How to Create a Sales Cadence That Works

What Is a Sales Cadence?

A sales cadence is a predefined sequence of outreach activities spread over a set period of time. Instead of randomly following up when you remember, a cadence ensures consistent, multi-channel contact with every prospect.

The best cadences balance persistence with professionalism. You want to be memorable without being annoying.

The Anatomy of an Effective Cadence

A strong B2B sales cadence typically includes 8 to 12 touchpoints over 3 to 4 weeks, using multiple channels. Here is a proven template:

1. Day 1: Personalized email introducing yourself and a specific insight about their business
2. Day 2: LinkedIn connection request with a short personal note
3. Day 4: Follow-up email with a relevant case study or data point
4. Day 7: Phone call attempt (leave a brief voicemail if no answer)
5. Day 9: Email sharing a useful resource like an article or guide
6. Day 11: LinkedIn comment on one of their recent posts
7. Day 14: Email with a different angle or new piece of value
8. Day 17: Phone call attempt
9. Day 21: Breakup email acknowledging the timing might not be right

Keys to Making Your Cadence Work

The sequence above is just a starting point. Here is what separates cadences that work from those that do not:

• Personalization in every touch. Reference something specific about their business. This is where good prospect research pays off.
• Value in every message. Every touchpoint should give the prospect something useful, not just ask for their time.
• Multiple channels. Email alone is not enough. Combine email, phone, LinkedIn, and even direct mail for high-value prospects.
• Consistent timing. Stick to the schedule. Inconsistent follow-up signals that you are disorganized.

Starting Your Cadence with Good Data

A cadence is only as good as the prospects in it. Use Easy Email Finder to build targeted lists with verified email addresses so your cadence reaches real people at real businesses. Bad data leads to bounced emails and wasted effort.

Measuring and Optimizing

Track your open rates, reply rates, and meeting booking rates for each step in the cadence. If step 1 gets a 40% open rate but step 4 drops to 15%, the subject line or timing on step 4 needs work. Continuously test and refine each touchpoint.

Build your prospect list with Easy Email Finder, plug them into a well-designed cadence, and watch your meeting bookings increase.