definitive guide to cadence

ensembler.com How to create an engaging follow up strategy ?

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Follow up statistics..

• Average # calls per lead = 3.

• Average # emails per lead = 2

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Cadence is a follow up process that uses series of interaction using different channels like

phone/email/voiceblast/what'sapp.

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Communication methods customers are more likely to respond...

• Email is high.

• Mobile phone based calls is high.

• Land phone based calls are medium but decreasing.

• What's app messages is very high.

• Voiceblast is low but huge potential.

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A winning cadence...

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What's app/voice

blast.

Phone call/voice

blast.

Passive Active

Emails Sms

No Such Thing As A One Size Fits All Cadence

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Variables to decide cadence.

• Telecaller/ Closer: role wise.

• Transactional : high dialling, short sales cycle, deal size is not too big. Will be aggressive with more touches in less time frame.

• Relational: Higher deal size. It will be longer cadence strategy.

• Lead generation/ Inbound lead handling/ customer success.

• Lead source.

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Phone calls.

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Top calling best practices..• I call when it is best days to call.

• I call at the best times to call.

• Use mobile number to call.

• Choose a spacing of calls from 1-3 days or 3-10 days depending on your product category and lead source.

• Try calling 5 to 10 times. 9

Calling cadence by lead stage.

• Relational outbound 6 calls.

• Transactional inbound : 10 calls.

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Intelligent Dialer

• Helps you to do click to call.

• Automate admin job.

• Increase the effort of sales people.

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Voiceblast.

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How many voice blast in your cadence?

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Is voice blast dead? Or it's not been done

rightly.

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The goals of voice blast.First voice blast objective:

• Get a call back and advance the sales call.

• Make the prospect more likely to take your next call.

Follow up voice blast objective:

• Advance the sales.

• Be persistent without being irritating.

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What are the some of the best practices for voice

blast?

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Top voice blast best practices.

• Use context / research.

• Personalise .

• Should be of max. 18 secs

• Use automation.

• Be consistent.

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• Provide just enough information and too much.

• Be different than others.

• Reference earlier communication.

• Be enthusiastic and moody.

Best practices for voice blast.

• Use context/research : use information gathered in over web research or inbound inquiry.keep it short to 20 secs.

• Repeat your contact details: leave your name and number twice slowly so that someone could write it down.

• Personalise the message: use the prospect name two times in the message.

• Use automation: sales reps have a lot to do. Use the mix of pre-recorded and personalised voice blast.

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• Be consistent : The magic number of voice blast is three. Create a cadence and find a way to spread three voice blast into over 10 days or 30 days period.

• Provide just enough information: only disclose enough information to get a call back.Don't give your whole sales pitch.

• Be different : Don't start with your name and company name. It's a sure sign of a sales person. Rather end with that information.

• Reference other communication: Reference other forms of communication such as voice blast referencing an email.

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Useful voice blast.• Referral.

• Context.

• Value proposition.

• Pain elimination.

• Case study.

• Offer.

• Congratulations.

• Humor/ Funny.

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Voice blast cadence by lead stage.

Relational outbound:

• Research.

• Pain Elimination.

• Humor/Funny.

• Referral.

Transactional Inbound:

• Context.

• Context with case study.

• Value proposition.

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Voice blast cadence plan • Is your transactional or relational ?

• Do you want to have 3 touches or 2 touches?

• Isn't it that voice blast be contextual with case study and value propositional for transactional? May we get more idea from you?

• Should not it be research report or media report or humour or testimonial for outbound? May I get more idea from you.

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Alliance VB.

• Record human like messages on the go.

• Automate voice blast drop.

• Get it personalised.

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Email.

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I will like to know how many emails do you

include in your cadence?

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Use the best practices of emails for subject/

opening/body/closing.

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Top email tips• Send early morning or late afternoon.

• Use templates and A/B test.

• Use one link or attachment.

• Shorter emails the better.

• Send 3-6 emails in your cadence strategy.

• Choose a spacing of emails from 1-3 days or 3-10days depending on lead stage.

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Top email strategies.

• Referral

• Research.

• Context.

• Value proposition.

• Pain elimination.

• Case study.

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• Humor/ Funny.

• Competition.

• Offer.

• Industry information.

• Advice.

• Aspirational Goals.

Structuring email cadence plan.

• Are your customers on email?

• Is your follow up relational or transactional role?

• Is it for outbound leads or inbound leads?

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Cadence.

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Three options for cadence.

• Fully automated.

• Semi automated mixed with manual.

• Fully manual.

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6x3x3x3. Sample Cadence.

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Show email templates creation and storage.

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Best practices cadence principles.

• Always end with VB, Email and Call.

• Transactional should be around 3weeks.

• Relational should be around 60 days.

• Relational includes more email & social activity.

• Spacing of activity is less for transactional and more for relational.

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How do you ensure adherence to a cadence?

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• Crm reporting.

• Print outs.

• Dial, voice blast and email count fields.

• Activity history.

• Custom field.

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What if you could measure

skipped action ?

How well the team is following up?

On what percentage the follow up is on schedule?

Sudip samaddar. Head of Marketing.

Ensembler.

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