The Follow Up Play

The Follow Up Play

Picture this: you finally connect with a promising prospect and they say, “Reach out in seven months.” You make a note in your CRM and move on with your day. But seven months is a long time, and between sales calls, product meetings, and growing your company, that reminder quickly gets buried. Despite your best intentions, that follow-up rarely happens—unless the contact is a top-tier priority.

That’s where Unify steps in. With a few clicks, you can automate follow-ups based on the CRM date field so that you never miss another opportunity, no matter how far into the future it’s scheduled.

Turning CRM Dates into Triggers

In Unify, every contact has a follow-up date field that can act as a powerful automation trigger. Instead of setting static reminders that require you to manually check and act, Unify lets you dynamically pull in contacts whose follow-up date has passed. For example, if you entered “December 31, 2024” as the follow-up date, Unify will automatically surface that contact in your workflow starting January 1, 2025—and every day afterward—until you take action.

To do this, you begin by creating a new audience. Give it a name like “Follow Ups,” and configure the logic to include all contacts whose follow-up date is more than one day ago. This ensures your list stays current and always includes just the people you need to re-engage, without requiring any additional manual upkeep.

Automating the Follow-Up Process

Once the audience is in place, the next step is to build a play around it. Unify allows you to instantly create a play that targets this follow-up audience without needing to prospect for anyone new. The contacts are already in your system—they just need to be reactivated.

You can structure the play to include internal notifications and external messaging. For instance, Unify can send a Slack message to you (or a relevant channel) notifying you that it’s time to reach out to a specific person. Simultaneously, you can automate a follow-up email that reintroduces the conversation in a casual, personalized way. A sample message might be: “Hey, you mentioned reaching out a bit down the line—would love to circle back and show off what’s new with Unify.”

This approach ensures that no lead gets left behind, even if months have passed. Your outreach stays warm and intentional, and your CRM becomes a source of timely action rather than forgotten tasks.

Why This Play Matters

Following up based on CRM dates isn’t flashy—but it’s one of the most powerful ways to keep your pipeline alive. Instead of relying on memory or scattered reminders, you build a system that works for you in the background. Every contact who asked for a future follow-up is automatically surfaced and re-engaged at the right time.

This small shift turns forgotten opportunities into real conversations—and real pipeline. That’s the power of automating your outbound with Unify.