If you’re in B2B sales, you’ve probably sent this message:

“Hey [Name], just bumping this to the top of your inbox. Let me know if you have any questions.”

And you’ve probably noticed that… it rarely works.

The “just checking in” email (or LinkedIn message) is the digital equivalent of tapping someone on the shoulder while they’re trying to work. It’s annoying, it offers zero value, and it subtly communicates that you prioritize your quota over their time.

The Problem with Generic Follow-Ups

When you send a generic bump message, you’re asking the prospect to do the work. You’re asking them to:

Remember who you are
Remember what you’re selling
Decide if it’s relevant right now
Formulate a response

That’s a lot of cognitive load for a stranger.

The “Value-Add” Follow-Up

Instead of checking in, offer value. Every touchpoint should give the prospect something useful, regardless of whether they buy from you.

Here is a simple framework for better follow-ups:

New Information: “I saw this report on [Industry Trend] and thought of your work at [Company].”
Contextual Relevance: “Based on your recent post about [Topic], I thought you’d find this interesting.”
Problem-Solving: “We recently helped a similar team solve [Problem], and here is the exact framework they used.”

Example

Bad: “Hey Sarah, just checking in on this.”

Good: “Hey Sarah, I saw your team is expanding into the EMEA market. Usually, that brings up challenges with [Specific Pain Point]. We just published a guide on how [Competitor/Peer] handled that transition—thought it might be useful as you scale.”

Conclusion

Stop checking in. Start adding value. If you treat every message as an opportunity to be helpful, you’ll find that prospects are much more willing to engage.