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How to set up a Sales Cadence?

Tabel of contents:


What is a sales pipeline?


A sales pipeline refers to the different stages that a potential customer goes through from initial contact to the close of a sale. It is a visual representation of the sales process, showing where each potential customer is in the sales cycle and how close they are to becoming a paying customer.


The most basic framework of a sales pipeline typically includes several stages, such as lead generation, qualification, proposal, and close.

  • During the lead generation stage, sales reps work to identify potential customers and build relationships with them.

  • The qualification stage is when sales reps determine if a potential customer is a good fit for the product or service being offered.

  • In the proposal stage, sales reps present a solution and try to close the deal. Finally, in the close stage, the customer makes a purchase.

Using a sales pipeline can help sales reps to better understand the sales process and identify areas where they need to focus their efforts. It also allows them to see where potential customers are in the sales process and how close they are to becoming paying customers. By tracking the progress of potential customers through the pipeline, sales reps can adjust their approach as needed and make more accurate forecasts about future sales.


For example, if a sales rep sees that a large number of potential customers are getting stuck in the qualification stage, they may need to adjust their qualification criteria or focus more on building relationships with potential customers. Additionally, if the sales pipeline is empty or has very few leads, the sales rep may need to focus on lead generation.


A sales pipeline can be a great visual representation of the sales process, it shows where each potential customer is in the sales cycle and how close they are to becoming a paying customer. It is a powerful tool that helps sales reps to better understand the sales process, identify areas where they need to focus their efforts and make more accurate forecasts about future sales.


What is a sales cadence?


A sales cadence refers to the sequence of steps and actions that sales representatives take to engage with potential customers and move them through the sales process. It is a systematic approach to prospecting, nurturing and closing deals.


A sales cadence is essentially a plan of action that outlines how sales reps will reach out to potential customers, how often they will follow up, and what types of communication they will use. It is a way to ensure that sales reps are consistently and effectively reaching out to prospects and that they are using the most effective communication channels and messages.


There are different types of sales cadences, and the one that is best for your business will depend on your industry, target audience, and sales goals. For example, a B2B sales cadence may be different from a B2C sales cadence. B2B sales cycles tend to be longer and more complex, while B2C sales cycles are typically shorter and more straightforward.


A typical sales cadence may include the following steps:

  • Initial outreach: This is the first step in the sales process, where sales reps introduce themselves to potential customers and try to build a relationship.

  • Follow-up: After the initial outreach, sales reps should follow up with potential customers at regular intervals, such as every few days or every week.

  • Qualifying: During the follow-up phase, sales reps should try to qualify potential customers to determine if they are a good fit for the product or service being offered.

  • Proposing: Once a potential customer has been qualified, sales reps should propose a solution and try to close the deal.

In addition to these steps, sales reps should also use various communication channels, such as email, phone calls, and social media, to reach out to potential customers. They should also tailor their messaging to the specific needs and pain points of the target audience.


Which channels should a sales cadence employ?


A sales cadence should include phone calls, social media outreach, email marketing, and paid media because it allows sales reps to reach potential customers through multiple channels, increasing the chances of making a connection and closing a sale.


Phone calls are an effective way to build personal relationships with potential customers and to quickly answer any questions they might have.

Social media outreach allows sales reps to connect with potential customers where they are spending a lot of their time and establish a personal relationship with them.

Email marketing is a great way to nurture leads over time, by providing them with valuable information, and keeping them updated with the company and its products.

Paid media such as Google ads, Facebook ads, and other platforms, can be used to generate leads and increase visibility for the company, it allows to target specific audiences and track the return on investment.


By using a combination of these channels, sales reps can reach potential customers through multiple touchpoints, increasing the chances of making a connection and closing a sale. Additionally, by using these channels, sales reps can tailor their messaging to the specific needs and preferences of each customer, which can help to increase the chances of closing a sale.


How do you use your knowledge and insights about buyer personas and their pain points in an email nurture campaign?


Understanding a buyer's persona is crucial in order to understand the pain points of a lead and how your products and services can be a solution. One way to nurture leads via email marketing using that knowledge is to segment your email list based on buyer personas.

By segmenting your email list, you can tailor your messaging and offers to the specific needs and pain points of each persona, which can increase the chances of converting them into paying customers.


Here are some ways you can use buyer persona information to nurture leads via email marketing:

  • Personalization: Use the information you have about your buyer personas to personalize your emails. This can include addressing the recipient by name, using language and tone that appeals to them, and highlighting how your products or services can solve their specific pain points.

  • Relevant Content: Use the information you have about your buyer personas to create content that is relevant to them. For example, if your buyer persona is a small business owner, you might create an email that discusses how your products or services can help them save time and money.

  • Targeted Offers: Use the information you have about your buyer personas to create targeted offers that are relevant to them. For example, if your buyer persona is a busy professional, you might create an offer for a product or service that can help them save time.

  • Lead Nurturing: Use the information you have about your buyer personas to create a lead nurturing campaign that moves them through the funnel. This can include sending targeted emails at different stages of the sales process, such as an introduction email, a follow-up email, and a closing email. Each email should address a specific pain point or concern that the lead may have, and provide them with information that will help them make an informed decision.

  • Triggered Emails: Create triggered emails that are sent based on specific actions or behaviors of the lead. For example, if a lead has not opened any of your previous emails, you could send them a reminder email. Or if a lead has shown interest in a specific product or service, you could send them an email with more information about that product or service.

  • A/B Testing: Use A/B testing to determine which subject lines, headlines, and calls-to-action perform the best with each buyer persona. This can help you to optimize your email campaigns and increase the chances of converting leads into paying customers.

By using the information, you have about your buyer personas to tailor your messaging and offers, you can increase the chances of converting leads into paying customers. Remember that it is also important to keep track of the results of your email marketing campaigns and use your learnings to adjust as needed.



How do I structure the first sales email sequence?


Writing a sales email sequence is a great way to nurture leads and move them through the sales process. This basic framework is a good starting point, and following these steps can help you to create an effective email sequence fairly quickly.

  • Email 1: Introduction - In this email, you should introduce yourself and briefly explain your services. You should also define the problem or pain point that the buyer may be experiencing and explain how your services can help to solve that problem.

  • Email 2: Building trust - In this email, you should tell an authentic story about how you got into the business. This can help to build trust with the lead and establish yourself as an expert in your field.

  • Email 3: Case Study - In this email, you should share a case study that illustrates how your services have helped a similar customer. This can help to build credibility and demonstrate the value of your services.

  • Email 4: Testimonials - In this email, you should share testimonials from satisfied customers. This can help to build trust and credibility and provide social proof of the effectiveness of your services.

  • Email 5: Another case study - In this email, you can share another case study, this time focusing on a different aspect of your service or a different customer. This can help to further demonstrate the value and effectiveness of your services.

  • Email 6: Addressing Objections - In this email, you should address typical objections that the lead may have. This can help to overcome any resistance or doubts they may have and move them closer to making a purchase.

  • Email 7: Reframe the pain point - In this email, you should reframe the pain point and highlight the negative consequences if the problem is not solved. This can help to create a sense of urgency and motivate the lead to take action.

  • Email 8: Asking for the meeting - In this final email, you should ask for a meeting to discuss how your services can help to solve the lead's problem. You can suggest a date and time and provide a link to schedule a call or a meeting.


It's important to keep in mind that this is a basic framework, and you should adjust it to fit your needs and the needs of your target audience. You may also want to include additional emails in your sequence, such as a reminder email or a follow-up email. Additionally, It's important to measure the results of your email sequence and make adjustments as needed.


In addition to email marketing, it's important to include phone calls and social media outreach in your multichannel sales cadence. Phone calls are an effective way to build personal relationships with potential customers and to quickly answer any questions they might have.


Social media outreach allows sales reps to connect with potential customers where they are spending a lot of their time and establish a personal relationship with them. By using a combination of phone calls, social media outreach, and email marketing, sales reps can reach potential customers through multiple touchpoints, increasing the chances of making a connection and closing a sale. Additionally, by using these channels, sales reps can tailor their messaging to the specific needs and preferences of each customer, which can help to increase the chances of closing a sale. It's important to coordinate and track the different touchpoints of the different channels to optimize the results.


How long should a sales cadence be for a B2B outreach campaign?


Align your sales cadence with your leads budget cycle. Corporations typically operate on a budget cycle that begins at the start of the fiscal year and runs for 12 months. This budget cycle has a significant impact on the length of B2B outreach campaigns, as it affects the ability of companies to make decisions and allocate resources.


At the beginning of the budget cycle, companies typically review their current budget and identify areas where they may need to make adjustments. This is often the best time to reach out to potential B2B partners, as they are more likely to be open to new opportunities. As the budget cycle progresses, companies may become more cautious in making new investments, as they may be nearing the end of the cycle and looking to conserve resources.


The length of a B2B outreach campaign can vary greatly depending on the company and the specific product or service being offered. However, in general, a typical B2B outreach campaign can last anywhere from 12-18 months. This time frame allows sales reps to build relationships with potential partners, address any concerns or objections they may have, and ultimately close the sale.


It's important to note that the budget cycle also affects the decision-making process, as many corporations have different departments, stakeholders, and decision-makers. Additionally, some industries may have longer sales cycles due to the complexity of the products or services being offered.


To sum it up, the typical budget cycle at corporations impacts the length of a B2B outreach campaign, as it affects the ability of companies to make decisions and allocate resources. It's important to understand the budget cycle and its impact on decision-making when planning a B2B outreach campaign, as it can help to identify the best times to reach out to potential partners and close sales. Typically, a B2B outreach campaign should last between 12-18 months, allowing sales reps to build relationships, address concerns and objections and close the sale.



Basic sales cadence framework
Basic sales cadence framework

How many touch points should a b2b outreach campaign have? Is there a good starting framework?


Effective B2B outreach campaigns require a consistent and multi-channel approach. One way to achieve this is by using a structured approach to reach out to prospects via phone, email, and social media.


A popular strategy is the "15 touches" approach, where you reach out to a prospect 15 times over a period of 3 weeks.

This includes a combination of phone calls, emails, and social media outreach.


To start, you can reach out to the prospect via phone and leave a voicemail, while also sending an email. In the voicemail, you can let the prospect know the subject line of the email you are about to send.


On social media, you can choose an action that best suits your approach, such as sending a connection request, leaving a like or comment, or following them.


Two business days later, you can reply to your first email thread and ask for feedback.

This approach avoids the "Did you get my email?" message, and instead focuses on the prospect's perspective.


You can continue this pattern for 3 weeks, adjusting the communications using trust-building messages, such as testimonials and case studies, reframing the pain points, and implicating some negative consequences if pain points are not getting addressed. This will be roughly in a total of 15 touches across all channels. However, it's important to note that the number of touches may vary depending on the industry and specific product or service being offered.


How do you score lead engagement? Why is lead scoring so important?


Scoring the engagement of sales leads is an important aspect of the sales process. It allows sales teams to track the level of interest of a lead and determine which leads are most likely to convert into paying customers.


One way to score lead engagement is by tracking specific actions such as email opens, email clicks, website visits, document downloads, and contact form submissions. Each of these actions can be assigned a certain number of points based on the level of engagement they indicate.


As a basic example, an email open can be assigned 3 points. This indicates that the lead is interested in the email and has taken the time to open it. An email click, on the other hand, can be assigned 8 points. This indicates a higher level of engagement as the lead has taken the time to click on a link within the email.


  • Website visits can be assigned 5 points, indicating that the lead is interested in learning more about the company and its products or services.

  • A download of a document such as a white paper can be assigned 20 points, as it shows that the lead is actively seeking more information about the company and its offerings.

  • Submitting a contact form can be assigned 40 points, as it indicates a strong level of interest and a willingness to engage with the company.


By assigning points to different actions, sales teams can create a lead score that indicates the level of engagement of a lead. A lead score that is above a certain threshold can be considered a "warm lead" and should be prioritized by the sales team. This will help the team to focus on leads that are most likely to convert into paying customers, rather than wasting time on leads that are unlikely to close.


There are a number of platforms available that can automate the process of scoring lead engagement and help sales teams to find and prioritize highly engaged leads.


Hubspot, for example, is a popular CRM platform that offers a range of features for lead scoring and engagement tracking. It allows sales teams to track website visits, email opens and clicks, and contact form submissions, and assign points to each action. The platform also offers a range of automation tools, such as lead nurturing and email campaigns, that can be used to follow up with leads based on their level of engagement.


Pipedrive is another CRM platform that helps the sales team to stay focused on their tasks. Pipedrive does not offer lead scoring features natively through 3rd party platforms, which is the case for many platforms. It allows sales teams to track a range of activities, such as phone calls, meetings, and email engagement. The platform also offers a range of automation tools, such as email campaigns and task reminders, that can be used to keep the sales process moving forward.


Active Campaign is an email marketing automation software and full featured CRM. Active Campaign allows sales teams to track email opens, clicks and website visits. It also allows you to set up lead scoring and lead nurturing campaigns based on those actions.


Specialized Outbound platforms such as Salesgear can also be used to automate lead scoring and engagement tracking. They offer features such as email tracking, website visitor identification, lead scoring and automated follow-up. This can help streamline the process of identifying highly engaged leads and prioritizing the outreach of these leads.



Automating lead nurture is key for a successful sales cadence
Automating lead nurture is key for a successful sales cadence


All of these platforms can help sales teams to streamline their processes, automate lead scoring and tracking, and find and prioritize highly engaged leads. By using these platforms, sales teams can be more efficient and effective in their outreach and increase the chances of closing more deals.



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