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Webinar recap: the secret formula to a winning cadence

In B2B sales, creating an outbound sales cadence that converts is critical to the success of any growing business. However, developing the right cadences for the right personas isn’t always easy.

In our recent webinar - The secret formula to a winning cadence - we got together some of the best in the biz to share their most effective cadence writing (and sometimes gif sending!) tips.

The panellists were:

This article covers 6 topics from the webinar and takes you through the key points our panellists raised. Scroll 👇 for the takeaways!

Key takeaways

1 - Building multi-touchpoint cadences: do's and don'ts 👍👎

Use more than two touchpoints ✔️

When prospecting in sales, focusing your cadences around phone and email are no longer enough. 

Misha Jessel-Kenyon suggests planning your cadence for five touchpoints, especially for high-tier prospects.

“The top level you can get to is if you’re using five different communication channels - you’ll get all the way up to a 43% connect rate, as opposed to 5% on just one channel or 10% on two channels, like phone and email.”

The touchpoints to focus on here are email, phone, video email (which is becoming increasingly successful), LinkedIn, and direct mail.

Using these five touchpoints, you should aim for 14 touches in an optimal cadence - more attempts means more responses.

“The average rep is doing 3-4 touches before giving up, which is vastly lower than what you need to set B2B meetings. 90% of meetings booked are after touch six.”

- Misha Jessel-Kenyon


Don't just sit and wait ❌

If you’re not reacting to re-engagement, you’re going to miss out.

“You don’t have to stick to your sequence and sit back and think that you can only move to the next step after X has popped up. In reality, you can be reactive.”

“If you see someone has watched your video a few times or has clicked links within your email, I always like to be reactive. Send them an email, call them, send a video on LinkedIn - find out why they’re interacting with you.”

- Harry Hindess

2 - Cadence strategies that work - a hot tip 📥

In B2B prospecting, and particularly in cadence writing, your goal is to hit the right spot with the right people.

You must be agile and you must write for different personas and different situations.

Sending the sequence that you’d send to a decision-maker to someone below the line is not going to work. Harry suggests having two different approaches and sequences to send out to different prospects.

“I have my main sequence, targeting who I think is a decision-maker in a company, but I also have a sequence that targets the people who are going to use the product day-to-day, like SDR sales leaders or managers.”

“This creates internal conversation around the solution because then you’ll find that it’s not only the decision-maker thinking about your solution, but everyone in the company.”

- Harry Hindess

3 - Optimising and measuring your cadence 📏

You never want your cadence to remain static. If something’s not working, you must tweak your sequences, and adapt them to do more of what is working.

Remember the goal of your cadence is not clicks, views, and replies - you’re looking to build a pipeline and generate revenue. Changing this thinking is a huge benefit.

To measure your results, go into the stats.

“Look at what cadences are creating opportunities, what cadences are leading to closed-won opportunities. Click into that and find what was the touchpoint on each cadence, what was the individual message that actually worked. This is a lot more telling than getting a reply.”

- Misha Jessel-Kenyon

If you’re wanting to optimise your cadences, review your call to actions. Remember that you’re trying to get a conversation going.

Leading with “Can we meet for 15 minutes?” can drastically reduce response rates.

“Asking for a time or date in our outreach is not something we should do, according to Gong Labs research, and it definitely needs to continue to be tested. It’s something I’m testing at the minute - starting with the soft approach of ‘let me know what you think’ and then as it moves through the cadence, making it a bit more of a call to action. ”

- Ashley Corlett


4 - Cadences for C-suite execs 👔

“As an account executive, it’s incredibly difficult to know what someone in a C-level position is going to be thinking and what content they’re going to respond to.”

- Harry Hindess

The C-suite will not have time to meet with you. It’s best to give them all of the information they need and exclude a CTA.

“Excluding a CTA, like asking for a reply, and simply saying ‘let me know if you’d like any more information’ already got me 2-3 replies in C-level, so it shows that it works.”

- Harry Hindess

Ashley and Misha also suggest:

  • Consider the size of the organisation
  • Going low before going to high hard-to-reach execs
  • Earning the right to target executives at big organisations
  • Focusing on their pain points
  • Using short, simple messages
  • Be persistent - it will take some time for a CEO to reply to you

5 - Adjusting your cadences during a pandemic  🦠

COVID-19 changed the way the B2B sales world works.

Not only did it mean you couldn’t meet prospects in person, but it meant switchboards were off-limits. People moved to their mobiles rather than their office landlines. For salespeople, the day-to-day task of lead generation became much harder.

Here’s what worked for our panellists when they were forced to change the way they prospect.

“Direct dials became very useful and reacting to drops in responses was essential - email stopped working for me in the summer, so I switched to LinkedIn and video messaging. Be open to shifting your preferred method of outreach.”

- Harry Hindess

“Step outside of phone and email - you’re going to be just another email in a sea of emails. Keep that in mind and craft messages across different channels.”

- Misha Jessel-Kenyon

“Working for Cognism, I haven’t had to adjust too much as I have the direct phone numbers available, but I have added a lot more social touches as my prospects are more active on there. I go beyond a message and engage with their posts, as well as posting my own content.”

- Ashley Corlett

6 - Making your cadence unique 🦄

If you want your cadence to stand out, you’ve got to do something different. For Ashley, it’s all about personalisation, way beyond mentioning the prospect’s name in an email - you must show humanisation in your approach.

“It’s important to personalise and be yourself. You can’t get 10 steps down the line and get on the phone and be a different person. Be yourself throughout your cadences. Be human, personalise, be agile, and send a Baby Yoda gif if you want to.”

- Ashley Corlett

You should also be wary of including too many people in a cadence. Manage your time and prospects carefully to ensure you’re delivering a personalised message.


Cadence writing - final thoughts 💭

The best way to find your winning cadence is to create short, to the point mails, that keep your ultimate goal of creating a pipeline and delivering revenue in mind.

Be agile in your approach, measure your success and don’t shy away from changing what isn’t working, or trying something new - sending a gif or video message may just close your next deal.

Missed the webinar? 📻

If you weren’t able to join the webinar and your FOMO’s kicking in, don’t panic! You can listen to all the incredible tips and tricks shared here 👇

Listen to the webinar

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