Process
Outbound Cadence
The structured sequence and timing of follow-up touches in an outbound sales campaign.
What is an Outbound Cadence?
An outbound cadence is the planned sequence of touchpoints used to engage a prospect over a defined time period. It specifies what channels to use, when to follow up, and how messaging should evolve across each touch.
Cadence Design for B2B SaaS & Dev Agencies
For B2B SaaS and dev agencies selling to technical buyers, cadence design matters more than most teams realize. Too aggressive and you damage your brand. Too passive and you lose the opportunity window.
Optimal LinkedIn Cadence Structure
- Day 1: Connection request with personalized note
- Day 3-4: Follow-up message if connection accepted (no pitch, add value)
- Day 7-8: Share a relevant insight or case study
- Day 14: Direct but low-pressure meeting request
- Day 21-28: Final touch with a different angle or exit message
// CADENCE RULES
max_touches: 4-5 per prospect per campaign
spacing: minimum 3 days between touches
escalation: never (pressure destroys trust with technical buyers)
exit_message: always (leaves door open for future engagement)
Common Cadence Mistakes
- 12-step email sequences: Prospects who did not reply to message 4 are not going to reply to message 12
- Same-day follow-ups: Signals desperation, not persistence
- Feature-dump escalation: Each message adds more product details nobody asked for
- No exit strategy: Prospects feel hunted rather than approached
I design cadences around the prospect's buying timeline, not the seller's urgency. My sequences are intentionally short because quality outreach should not need 12 touches to generate a response.