This article expands on segments of the Jan. 10 webinar “Top Email Lead Nurturing Strategies for 2013” with Jenny Vance and Carolyn Goodman, sponsored by Act-On. Click here to watch the full webinar.
In music, cadence is what drives the characteristic rhythm of a piece. Music teachers often compare it to punctuation, because cadence is responsible for pauses (commas) in music, as well as signaling the end of a song (period).
Cadence also plays an important role in lead nurturing.
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. One sales rep may elect to forgo email and just place frequent calls. Another may make calls but not leave voice mail messages. Another may call only every few days. By following a cadence, managers can easily pinpoint and tweak the right mix to achieve the best result.
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. However, if that same 5 percent results in the highest close rate and the largest deal sizes, it makes sense to invest in a cadence with a longer duration.