What is outbound cadence flow? Structure your sales routine


What is outbound cadence flow

Do you know what an outbound cadence stream is? It is a structure of actions designed for salespeople to interact with an outbound lead in order to bring it to a close.

Therefore, following a consistent and effective sales cadence for your company is critical to optimizing conversions!

According to a Meetime study, the average conversions of an inside sales cadence stream is 23%. Since the best cadences reach 50% of closed deals, a great basis for understanding the importance of structuring a good sales routine!

In this article, we’ll take a deep look at what a cadence flow is, how it works and, of course, the first steps for you to structure it in your company!

What is a cadence stream?

A cadence flow, or cadence in sales, represents a series of contact attempts with the objective of closing sales with potential customers. These interactions can be via email, telephone, video conferences or social media such as LinkedIn.

In the words of Gabe Larsen, Vice President of Marketing at Xant (formerly insidesales.com) and author of The Definitive Guide to Sales Cadence, “a cadence flow is a systematized plan of a series of interactions that uses different communication methods to increase the chances of contacting a potential customer.”

In other words, the purpose of having a cadence flow is to diversify the forms of prospecting contact, both in terms of interval and of the communication channels used. Some leads prefer to communicate by email and others by phone, for example.

In addition, adopting a cadence flow also helps to organize your sales team so that they follow an efficient routine follow-up.

In general, a cadence flow takes into account the following factors:

  • Type of target audience and persona ;
  • Which channel will be the approach;
  • Number of contact attempts;
  • Time between each touch point ;
  • Cadence duration.

Each company must build a cadence flow according to its reality, as the process optimization depends on the type of audience, market, origin of leads, among other conditions.

For example, an inbound cadence stream is often relatively easier to convert, as these are leads that are more prepared for contacts. On the other hand, the outbound cadence flow requires efficient lead nurturing with longer intervals.

Ideally, test different types of cadences and each step within them to see what really works for your business.

In the case of outbound origin leads, we are talking about a “cooler” prospecting. In other words, it is a way to attract customers with a more traditional strategy that aims to actively reach the public to offer their products and services.

  • The main ways to attract customers: Inbound vs. Outbound Marketing

Therefore, in the outbound chain flow, the most common way to contact cold leads is via email or phone. In these cases, there are possibilities to use cold mail and cold calling techniques.

But how does an outbound cadence flow structure actually work? How to start applying from scratch? So let’s see the first steps and an example of sales cadence that you can use!

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How to structure an outbound cadence flow?

As we said above, each company’s cadence flow is individual and works better according to some variables. Even so, it is possible to start with a few templates to adapt to your business.

However, it is worth mentioning that the first steps for those who are starting to implement a cadence flow should already be well aligned. In other words, it is important to consider the following:

  • In which market is the lead inserted? Collect information to customize the service in emails or your speech;
  • What are the means of contact that the lead uses and prefers the most? See if it’s possible to get in touch via LinkedIn , for example;
  • What is the average ticket of your service/product? Note that the higher it is, the more contact attempts are allowed.

Also read: Outbound prospecting: what is it and how to put it into practice in your sales area?

Example of outbound cadence flow

After gathering the basic information to start a cadence flow, it is necessary to structure it. Below, we set up two examples of how this sequence can be done. Remember to adapt to your business reality!

Example 1 – Cold mail:

  • 1st day : 1st email (first approach);
  • 2nd day : no activity;
  • 3rd day : 2nd email (reinforce the approach);
  • 4th day : add on LinkedIn;
  • 5th day : connection;
  • 6th day : no activity;
  • 7th day : 3rd email (inform that you made an attempt to contact by email);
  • 8th day : no activity;
  • 9th day : if you have accepted on LinkedIn, send a message;
  • 10th day : connection;
  • 11th day: 4th email (officially close contact).

Example 2 – Fundamental Cadence:

  • 1st day : call;
  • 3rd day : add to LinkedIn and send 2nd email;
  • 5th day : Call and send 3rd email;
  • 7th day : Link and message on LinkedIn, if accepted;
  • 10th day: LinkedIn message and last email.

Read more: 8 inside sales courses, 1 of them is free, get started now!

Test and adjust your outbound cadence flow

You will need to test and adjust whatever outbound cadence stream you choose for your business. It’s important to evaluate attempts to arrive at an outcome that works best with your audience.

However, you won’t be able to know how effective your process is if you don’t look at the best metrics , such as how many emails or phone calls it takes to get a response or what types of content work best.

Timing is essential

When building your outbound cadence flow, paying attention to timing is essential so that contact attempts do not become unpleasant. At the same time, you should not wait too long between attempts, otherwise the lead might forget about you.

Try to wait at least one day between one contact and another, but don’t take more than four days. With each subsequent attempt, increase the time between them a little (up to six or seven days). Be persistent, but not overly so.

The average length of a cadence stream is 2 to 4 weeks, but again: it depends on your type of business and potential customers.

In the outbound model, it is normal to be more “aggressive” in the beginning, while the inbound strategy allows for longer intervals between contacts.

Offer content and value to contacts

In times of content marketing and sales, it’s imperative to have a really valuable message for every contact you make with your leads.

Among the main follow-up techniques, one of the “rules” is that every contact you make must add value and have a reason.

So ask yourself “why should your potential customer listen to you” and offer content that strengthens the objective of each of your contacts.

Keep your outbound cadence flow up to date

The outbound cadence flow must always be updated by the sellers to ensure the best results, in addition to allowing continuous testing.

So stay tuned for the best metrics to analyze and identify which flows work for your business. For example:

  • Response percentage of emails;
  • Number of leads converted into contacts;
  • Number of scheduled meetings;
  • Number of opportunities created;
  • Number of contacts converted to sales.

One of the best ways to do this is through KPIs in a CRM. Key performance indicators (KPI) are essential management resources to assess the results of initiatives and strategies, such as the outbound cadence flow.

And when combined with a Customer Relationship Management (CRM) platform, you have at hand a powerful combination to analyze the performance of each test of your outbound flow.

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