Imagine this: a high-potential lead lands in your inbox, eager to learn more about your offerings. Your immediate reaction is to respond. But wait!

Instant reaction could result in miscues that could let the lead slip away. 

Approaching inbound leads with a well-crafted inbound Cadence can help you engage prospects promptly and effectively, ensuring you turn that initial interest into a solid opportunity.

Here are a few tips for creating an effective inbound Cadence:

1. Establish the right amount of touchpoints

When engaging a lead, strategy is key. For inbound leads, we recommend at least 8 touchpoints. The exact number may vary based on your sales cycle time and deal size.

Optimal Timeline:

• Aim for 16.7 touches on average
• Spread these over a 19-23 day period

2. Balance speed & personalization

Balancing speed and personalization in your initial response to inbound leads is important. 

In some cases, it’s more important to spend extra time gathering research to prepare a personalized response. In other cases, a response within 5 minutes or less can help you establish a healthy relationship.

Here’s a rule of thumb:

• Quick follow up (less than 5 minutes) when a prospect has shown explicit interest, such as submitting a contact us or demo request form on the website.
• Longer, more personalized follow up (within an hour): leads with less implied interest, such as trade show leads, require research to create a more compelling first message to drive engagement

3. Make your inbound Cadences ~ 19-23 days long

Setting the appropriate Cadence length is essential for maintaining effective engagement without overwhelming your leads. While the average Cadence duration depends on your Average Contract Value (ACV), we recommend making your inbound Cadences between 19-23 days long. 

Note: Cadence duration can be covered by one Cadence or multiple. You could have one 19-23 day inbound Cadence, or two shorter back-to-back Cadence. We recommend using Key Performance Indicators (KPIs) to determine your own duration baseline. These KPIs can include Success Metric, Opportunity Conversion Rate, Meeting Rate, etc

4. Incorporate different touchpoint types

When it comes to inbound Cadences, we recommend incorporating 3-5 different touch types. 

Types of touchpoints include: 

• Email
• Phone
• Voicemail
• LinkedIn
• Chat
• AI

5. Automate early

Automating emails can help you manage your time, but it’s important to know when to automate. For inbound Cadences, we recommend automating early in the Cadence to save time 

What’s your approach to creating inbound Cadences? Share your experiences and insights in the comments— let's learn from each other!

#SalesStrategy #LeadManagement #SalesCadence #B2BMarketing #SalesTips

Additional Resources

• Create a Cadence
• Start with Cadence Frameworks
• List of Cadence Frameworks