17 Sales Cadence Templates That Shorten Your Sales Cycle (B2B & B2C Tested)

Mohamed Farhan
Sep 12
10 min read

In today's competitive marketplace, following up with prospects isn't just important—it's essential. Studies show that 80% of sales require five follow-up calls after the initial meeting, yet 44% of salespeople give up after just one follow-up. This is where a well-crafted sales cadence becomes your secret weapon.

What Is a Sales Cadence and Why Does It Matter?

A sales cadence is a systematic sequence of touchpoints (emails, calls, social media interactions) designed to nurture prospects through your sales funnel. Think of it as your roadmap for consistent, strategic outreach that keeps you top-of-mind without being pushy.

Why sales cadences matter:

Consistency: Ensures no prospect falls through the cracks
Efficiency: Standardizes your outreach process
Scalability: Allows you to handle more prospects effectively
Measurability: Provides clear metrics to optimize performance
Relationship Building: Creates multiple touchpoints to build trust

Research from InsideSales.com shows that the optimal number of touchpoints is 8-12, with most successful sales happening between touches 5-12. Without a cadence, most salespeople stop trying after 2-3 attempts.

How Sales Cadence Templates Shorten the Sales Cycle

Sales cadence templates accelerate your sales cycle in several key ways:

Reduces Decision Paralysis: Templates eliminate the "what do I say next?" problem. Your prospects receive timely, relevant communication that moves them forward.

Maintains Momentum: Consistent touchpoints keep prospects engaged and prevent them from going cold between interactions.

Addresses Objections Proactively: Well-designed cadences anticipate and address common concerns before they become roadblocks.

Creates Urgency: Strategic timing and messaging can create appropriate urgency without being aggressive.

Builds Trust Through Value: Each touchpoint delivers value, positioning you as a trusted advisor rather than just another salesperson.

Companies using structured sales cadences report 23% shorter sales cycles and 18% higher close rates compared to ad-hoc outreach approaches.

B2B vs. B2C Sales Cadence: Key Differences

Understanding your audience is crucial for cadence success. Here's how B2B and B2C cadences differ:

B2B Sales Cadences:

Longer cycles (typically 7-21 touches over 2-6 weeks)
Focus on business value and ROI
Multiple decision-makers may be involved
Professional tone and detailed information
LinkedIn and email are primary channels
Timing considers business hours and schedules

B2C Sales Cadences:

Shorter cycles (typically 3-7 touches over 1-2 weeks)
Focus on personal benefits and emotional appeal
Individual decision-maker
More conversational, friendly tone
Text messages and social media more effective
Timing considers personal schedules (evenings, weekends)

Best Practices for Building a Winning Sales Cadence

Before diving into templates, here are the fundamental principles that make cadences successful:

Start with Clear Objectives: Define what success looks like. Is it booking a demo, scheduling a call, or making a purchase? Your entire cadence should align with this goal.

Know Your Ideal Customer Profile: The more specific you can be about your target audience, the more relevant your messaging becomes.

Lead with Value: Every touchpoint should provide something useful—insights, resources, solutions to problems, or industry knowledge.

Vary Your Channels: Don't rely solely on email. Mix in phone calls, social media, direct mail, and even video messages.

Time It Right: Research your audience's behavior. B2B prospects might prefer Tuesday-Thursday emails, while B2C might respond better to weekend texts.

Test and Optimize: Track open rates, response rates, and conversion rates. A/B test different subject lines, send times, and messaging approaches.

Know When to Stop: Don't be that salesperson who never takes no for an answer. Build in clear exit criteria.

17 Proven Sales Cadence Templates You Can Steal Today

Here are battle-tested templates organized by use case and industry. Each includes timing, channel, and messaging frameworks you can customize for your business.

Cold Outreach Templates

Template 1: The B2B Problem-Solver (7 touches over 14 days)

Day 1: Email - Problem identification
Day 3: LinkedIn connection request with personalized note
Day 6: Email - Case study or success story
Day 8: Phone call - Brief value proposition
Day 10: Email - Industry insight or resource
Day 12: LinkedIn message - Soft check-in
Day 14: Email - Final attempt with different angle

Template 2: The B2C Quick Strike (5 touches over 7 days)

Day 1: Email - Benefit-focused introduction
Day 2: Text message - Quick value reminder
Day 4: Email - Social proof (testimonials/reviews)
Day 6: Phone call - Direct offer
Day 7: Email - Last chance with incentive

Template 3: The Enterprise Relationship Builder (12 touches over 30 days)

Week 1: Email intro, LinkedIn connect, phone call, email resource
Week 2: LinkedIn article share, email insight, phone follow-up
Week 3: Email case study, LinkedIn check-in, video message
Week 4: Phone call, email final value proposition

Lead Nurturing Templates

Template 4: The Warm Lead Accelerator (6 touches over 10 days)

Day 1: Email - Thank you for interest + next steps
Day 3: Phone call - Discovery questions
Day 5: Email - Customized proposal or demo
Day 7: Email - Address common concerns
Day 9: Phone call - Close attempt
Day 10: Email - Follow-up on decision timeline

Template 5: The Content-Driven Nurturer (8 touches over 21 days)

Day 1: Email - Welcome and expectation setting
Day 4: Email - Educational content piece
Day 8: Email - Industry report or whitepaper
Day 12: Phone call - Check-in and qualification
Day 15: Email - Case study relevant to their industry
Day 18: Email - Invitation to webinar or event
Day 21: Phone call - Conversion attempt

Re-engagement Templates

Template 6: The Win-Back Campaign (5 touches over 14 days)

Day 1: Email - "Did we lose you?" with survey
Day 4: Email - New feature or service announcement
Day 7: Phone call - Direct outreach to understand situation
Day 10: Email - Special offer or incentive
Day 14: Email - Final goodbye with door left open

Template 7: The Dormant Lead Revival (6 touches over 18 days)

Day 1: Email - "Things have changed" message
Day 4: LinkedIn message - Personal touch
Day 8: Email - New case study or success story
Day 12: Phone call - Brief check-in
Day 15: Email - Industry trend or insight
Day 18: Email - Simple yes/no question

Event-Based Templates

Template 8: The Trade Show Follow-Up (4 touches over 7 days)

Day 1: Email - Thank you for stopping by
Day 3: LinkedIn connection with meeting reference
Day 5: Email - Promised resources or information
Day 7: Phone call - Next steps discussion

Template 9: The Webinar Attendee Follow-Up (5 touches over 10 days)

Day 1: Email - Thank you + recording link
Day 3: Email - Additional resources mentioned
Day 5: Phone call - Discussion of their specific needs
Day 7: Email - Relevant case study
Day 10: Email - Calendar link for deeper conversation

Referral Templates

Template 10: The Warm Introduction (3 touches over 5 days)

Day 1: Email - Thank the referrer and introduce yourself
Day 3: Phone call - Quick introduction and value prop
Day 5: Email - Relevant resource and next steps

Template 11: The Partner Channel (6 touches over 12 days)

Day 1: Email - Partner introduction and credibility
Day 3: Email - Joint value proposition
Day 6: Phone call - Collaborative approach discussion
Day 8: Email - Combined case study or testimonial
Day 10: Email - Special partner pricing or terms
Day 12: Phone call - Close attempt

Industry-Specific Templates

Template 12: The SaaS Free Trial Convert (7 touches over 14 days)

Day 1: Email - Welcome and onboarding
Day 3: Email - Key feature tutorial
Day 5: In-app message - Usage tips
Day 7: Email - Success story from similar company
Day 9: Phone call - Check on progress and questions
Day 12: Email - Upgrade benefits and pricing
Day 14: Email - Trial ending reminder with incentive

Template 13: The Real Estate Prospect (5 touches over 10 days)

Day 1: Email - Market analysis for their area
Day 3: Text - New listings matching their criteria
Day 6: Phone call - Schedule showing
Day 8: Email - Neighborhood insights and data
Day 10: Email - Financing options and next steps

Template 14: The Consulting Services (8 touches over 21 days)

Day 1: Email - Problem diagnosis framework
Day 4: LinkedIn - Industry article share
Day 7: Email - Free assessment offer
Day 11: Phone call - Discovery conversation
Day 14: Email - Customized insights from call
Day 17: Email - Proposal or next steps
Day 19: Phone call - Close conversation
Day 21: Email - Timeline and implementation

High-Value Templates

Template 15: The Executive Outreach (6 touches over 21 days)

Day 1: Email - Brief, executive-level problem statement
Day 7: LinkedIn - Connection with industry insight
Day 10: Email - Relevant industry report or study
Day 14: Phone call - Brief, respect-their-time approach
Day 17: Email - C-level case study or ROI example
Day 21: Email - Direct ask with clear value proposition

Template 16: The Account-Based Marketing (10 touches over 28 days)

Day 1: Personalized email to primary contact
Day 3: LinkedIn outreach to influencer in organization
Day 5: Email to secondary decision-maker
Day 8: Phone call to primary contact
Day 11: Group email with relevant industry insight
Day 15: LinkedIn message to C-level executive
Day 18: Email with company-specific case study
Day 21: Phone call to secondary contact
Day 24: Multi-threading email to entire buying committee
Day 28: Executive summary email with clear next steps

Template 17: The Complex B2B Sale (15 touches over 45 days)

Week 1: Email introduction, LinkedIn connect, email resource, phone call
Week 2: Email insight, LinkedIn message, email case study
Week 3: Phone call, email addressing common objections
Week 4: Email industry report, LinkedIn article share
Week 5: Phone call check-in, email testimonial
Week 6: Email proposal, phone discussion
Week 7: Email final value summary

Email Cadence Templates for Higher Engagement

Email remains the backbone of most sales cadences. Here are proven frameworks for maximum engagement:

The AIDA Structure:

Attention: Compelling subject line and opening
Interest: Relevant problem or opportunity
Desire: Clear benefit or solution
Action: Specific, easy next step

Subject Line Formulas That Work:

Question format: "Quick question about [specific challenge]"
Benefit-focused: "[Specific result] in [timeframe]"
Curiosity-driven: "The [industry] secret [competitor] doesn't want you to know"
Personal: "[First name], this reminded me of our conversation"

5-Touch Email Cadence

Day 1: Intro email → brief, personalized, value-driven.
Day 3: Follow-up → share a case study or proof point.
Day 6: Reminder → “Did you see my last note?” style.
Day 9: Add value → industry insight, guide, or report.
Day 12: Breakup email → polite sign-off, leaving the door open.

Best for: Cold outreach, inbound nurturing, re-engagement.

Call Cadence Templates That Get More Responses

Phone calls have higher conversion rates than any other channel when executed properly. Here's how to structure your calling cadence:

Call Structure Framework:

Opening (15 seconds): Name, company, reason for calling
Permission (5 seconds): "Do you have 2 minutes?"
Value (30 seconds): Benefit or insight relevant to them
Discovery (2-3 minutes): Ask questions about their situation
Next Steps (15 seconds): Clear call-to-action

3-Touch Call Cadence

Day 1: Initial call → if no answer, leave a short voicemail.
Day 3: Second attempt → reference earlier voicemail/email.
Day 7: Final attempt → focus on solving a specific pain point.

Best for: Warm leads, proposal follow-ups, account-based selling.

Social Selling Cadence Templates for Linkedin

Social media, especially LinkedIn for B2B, adds a personal touch to your outreach. Here's how to integrate social selling:

LinkedIn Cadence Framework:

Research: Review their profile, recent posts, and mutual connections
Connect: Send personalized connection request (not a sales pitch)
Engage: Like and comment on their posts meaningfully
Value: Share relevant industry insights or articles
Reach Out: Send a helpful message (still not selling)
Convert: After relationship is established, suggest a brief call

Example LinkedIn Cadence

Day 1: Send a connection request with a personalized note.
Day 2: Engage with their content (like/comment).
Day 4: Share a relevant article or insight.
Day 7: Message them with a tailored value proposition.

Best for: Establishing relationships, C-suite connections, thought-leadership-driven selling.

9. Multi-Channel Sales Cadence Templates (Email + Call + Social)

The most effective cadences combine multiple channels strategically. Here's how to orchestrate them:

The Channel Hierarchy:

Email: Broad reach, easy to track, detailed information
Social Media: Personal connection, relationship building
Phone: High impact, real-time interaction, complex discussions
Direct Mail: High attention, memorable, premium feel
Text/SMS: Immediate, casual, short messages

Channel-Specific Messaging:

Email: Detailed, professional, resource-rich
LinkedIn: Professional but personal, insight-sharing
Phone: Conversational, discovery-focused, relationship-building
Text: Brief, casual, immediate-response oriented

Example 7-Touch Multi-Channel Cadence

Day 1: Cold email.
Day 2: LinkedIn connection request.
Day 3: Call attempt + voicemail.
Day 5: Second email with a case study.
Day 7: Social engagement (like/comment/share).
Day 10: Follow-up call.
Day 14: Breakup email.

Best for: Outbound prospecting, enterprise sales, SDR teams

Tips to Customize These Templates for Your Business

Templates are starting points, not final scripts. Here's how to make them work for your specific situation:

Industry Customization:

Research industry-specific challenges and pain points
Use relevant terminology and examples
Reference industry publications and trends
Include sector-specific case studies and metrics

Buyer Persona Adaptation:

Adjust tone and formality level
Focus on benefits that matter most to that persona
Use communication channels they prefer
Time outreach based on their typical schedules

Company Size Considerations:

Startups: Focus on growth, efficiency, cost-effectiveness
Mid-market: Emphasize scalability, competitive advantage
Enterprise: Stress security, compliance, integration capabilities

Geographic and Cultural Factors:

Consider local business customs and communication styles
Adjust timing for different time zones
Use region-specific examples and references
Be aware of local holidays and business schedules

Product/Service Alignment:

High-touch services need longer, relationship-focused cadences
Transactional products can use shorter, benefit-focused sequences
Complex solutions require educational, multi-stakeholder approaches
Commoditized offerings should emphasize differentiators quickly

Common Mistakes to Avoid in Your Sales Cadence

Learning from others' mistakes can save you time and improve your results:

Mistake 1: Being Too Aggressive

Don't call and email on the same day repeatedly
Avoid pushy language or high-pressure tactics
Respect when someone asks to be removed from your outreach

Mistake 2: Lack of Personalization

Generic templates are obvious and ineffective
Research takes time but dramatically improves results
Use specific details about their company, role, or challenges

Mistake 3: Poor Timing

Don't ignore time zones and business schedules
Avoid major holidays and industry conference dates
Consider your prospect's likely busy periods

Mistake 4: Giving Up Too Early

Most sales happen after multiple touchpoints
Build patience into your process
Have clear criteria for when to stop pursuing a prospect

Building a Repeatable Sales System

Sales cadences aren't just about individual prospect outreach—they're about building a systematic, scalable approach to revenue generation. When implemented correctly, they transform your sales process from reactive to proactive, from chaotic to consistent.

Key Success Factors:

Commitment to the Process: Cadences work when you work them consistently. Sporadic execution leads to sporadic results.

Continuous Improvement: The best sales teams treat their cadences as living documents, constantly testing and refining based on results and feedback.

Technology Integration: Use CRM systems, sales engagement platforms, and automation tools to scale your efforts without losing the personal touch.

Measurement and Accountability: Track metrics at every stage—open rates, response rates, conversion rates, and time-to-close. What gets measured gets improved.

Remember, the goal isn't just to close more deals faster—it's to build a sustainable, repeatable system that generates predictable revenue while creating positive experiences for your prospects. The best sales cadences feel helpful rather than pushy, informative rather than aggressive, and valuable rather than self-serving.

Start with one template that closely matches your situation, test it with a small group of prospects, measure the results, and iterate. The templates provided here have been tested across thousands of prospects and dozens of industries. They're proven to work—but they'll work even better when you make them your own.