Picture this: You’ve sent an email to a promising lead, followed up a week later, and... nothing.
Meanwhile, your prospects are juggling dozens of similar emails, LinkedIn messages, and calls from other vendors, all competing for their attention. It’s easy for your outreach to get lost in the noise.
There’s a better approach. A structured sales cadence can help you cut through the clutter, ensuring you show up consistently with timely, relevant messages that keep prospects engaged throughout their decision-making process.
Discover five successful sales cadence examples and learn best practices for personalizing your outreach. Whether you’re looking to boost response rates or strengthen relationships, these strategies will help you build a powerful cadence that keeps your sales pipeline moving.
The benefits of a sales cadence
A well-executed sales cadence is a game-changer for inbound sales. You may be stuck deciding when to follow up with a prospect. Should you wait two days or three? A sales cadence guides you with an ideal follow-up timeline.
Beyond keeping you organized, a sales cadence helps you accomplish much more:
Consistent follow-up: With a structured cadence, you’ll never miss an opportunity to check in at key moments. Whether after a demo or a cold outreach, your cadence ensures timely follow-ups that keep conversations moving forward.
Personalized outreach at scale: A good sales cadence, paired with the right sales tools, allows you to send targeted, personalized messaging to each prospect, even as you manage multiple leads simultaneously. You can automate routine touches without sacrificing that personal touch that engages prospects.
Loom Variables make it easy to personalize videos at scale. You can easily replace an element within the transcript and audio of a video—like your prospect’s name—creating customer outreach that stands out without having to re-record each video.
Increased conversion rates: Reaching prospects at just the right time builds stronger relationships and increases the likelihood of closing deals. A strategic cadence keeps you proactive, reaching out when leads are most likely to respond and make a decision.
Efficiency and focus: A well-crafted sales cadence doesn’t just help you win deals—it helps you prioritize your day. With a clear structure in place, you’ll spend less time wondering who to follow up with and more time focusing on the activities that drive results.
With these benefits, a sales cadence becomes more than just a schedule—it’s a blueprint for success in inbound sales.
5 high-impact sales cadence examples
When crafting an effective sales cadence, the key is to engage your prospects through a variety of communication channels.
Different channels, like email, phone calls, social media platforms like LinkedIn, and even video messaging, all serve a specific purpose. You can use them at different times in your sales cadence depending on the goal you want to achieve.
Emails allow for personalized messaging, phone calls offer a more direct touchpoint, LinkedIn helps build rapport and credibility, and video recordings—which you can create with sales video software like Loom—add a human element that stands out in a crowded inbox.
The following examples show how mixing these channels can enhance your outreach and drive more productive conversations with potential clients.
1. B2B sales cadence
For B2B sales reps, timing and persistence are key. Your buyers are busy decision-makers, so your outreach needs to be strategic. According to research by Forrester, 73% of B2B buyers say they have less time to research purchases than they used to, and 60% prefer not to interact with a sales rep as their primary source of information.
This cadence balances persistence with personalization and allows you to build rapport without overwhelming your prospects.
Day 1: Personalized email
Send an introduction email addressing a specific challenge or pain point the business faces. Make it personal and include value right away—you could even create a prospecting video to better illustrate your product’s benefits and build a strong connection.
Example:
Subject: Solving [specific pain point] at [Company Name]
Hi [Prospect Name],
I noticed that [Company Name] is looking to streamline [specific pain point]. I’ve helped similar businesses achieve [specific result] with [your solution]. I’d love to share how we can do the same for you—here’s a quick video showing how it works: [Loom link].
Day 3: LinkedIn connection request
Follow up with a LinkedIn connection request and mention the email you sent, giving them another touchpoint.
Example:
Hi [Prospect Name],
I sent you an email a couple of days ago about [specific challenge] and thought connecting here would be a great way to stay in touch. Looking forward to discussing how we can help [Company Name]!
Day 5: Voicemail or phone call
Call the prospect, leaving a voicemail if they don’t answer. Reference the email and LinkedIn connection while reiterating how you can help solve their problem.
Day 7: Follow-up email
Send a follow-up email, building on the previous message with new insights or a case study relevant to their industry.
Day 10: LinkedIn engagement
Engage with their content on LinkedIn—comment on a post, like an article they shared, or even send a quick DM with a relevant resource.
Day 14: Final email or video message
Wrap up with a final email or, better yet, a Loom video explaining why you’d like to connect and what you could offer them. A personalized video shows commitment and reinforces your value proposition more dynamically.
2. Inbound sales cadence
Inbound sales require a lighter touch, as these leads have already shown interest. Your goal here is to build on their initial engagement, respond quickly, and keep the conversation moving.
Day 1: Welcome email
Immediately after the lead expresses interest, whether via downloading a whitepaper or filling out a lead generation form, send a welcome email acknowledging their action and offering more resources.
Day 2: Follow-up call
Follow up with a phone call, referencing the email, and offering to answer any questions or provide further insights.
Day 4: Case study or testimonial email
Send an email with a relevant case study or testimonial to show how your solution has helped other clients in their situation.
Day 6: Video messaging using Loom
Record a personalized Loom video to dive deeper into how your product can specifically help them solve their challenges.
Day 10: Follow-up email
Send a final follow-up email that invites them to schedule a meeting or demo.
3. Enterprise sales cadence
Enterprise sales typically involve multiple stakeholders, so a longer cadence is necessary. This cadence builds on multiple points of contact and value-based follow-ups.
For a deeper dive into the tools that can streamline your process, check out Loom’s comprehensive guide to enterprise sales software.
Day 1: Personalized email to key stakeholders
Send a tailored email to the primary decision-maker, focusing on a high-level pain point and solution.
Example:
Subject: [First Name], a solution to [Company's pain point]
Hi [First Name],
I’ve been following [Company] and noticed you’re working through [specific challenge]. We’ve helped similar organizations streamline [related solution], and I believe we could make a significant impact for your team as well.
Would you be open to a quick chat to explore how we can support your goals?
Looking forward to connecting,
[Your Name]
Day 3: LinkedIn engagement with other stakeholders
Connect with other decision-makers or influencers within the company via LinkedIn to show you’re truly interested.
Day 5: Phone call or voicemail
Reach out via phone and reference your email and LinkedIn connections. Be sure to reinforce the value you provide at an enterprise level.
Day 8: Multi-department email
Send an email that includes a high-level solution and highlights the benefits to other departments. This will show that you understand the broader organizational impact.
Day 12: Follow-up email or video
Use a Loom video to summarize the value points and demonstrate a specific use case or feature that meets the enterprise's needs.
4. SMB sales cadence
For small-to-medium businesses, the key is to keep things light, personal, and efficient. SMB owners often wear many hats, so a direct approach works well.
Day 1: Introduction email
Send a quick, no-fluff email introducing your product and how it specifically helps SMBs save time or grow revenue.
Day 3: Phone call or voicemail
Call or leave a brief voicemail offering to walk them through a demo or provide more details.
Day 5: Follow-up email with a testimonial
Follow up with an email including a testimonial or case study from another SMB in their industry.
Day 7: Quick check-in via email or video
Send a short Loom video with a personalized check-in, reiterating your offer and asking if they’re ready to discuss further.
Day 10: Final follow-up email
A final, simple email asking if they’ve had a chance to consider your offering and if they’d like to hop on a quick call.
5. Cold outreach sales cadence
Cold outreach, also known as cold calling, requires persistence and creativity. This cadence provides multiple touchpoints while maintaining a strong focus on value.
Day 1: Cold email
Send a targeted email with a personalized opening explaining how your product addresses your lead’s specific pain point.
Day 3: LinkedIn connection request
Connect with the prospect on LinkedIn and reference your email to keep things warm.
Day 5: Follow-up email
Follow up on your initial email with additional value—perhaps a whitepaper or industry insights.
Day 7: Voicemail or call
Call or leave a voicemail mentioning your previous email and offering to answer any questions they might have. We know making a call can be intimidating, but it's worth it. Take a deep breath, dial the number, and hit “Call.”
Day 10: Video messaging with Loom
Send a Loom video highlighting your product’s key features and how they solve your prospect’s unique problems.
Day 14: Final follow-up email
Close out with a final email, offering to touch base if they’re interested.
Each cadence is designed to maximize engagement and optimize your time, whether you're working with inbound leads, cold outreach, or enterprise sales.
By following these examples and personalizing your approach, you’ll see more meaningful interactions with prospects and, ultimately, better results.
If you need help getting started, these sales email templates are a great resource.
Sales cadence best practices and personalization tips
Creating a sales cadence that consistently brings in results requires combining strategy, personalization, and adaptability.
To stay ahead of the competition and make sure you’re connecting with your prospects in meaningful ways, follow these best practices and tips for refining your cadence.
Understand buyer personas
Not every prospect is the same; your outreach shouldn’t be either.
Take the time to understand the different buyer personas you’re targeting—whether they’re decision-makers in a small business or mid-level managers at a large enterprise.
Tailoring your messaging to each persona's pain points and needs ensures that you speak their language and offer relevant solutions.
You’ll also want to understand your ideal customer so you can spend more time increasing sales engagement amongst that audience.
For example, in SaaS sales, many customers subscribe monthly or annually, so understanding the ideal customer—those who benefit most from a subscription model—is key to addressing objections related to ongoing costs or long-term commitments. Knowing these factors can help you craft more relevant sales cadences that move prospects through the funnel faster.
Tailoring your outreach to both personas and ideal customers ensures you spend more time engaging the right audience and positioning yourself as a trusted advisor.
Refine communicate methods
Not all communication methods are created equal.
While email might work for some prospects, others may prefer LinkedIn messages or a direct phone call. Test and refine which methods work best for each persona and stage of the sales cycle.
For those harder-to-reach contacts, consider adding video messaging via Loom to your cadence. These pre-recorded, personalized videos humanize your outreach and remove the back-and-forth scheduling of live meetings. Users can even embed Loom videos directly into emails or on website landing pages, making the content even more accessible.
For example, while a cold email might get lost in one prospect’s overflowing inbox, that same prospect could respond immediately to a LinkedIn message—especially when it includes a Loom video, offering a more engaging and personal touch. Using video in this way can lead to faster responses and a stronger connection with your prospects.
Test and iterate
A great sales cadence is never static.
Continuously test different approaches and mediums to see what grabs your prospect’s attention. Track open rates, reply rates, and conversion metrics to optimize your outreach efforts.
As you learn from each campaign, tweak your cadence to improve results over time.
Confirm interest before asking for a call
Research from Gong shows that general interest-based calls to action (CTAs) are twice as effective as specific CTAs, like asking for a demo call.
Asking a question that gauges their engagement, like “Does this solution align with what you’re currently working on?” shows the prospect that you care about finding a good fit rather than just closing any sale you can.
A softer CTA encourages a “Yes” response without overwhelming the prospect, setting the stage for a future conversation without pressure.
Personalize every step of the way
Generic, one-size-fits-all emails won’t cut it in today’s competitive landscape. In fact, personalized emails improve response rates by up to 26%, according to a study by Campaign Monitor. When sales teams tailor their messages to a prospect’s specific needs, they significantly increase engagement and stand out in crowded inboxes.
Personalize each touchpoint—whether you’re sending an email, LinkedIn message, or video—by referencing specific details about the prospect’s company, role, or challenges.
Even small, personalized touches can significantly increase the chance of a positive response.
Optimize your sales cadence with Loom
A well-structured sales cadence is the backbone of any successful outreach strategy, helping you stay consistent, connect with potential customers at the right time, and ultimately drive conversions.
Adding a personal touch that cuts through the noise can make your cadence even more compelling—and that’s where Loom comes in.
Sales teams can use Loom to incorporate personalized video messaging at key stages of their sales cadence. Whether you're following up with a prospect, presenting a solution, or providing a product demo, video can create a more engaging and human interaction.
Adding Loom videos to your cadence can increase response rates, build stronger relationships, and keep the sales process moving forward.
Ready to take your sales cadence to the next level? Streamline your sales process with Loom and start closing more deals today.
