This leads to them missing opportunities that could have been entering their pipeline.
You see, research shows that it typically takes 7 to 13 touchpoints to break through the noise and get a meaningful response.
This is where building a well-structured cadence comes into play—a sequence of touchpoints that keeps you top-of-mind and positions you as a valuable resource.
It is an advanced prospecting strategy that you can use to mine existing leads for the most potent opportunities so that you don’t start 2025 with a non-progressed pipeline
What is a prospecting cadence?
A cadence is a systematic rhythm of outreach designed to connect with a prospect across multiple channels over time.
It gets you beyond just making random follow-ups, creating a deliberate pattern of calls, emails, messages, and social media touches.
Each interaction builds on the previous one, driving engagement and fostering trust.
The key to an effective cadence is timing and variety. Different touchpoints at different intervals help to engage with a prospect without overwhelming them. An example might include:
- Day 1: Call + Leave a voicemail (2 touchpoints)
- Day 2: Follow up with an email (1 touchpoint)
- Day 5: Call (1 touchpoint)
- Day 8: Interact with their social media (1 touchpoint)
- Day 10: Call + Leave a voice mail + email (3 touchpoints)
This example contains 8 touchpoints over 10 days. The goal is to progress the relationship step-by-step—not to close the deal immediately, but to open a conversation and move the prospect toward the next stage.
Crafting a cadence that works
- Segment Your Prospects by Type Cadences should vary depending on the type of prospect. A referred contact might receive more personalised touches than a cold lead. Similarly, the cadence for a past client will differ from that of a brand-new prospect. Tailor your outreach to fit the context and relationship level.
- Balance Persistence with Value Persistence is essential, but it’s not about bombarding people. Instead, each touchpoint should aim to offer value—whether it’s sharing an insight, providing helpful information, or referencing a relevant trigger. This keeps your outreach relevant and positions you as a trusted advisor rather than just another salesperson.
- Multi-Channel Approach Using multiple communication channels—such as phone, email, social media, and SMS (if you’ve previously connected with the person)—creates a more comprehensive strategy. Prospects are more likely to engage if they see your outreach – and this is more likely to occur when you make contact across various platforms. For instance, after a phone call, send a follow-up email referencing your conversation. Or, after engaging with a LinkedIn post, send the person a DM.
Persistence builds trust
Persistence in follow-ups demonstrates your commitment and reliability.
If prospects see that you’re willing to stay engaged over time, they’ll be more inclined to view you as a serious agent who’s worth working with.
It’s also important to overcome the fear of seeming too persistent. In most cases, a lack of follow-up sends the opposite signal—that the opportunity isn’t worth your time or effort.
Take the view that the prospect is just busy, and your job is to remind them of the opportunity. It’s their job to tell you if they’re not interested.
“If you’re not occasionally being told that you’re too persistent, then it’s likely that you’re being nowhere near persistent enough.”
Accelerate cadences with back-to-back touchpoints
One strategy to speed up the cadence process is to use multiple touchpoints on the same day. For example, after calling and leaving a voicemail, immediately send a follow-up email:
Hi Chris
I just left you a message about [trigger].
I’ll be available between 3 and 5 PM today if you’d like to chat, or let me know if there’s a better time later this week.
Looking forward to connecting soon.
Best regards
Darren
This reinforces your effort, reduces the likelihood they’ve missed your attempts, and increases the likelihood of a response.
Combining touchpoints—such as a call and voicemail, followed by an email—can reduce the total number of days required to get through the typically-required 7 to 13 touchpoints.
Track and adjust your cadences
Tracking your cadences using a CRM helps you stay organised and measure effectiveness.
Pay attention to what works—whether it’s certain times of day, specific messaging styles, or particular channels.
Over time, you’ll identify patterns that help refine your outreach strategy.
Adjust your cadence based on the responses you receive, and don’t be afraid to try new approaches.
Why cadences lead to better results
At the heart of every successful cadence is the principle of consistency over time. Even when you don’t get immediate responses, staying visible and persistent keeps you top-of-mind when the prospect is ready to engage.
Moreover, cadences help you build familiarity and trust—two key elements in turning prospects into clients.
By being intentional with your follow-ups and leveraging multiple channels, you can create cadences that work for you.
This approach increases your chances of connecting with prospects, nurtures existing relationships, and ultimately leads to more meaningful conversations that drive opportunities forward.
Building a thoughtful cadence is essential to overcoming the challenges of prospecting.
It ensures that your outreach efforts are structured, measured, and effective.
Whether you’re dealing with cold leads, referrals, or past clients, the right cadence keeps you in control and helps you progress toward your goals.
Don’t leave follow-ups to chance. Design a cadence that reflects your strategy, offers value, and demonstrates persistence.
With a well-planned cadence, you can transform your follow-ups into high-impact touchpoints that will bring you success sooner in 2025.
