5 Calling Cadence Tips for a Lead Nurturing Symphony

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.

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.

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  • Jenny Vance

    Michael – I couldn’t agree more. Digital content is a tremendous driving force in market analysis and understanding. However, many companies fail to apply the same measurement "post" digital into the telemarketing process. Regardless of the content source, the follow-up approach should be systematic and measureable. This can help in many ways. For example, I might find that one digital content source tends to have a lower conversion or lower deal size. While I might still find a few leads from that source through telemarketing, I could shorten the calling cadence so I can lower my cost per lead. If another content source has a high deal size, then I might choose to apply a longer cadence. I can even test different cadences across the same digital sources to truly understand what is working best. Digital is a strong start and there is a lot of great information out there. Taking that same science and applying it downstream into telemarketing follow-up, qualification and appointment setting can significantly improve results of digital and provide even more powerful market analysis.

  • Michael Bann

    Wheres the direct mail, Where the SM, Wheres the Testimonial videos. In my opinion when fishing you need to be where the fish are. I have no issues wiith email and direct calls but those are only 2 tactics of many that should be tested!