What is Cadence?
The rhythm and timing of sales outreach activities, defining how frequently and through which channels prospects are contacted.
Quick Definition
Cadence: The rhythm and timing of sales outreach activities, defining how frequently and through which channels prospects are contacted.
Understanding Cadence
Cadence refers to the rhythm and timing of sales outreach activities—defining how frequently and through which channels prospects are contacted throughout the sales process. While often used interchangeably with sequence, cadence specifically emphasizes the tempo and consistency of engagement rather than the specific content delivered. A well-designed cadence balances persistence with respect for the prospect's time.
The science of cadence involves understanding prospect psychology and behavior patterns. Too aggressive a cadence feels pushy and damages relationships. Too passive means losing opportunities to competitors who follow up more consistently. The optimal cadence varies by prospect type, deal size, and sales context—enterprise buyers expect different engagement rhythms than SMB prospects.
Cadence also includes consideration of timing within days and weeks. When are prospects most likely to respond? For many B2B audiences, Tuesday through Thursday mornings outperform other times. AI can optimize cadence timing by analyzing response patterns and adjusting send times for individual prospects based on their engagement history.
Key Points About Cadence
The rhythm and timing of sales outreach activities
Defines frequency, channel mix, and timing patterns
Balances persistence with respect for prospect time
Varies by prospect tier, deal size, and sales context
Can be optimized through data analysis and testing
How to Use Cadence in Your Business
Segment Cadence by Prospect Type
Different prospects warrant different cadences. Enterprise prospects: longer, more patient cadence. SMB: shorter, more direct. Inbound leads: faster initial cadence. Cold outreach: build intensity gradually. Match cadence to how your segments buy.
Define Channel Mix
Cadence includes which channels and in what proportion. A typical B2B cadence might be 60% email, 25% phone, 15% social. Channel mix should reflect where your prospects engage and your team's strengths. Test different mixes for different segments.
Optimize Timing
Beyond frequency, when matters. Test send times to find when your audience engages most. Consider time zones for geographically distributed prospects. AI can personalize timing based on individual engagement patterns.
Adjust Based on Signals
Static cadence ignores prospect signals. If someone engages heavily, accelerate. If they go dark, slow down or pause. The best cadence adapts to prospect behavior rather than plowing through regardless of response.
Real-World Examples
Enterprise Cadence
Week 1: Two touchpoints. Week 2: Two touchpoints. Weeks 3-4: One touchpoint per week. Weeks 5-8: Bi-weekly. Then monthly nurture. Enterprise cadence is patient, allowing for longer decision cycles while maintaining presence.
SMB Cadence
Days 1-3: Daily touchpoints. Days 4-7: Every other day. Week 2: Two touchpoints. Then breakup. SMB cadence is compressed—decisions happen faster, so engagement should too. No response in two weeks likely means no interest.
Inbound Lead Cadence
Hour 1: Immediate response. Day 1: Follow-up call. Day 2: Value email. Day 3: Call. Days 4-5: One touch each. Inbound leads are hot—aggressive early cadence captures interest before it cools.
Best Practices
- Match cadence intensity to prospect engagement level
- Vary channels rather than hammering one repeatedly
- Build rest periods into extended cadences
- Adjust cadence based on prospect signals and feedback
- Test cadence variations to find what works
- Respect explicit opt-outs immediately
Common Mistakes to Avoid
- One-size-fits-all cadence regardless of prospect type
- Too aggressive early, creating negative impression
- Too passive, losing to more persistent competitors
- Ignoring signals—continuing aggressive cadence despite no engagement
- Not varying channels within the cadence
Frequently Asked Questions
How many touches are too many?
Context-dependent. For cold outreach, 8-12 touches is standard before giving up. For inbound leads, 6-8 might suffice. Key signals: explicit opt-out means stop immediately. No engagement after reasonable attempts means move on. Quality beats quantity.
What's the ideal time between touchpoints?
Early in engagement: 1-3 days between touches. As cadence progresses: 3-7 days. For long nurture: weekly to monthly. Timing should feel present but not pestering. If a prospect mentions 'you again?' your cadence is too aggressive.
Should I call or email first?
Depends on your audience and context. Email first is common—less intrusive, allows research before conversation. Phone first can stand out if your competitors all email. Test both approaches with your audience to see what works better.
How do I know if my cadence is working?
Metrics: reply rate, meeting booking rate, unsubscribe/complaint rate. Good cadence generates replies without excessive negative feedback. If you're getting meetings, cadence is working. If you're getting complaints, adjust.
Should AI determine cadence timing?
AI can optimize timing effectively—analyzing when individual prospects engage and adjusting accordingly. However, maintain human oversight on cadence strategy. AI optimizes execution; humans define appropriate engagement levels.
Related Terms
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