{"id":142890,"date":"2023-01-19T17:58:07","date_gmt":"2023-01-19T17:58:07","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=142890"},"modified":"2024-08-27T08:16:39","modified_gmt":"2024-08-27T08:16:39","slug":"sales-cadence","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/","title":{"rendered":"How to Build the Most Effective Sales Cadence"},"content":{"rendered":"<p>Ad hoc outreach just isn\u2019t going to cut it any more. If you want to increase your pipeline and conversions, you have to work smart. You need more structure, organization, and easy tracking to move faster through that <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/prospecting\/sales-prospecting-list\/\">prospecting list<\/a> of yours and smash those targets.<\/p>\n<p>Short answer: you need an effective sales cadence. But what makes a sales cadence work?<\/p>\n<p>Let\u2019s start with the basics, run through how to build your own sales cadence (including best practices you probably don\u2019t want to miss), and finish with an example. You know, just to make sure we\u2019re all on the same road to sales success.<\/p>\n<h2>What is a sales cadence?<\/h2>\n<p>A sales cadence is a sequence of touchpoints from a salesperson to a prospect, in an attempt to engage them or make a sale.<\/p>\n<p>Typically, it\u2019s an outreach schedule for your sales team that lasts around two to four weeks, and the schedule can include various forms of contact &#8211; essentially any communication methods you can think of, but the main ones include:<\/p>\n<ul>\n<li aria-level=\"1\">Phone<\/li>\n<li aria-level=\"1\">Email<\/li>\n<li aria-level=\"1\">Social media<\/li>\n<li aria-level=\"1\">Direct mail<\/li>\n<\/ul>\n<h2>Why nailing your sales cadence is SO important<\/h2>\n<p><a href=\"https:\/\/truelist.co\/blog\/sales-statistics\/\">On average<\/a>, it takes eight touchpoints to close a sale.<\/p>\n<p>Seems like a lot of work, right? But by nailing your sales cadence, you can work far more efficiently and sell a lot smarter.<\/p>\n<p>By creating a generic flow of outreach with a timely schedule for each touchpoint (or even automation with the right tools), you can adapt the outreach to each and every prospect. This will dramatically simplify \u2013 and ideally, speed up \u2013 your sales process.<\/p>\n<p>What\u2019s not to love about getting more engagement and sales in a shorter amount of time?<\/p>\n<h2>6 steps to building a sales cadence<\/h2>\n<p>Now we\u2019ve convinced you with your two favorite things to hear (\u201cless time\u201d and \u201cmore engagement\u201d), how do you go about building a sales cadence? Here\u2019s what it takes:<\/p>\n<h3>1) Define your target audience<\/h3>\n<p>First things first, for your sales cadence to work, you need to be reaching out to the right people.<\/p>\n<p>Targeting companies that aren\u2019t a fit for your product or service will only lead to a big flop, and so will targeting the wrong people within the company.<\/p>\n<p>To avoid this in your <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/\">B2B sales<\/a> efforts, you\u2019ve got to define your target audience. The easiest way to finetune this definition is with an ideal customer profile, or ICP. Use a mixture of market research and your current client base to come up with a bunch of must-have and nice-to-have factors for companies you want to target &#8211; and win.<\/p>\n<p>The good news? We\u2019ve got a guide and <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/ideal-customer-profile\/\">ICP<\/a> template for you to steal.<\/p>\n<h3>2) Segment and conquer<\/h3>\n<p>Now, there\u2019s a chance that your <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/target-audience-analysis\/\">target audience<\/a> isn\u2019t just one specific audience. Whether you are targeting different industries or markets, or whether you can split that one target audience into different segments like company size or similar, knowing where they differentiate is essential.<\/p>\n<p>Understanding each segment will help you to cater for each one with different sales cadences. Look into specific pain points \u2013 as well as any deal winners or deal killers \u2013 for each, and build your value proposition around these to really catch each segment\u2019s attention.<\/p>\n<p>With <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/audience-segmentation\/\">target audience segmentation<\/a>, prioritization of your sales team\u2019s time and effort becomes a lot easier too. You\u2019ll have your perfect fits, your close fits, your half fits, and your far-from-a-fits &#8211; plan your sales cadences accordingly.<\/p>\n<h3>3) Relate to communicate<\/h3>\n<p>On top of understanding your prospects&#8217; pain points, you should look into each segments\u2019 buyer behavior and habits. This research will have a part to play in figuring out the communication channels to include in your sales cadence.<\/p>\n<p>Remember, a winning <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/consultative-selling\/sales-pitch\/\">sales pitch<\/a> will make it as easy as possible for the prospect to understand what you\u2019re offering, see the potential for results, and sign that contract. &#x270f;&#xfe0f;<\/p>\n<p>Because of this, email is often a preferred method of communication to have everything written up or displayed clearly and concisely. You can include links and videos to really educate your prospect, too &#8211; saving you a lot of talking time, and saving them a lot of listening time. That\u2019s the beauty of an email; they can come round to it whenever suits them.<\/p>\n<p>But when your prospect is likely to have an inbox full of <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-emails\/\">sales emails<\/a> (some good, some bad), how do you know yours will get seen?<\/p>\n<p>Among many tips for <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-messaging\/\">standout sales messaging<\/a>, you need to use your knowledge or their buyer behavior and habits in your sales sequence to make yourself unmissable to them.<\/p>\n<p>This could be sending an initial email so your name is in their inbox. If there\u2019s no response, you can try calling, then sending a <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-follow-up-email\/\">follow-up email<\/a> with all the relevant information and insights.<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/01\/SALES-3-833x1024.png\" alt=\"Sales data illustration\" width=\"833\" height=\"1024\" \/><\/p>\n<h3>4) Work out your goals for each touchpoint<\/h3>\n<p>Like we said, eight touchpoints are average. But by figuring out your exact goal for each touchpoint, you might discover that you need more or less for specific prospects.<\/p>\n<p>Sometimes your sales sequence might be effective with just two attempts to contact a prospect, and sometimes it might take 10.<\/p>\n<p>What do you want to offer with each touchpoint? And how will each touchpoint encourage engagement from your prospect, and bring you closer to winning that deal?<\/p>\n<p>For an effective <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-process\/\">sales process<\/a>, think hard about these questions and sales cadence structure before calling that number or tapping out that email.<\/p>\n<p>Consider things like whether your prospect is inbound or outbound. Why?<\/p>\n<ul>\n<li aria-level=\"1\">Inbound leads will be more willing to hear from you as they\u2019ve already expressed an interest. This means if they see your company name pop up in their inbox, they\u2019ll be more likely to recognize it and engage.<\/li>\n<li aria-level=\"1\">Outbound leads may take a little more education about what you do and how you\u2019d work for them. Sales bait.<\/li>\n<\/ul>\n<h3>5) Schedule those touchpoints<\/h3>\n<p>Timing is everything. Working out the spacing of each touchpoint is an essential part of whether your sales cadence will swim\u2026 or sink.<\/p>\n<p>Too much contact in quick succession can be overwhelming and pretty (\/very) off-putting, but spread your outreach out too much, and you and your sales pitch can become forgettable, ignorable, or deletable.<\/p>\n<p>You\u2019ve got to get the perfect balance. Check out our sales cadence example just a couple scrolls down to help you work out the old sweet spot for each of your segments or prospects.<\/p>\n<h3>6) Know when (and how) to call it a day<\/h3>\n<p>Sometimes, you\u2019ve just got to call it a day.<\/p>\n<p>Use your research and experimenting to help determine when your efforts aren\u2019t getting you to where you want to be. Whether it\u2019s a prospect you might come back to at a later date because the timing isn\u2019t right or the budget isn\u2019t there right now (just two examples of some very <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/handling-sales-objections\/\">common sales objections<\/a>, by the way), or whether you realize the outbound lead was never a good fit after all, take it as a learning curve.<\/p>\n<p>But don\u2019t end on bad terms. Send a break-up email &#8211; you never know if and when they might come running back. Be available when they do, and keep relevant in their mind by connecting on LinkedIn.<\/p>\n<h2>5 best practices for sales cadences<\/h2>\n<p>Okay, so now you know the step-by-step process of building a sales cadence, what about some sales cadence best practices to really boost those closed deals?<\/p>\n<h3>1) Stick to your Ideal Customer Profile (ICP)<\/h3>\n<p>We mentioned how helpful creating an ICP is before, and we have no problem with mentioning it again. But creating one is one thing, sticking to it is another.<\/p>\n<p>So for the first sales cadence best practice: stick to it.<\/p>\n<p>It will save you time on prospecting, segmenting, prioritizing, and researching into buyer behavior. What\u2019s not to love?<\/p>\n<h3>2) Mix up your communication channels<\/h3>\n<p>Like we said, your sales cadence can be in the form of \u2013 or made up of \u2013 several different communication methods and channels.<\/p>\n<p>Our tip? Use more than one.<\/p>\n<p>If you continue to reach out using the same channel every single time, it can feel 1) intrusive and 2) a little bit annoying. They say persistence is key, and we\u2019d have to agree &#8211; but persist in different formats.<\/p>\n<p>This also helps you to build rapport with your prospects, which is not only essential to closing a deal, but also to keeping that client on board.<\/p>\n<h3>3) Spice up your content<\/h3>\n<p>If you want to stand out from the crowd (or the crowded inbox), you want to do something a bit different to grab the attention.<\/p>\n<p>Generic sales messaging within sales cadences won\u2019t get you anywhere, so be creative.<\/p>\n<p>We might be a little biased, but we\u2019d say one sure-fire way to get your prospect wanting more is to really play on their pain points with data-driven insights and results for what you\u2019re selling. Show how you can change the way they work in the best way possible, and \u2013 trust us \u2013 you\u2019ll be a hard pitch to ignore.<\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/sales\/\">Sales Intelligence<\/a> has got a bunch of features that will make you sell smarter, from the beginning to the end of your sales process. In terms of insights that will win you deals? It\u2019s our Insights Generator that will probably catch your eye (and your prospects\u2019 as a result).<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/01\/sales_insights-1024x832.png\" alt=\"nike.com sales insights\" width=\"1024\" height=\"832\" \/><\/p>\n<h3>4) Track, test, optimize<\/h3>\n<p>As much as we\u2019d all like to get everything right in the first instance, it doesn\u2019t always work out that way.<\/p>\n<p>In sales, if you want to get as close to perfect as possible, you\u2019ve got to experiment with every element of your sales process &#8211; including your sales cadences.<\/p>\n<p>Monitor and track how well each touchpoint performs. When you see a low open rate or <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/engagement-rate\/\">engagement rate<\/a>, it\u2019s time to switch something up.<\/p>\n<h3>5) Mate, you\u2019ve got to automate<\/h3>\n<p>The best way to manage a sales cadence is to automate. Now, it\u2019s important to realize that there still needs to be an element of personalization, but automation will save you a lot of time and brainpower. Automation is a much-loved word for sales teams everywhere, because it closes that execution gap.<\/p>\n<p>Some of the best sales cadence tools and software for automation includes:<\/p>\n<ul>\n<li aria-level=\"1\"><a href=\"https:\/\/www.salesforce.com\/uk\/sales\/\" target=\"_blank\" rel=\"noopener\">Salesforce<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/products\/sales\/sales-automation\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.engagebay.com\/crm\/sales-automation\" target=\"_blank\" rel=\"noopener\">EngageBay<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.outreach.io\/platform\" target=\"_blank\" rel=\"noopener\">Outreach<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.salesmate.io\/sales-automation-tool\/\" target=\"_blank\" rel=\"noopener\">Salesmate<\/a><\/li>\n<\/ul>\n<p>To choose the best option for you, you\u2019ve got to consider things like the preferred modes of communication, whether you\u2019re dealing with more inbound or outbound leads, ease of use for your whole team, and so on. So, do your research before committing to one.<\/p>\n<h2>Example of a successful sales cadence<\/h2>\n<p>Let\u2019s see all the tips above in action, with an example of a successful sales cadence, shall we?<\/p>\n<ul>\n<li aria-level=\"1\">Day 1: Send an email\/InMail via LinkedIn<\/li>\n<li aria-level=\"1\">Day 3: Send a follow-up email, then call later in the afternoon<\/li>\n<li aria-level=\"1\">Day 5\/6: Call in the morning, then leave a voicemail in the afternoon<\/li>\n<li aria-level=\"1\">Day 8: Email in the morning, then leave another voicemail later that day<\/li>\n<li aria-level=\"1\">Day 10: Round it off with both an email and call in the morning<\/li>\n<\/ul>\n<p>This is just one example of an effective sales cadence, using the tips of multiple communication channels and strategically spaced out touchpoints. The content in your sales cadences will vary from segment to segment, organization to organization, and prospect to prospect, but the frequency and communication methods should always be structured and consistent.<\/p>\n<h2>Sell smarter with Similarweb Sales Intelligence<\/h2>\n<p>We\u2019ve gathered that sales teams love the idea of selling more efficiently, because\u2026 well, why wouldn\u2019t you?<\/p>\n<p>From prospecting, to outreach, to account monitoring &#8211; Similarweb Sales Intelligence is your guy.<\/p>\n<p>Here\u2019s a little sneak peek into the goods we\u2019ve got to offer:<\/p>\n<ul>\n<li aria-level=\"1\"><a href=\"https:\/\/www.similarweb.com\/corp\/sales\/lead-gen\/\">Lead Generator<\/a>: Search our database of over 100m companies to create a list of your ideal prospects, and filter out the ones that aren\u2019t a match.<\/li>\n<li aria-level=\"1\">Contacts: Find the key decision-makers at the companies you\u2019re interested in, and download their contact information (phone numbers and emails) at the click of a button.<\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.similarweb.com\/blog\/sales\/prospecting\/sales-intelligence-insights-generator\/\">Insights Generator<\/a>: Create effective outreach based on solving your prospect\u2019s specific pain points and areas of opportunity.<\/li>\n<li aria-level=\"1\">Account Review: Full insight into each account, including performance and technologies.<\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/buying-signals\/\">Sales Signals<\/a>: Spot upsell and cross-sell opportunities, and reduce churn with account alerts.<\/li>\n<\/ul>\n<p>Yep, all that in one place. Sound good to you? Book a demo to find out how it can work for your business.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Your unfair sales advantage<\/p>\n                                    <p class=\"post-banner__subtitle\">Grab your prospects' attention with insights from Similarweb Sales Intelligence<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/www.similarweb.com\/corp\/contact-us\/?solution=sales\"\n                           data-disable-dynamic-tracking\n                        >Book a live demo<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>FAQs<\/h2>\n<p><strong>What makes a good sales cadence?<\/strong><\/p>\n<p>A good sales cadence needs a great understanding of your target audience or audiences, and should be catered to the specific needs, buying habits and pain points of that audience.<\/p>\n<p><strong>What forms of outreach are best in a sales cadence?<\/strong><\/p>\n<p>The forms of communication in a sales cadence depends entirely on what your target audience prefers, and you can find this out through research and experimenting. It could be all via the phone call, or it could be a mix of phone calls, emails, social media outreach and direct mail, for example.<\/p>\n<p><strong>How do you perfect your sales cadence?<\/strong><\/p>\n<p>To perfect a sales cadence and make it as efficient as possible, you want to test it, refine it, and continuously optimize the process.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ad hoc outreach just isn\u2019t going to cut it any more. If you want to increase your pipeline and conversions, you have to work smart. You need more structure, organization, and easy tracking to move faster through that prospecting list of yours and smash those targets. Short answer: you need an effective sales cadence. But [&hellip;]<\/p>\n","protected":false},"author":469,"featured_media":142894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6563,2805],"tags":[],"class_list":["post-142890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-sales","category-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Build the Most Effective Sales Cadence | Similarweb<\/title>\n<meta name=\"description\" content=\"Nailing your sales cadence means you can work more efficiently and sell a lot smarter. Here\u2019s how to build the perfect sales cadence.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Leah Messenger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/\"},\"author\":{\"name\":\"Leah Messenger\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/d7d77edafc3c41b4a1d5405cea4bbabf\"},\"headline\":\"How to Build the Most Effective Sales Cadence\",\"datePublished\":\"2023-01-19T17:58:07+00:00\",\"dateModified\":\"2024-08-27T08:16:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/\"},\"wordCount\":2270,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/01\/Sales-cadence.png\",\"articleSection\":[\"B2B Sales\",\"Sales\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/\",\"name\":\"How to Build the Most Effective Sales Cadence | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-cadence\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/01\/Sales-cadence.png\",\"datePublished\":\"2023-01-19T17:58:07+00:00\",\"dateModified\":\"2024-08-27T08:16:39+00:00\",\"description\":\"Nailing your sales cadence means you can work more efficiently and sell a lot smarter. 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