This session is dedicated to discussing the core Dos and Don'ts of cadences as well as breaking down different cadences and how they differentiate from each other. From sales to account management examples, you will definitely walk away with ideas to integrate your client's lifecycle even further. In this webinar you will learn the following: - How to make the most of cadence strategies - How to optimize the different cadence types - Why it's important to think outside the box with cadence structure

1. Cadence Strategy
Professional Services

2. Meet Your Speakers
Mónica Cottrell
Professional Services
Consultant
Ginger Tranter
Senior Manager,
Customer Education

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Housekeeping Items
• All lines are muted
• Recording will be emailed a
few days after the webinar
• Use the Q&A box

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Today’s Agenda
Dos and Don’ts of Cadence
Planning
Examples of cadence
Differentiators
Q&A

5. Cadence Strategy
Do: Follow your process
Execute multitouch, multichannel
Include instructions
Use A/B testing

6. A/B Testing: Email Step

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Don’t
Worry about getting it perfect
Make a cadence for everything
Leave it as one step
Cadence Strategy Professional Services

8. Example Cadences

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Prospecting- Inbound
Example Cadence Structure Prospecting- Inbound
DAY 1
Step 1: Email: Automated
Step 2: Other: Data integrity
Step 3: Phone: Morning - Leave VM
Step 4: Phone: Afternoon
DAY 2
Step 5: Phone: Morning
Step 6: Social: LinkedIn connection
Step 7: Phone: Afternoon - Local Dial
DAY 3
Step 8: Phone: Morning
Step 9: Email
Step 10: Other: Data integrity
Step 11: Phone: Afternoon
DAY 4
Step 12: Email: Break up
DAY 5
Step 13: Other: Nurture?
Engage rapidly & personally with inbound leads
Leverage Automation Rules

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Engage rapidly & personally with inbound leads
Source: TOPO

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Prospecting- Outbound
Example Cadence Structure Prospecting-Outbound
DAY 1
Step 1: Phone
Step 2: Email: Follow up from call
DAY 3
Step 3: Email with Vidyard
DAY 4
Step 4: Phone: No VM
DAY 5
Step 5: Phone
Step 6: Other: Social touch of choice
DAY 7
Step 7: Email: Interesting article
DAY 12
Step 8: Phone: Use drop VM
DAY 16
Step 9: Email: Break up
Touch channels and Frequency
Execute a high number of touches in the first 10
business days...

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Data-science optimized outbound cadence:
15-touches over 16 business days
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8
Data integrity
+ Social
Follow
Call 2 (AM) Call 4 (AM) Social
connect
Email 3
Call 1 (VM) Call 3 (PM) Email 2 Call 5 (VM)
Email 1
Day 9 Day 10 Day 11 Day 12 Day 13 Day 14 Day 15 Day 16
Call 6 (AM) Call 7 (PM) Call 8 (VM)
Email 4 Email 5
Move to
nurture

13. Pulse Check

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Open Opportunity
Example Cadence Structure Open Opportunity
DAY 1
Step 1: Other: LinkedIn Connect
Step 2: Email: right after meeting/demo
DAY 8
Step 3: Email: Next steps
Step 4: Phone: Call & text
DAY 12
Step 5: Email: Follow up
Step 6: Phone
DAY 21
Step 7: Email: Case study
DAY 40
Step 8: Email: Break up
DAY 50
Step 9: Other: add to close lost cadence

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Closed Lost Opportunity
Example Cadence Structure Closed Lost
DAY 15
Step 1: Email: recap break up
DAY 31
Step 2: Email: include personalized Vidyard video
DAY 47
Step 3: Email
DAY 63
Step 4: Email
DAY 80
Step 5: Phone: No VM
DAY 95
Step 6: Email
DAY 112
Step 8: Phone: Leave VM
DAY 142
Step 9: Email
DAY 172
Step 10: Email
DAY 198
Step 11: Phone: No VM
DAY 232
Step 12: Phone: Leave VM
DAY 250
Step 13: Email

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Referral
Example Cadence Structure Referral
DAY 15
Step 1: Email: checking in
DAY 17
Step 2: Phone: Leave VM
DAY 20
Step 3: Email: Follow up

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Expansion
Example Cadence Structure Expansion
DAY 1
Step 1: Social: LinkedIn Connect + follow
Step 2: Phone
Step 3: Email: Phone follow up
DAY 4
Step 5: Email
Step 6: Phone: No VM
DAY 8
Step 7: Phone
Step 8: Email: AB best practices
Step 9: Other: Social touch of choice
DAY 13
Step 10: Email: Feature
Step 11: Phone: VM on feature
DAY 15
Step 12: Phone: Afternoon dial, No VM
DAY 18
Step 13: Phone: Morning dial
DAY 21
Step 14: Phone: No VM
Step 15: Social touch of choice
DAY 22
Step 16: Email
DAY 25
Step 17: Email
DAY 26
Step 18: Phone
DAY 27
Step 19: Social touch of choice
DAY 29
Step 20: Phone: Final
Step 22: Email: 5 different template options
DAY 40
Step 23: Phone: Afternoon dial, No VM
DAY 44
Step 24: Phone: Morning dial, No VM

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Renewal
Example Cadence Structure Renewal
DAY 1
Step 1: Email
DAY 21
Step 2: Email
DAY 42
Step 3: Phone: No answer, send text
DAY 57
Step 4: Email
DAY 81
Step 5: Email
DAY 103
Step 6: Phone
DAY 121
Step 7: Phone
DAY 133
Step 8: Phone
DAY 143
Step 9: Email
DAY 150
Step 10: Phone: figure out next steps

19. Q&A
Cadence Strategy

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21. Thank You!