TARGET MARKETING ON 5

CALLING CADENCE TIPS

FOR LEAD NURTURING SYMPHONY

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.

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).

CALLING CADENCES CONTRIBUTE TO THE SUCCESS OF LEAD GENERATION PROGRAMS FOR TWO REASONS.

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. 

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. 

WHEN DEVELOPING A CALLING CADENCE, FOLLOWING A FEW BEST PRACTICES WILL KEEP YOUR LEAD GENERATION PROGRAM IN HARMONY:

1. PUT A STRUCTURE IN PLACE AND MEASURE AGAINST IT.   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.

2. BUILD A CADENCE YOU CAN AFFORD.   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.

3. MAKE THE VOLUME MANAGEABLE. 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

4. MEASURE THE SUCCESS OF THE CADENCE AT EACH STEP. 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.

5. GIVE THE CADENCE ENOUGH TIME TO WORK.  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.

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.