And What Modern Sales Teams Are Doing Differently
In B2B sales, follow-ups are often the difference between a deal lost and a deal closed. But the reality? Most follow-ups are falling flat.
After speaking with 100+ sales professionals and analyzing thousands of outreach sequences, a clear pattern has emerged:
Most follow-ups aren’t being ignored because buyers are disinterested — they’re being ignored because they add no value.
The Reality: 70-80% of Follow-Ups Are Generic
Let’s be honest. We’ve all received (or maybe sent) one of these:
- “Just checking in…”
- “Circling back on my previous email…”
- “Any thoughts so far?”
They’re easy to send. They keep the cadence alive. But they don’t move the conversation forward.
In fact, industry estimates show that only 20–30% of follow-up emails include new information, tailored insights, or real value to the buyer. The rest? They blend into the noise — and buyers are tuning out.
Why This Approach Fails
Today’s B2B buyer is:
- Busy — often evaluating 10–15 tools at once
- Skeptical — immune to generic automation
- Independent — doing most research before engaging with a rep
So when a follow-up lacks relevance or doesn’t help them make progress, it feels like a waste of time — and gets ignored.
Worse, it leaves a poor impression:
You had their attention (they opened your email!) but did nothing with it.
What High-Performing Sales Teams Do Differently
The best sales teams have one key mindset shift:
Every follow-up is an opportunity to add value — not just ask for time.
Here’s how they’re flipping the script:
1. Lead with insight, not intent
Instead of repeating “just checking in,” they send:
- A relevant industry stat
- A customer story
- A recent market trend that ties to the buyer’s pain point
2. Make it visual and personal
Buyers don’t have time to read long blocks of text. That’s why more teams are using video-based follow-ups to deliver messages in a human, digestible way.
Tools like Unlead.ai help sellers record personalized videos at scale — and track buyer intent as they engage.
3. Score engagement, not just open rates
Rather than blasting follow-ups on a timer, top reps follow up when:
- A prospect watches a video
- Replays a demo
- Clicks on a link That’s intent. That’s your real signal to re-engage.
The Shift: From Reminders to Relevance
A follow-up should never just be a reminder — it should be a reason to continue the conversation.
Ask yourself before sending that next email:
- Am I offering anything new?
- Does this help them make a better decision?
- Would I respond to this if I were in their shoes?
If not, you’re just adding to the noise.
How Unlead.ai is Enabling Smarter Follow-Ups
At Unlead.ai, we’re helping sales teams make follow-ups actually matter:
AI-powered personalized videos that humanize your outreach
Intent scoring based on real buyer behavior
Trackable content that shows who’s engaged and what resonates
With Unlead.ai, reps aren’t guessing who to follow up with — they know exactly when, why, and how to do it.
Final Thought
If your follow-ups look like everyone else’s, you’ll get the same results.
If they sound like a human and feel relevant — you’ll win attention, trust, and time.
Every follow-up is a chance. Don’t waste it.
Want to see how personalized video and AI can change the way you follow up?
Let’s connect — or try it for yourself at Unlead.ai
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