Follow-Up Sequence After a SaaS Demo

This sequence is designed for Account Executives and Sales Managers in B2B SaaS. Use it when a prospect has completed a demo but hasn't responded to initial follow-ups, typically 3-5 days after the initial post-demo email.

The goal isn't to pester, but to re-establish value, handle objections, and create a clear path to the next step without manual, repetitive work.

This is a structured, multi-channel approach to keep the conversation moving after a demo. It prevents deals from dying due to inaction.

1. Total Steps: 6
2. Duration: 21 days
3. Channels: Email + LinkedIn

Step 1: The Recap & Next Steps

1. Timing: Day 1 (24 hours after demo)
2. Channel: Email
3. Objective: Reinforce value and define the next action.
4. Example:
   Subject: Recap from our call or [Your Company] + [Their Company]
   Body: Recapping our discussion about [specific pain point]. Attached the proposal we discussed. What's a good time next week to connect with your team?

Step 2: The Soft Touch

1. Timing: Day 3
2. Channel: LinkedIn
3. Objective: Establish a connection outside the inbox.
4. Example:
   Action: Send a connection request with a simple note: "Great chatting with you about [topic] the other day. Let's connect here."

Step 3: The Value Drop

1. Timing: Day 6
2. Channel: Email
3. Objective: Provide value, not just a reminder.
4. Example:
   Subject: Thought you'd find this useful
   Body: Saw this case study about how [Similar Company] solved [shared pain point] and thought of you. It's a quick read.

Step 4: The Bump

1. Timing: Day 11
2. Channel: Email
3. Objective: A simple, direct check-in.
4. Example:
   Subject: Re: Recap from our call
   Body: Just wanted to bring this back to the top of your inbox. Any questions on the proposal?

Step 5: The Social Proof

1. Timing: Day 15
2. Channel: LinkedIn
3. Objective: Stay top-of-mind in a non-intrusive way.
4. Example:
   Action: Find a recent post by the prospect or their company and leave a thoughtful comment. No pitching.

Step 6: The Breakup

1. Timing: Day 21
2. Channel: Email
3. Objective: Create urgency and close the loop professionally.
4. Example:
   Subject: Closing your file
   Body: Haven't heard back, so I'll assume this is no longer a priority. I'm closing your file for now, but please let me know if I should reopen it. Happy to help if things change.

This sequence lives and dies by personalization. It's not a cold outreach campaign; it's a mid-funnel conversation.

The structure is the template, but the content must be specific. Reference direct quotes, pain points, and goals discussed during the demo. The more the emails reflect that you were listening, the higher the chance of a reply.

Personalize Step 1 and Step 3 heavily. Steps 4 and 6 can be more templatized.

When you have a team of 10, 20, or 50 AEs each running dozens of these sequences, the risk shifts from individual performance to infrastructure integrity. Sending high-volume follow-ups, even to warm leads, can impact your primary domain's reputation if not managed properly.

For B2B SaaS, your primary domain (yourcompany.com) handles marketing newsletters, transactional receipts, and critical customer comms. If AEs' follow-up emails get marked as spam, it can degrade the deliverability for the entire company. Google and Microsoft don't differentiate between a sales email and a password reset email—it all comes from the same domain.

This is why high-growth sales teams isolate their outbound/follow-up infrastructure. They use secondary (but similar) domains and dedicated inboxes for sales outreach to protect the core business asset. It's not about being sneaky; it's about operational risk management.

Tools like SuperSend exist to handle this infra and orchestration so teams don't have to duct-tape it inside a primary inbox. It automates the multi-channel steps and ensures sending practices don't jeopardize your main domain, allowing your sales team to focus on conversations, not compliance.