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Tips for creating your own outbound sales cadence

An omnichannel outbound sales cadence is a process of creating and executing a series of activities or touchpoints that promote engagement and conversions across multiple channels to reach the target audience and convert them into buyers.

When done effectively, by understanding what your clients want, what frustrates them, how you can help them, and demonstrating this to be authentic and true (Proof), an outbound sales cadence can help you stay top of mind with your target audience, build lasting relationships, deliver better outcomes for customers and drive growth.

Additionally, omnichannel outbound sales cadences can be automated and managed using systems such as email marketing automation, CRM integration, and engagement tools of which there are many, such as Outreach, Apollo and Outplay. To be most effective, it is important to measure the results and make adjustments as needed.

Simply put, the typical outbound sales cadence includes a sequence of steps, from identifying potential leads, and nurturing them through targeted content and comms, followed by calls to action that results in a sale or some other desired outcome. Simple, right?

But how do you create your own cadence and strategy?

Like many things, it may seem impossible until it's done. So let's break the mountain down into more manageable pebbles. When creating your omnichannel outbound sales cadence strategy, you should consider the following six elements:

What are the different channels that your customers use?

To be most effective, your cadence should use a variety of channels to reach your target audience. Consider the different channels that your customers use, as well as the channels that are most effective at driving conversions. Channel touchpoint examples might include email (still king of the conversion hill by the way), LinkedIn, Facebook, Phone calls, SMS, and WhatsApp.

What are the different stages of the customer journey?

When creating your omnichannel outbound cadence, it is important to consider the different stages of the customer journey. Not all customers will be ready to buy at the same time, so it is important to have a variety of touchpoints that cater to each funnel stage of the journey.

  • awareness - this is when the customer first becomes aware of a problem or need that they have

  • interest - this is when the customer starts to look for potential solutions to their problem or need

  • evaluation - this is when the customer weighs their options and decides which solution is best for them

  • purchase - this is when the customer buys a product or service

  • post-purchase - this is when the customer uses and evaluates the product or service that they purchased

#Tip The key difference between a funnel and a pipeline is; a funnel is designed from the perspective of the buyer's journey. A pipeline is designed to help the seller better manage and understand the buyer's journey.👌

Quick example:

What types of content are most effective at each stage of the buyer's Journey?

One of the most important aspects of a cadence is nurturing leads through targeted content and communications. This helps to build relationships with potential customers and increase the chances of converting them into buyers. Keep in mind that the goal of your is to nurture your leads and turn them into paying customers. As such, the content that you use should be helpful and informative, without being too salesy.

Examples might include, but not limited to: 👍

  • Awareness stage: blog posts, infographics, eBooks

  • Interest stage: webinars, podcasts, case studies

  • Evaluation stage: free trials, coupons, demo videos

  • Purchase stage: product pages, pricing pages, shipping info

  • Post-purchase stage: thank you emails, customer satisfaction surveys

#TIP Check out Hubspot's state of marketing report for up-to-date data and metrics. It's a noisy world, and 'what once was will not always be as they say.

What is your call to action? A key element of any effective omnichannel outbound sales cadence is a call to action (CTA). A CTA is a message that encourages the recipient to take a specific action, such as signing up for a free trial or downloading an eBook.

Your CTA should be relevant to the content that it is attached to, and it should be clear and easy to understand. It should also be placed in a location where it is easy to see and click on.

How to automate and manage your omnichannel cadence strategy?

Sales and or marketing cadences can be very effective when done well, but they can also be time-consuming to manage. To make the most of your cadence, it is important to put systems in place to automate and manage it. This can include things such as email marketing automation, CRM integration, and lead scoring.

What metric(s) will you use to determine whether or not it is succeeding?

Measuring the results of your omnichannel cadence strategy and making adjustments as needed. When these systems are in place, you can easily track the results of your cadence and make adjustments as needed. This will help ensure that your cadence continues to be effective and drive results.

But what actually does success look like? That depends on the KPI's you set to measure the success of your strategy. Some examples of KPIs that you might use to measure the success of your omnichannel outbound sales cadence include:

  • Number of leads generated

  • Number of conversions

  • Cost per lead

  • Lead conversion rate (CR)

  • Return on investment (ROI)

  • Customer lifetime value (CLV / LTV)

What to do if your omnichannel cadence strategy is no longer driving results?

It's important to be flexible when it comes to your cadence, as what works well one year may not work as well the next. If you find that your current cadence is no longer driving results, then it's time to make some adjustments. Here are a few tips for doing so:

  • Evaluate your goals and target audience.

  • Assess the effectiveness of your current activities or touchpoints.

  • Make changes to your schedule of activities or touchpoints, and refine by A-B testing.

  • Test out new systems and automation tools.

  • Measure the results and adjust as needed.

Once you have defined your goals and target audience and created a strategy that is tailored to your needs, you can start implementing your omnichannel outbound sales cadence.

If you are not sure where to start and need some advice, give me a shout. 😎

Do you have a sales playbook in place to support your growth?

  • Yep - and it's awesome!

  • Yes - but we're looking to review it in the next 3-6 months

  • No - whats a playbook!?

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