Sales Cadence

Without a structured cadence, sales reps follow up inconsistently — some prospects get chased too aggressively while others are forgotten after a single touch. A well-designed cadence solves this by codifying the optimal follow-up strategy into a repeatable system. Every prospect enrolled in the cadence receives the same quality and frequency of attention, regardless of how busy the rep is or how recently they last thought about that account. Effective cadences are multi-channel and multi-touch. Research consistently shows that most replies come after the fifth or sixth touch, yet many reps give up after two or three attempts. A well-structured cadence spans 2–4 weeks and includes email, phone, and social touches, with each step offering a fresh angle rather than simply re-sending the same message with 'just following up.' The first touch is typically the highest-effort step — a personalized video or highly customized email — with subsequent steps gradually decreasing in effort while maintaining relevance. The most effective modern cadences lead with personalized video as the first touch. Because video is still uncommon in most inboxes, a personalized video email from Outvid creates an immediate pattern interrupt that drives dramatically higher open and reply rates than a text opener. Subsequent touches then have a warm context to reference — the rep can follow up asking whether the prospect had a chance to watch the video, making the follow-up feel natural rather than pushy.