In the competitive world of B2B sales, having a solid sales cadence can be the difference between a thriving pipeline and one that’s running dry. While “sales cadence” might sound like just another buzzword, it’s actually a systematic, data-driven approach to nurturing your leads and converting them into clients. But what exactly makes an effective sales cadence, and why is it crucial for your B2B business?Let’s break it down.
Simply put, a sales cadence is a sequence of touchpoints designed to engage prospects in a structured manner. This could include emails, phone calls, social media interactions, and even text messages. The goal? To connect with potential clients at the right time and with the right message, guiding them seamlessly through your sales funnel.For small B2B firms like Management Consulting, IT Consulting, or SaaS Software companies, a personalized sales cadence can help differentiate your outreach and increase the chances of engagement. A generic approach might not cut through the noise, but a tailored one, reflecting the unique needs and pain points of your industry, will.
First things first: know who you’re targeting. Create a detailed profile of your ideal clients, based on industry, company size, and job role. For example, when working with an IT Consulting firm, we segmented prospects into HR Directors, IT Managers, and Business Development leads.Why is this important? Personalizing your approach to each persona can significantly increase your open and response rates. Instead of sending generic content, you’re speaking directly to their specific challenges—whether that’s scaling a consulting team or navigating a complex IT project.
Now that you have your personas set, decide on the touchpoints. What’s the best way to reach your audience? Emails might work for some, while others may respond better to phone calls or LinkedIn messages.For example, during a recent project with an IT Staffing company, we used the following sequence:
This cadence helped double their sales in just 6 months because it was tailored to fit the busy schedules and preferences of IT Managers and HR Directors.
A great cadence means nothing without strong messaging. Each touchpoint should be thoughtfully crafted, keeping your ICP and personas in mind. Remember, people don’t respond to being “sold to,” but they do respond to genuine insights and value propositions.For consulting firms, focus on showcasing your expertise in solving specific problems. For SaaS companies, highlight how your product has delivered measurable results. Use personalization tokens (e.g., mentioning their company’s recent achievements) and include questions that prompt a response.Pro Tip: Use subject lines that intrigue and add value. Instead of “Checking in,” try “How [Your Service] Can Help [Their Company’s Recent Challenge]” or “Unlocking Growth Potential in Your Consulting Firm.”
A common mistake in B2B sales cadences is either being too aggressive or too passive. You want to maintain a presence without overwhelming your prospects. Ideally, space your touchpoints to allow for thoughtful responses.If your sales cycle is short, as with some IT Consulting firms, a higher frequency may work better. However, for long cycles (e.g., SaaS products with high-value contracts), you may need a more extended cadence, with regular but spaced-out touchpoints.
Executing a well-planned cadence becomes much easier with the right technology. CRM software and sales engagement platforms (e.g., Outreach, SalesLoft) help automate touchpoints, track interactions, and measure effectiveness—without sacrificing the personal touch.Use these tools to schedule emails, set reminders for follow-up calls, and even track prospect engagement through open rates and click-through rates.
One of the biggest challenges in sales is the “cookie-cutter” approach. You can’t take a cadence that worked for an IT Staffing company and apply it as-is to a Management Consulting firm. Why? Because the decision-making process, sales cycle length, and even preferred communication styles will differ.For example, during our work with an IT Staffing company, we found that prospects responded well to detailed case studies and ROI-focused emails. When applying a similar cadence to a Management Consulting firm, we shifted focus to thought leadership and industry trends, resulting in a 30% higher response rate.
Even the best sales cadences can hit roadblocks. You might find that prospects aren’t engaging or your open rates are declining. This is where ongoing optimization comes into play.
Measuring the success of your sales cadence is crucial. Track metrics like open rates, response rates, and meeting set rates. A/B testing subject lines, email copy, and call scripts can also provide insight into what’s working and what’s not.Regularly review your cadence’s performance and iterate based on the data. If your email open rates are solid, but call conversions are low, maybe it’s time to rework your calling script or timing.
Creating and optimizing a sales cadence takes time, but the results are worth it. Start by building a simple cadence with a few touchpoints, track your results, and refine as needed. Remember, every aspect of your cadence—timing, messaging, frequency—should be tailored to your unique audience.If an IT Staffing company can double its sales using this approach, imagine what it could do for your B2B business!
Are you ready to have experts work on your optimal sales cadence, integrating all B2B outreach channels for maximum impact? Check out our Sales Cadences and Outreach service.