A good cadence isn’t one-size-fits-all, but these templates give you a starting point to customise for your business.
1. The New Lead Sprint (7 days)
For fresh inbound leads who’ve shown interest:
- Day 1: Call + Email
- Day 2: LinkedIn connect
- Day 3: Call
- Day 5: Email with value (case study, relevant article)
- Day 7: Final call + breakup email
Why it works: Inbound leads go cold fast. This cadence strikes while the iron is hot with multiple touchpoints in the first week.
2. The Enterprise Touch (30 days)
For larger deals with longer cycles:
- Week 1: Initial outreach + personalised research
- Week 2: Value-add content (whitepaper, case study)
- Week 3: Check-in call
- Week 4: Case study share + next steps proposal
Why it works: Enterprise buyers need time and trust. This cadence builds credibility over a month without being aggressive.
3. The Nurture Drip (Ongoing)
For prospects not ready to buy:
- Every 2 weeks: Valuable content (blog posts, industry news)
- Monthly: Personal check-in call
- Quarterly: Business review offer
Why it works: Keeps you top-of-mind without being pushy. When budget appears or needs change, you’re the first call they make.
4. The Reactivation Sequence
For dormant accounts that have gone quiet:
- Day 1: “Checking in” email — reference your last conversation
- Day 3: New feature or product announcement
- Day 7: Direct value proposition — what’s changed since you last spoke
- Day 14: Final attempt — “Is this still a priority?”
Why it works: People don’t disappear because they hate you. They get busy. A structured reactivation sequence gives them an easy way to re-engage.
5. The Customer Success Loop
For existing customers you want to retain and upsell:
- Monthly: Usage check-in — how are things going?
- Quarterly: Business review — are we meeting your goals?
- Ongoing: New feature updates relevant to their use case
Why it works: The cheapest customer to acquire is the one you already have. Regular contact prevents churn and surfaces upsell opportunities.
Making It Work
The best cadence is one you’ll actually follow. Start simple, track results, and iterate. Don’t try to implement all five at once — pick the one most relevant to your business right now and master it before adding more.
The key principle across all these templates: consistency beats intensity. Five average follow-ups will outperform one perfect pitch every time.