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The ultimate webinar leads cadences

It’s one thing to get your B2B leads to sign up for your webinar, it’s another to plan out what will happen…

1. If they attend the webinar

 and

2. If they don’t attend the webinar

The best way forward for this? Plan and prepare cadences!

You must keep in mind that you can’t just talk to your leads for the sake of it. You must always offer them some sort of value-add.

But, this value-add must be relevant to the lead and the topic of the webinar. 

In your cadences, you should always:

  • Include the webinar recording and slides.
  • Include 2-3 pieces of relevant content.
  • Take the opportunity to ask the lead for feedback.

Keep scrolling and you’ll get:

  • Actual results of Cognism’s webinar cadences.
  • A full cadence timeline, including the steps to take.
  • A breakdown of every individual touchpoint, including phone calls and emails.
  • Webinar cadence templates (for attended and not attended).

Let’s kick off with the attended cadence.

Attended cadence results

Cognism saw the following results from the attended cadence:

Prospects reached

Calls logged

Emails sent

Reply rate

Click rate

Open rate

Opp rate

395

1.2K

591

6.1%

14.6%

54.1%

3.9%

Attended cadence breakdown

Day 1

Step 1 - First phone call

Start the cadence by calling your inbound webinar lead.

Remember that the lead attending the webinar is not a good enough reason for them to agree to a meeting.

You’ve got to prep for the call by: 

  1. Knowing what the webinar was about.
  2. Knowing who spoke on the webinar.
  3. Knowing some relatable points that’ll help you engage the prospect in conversation.

Step 2 - First email

The opening email in the cadence is sent out to thank the prospect for attending the webinar.

Here’s a template used by Cognism’s SDRs, for our live cold calling webinar:

Subject: Thanks for attending! How do you think Joe did?

Hi (first name),

Thanks so much for attending the webinar with Josh Braun - 7 connects from 16 calls using Cognism data!

Would have been nice to book a meeting from it but that script really had people talking (and laughing) 😆

My guess is that you attended the webinar just to hear Josh, but there is a reason that Josh and Ryan chose to work with Cognism's data to connect with decision-makers.

Does it make sense to chat?

Step 3 - LinkedIn connection request

Follow up your phone call and email by sending the lead a connection request on LinkedIn.

Day 2

Step 4 - Phone call

Call the lead for a second time and offer them a value-add - perhaps a longer-form piece of content related to the webinar topic.

Day 3

Step 5 - Phone call 

The third phone call in the cadence is when you can start pitching your product to the lead.

There are 3 golden rules for a successful sales pitch:

  • Keep it simple.
  • Make it personal.
  • Create FOMO.

Step 6 - Email

Our second email in the attended cadence focused on sending the lead some content that added value. 

We sent out an actionable ungated piece of content on cold calling cadences that the recipients could use for themselves or share among their teams.

Here’s the template: 

Subject: RE: Thanks for attending! How do you think Joe did?

How are you (first name)?

Here’s an actual cold calling cadence from one of Cognism’s top performing SDRs, Will Gay. Will generated 110 meetings in a month and hit 188% target using this. 

It’s a great actionable resource for you and your team.

I hope you enjoy it.

Thanks,

Day 4

Step 7 - Phone call

Time to make your fourth phone call to the lead.

Day 5

Step 8 - Phone call 

Step 9 - LinkedIn InMail

At this point in the cadence, send the lead a LinkedIn InMail.

You can get even more personalised with this message. Use whatever you learned during your initial research to get the prospect to engage.

You can also add in a meme or GIF - anything that will make the prospect sit up and take notice, or even make them laugh!

Day 7

Step 10 - Phone call 

Over the next few days, it’s time to ramp up engagement and try to book a meeting.

Ensure you’re ready to handle objections and have a use case for the lead.

Step 11 - Email

At this point in our attended webinar cadence, we sent out more ungated content - in this case, a sales process handbook to scale the lead’s sales outreach.

The content we chose for this cadence was highly personalised to the lead and their business.

Subject: RE: Thanks for attending! How do you think Joe did?

Hi (first name), 

I hope you enjoyed the cold calling cadence I sent over.

I wanted to share another useful resource for you: Cognism’s Sales Process Handbook.

Containing quotes, stats and templates to help you scale your sales outreach. It’s sure to be a powerful resource for you and your team. 

Give it a read, and let me know what you think.

Thanks,

Day 9

Step 12 - Phone call

If at first, you don’t succeed - keep calling!

Step 13 - LinkedIn InMail

Try again with another LinkedIn InMail. With B2B prospecting, it’s a good idea to reach out to leads on as many channels as possible.

Day 11

Step 14 - Phone call

Day 12

Step 15 - Last phone call

Day 14

Step 16 - Last email

This is it. We’ve reached the end of the cadence.

Take this opportunity to get some feedback from the lead on your outreach. Asking for feedback is a great “last resort” for getting an uncommunicative lead to engage!

This is the template Cognism used:

Subject: RE: Thanks for attending! How do you think Joe did?

Hi (first name), 

I realize you have quite a busy inbox so I’m reaching out one last time, with a quick favor if you don’t mind? 

Could you please share some feedback about my email outreach?

I am always looking to improve when speaking to sales leaders, so I’d really appreciate your feedback on my copy and approach - especially if you’re willing to share some top tips! 

If not, that’s okay, but if you change your mind don’t hesitate to reach out.

Many thanks,

Not attended cadence results

Now let’s take a look at our not attended webinar cadence.

These were the results:

Prospects reached

Calls logged

Emails sent

Reply rate

Click rate

Open rate

Opp rate

844

3.2K

1.5K

2.1%

12.3%

53.2%

3%

Not attended cadence breakdown

Day 1

Step 1 - First phone call

Start the cadence by calling the not attended webinar lead.

With this call, you want to let the lead know that they missed a great and informative webinar, but that you can provide them with the recording.

Step 2 - First email

The opening email in the cadence should tell the not attended lead that you missed them at the webinar.

Here’s a templated used by Cognism’s SDRs:

Subject: Josh Braun is about to impress you!

Hi (first name),

We missed you at the Josh Braun webinar! It was really impressive as an SDR was able to have 7 conversations from just 16 dials. 

I know you were probably waiting for the recording, however, we can do one better: How about we spend a few minutes to explore how your team can mirror the impressive results using Cognism's mobile and direct-dial data.

Let me know when you are free this or next week and we will pencil in some time!

Day 2

Step 3 - Phone call

Call the not attended lead for a second time and offer them a value-add. 

Day 3

Step 4 - Phone call

Step 5 - Email

The second email is focused on sending the lead content that adds value. 

We sent out an actionable ungated piece of content on cold calling cadences that the recipients could use for themselves or share among their teams.

Here’s the template: 

Subject: RE: Josh Braun is about to impress you!

How are you (first name)?

Here’s an actual cold calling cadence from one of Cognism’s top performing SDRs, Will Gay. Will generated 110 meetings in a month and hit 188% target using this. 

It’s a great actionable resource for you and your team.

I hope you enjoy it.

Thanks,

Day 4

Step 6 - Phone call

Time to make your fourth cold call to the lead.

Day 5

Step 7 - Phone call 

Day 7

Step 8 - Phone call

Over the next few days, it’s time to ramp up engagement and try to book a meeting.

Ensure you’re ready to handle objections and have a use case for the lead.

Step 9 - Email

Cognism sent out more ungated content for not attended leads. In this case, a sales process handbook to scale the lead’s sales outreach.

Subject: RE: Josh Braun is about to impress you!

Hi (first name), 

I hope you enjoyed the cold calling cadence I sent over.

I wanted to share another useful resource for you: Cognism’s Sales Process Handbook.

Containing quotes, stats and templates to help you scale your sales outreach. It’s sure to be a powerful resource for you and your team. 

Give it a read, and let me know what you think.

Thanks,

Day 9

Step 10 - Phone call

If at first, you don’t succeed - keep calling!

Day 11

Step 11 - Phone call

Day 12

Step 12 - Final phone call

Day 14

Step 13 - Final email

This is it. We’ve reached the end of the cadence.

Take this opportunity to get some feedback from the lead on your outreach. Asking for feedback is a great “last resort” for getting an uncommunicative lead to engage!

This is the template Cognism used:

Subject: RE: Josh Braun is about to impress you!

Hi (first name), 

I realize you have quite a busy inbox so I’m reaching out one last time, with a quick favor if you don’t mind? 

Could you please share some feedback about my email outreach?

I am always looking to improve when speaking to sales leaders, so I’d really appreciate your feedback on my copy and approach - especially if you’re willing to share some top tips! 

If not, that’s okay, but if you change your mind don’t hesitate to reach out.

And there you have it!

You too could have a record number of meetings booked from a webinar if you follow Cognism’s cadence steps and use our templates for your outreach.

Need more sales tips? Follow us on LinkedIn to up your game!

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