Definition
Cadence refers to the planned timing and sequencing of messages or contacts in a sales or marketing process. It determines how often, when, and in what order prospects receive communications, aiming to build relationships and drive engagement. A cadence prevents overwhelming or neglecting leads and offers a structured approach to outreach.
Why Use
- Improves response rates from prospects over time.
- Builds consistency in outreach, reducing missed opportunities.
- Strengthens lead nurturing and relationship-building efforts.
- Optimises resource allocation for outreach teams.
Core Concepts
- Touchpoints: individual emails, calls, or messages in the sequence.
- Intervals: time gaps between each outreach attempt.
- Channels: combining email, phone, or social contacts.
- Templates: standardised content tailored per prospect.
- Schedules: structured plan for contacting leads.
Examples
Scenario 1: A sales team sends an introductory email, follows up three days later by phone, then sends a LinkedIn message five days after.
Scenario 2: A marketer spaces seven outreach emails over four weeks, varying content and timing to keep leads engaged.
Common Pitfalls
- Contacting too frequently and causing prospect fatigue.
- Long, inconsistent gaps leading to lost interest.
- Using the same channel repeatedly and limiting reach.
- Ignoring personalisation, making messages feel automated.
See Also
See also: Sequence, Touchpoint, Lead Nurturing, Outreach, Multi-Channel Marketing.
