B2B Follow Up Best Practices

In B2B sales, the first message rarely wins the deal. It’s the follow-up done consistently, thoughtfully, and across multiple channels that creates real traction. Prospects are busy, distracted, and bombarded by outreach daily. The companies and sales professionals who stand out are those who follow up with value, persistence, and variety. See 53 follow up statistics here.

The good news? Following up doesn’t mean nagging, it means nurturing. And the most effective way to nurture is by using the Give, Give, Ask model.

The Give, Give, Ask Model Explained

1. Give Value First
   Start by providing something useful such as a thoughtful insight, tip, valuable checklist, industry trend, or introduction. This positions you as a trusted resource rather than just another salesperson.

2. Give Again
   Reinforce the relationship by following up with another valuable resource, reminder, or relevant engagement. This shows consistency and keeps you top of mind.

3. Ask
   Once you’ve earned trust and attention through value, it’s time to make a clear, direct ask for a call, meeting, or demo. At this point, the prospect is far more likely to engage.

Best Practices for Multi-Channel Follow Up

• Use multiple communication methods. Don’t rely only on email. Layer in LinkedIn engagement, phone calls, texts (when appropriate), and even mail for a more memorable touch.

• Vary your cadence. Mix quick touches (likes, comments, short emails) with deeper outreach (calls, value-packed messages).

• Personalize every step. Reference their business, recent posts, or challenges you know they face.

• Stay respectful. Keep messages short, relevant, and professional (especially if you’re stacking multiple touches).

• Know when to wrap up. If a prospect isn’t engaging, end with an “off the hook” message that leaves the door open for future conversations.

Example 9-Touch Sequence Using the Give, Give, Ask Model

Here’s a sample outreach sequence you can adapt for your B2B campaigns:

1. LinkedIn Connection Request (Give #1)

   • Personalize it with a compliment, common connection, or reason you’d like to connect.

2. Value Email (Give #1 continued)

   • Send a short email sharing an article, checklist, or industry resource that could help with a known challenge.

3. Engage on LinkedIn

   • Like/comment on one of their posts, endorse a skill, or follow their company page.

4. Phone Call + Voicemail (Give #2)

   • Leave a quick message referencing the value you shared and letting them know you’re available to discuss further.

5. Follow-Up Email (Give #2 continued)

   • Offer another valuable resource—such as a case study, video, or upcoming event invite.

6. LinkedIn Message

   • Reference your earlier touches and share a brief insight or observation related to their business.

7. Text Message (if appropriate)

   • Keep it short and professional: “Hi [Name], sent you a couple of resources I thought might help with [topic]. Did you get them?”

8. Direct Mail Piece

   • A handwritten note or a simple one-page value piece (e.g., “5 Ways to Increase B2B Sales Pipeline in 2025”).

9. Final Ask + Off the Hook Message

   • Example:

     “Hi [Name], I’ve reached out a few times with resources I thought might be helpful but I haven’t heard back from you so if now’s not the right time, no worries. I’ll step back and check in later. Wishing you continued success!”

Final Thoughts

Following up isn’t about pestering, it’s about persistence with purpose. By giving twice before asking once, and by layering outreach across different channels, you dramatically increase the likelihood of getting noticed, building trust, and securing that critical first conversation.

When done right, your follow-up strategy transforms cold outreach into warm relationships—and warm relationships into new business.