Follow-up represents the sales act of continually engaging and building rapport with prospects through helpful, valuable contact over time after initial conversations. Effective follow-up is critical for nurturing B2B opportunities given extended sales cycles.

Follow-up activities may include sharing relevant content, addressing questions, connecting prospects to subject matter experts, and generally conveying ongoing interest in their success. Consistent structured follow-up at scale enables persistence.

When executed with subtlety, follow-up builds relationships step-by-step and advances opportunities. Following up requires organization, tools, and accountability - but pays dividends in pipeline growth and customer acquisition. Intelligent CRM platforms help optimize follow-up activity for success.

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