Lead Scoring & Follow-up
Leads came in — now what? Not every lead is worth your time. Tier them → treat them accordingly → close more deals with less effort.
Why Tiering Matters
The flywheel brought people in. Outbound helped you find more. But once they’re in the pipeline, you can’t treat everyone the same way.
A user who uploaded product materials and generated 3 videos is completely different from someone who signed up and never logged in again. The first might pay tomorrow; the second was probably just curious.
The goal of tiering: spend your limited time on the people most likely to convert.
Lead Scoring Model
Score every incoming lead to determine how much energy to invest.
Scoring Dimensions
| Signal | High intent (+3 pts) | Medium intent (+1 pt) | Low intent (0 pts) |
|---|---|---|---|
| Sign-up behavior | Uploaded product materials | Signed up and logged in 2+ times | Registered but never logged in |
| Product usage | Generated or approved content | Used free tokens | No activity |
| Content engagement | Replied to your email / WeChat message | Opened 3+ emails | No engagement |
| Source quality | LinkedIn / referral / search | Article / SEO | Random social media click |
| Company profile | Has a team, signals of budget | Solo founder | Student / purely curious |
Tier Definitions
| Tier | Score | What to do | Response time |
|---|---|---|---|
| A — Hot Lead | 8+ | Personal 1-on-1 outreach, tailored help | Within 2 hours |
| B — Warm Lead | 4–7 | Personalized message + schedule a Demo | Within 24 hours |
| C — Cold Lead | 1–3 | Automated nurture sequence | Automatic |
| D — Disqualified | 0 | Don’t invest effort, keep on email list | — |
Speed is everything for A-tier leads. Research shows that contacting a lead within 5 minutes vs. 30 minutes increases close rate by 21x. Strike while the iron is hot.
A-Tier Follow-up SOP
These are the people most likely to pay. They deserve your most attention.
International (Email + LinkedIn)
| Timing | Your action | Key message |
|---|---|---|
| Right after sign-up | Send a personal welcome email (not a template) — mention how they found you | “Noticed you came from [LinkedIn post / article]” |
| Day 1 | Check what they did in AutoWhisper → give targeted advice | “Your product images are perfect for slideshow videos — want me to take a look?” |
| Day 3 | Share a case study relevant to their industry | “This customer had a similar situation and hit [result] within 3 weeks” |
| Day 7 | Invite a 15-minute Demo | “15 minutes to do a content audit for you?” |
| Day 14 | If still no reply, send a breakup email | “Looks like the timing isn’t right — come back whenever you’re ready” |
China (WeCom)
| Timing | Your action | Key message |
|---|---|---|
| Right after adding | Auto welcome message + add one personal line manually | “Saw you came from [Xiaohongshu / WeChat Official Account] — what industry are you in?” |
| Within 30 min | If they reply → engage immediately | Learn their pain point, don’t push the product yet |
| Day 1 | Share a relevant industry case study | “This customer had a similar situation” |
| Day 3 | Invite them to try it / send a Demo video | Lower the decision barrier |
| Day 5 | Propose a 1-on-1 call | “15 minutes to look at your specific situation together” |
| Day 7+ | No reply → nurture via Moments | Keep posting case studies, wait for them to come to you |
B-Tier Follow-up SOP
Interested but not urgent. Keep providing value, wait for them to be ready.
| Action | Frequency | Content |
|---|---|---|
| Email nurture sequence | Automated, Day 0–30 | See 邮件序列模板 |
| WeCom messages | 1 per week | Share the week’s best content / industry insights |
| Behavior monitoring | Ongoing | If they re-login / open an email / visit the pricing page → upgrade to A-tier |
The key for B-tier leads: patience. Many aren’t unwilling to buy — the timing just isn’t right. Stay in their field of vision consistently, so that when they’re ready, you’re the first name they think of.
C/D-Tier Lead Handling
No active effort — fully automated nurture:
- Automated email sequence keeps running (Brevo)
- They stay on your content subscription list
- If behavior changes (re-login, email open, pricing page visit) → automatically upgrade tier
Demo Closing Guide
When a lead agrees to a Demo or 1-on-1 call, it’s time to close.
Pre-Demo Prep (5 minutes)
- Check what they did in AutoWhisper (which features they used, what content they generated)
- Check where they came from (which piece of content / which platform)
- Prepare a case study relevant to their industry
Demo Structure (15–20 minutes)
| Section | Time | Content |
|---|---|---|
| Icebreaker | 2 min | Confirm their pain point: “What’s your biggest bottleneck with content right now?” |
| Pain amplification | 3 min | Quantify the problem: “How long does one video take you? How many can you publish per week?” |
| Solution showcase | 8 min | Show outcomes, not features. Run a live demo using their product / industry |
| Proof | 3 min | “XX customer was in the same situation and achieved [result] in 3 weeks” |
| Pricing + CTA | 4 min | Present the plan + limited-time offer + clear next step |
Core Demo principle: sell outcomes, not features. Not “we have 6 content types” — but “you can publish 5 pieces of content to 3 platforms every day in just 15 minutes.”
Post-Demo Follow-up
| Time | Action |
|---|---|
| 1 hour after Demo | Send a summary of key points + pricing plan |
| Day 1 | Check in: “How are you thinking about it? Any concerns?” |
| Day 3 | If no reply, share a new case study or additional value |
| Day 7 | Final proactive follow-up, give a deadline |
| Day 14 | Move back to nurture pool, wait for next signal |
Common Objection Handling
| They say | Your response |
|---|---|
| “It’s too expensive” | Do the math: “What does it cost you now — time or freelancers — to produce one video? We give you [X] pieces per month for $30” |
| “I can do it myself” | “Doing it once and doing it consistently are two different things. How many posts per week are you publishing right now? We help you get to 5 per day” |
| “Not sure about results” | “You get 50 free tokens on sign-up — try it and see. No payment needed until you’re convinced” |
| “I need to check with my team” | “Of course — I’ll send over a summary doc. Can I follow up with you Thursday?” |
| “Now isn’t a good time” | “No problem — I’ll put together a quick content audit for you, so whenever you’re ready, you can hit the ground running” |
Weekly CRO Rhythm
| Day | Action |
|---|---|
| Monday | Review last week’s new leads → score and tier → immediately contact A/B-tier |
| Tue–Thu | Execute outreach sequences, follow up on Demos, handle objections, push toward close |
| Friday morning | Cross-reference with signal data, flag which content drove high-quality leads |
| Friday afternoon | Update pipeline: new this week / progressed / closed / churned |
Key Metrics
| Metric | Target |
|---|---|
| A-tier lead response time | < 2 hours |
| B-tier → Demo rate | 30%+ |
| Demo → close rate | 40%+ |
| Monthly revenue | Growing month over month |
Re-engaging Cold Leads
Each month, scan the C-tier pool for leads showing behavioral changes:
- Re-logged into the product
- Opened a recent email
- Visited the pricing page
These people weren’t ready before — but they might be now. Upgrade them to B-tier and restart outreach.
Your email list and WeCom contact list are assets. Even if someone doesn’t buy today, they might buy in 6 months. The prerequisite is that you’ve stayed in their field of view those 6 months — and that’s exactly what a continuously spinning flywheel delivers.
Related:
- 内容驱动外呼指南 — Full outbound outreach workflow
- 飞轮模型 — How leads flow in
- 邮件序列模板 — Automated nurture emails
- 企微 Nurture 序列 — WeChat follow-up for domestic customers
- 信号追踪 — Which content drove your best leads