Best Practices to Follow-up on B2B Leads

Generating valuable leads for your business not only requires concrete lead generation ideas, but it also requires a lot of investment in terms of time, effort, and money. Once that’s done though, many companies make the mistake of failing to take the next step, i.e., following up on those leads.Best Practices to Follow-up on B2B Leads

Here’s how you can follow up on your B2B leads:

Take Time Out for Follow-Up Calls

Making follow-up calls is crucial to keeping your prospective clients’ interest. Companies which followed-up with their leads within an hour were seven times more likely to have fruitful conversations.

However, follow-ups aren’t about selling; they’re about showing you care. A lead can tell the difference between someone who wants to build a relationship by resolving their issues and someone whose only aim is to increase their commission.

While you should definitely take extra measures to secure the sale, you should mainly focus on how your product or service can add value for them. Prioritize the client, not yourself.

Invest in CRM

Many businesses make the mistake of underestimating the power of CRM and, hence, lose out. You need to record all leads in your CRM database and ensure all details are accessible to relevant departments.

Coherence within and among departments results in a better experience for customers and eliminates any inefficiency. There are various CRM for businesses that can help you follow-up with your B2B leads.

Don’t Keep Your Success Stories to Yourself

Did an existing customer experience an increase in revenue after getting into business with you? Great, let your prospective clients know!

Nothing nurtures a lead more than a testimonial. It makes the decision less risky knowing someone else had a good experience with you. Positive relationships with existing customers work brilliantly as recommendations and are bound to enhance your follow-up calls.

And you know what’ll make this even better?

Sharing numbers.

If a customer has experienced a growth in revenue, share a percentage. Claims backed by data make them seem more relevant as opposed to those that don’t have supporting evidence.

Follow-up at the Right Time

So, let’s talk a bit about technicalities.

Don’t call your leads at odd times; a client on the brink of closure could turn around just like that. Why? It’s unprofessional.

It goes without saying but make calls during working hours only. And that means no weekends. Research by CallHippo shows that the best time to follow-up with a lead is on Wednesday and Thursday, between 4:00 pm and 5:00 pm, followed by 11:00 am to 12:00 pm.

The former time works because most people are done with their major tasks for the day by that time whereas the latter works because people are wrapping up their tasks before they leave for lunch.

Divide Leads According to Their Qualification

Businesses often overestimate how qualified their leads are and, hence, end up handing leads to sales prematurely. Sales teams need to devote all their time and efforts into the most qualified leads and not waste their efforts on one that’s still on the fence.

Dividing leads according to their status will undoubtedly result in efficiency when relevant departments can do what they do best. It’s marketing’s job to generate leads and nurture them while its sales’ job to seal the deal.

Regardless of the route you take, what’s obvious is that, with intense competition, B2B businesses need to bring their A-game to the table and that means taking a proactive approach. Plan your strategy, take action at the right time, and aim to add value.

About the author:

Dave Schneider is the founder of LessChurn, churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business at