El documento detalla la estrategia de cadencia para la planificación de contactos con clientes, incluyendo ejemplos de secuencias para prospectos, oportunidades abiertas y cerradas, así como referencias. Se enfatiza la importancia de la personalización y el uso de múltiples canales y tácticas, como pruebas A/B, para mejorar el compromiso con los leads. También se brindan pautas sobre qué hacer y qué no hacer al implementar estas estrategias de cadencia.

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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