Sample Cadence Strategy

We’ve all heard the data, “it takes ~15 touches to engage a prospect”.

The question is, how do you create a cadence that stays relevant across 15 steps without being redundant or simply annoying?

Cadence Structure

The cadence contains 3, 3-day “clusters”.

Here’s what a cluster looks like:

• Call their mobile # first
• Your VM should point to the email you’re about to send

Day 2: Call, LinkedIn touch, email (same thread as last one)

• Call their direct # this time
• I send a blank connection request as the first LI touch (blank connects = higher acceptance rates). Once you’re accepted, you can start sending messages

• This time call their mobile # using a local dialer (mixing it up by calling directs/mobiles/local dialer = higher connect rates)
• If they accepted your LI connect, send a message that points them to your email. If you haven’t connected, simply view their profile, like/comment on their most recent post, or send an Inmail.

After day 3, give it a 2-3 day break and repeat this cycle 2 more times.

Each cluster has a theme focused on one relevant problem. 

Email Messaging

The biggest problem SDRs have with email is they put all their eggs in one basket. Their first email tells the prospect all the problems they solve.

Two reasons why this is a mistake:

• The prospect isn’t going to read through all of that. If you say too much, you say nothing at all.
• If you explain all the problems you solve in your first email, what more do you have to say in future emails to keep your cadence relevant?

To avoid this, the first email of each cluster is your “value” email, containing only one problem you solve.

Here’s how I structure every “value” email:

Line 1: Context

• This line is most important since preview lines drastically affect open rates. Reference the trigger in this first line: “Hey prospect, saw you 3x’d your sales team over the last 2 quarters…”

Line 2: Value proposition

• Use minimal words, focus on one problem you solve, and support it with relevant social proof: “RingCentral was at a similar stage of growth when they implemented our contract automation platform to reduce admin time so reps could focus on selling.”

Line 3: Call to Action (CTA)

• Would you be open to learning more?
• If it makes sense, would you be open to a call?
• Worth exploring?
• Could I send over some more info?

The second and third email of each cluster is a “bump” email.

A “bump” is a short email (usually not containing much additional value) sent under the same thread as your previous email. It’s typically used to point the prospect back to your initial email and get a response.

Here are some examples of “bump” emails:

• any thoughts on this?
• Would it make more sense to get in touch with [colleague’s name] about this?
• Just gave you a ring at {{mobile number}}, would it make sense to discuss this with you?
• Before I risk interrupting w/ an unexpected call, here’s a piece of content I thought you’d find relevant. Would it make sense to connect further?

Additional bump ideas:

• Videos
• Images/gifs/memes
• Content/case studies
• Resend your last email with no content but change the subject line to “just called” or “my voicemail”