In B2B sales, the cadence flow fulfills exactly this role, organizing the rhythm of contacts with leads to ensure that the sales team achieves the final objective: closing the deal.
What is cadence flow?
A cadence flow is a structured, multi-channel sequence germany email list of interactions performed by a salesperson or SDR ( Sales Development Representative ) to engage leads at different stages of the sales funnel .
These flows define:
When you contact us;
How (email, phone, LinkedIn, WhatsApp, etc.);
How often contacts should occur;
What messages should be conveyed.
In the white paper “ What We Learned from 70 Million Prospecting Activities ,” Meetime CMO Diego Cordovez emphasized that prospecting is a game of effort . Let’s see how the numbers from this study prove this theory:
1 in 3 inbound leads will not respond to your contacts. In outbound, this rate increases to 1 in 2 .
Of those leads that respond to you, only 7.7% in Outbound and 19% in Inbound will become real sales opportunities.
Half of companies make 5 or fewer contact attempts, while following the 8-9 benchmark would yield a potential gain of 10% .
Inbound, contacts made within 10 minutes convert more than twice as much compared to those made within 24 hours ( see chart below ). As Cordovez concluded: “ Response time matters, because purchase intent cools. ”
Conversion rate. Source: Meetime
Source: Meetime
The study also found that the SDRs who perform the most activities are also the ones who schedule the most appointments ( see graph below ). This confirms the idea that prospecting requires effort .
Prospecting is effort. Source: Meetime
Source: Meetime
Given this scenario, cadence flows emerge as essential elements for you to be successful. Meetime’s own study found that “ a cadence with 3 or more different types of activities has a 57% higher conversion rate than those with just one ”.
However, the lack of structured processes can create obstacles to ensuring the success of your project. Next, we will better understand what a cadence flow is and how to create one that actually works and increases your results at the end of each month.
Cadence Flow Types
There are different types of flows, depending on the lead profile and the stage of the purchasing journey. The most common are:
Active prospecting (Outbound) : Ideal for cold or unknown leads, where the salesperson seeks to present the solution and generate interest.
Lead nurturing (Inbound) : For leads who have already interacted with some content, but are not yet ready to buy.
Reactivation flow : Focused on leads that were once in your pipeline but stopped interacting.
Practical example:
In outbound, the initial focus is to attract attention and generate curiosity.
In inbound, you can now approach the subject in more depth, showing that you understand the lead's pain.
Most common communication channels
In the B2B market, the main channels used in cadence flows are:
E-mail : Versatile, allows sending detailed messages and support materials.
Telephone : Useful for direct connections and resolving queries in real time.
LinkedIn : Great for less invasive approaches and creating genuine connections.
WhatsApp : For quick and informal communications.
Tip: Combine channels to increase the chances of a response. For example, start with an email, then make a phone call and send a LinkedIn message.
One thing seems to be unanimous: social media has become a fundamental channel in this process. See below the percentage of leads gained, according to the white paper “ What we learned from 70 million prospecting activities ”, by Meetime:
Social points. Source: Meetime
Source: Meetime
Social points. Source: Meetime
Source: Meetime
As the study highlights, “ in both Inbound and Outbound, the rate of leads gained as the last interaction in a social media activity increased significantly, more than tripling in the case of Outbound. ”