Leads to follow up report

Who this is for: sales reps, sales managers, and owners of small businesses who do their own selling.

What you'll learn: what the Leads to follow up report shows, why it reads differently from your CRM, how to run it in your AI assistant, how to use it in a weekly pipeline meeting or share it with a client, and how to take it further with your own questions.

Your CRM tells you when you last spoke to someone. It doesn't tell you that they came back to your website yesterday, read the pricing page twice and looked at the same two products as last time. The Leads to follow up report starts from what your Engaged Leads did on the website this week: who came back, who is ready to call and why, and who is going quiet, with a first line for each call.

In short: The Leads to follow up report is a ready-made call list your AI assistant builds from your Bread & Butter data, best run every Monday morning for the week before. It puts the Engaged Leads most ready to talk at the top, each with an Intelligence Brief that says why now, what they read and how to open the call. It compares this week's Engaged Leads with the ones you marked Won/Closed, lists everyone who came back, shows the repeat visitors who haven't left an email address yet, flags the Engaged Leads going cold, and ends with the Nurture drafts ready to send. Every card explains what the chart says, why it matters and what to keep an eye on, and ends with a question to ask next. Sales, Marketers, Administrators and Owners can run it.

What the report answers

Who should I call first this week? The Engaged Leads with the highest Focused Score who came back in the last seven days, each with the reason to call now.

Who is behaving like the people who bought? The report works out what your Won/Closed leads did on the website before they bought, and flags every new Engaged Lead doing the same.

Who came back, and what for? Every returning Engaged Lead, newest first, with the page that brought them back.

Who is slipping away? The Engaged Leads at an open lead stage who haven't visited for a month or more, oldest first, so you can reach them while a nudge still works.

What's in it

The report opens with this week at a glance: four figures, each against the week before. Engaged Leads back this week; Ready to call, the ones among them with a Focused Score of 8 or more; Repeat visitors, no email yet, the Focused visitors with three or more visits; and Going cold, the Engaged Leads at an open lead stage with no visit for 30 days or more. A short paragraph says what kind of week it was and the one thing to act on first.

Then come the cards, each one on its own:

Call first. An Intelligence Brief for each of the five Engaged Leads with the highest Focused Score who came back in the last seven days. Each brief shows the person's name, role, company or location, Focused Score, how long they have been an Engaged Lead, their number of visits, when they were last back, the traffic source and their lead stage. Under that: Why now, the journey in a few lines, including how many of your Won/Closed signals they match; What they read, the pages that say what they want; and a Suggested opener, a first line that shows you noticed. See The Intelligence Brief: Living Context in the Tools Your Team Already Uses

Behaving like your Won/Closed. The journey signals your Won/Closed leads share, such as reading a pricing or financing page, comparing options in one visit or coming back within a week, each shown for Won/Closed leads against all Engaged Leads. Below the chart, the Engaged Leads matching three or more of those signals this week, with how many each one matches. When nobody has been marked Won/Closed yet, the card says so and asks for the first ones to be marked.

Came back this week. Every Engaged Lead who returned to the website in the last seven days, newest first, with their Focused Score, when they were back and the reason to follow up: a decision page such as pricing, financing, comparison or contact, several visits in a short time, or the same page as last time. The card shows the first ten; ask your AI assistant for the full list.

Repeat visitors who have not raised their hand yet. Focused visitors with three or more visits who haven't given an email address: what they keep reading, and how many visits they have made so far. There are no names on this card, because there are none to give. It shows how many buyers are on your website with nobody to call yet, and which pages they are on.

Going cold. Engaged Leads at an open lead stage with no visit to the website for 30 days or more, oldest first, with the number of days since their last visit, the page they stopped at and whether a Nurture draft is waiting for them.

Where your leads are. How many Engaged Leads sit at each lead stage, from Engaged Lead through the stages you use to Won/Closed, plus Spam / Bad Email, with who owns the next step. A pile at one stage shows where the work is waiting. See How do Lead Stages work in Bread & Butter, and why does marking Won/Closed matter?

Companies with several people reading. Companies where two or more people became Engaged Leads or came back this month, with how many people, what they read and why it is worth a call. Several people from one company reading the same pages is usually a buying group, or a competitor or partner checking you out.

Ready to send. The Nurture drafts waiting in the Nurture Action Queue, in the order to send them: who each one is for, whether that person came back or is going cold, how long ago it was written, and its subject line. Open the Nurture Action Queue in Bread & Butter to send them. See What is the Nurture Action Queue?

Under every card are three short sections: What the chart says, the three findings that matter; Why it matters, in a sentence or two; and What to keep an eye on, the figures to watch next week and the level at which each one needs a look. Everyone named in the report links to their profile in Bread & Butter with View in Bread & Butter.

Why it reads differently from your CRM

It starts from what people did, not from when you last called. A CRM sorts by the date of the last email or the last note. This report sorts by behaviour: a return visit, a decision page, several visits in a few days. The person at the top is the one most ready to talk this week.

It learns from your own sales. The Won/Closed card compares the journeys of the people who bought with everyone else. When a new Engaged Lead does what your buyers did, the odds are the same, whatever their score says today. It is the comparison the Focused Score learns from, made visible.

It counts people, not hits. Every number leaves out bots. Focused visitors are the real people reading your website: everyone who has become a lead, plus every visitor scoring 6 or more on Focused Score. So the repeat visitors card shows buyers who haven't left an email address yet, not crawlers that load the same page every day. See What is Focused Score and how does it evaluate my traffic?

It gives you the first line. Each brief ends with a suggested opener written from what the person read, so the call or email starts where their interest is. The decision about who to call, and what to say, stays with you: you know things about each person the data can't see.

How to run it

Connect your AI assistant to Bread & Butter first. See Bread & Butter MCP server connections.

Finding the reports. Once you're connected, the reports are ready to run straight away; there's nothing to download or set up. Ask your assistant "What Bread & Butter reports can I run?" and it lists the reports your role can run, with what each one is for. The Insights tab in Bread & Butter lists them too, each with a prompt you can copy.

More than one account. If your login gives you access to several Bread & Butter accounts, name the one you want. If you don't, your assistant asks which one before it runs anything.

Coming back later. The connection stays in place, so there's no code or key to remember. Open a new conversation, check that the Bread & Butter connector is switched on for it (in Claude, under the + button, then Connectors), and ask for the report by name. If the connection has lapsed, your assistant asks you to reconnect first.

Ask for the report by name, with a period:

"Run my Bread & Butter Leads to follow up report for the last 7 days."
"Run my Bread & Butter Leads to follow up report for last week, for my main website."
"Run my Bread & Butter Leads to follow up report for the last 7 days and compare it with the week before."

Your assistant gets the report from Bread & Butter, fills it with your account's data and shows it as a page. Each run uses credits like any other question. See How do Credits work across storage, syncing, and profile enrichment?

A good rhythm is weekly, on Monday morning. It is a call list: who came back last week and who is going cold. To have it arrive on its own every Monday, see Run your Bread & Butter reports on a schedule.

For a sales manager running a weekly pipeline meeting. Have the report arrive on Monday morning and open the meeting with it. The first card is the summary: four figures against last week and a paragraph on what to act on first. Call first and Behaving like your Won/Closed give the meeting its list of who to call and why; Going cold gives it the list of who to save. Where your leads are shows where the pipeline is stuck: a pile at Engaged Lead means nobody is qualifying, a pile at a later stage means a hand-off is slow. Each card can be printed on its own for the meeting, and printed copies leave out the prompts and the schedule box. Each rep with their own Bread & Butter account can run it in their own assistant too.

If you do your own selling. The report is your Monday morning. Call first is who to ring, the suggested opener is what to say, and Ready to send is the emails to send before lunch.

For an agency working with a client's sales team. Invite the client's salespeople to Bread & Butter with the Sales role. They see their leads and the research, but not the marketing reports, and they can run this report themselves in their own AI assistant and schedule it for Monday morning. You can also run it for each client and send it as it is: every card carries its own reading, so the sales team doesn't need you in the room to act on it. See What are the different team roles, and what do they have access to?

Someone forwarded it to you? The box under the first card explains how to connect your own assistant and run it yourself.

Taking it further with your own questions

The report is a starting point. Every card ends with Try this next in your AI assistant, a question chosen from that card's most important finding, with a button to copy it. Ask it, or ask your own. A few examples:

Narrow it down. "Show only the Engaged Leads in one province or state." "Run it for Engaged Leads who came from Ad / Paid." "Show only the Engaged Leads at my Opportunity stage."

Go one level deeper. "List every Engaged Lead with a Focused Score of 8 or more who came back this week, with the pages they read." "Show the repeat visitors with six or more visits and no email address: their cities, the pages they keep reading and the source that brought them."

Get the words ready. "Write a follow-up email for each of the five leads on Call first, from their journey, in my voice, under 120 words each." "Write a short nudge for each Engaged Lead going cold, naming the last page they read."

Learn from the sales. "Compare the journeys of my Won/Closed leads with the Engaged Leads who went cold, and show which signals matter most."

Change the report. "Add a card with the Engaged Leads who read the pricing page twice this week." "Leave out the companies card." "Split the Call first list by region." "Translate the report into French."

Make it yours. Once a version works for you, ask your assistant to remember it, or save the prompt as a scheduled task so it arrives the same way every Monday.

Your assistant can only answer from the data your account has. When a card has nothing to show for the period, it says so instead of guessing, and a new account with no data yet gets a short note at the top with what to set up first.

What it needs

Bread & Butter installed on your website. Data starts with the next visit, and Focused Score works from the first one. See How to Install Bread & Butter on Your Website

A way for visitors to raise their hand. A visitor becomes an Engaged Lead when they give a verified email address, through your own forms, a Bread & Butter conversion tool or social login. The more ways there are, the fewer names go missing from the repeat visitors card. See How does Bread & Butter verify leads and enrich profiles?

Profile Enrichment, for names, roles and companies. The briefs and the companies card use the research Bread & Butter does when an email address arrives. See What is Profile Enrichment, and what does it find?

Won/Closed marked in Bread & Butter. The Behaving like your Won/Closed card needs at least one. Every profile you mark Won/Closed sharpens the comparison and the Focused Score of the Engaged Leads arriving now, and gives Bread & Butter the profile it uses to source matched prospects. Moving Engaged Leads through your lead stages also makes Going cold and Where your leads are more useful. See How do Lead Stages work in Bread & Butter, and why does marking Won/Closed matter?

Nurture, for the Ready to send card. The drafts come from the Nurture Action Queue. Replies land in your own inbox and your CRM, not in the queue, so track them there. See What is the Nurture Action Queue?