Calling cadence plays an important role in lead nurturing. It is a symphony of prospecting balance that involves rhythmic timing and structure. Learn some tips on how to best strategize this balance.

2.  It is a symphony of prospecting balance that
involves rhythmic timing and structure.
 Learn some tips on how to best strategize
this balance.

3.  A calling cadence visually depicts the rhythm
of lead generation and nurturing campaigns
by mapping out the frequency and duration
of call attempts, as well as the
communication mix.
 For example, a calling cadence may specify
an email and follow up phone call in the first
day, a second phone call the following
day, then stretching out interactions as the
campaign progresses (see chart in the media
player at right).

4.  First, a calling cadence gives managers
important information about what is working
and why. Without a cadence, contacts passed
to sales reps for follow up are treated
inconsistently.

5.  Second, following a calling cadence allows
managers to easily see where diminishing
returns begin and realign efforts based on
this insight. For example, if only 5 percent of
appointments are set after the fourth call
attempt, it might make sense to stop after
three attempts.

7.  A structure allows managers to note what’s
working and what’s not in a campaign.
 As the cadence progresses, managers can
see the volume produced at each
step, where the largest deals are entering
the funnel, and when to end the campaign.
 Measure the results at each step to gain
insight into both the quantity of leads and
their quality.

8.  In general, lower cost, commoditized
products and services should have a shorter
calling cadence, while higher cost solutions
can afford longer campaigns.
 This is because lower cost solutions rely on a
high volume of leads to achieve return on
investment, while higher cost solutions rely
on high value leads.

9.  Divide lists into smaller data sets that will
allow reps to call through an entire list in
one day.
 This typically is a list of 30 to 50 names. If
the lists are too big, it’s difficult to maintain
the cadence and then too much time has
lapsed between touches

10.  This can be done by hand, but is much easier
if the cadence is automated by technology
that allows sales reps to create tasks around
an entire list or group versus each individual
prospect on the list.
 CRM solutions that require tasks for every
person on a contact list make task
management difficult.

11.  Start interactions close together and space them
out in a professionally persistent cadence.
 Then give the campaign time to work. Typically
five to six weeks is enough time to get enough
prospects through the program to draw
meaningful conclusions. We recommend allowing
time for at least 100 prospects to go through the
cadence.
 Once finished, evaluate the cadence and make
decisions.

12. Being intentional with your calling
cadence delivers actionable insight
that can make your outbound sales
efforts far more successful. That’s
music to every marketer’s ear.