Case study Legal tech · Sales
A follow-up assistant that reads the thread before it writes
The brief
Stop losing prospects after the demo, without sending robotic reminders.
Follow-ups were driven by dates: a nudge on day three, another on day seven. But a prospect who replied yesterday, or who is waiting on a promised feature, needs a different email, or none at all.
Fig. — System schematic. The email thread, CRM deal stage, call summary and promises log feed the assistant, which drafts a follow-up, flags a call, or holds.
What we built
- 01
Evidence before cadence
Every prospect is read in full and placed in a state: waiting on an answer from us, blocked on their own process, close to signing, waiting on a promised feature, or gone quiet. The state decides the email, not the calendar.
- 02
Drafts, never sends
Drafts land in the mail client’s drafts folder, written in the founder’s own style, based on a profile of real sent emails. A person reviews and sends every one.
- 03
Runs without being asked
A scheduled weekday run picks up new demos from the CRM, updates each prospect’s record and never waits on input. No answer to its weekly question simply means nothing changed.
How we worked
- 01 Audit
Read how follow-ups were really written, and where deals went quiet.
- 02 Model
Defined the prospect states and the evidence that places someone in each.
- 03 Build
Connected CRM, email and call notes, with drafts written into the mail client.
- 04 Iterate
Removed every step that made a run wait on a person, so it runs every day.
What changed
- Every open prospect gets the right next email, or a flag that it needs a call instead.
- No more scheduled nudges to people who replied yesterday.
- Follow-ups that read like the founder wrote them, because they start from the founder’s own emails.