Vary the sequence by priority and intent. A high-intent contact may get a personal message, a call and a meeting request. A low-intent contact may get one useful email and a place in nurture. Two or three direct attempts before changing channel or moving to nurture is a practical starting point, not a fixed rule.
One message is rarely enough, and ten identical ones are too many. A sequence gives each contact a sensible number of useful touches.
Reference
Three example sequences
These are starting points. Change the timing, channels and content to fit your market and your contacts.
| Touch | High intent | Qualified prospect | Low intent |
|---|---|---|---|
| First, day 0 to 1 | Personal email with the promised resource and meeting options | Email with a resource linked to their topic | One helpful email that invites a reply |
| Second, day 2 to 3 | Call or LinkedIn note | Short follow-up with one question | None yet |
| Third, day 5 to 7 | Meeting request with two time options | A relevant example or proof point | An invitation to relevant content |
| Fourth, day 10 to 14 | Move to nurture if no response | Move to nurture if no response | Add to the nurture path |
Checklist
Rules for any sequence
- Give each touch a purpose
- Change the angle, not just the wording
- Stop the sequence when the person replies
- Pause for opt-outs and regional rules
- Record the outcome and the next trigger
How many attempts?
Some current guidance suggests two or three direct follow-ups before changing channel or moving the contact to nurture. Treat that as a practical starting point for your team rather than a fixed rule, and review what your own reply data shows.
Automation
Automation helps with timing and consistency, but each message still needs a reason to exist. Set up the first message and the sequence rules in advance, then let people take over when a contact replies. See how to set up automated follow-up after trade shows.
Worksheet
Worksheet: sequence planner
| Contact segment | |
| Touch 1: day, channel and purpose | |
| Touch 2: day, channel and purpose | |
| Touch 3: day, channel and purpose | |
| Stop rule | |
| Owner |
Frequently asked questions
How many times should you follow up after an event?
Many teams make two or three direct attempts before changing channel or moving the contact to nurture. Treat that as a starting point rather than a rule.
What is a good event follow-up cadence?
One that matches the contact. High-intent contacts may get a personal message, a call and a meeting request within about two weeks, while low-intent contacts may get one useful email and a place in nurture.
How do you automate event follow-up?
Set up the first message and the sequence rules in advance, trigger them by priority and intent, and make sure a person takes over as soon as the contact replies.
Automate the sequence
Set up follow-up sequences that start from the event and stop when someone replies.