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The ultimate inbound cadence for MDRs

Want higher conversion rates?

Then an effective inbound cadence your Marketing Development Reps can follow is what you need.

Because actioning inbound leads at speed is key. You need to get through to your prospect as quickly as possible, while you’re top of mind, before they think about your competitors.

And if you can’t get through to them straight away, you need a structured pattern around how you’re going to follow up with them.

Key cadence info

The cadence we use at Cognism consists of 14 steps over 20 days. It works across three channels – phone, email, LinkedIn Sales Navigator. We use it for leads that have come on to our site and registered for a demo. And with it, our MDRs regularly smash their target number.

Unlike cadences we've shared in the past, including our ultimate B2B prospecting cadence, the purpose here is to get prospects to book the demo they've already requested.

As a result, it doesn’t have to be over-personalised or sophisticated. We just want to make it easy for them to respond.


Since we started running the cadence:

  • Out of 2349 leads going in, only 90 people have ever gotten to the bottom of the cadence.
  • We managed to reach all of the other 2259 leads – either booking them in for a demo or qualify them out.

Let's take a look at it in detail. 👇

The 14-step MDR cadence that qualifies EVERY prospect, in or outultimate inbound cadence mdrs

Day 1, Step 1 - EMAIL

We start the cadence with a simple, personalised email. The sole aim is to get the lead on a call for the demo. The two points to remember here are that we move very quickly, ideally in the first five minutes after the lead registers for a demo. We also want to make it as easy as possible for them to book their demo.

Hi , 

I saw you registered for a demonstration on our website. Usually, we'd have a quick call to discuss your requirements and find a suitable time for a demonstration. 

Do you have any availability today for a quick call? Alternatively, please feel free to contact me on the number below.

Alternatively, here.

I look forward to hearing from you. 


Day 1, Step 2 - CALL

Because the lead is still hot and time is the primary factor, we’ll follow up the email with a call straight away.

Day 2, Step 3 - CALL

On the second day, we find we're still top of mind with the lead, even if we haven’t yet received a response yet. We will make another call and send another email. The fact that we keep trying to make contact often impresses the lead, who like that we’re on the ball. It creates a good customer journey.

Day 2, Step 4 - EMAIL

Hi ,

Not sure if you had a chance to review my previous email?

Do you have any availability for a quick call today? It'd be great to discuss your requirements and find a convenient time for a demonstration.

Alternatively, here.

Look forward to hearing from you.


Day 3, Step 5 - CALL


You guessed it.

Sometimes, leads leave fake phone numbers because they don’t want us to call them. They may also leave a generic info@ email address. That's why we add LinkedIn into the mix on Day 3.

Hi , 

I'm not sure if my emails are landing in your spam, but I haven't been able to get hold of you since your recent demo request. 

Are you still interested in viewing the platform?


Day 5, Step 7 - CALL

Day 7, Step 8 - CALL

Day 10, Step 9 - EMAIL

Hi , 

Shame we haven't been able to connect so far. I was following up on your demo request and would love to showcase our platform to you. 

Do you have any availability this  or  afternoon?


Day 11, Step 10 - CALL


Hi ,

Not sure if my emails have gone to your spam. You registered for a demo 2 weeks ago and it'd be great to find time to connect.

How are you looking on {SUGGEST DAY/TIME}?


Day 17, Step 12 - CALL

Day 18, Step 13 - CALL

Day 19, Step 14 - EMAIL

It looks like we haven’t been able to get hold of our prospect and it’s time to break up. But we let them down gently and give them an open-ended invitation to rekindle the relationship.

Hi , 

Shame we haven't been able to connect! I wouldn't be doing my job if I wasn't trying. 

If you're still interested in Cognism and our prospecting solution, please let me know. It'd be great to look at how we can both work together. 

Please feel free to get back in contact on my number below.

Or here.


Cadence top tips

When you’re composing your MDR cadence, here are some tips to make it as effective as possible:

  • Keep it simple – Personalisation, empathy and humour are not as relevant as they are with SDR cadences. Just get your message across quickly and efficiently.
  • Make use of video – Often, we add a video message via Vidyard to our cadence on Day Five. This personal touch often ends up being the catalyst that gets the lead to respond.
  • Qualify out and in – When you get your prospect on the phone, you might find they're not a good fit for your product. This doesn't mean your cadence hasn’t worked. The goal was to reach them for a call. Qualifying prospects out is just as essential as qualifying in.
  • Hire great MDRs – Your cadence is only as good as the people working with it. Choose consistent outbound performers as you build your team, and make sure they’re multitaskers.

Optimising your cadence

Your cadence should be a living, breathing document that you are constantly tweaking to discover what works. Carry out some A/B split tests with different messaging. You may find a new way to reach your leads. When it comes to conversion rates, marginal gains can make a significant difference.

Looking for a complete sales intelligence platform?

We've got you covered. With Cognism, you can:

  • Get 400M verified B2B contacts at your fingertips with our Chrome Extension
  • Build pipeline faster with intelligent sequencing
  • Stop wasting time on tire-kicking prospects with Intent Data

Sound good? Then book a chat with our sales team 👇

Request your demo now