Overview

Northline is a B2B consulting firm. They got a steady stream of leads from referrals and their website, but many of those leads went quiet. The team sent follow-up emails by hand and often forgot to check back in.

They wanted a simple way to follow up with every lead on time and book more sales calls without hiring more people.

Challenge

Northline did not have a clear system for lead follow-up. Leads sat in the CRM with no next step. Some leads got one email, some got none, and only a few got more than one follow-up.

The team spent a lot of time writing the same emails again and again. They knew they were leaving money on the table but did not know where to start.

Solution

We mapped out the full journey from first contact to booked call. Then we built automations to support the team at each step.

New leads were tagged based on their interest level and service type. Each tag kicked off a simple follow-up sequence with helpful emails written in their voice. Warm leads got a direct link to book a call on the calendar.

We also set up alerts for leads who opened emails many times but did not book, so the sales team could step in with a personal message.