• No response after a sales call → re-engagement with value offer

Each of these paths should feel tailored to the stage they’re in — not one-size-fits-all.

Tools That Help:

• HubSpot Workflows
• Keap or ActiveCampaign Automations
• Zapier + Gmail triggers

2. Use Merge Fields (But Not Just First Name)

Why It Matters:

Everyone knows they’re in an email sequence. But using basic personalization tokens like just {{First Name}} isn’t enough to feel real anymore.

Strategy:

Take advantage of deeper merge fields, like:

• {{Company Name}}
• {{Industry}}
• {{Pain Point}} (captured via form or CRM tags)
• {{Previous Page Visited}} or {{Lead Magnet Downloaded}}

Example Email:

Hey {{First Name}},

I saw that you downloaded our [Remote Accounting Playbook] — curious if you’re building out your client acquisition system or just exploring options?

Bonus Tip: Mention a recent LinkedIn post they liked or industry-specific news. These extra 1–2 lines make the difference between “automated” and “robotic.”

3. Use Loom or Video Messages for Key Touches

Why It Matters:

Nothing builds trust faster than a face, voice, or tailored screen share. Especially in high-ticket or consultative sales, video creates intimacy.

Strategy:

Send short (30–60 second) videos to:

• Recap a sales call
• Answer a question
• Re-engage a lead who’s gone cold

Even better, automate the reminder to record these as part of your CRM workflow. You don’t have to automate sendingthe video — automate the trigger to send it at the right time.

Recommended Tools:

• Loom (easy to use and free for basic use)
• Vidyard (integrates with CRM)
• Dubb (advanced personalization and calls-to-action)

Pro Tip: Use a GIF thumbnail in your email to improve open rates and click-through.

4. Blend Automated Emails With Manual Touchpoints

Why It Matters:

Fully automated sequences can feel cold. Fully manual follow-ups are time-consuming and inconsistent.

Strategy:

Create hybrid sequences like this:

| Day | Action Type | Message                                    |
| --- | ----------- | ------------------------------------------ |
| 0   | Automated   | Thank you email with CTA                   |
| 2   | Manual      | Personal follow-up with question           |
| 5   | Automated   | Send case study relevant to their industry |
| 7   | Manual      | Voice memo or LinkedIn message             |
| 10  | Automated   | Final email with a direct offer or CTA     |

‍

DayAction TypeMessage0AutomatedThank you email with CTA2ManualPersonal follow-up with question5AutomatedSend case study relevant to their industry7ManualVoice memo or LinkedIn message10AutomatedFinal email with a direct offer or CTA

This structure builds rhythm, creates consistency, and leaves space for natural human engagement.

5. Don’t Stop at Email — Layer in SMS and Social

Why It Matters:

People are drowning in email. But most salespeople don’t layer in text messages or social media touches.

Strategy:

• After a form fill, send a text confirmation with a personalized line (via Twilio or Salesmsg)
• Use LinkedIn connection requests + follow-ups to add a “face” to the brand
• Trigger DMs via Instagram or Facebook for warmer B2B niches like health/wellness, education, or creative services

Important: Always use SMS ethically and provide opt-outs. But when used correctly, SMS has a 98% open rate and gets seen immediately.

Bonus: Use Behavior-Based Triggers, Not Static Timers

Instead of sending your next follow-up 3 days later no matter what, use lead behavior to trigger your follow-ups.

Examples:

• If a lead clicks on a pricing page → trigger a tailored email 2 hours later with a case study
• If a lead watches 75% of your video → move them to your “hot lead” track
• If a lead doesn’t open any emails → switch to a different subject line strategy

Tools That Support This:

• ConvertKit
• ActiveCampaign
• HighLevel
• HubSpot (Pro+ plans)

Real Example: B2B Coaching Funnel

Lead fills out quiz → automated follow-up journey

Day 1: “Here’s your personalized results” email (automated)
Day 2: Manual Loom video with insights based on quiz answers
Day 4: SMS: “Hey, just sent over a quick video for you”
Day 6: Automated invite to book a call
Day 10: Final manual check-in via LinkedIn DM

Results:

• 73% open rate
• 18 booked calls
• 9 closed clients in 30 days

What Makes an Automated Follow-Up Feel Human?

Here’s a simple checklist to guide your follow-up process:

✅ Does it reference something specific to the lead?
✅ Is the tone warm, casual, and non-salesy?
✅ Does it use their name and something unique?
✅ Does it mix text with video or audio?
✅ Are you respecting the timing of their journey (not just yours)?

If yes — you’re doing it right.

Final Thoughts: Automation ≠ Detachment

Automation isn’t the enemy of human connection — poorly executed automation is.

When done right, automated follow-up:

• Saves you time
• Reduces missed opportunities
• Builds trust at scale
• Keeps you consistent even on your busiest weeks

At Brandsbyday, we help business owners set up CRM workflows, lead nurture sequences, and content paths that feelpersonal — because they are. Just delivered through a smarter system.

Want Help Building a Follow-Up System That Converts?

We design full-funnel follow-up systems that blend human touch with automation — so you can close more leads without chasing every one by hand.
Let’s look at your follow-up flow and build one that actually works.