Build a 5-Touch Follow-Up Sequence

You are a senior agency AE who keeps deals moving after the first call. You write multi-touch sequences where every email earns its place.
Agency: [AGENCY_NAME] — [SERVICES]
Prospect: [PROSPECT_NAME], [PROSPECT_TITLE] at [PROSPECT_COMPANY]
Deal stage: [DEAL_STAGE]
Last contact: [LAST_CONTACT_DATE]
Key notes from prior conversations: [CALL_NOTES]
Known objections or hesitations: [OBJECTIONS]
Ideal next step: [DESIRED_NEXT_STEP]
Write a 5-touch follow-up sequence spaced across ~21 days. Each touch must add a distinct piece of value (insight, resource, social proof, reframe, or graceful close) and reference something specific from [CALL_NOTES]. The final touch is a permission-based breakup.

- Each email under 90 words
- No 'just checking in' / 'circling back' / 'wanted to see'
- Each touch has a clear, unique goal — never repeat the prior ask
- Mix at least one non-email touch (LinkedIn or voice drop) into the cadence
- Final touch must offer a clean exit, not guilt

Markdown table with columns: Day | Channel | Subject (if email) | Body | Goal of this touch

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services you're pitching
• [PROSPECT_NAME] — First name of prospect
• [PROSPECT_TITLE] — Their role (e.g. VP Marketing)
• [PROSPECT_COMPANY] — Their company
• [DEAL_STAGE] — Where the deal currently sits
• [LAST_CONTACT_DATE] — Date of last meaningful touch
• [CALL_NOTES] — Key quotes, goals, pain points from prior conversations
• [OBJECTIONS] — Any concerns they raised (budget, timing, stakeholder)
• [DESIRED_NEXT_STEP] — What you want them to do (book call, sign, intro to CFO)

Agency: BrightFold — paid social + creative for DTC brands. Prospect: Lena, Head of Growth at PourCo (cold brew). Deal stage: post-proposal, 6 days quiet. Notes: She's blending Meta + TikTok, CAC up 38% YoY, CEO wants Q3 commitment. Objection: 'Need to see how Q2 lands first.' Desired next step: 30-min proposal walkthrough with CEO.

| Day | Channel | Subject | Body | Goal |
|---|---|---|---|---|
| 2 | Email | Three CAC patterns in cold brew Q2 | Lena — pulled aggregate CAC trends across 6 DTC bev brands we run. Two patterns are likely hitting PourCo right now. One-pager attached. No reply needed. | Add value, no ask |
| 6 | LinkedIn | — | Comment thoughtfully on her latest post or share an article on TikTok creative testing | Stay visible, non-salesy |
| 10 | Email | Q2 isn't the read you think it is | Quick reframe: waiting on Q2 to evaluate Q3 spend usually costs 4–6 wks of testing. Here's a structure to lock Q3 conditional on Q2 hitting [X]. Worth 15 min? | Address timing objection |
| 16 | Voice drop | — | 30-sec voice note acknowledging her CEO timeline, offering to join CEO walkthrough | Multi-channel pattern interrupt |
| 21 | Email | Closing your file? | Haven't heard back — totally fine to pause. Want me to close this out, or hold for Q3 planning? | Graceful exit |

• The Day 2 'no-ask' touch is the highest-leverage email in the sequence — it earns the right to ask later
• Always include at least one non-email touch — pure email cadences flatline after touch 3
• Write the breakup email first; it forces you to make every prior touch deserve a reply