Follow-Up Cadence.

Define how fast and how you respond first, then build the multi-touch follow-up sequence that keeps a relationship warm until it qualifies or closes out.

Part A. First-response standard

Interest is perishable. Set the standard for your opening reply.

How fast: new responders get a first reply within (hours, ideally, not days)

Who: the person responsible for sending it

What it says: the opening reply acknowledges their specific interest, not a generic auto-message. Draft it.

This first reply is also Touch 1 of the cadence below.

Part B. The follow-up cadence

Build a planned sequence for responders who do not convert on the first contact. Each touch should add value or address a likely hesitation, not just repeat "checking in."

Touch	Timing (days after last)	Channel	What it adds (value or addresses a concern)
1 (first response)	0
2
3
4
5

Stay on the right side of the line. Persistent earns the relationship; pestering burns it. Value in each touch is what keeps you persistent rather than annoying.

Exit rules (when a lead leaves the cadence)

Becomes sales-ready, hand off (see Lead Qualification Criteria). Clearly not a fit, disqualify and close out. Cadence completes with no traction, move to long-term, low-frequency nurture or close out honestly.

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Runs against leads in the Lead Tracker; uses assets from the Message and Proof Kit; exits route through the Lead Qualification Criteria. Back to the guide, or start over.