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April 15, 2024

How to Use Salesloft Cadence Best Practices to Improve Engagement

Implementing SalesLoft cadence best practices can help increase your engagement rates. Learn how to use the SEP to build stronger customer relationships.

Sales cadences are a series of predetermined structured touchpoints that sales reps use to communicate with prospects. They can make your prospecting strategies far more efficient and consistent, and when done right, they can lead to an increase in engagement and conversion rates. When you use SalesLoft cadence best practices, they become even more effective. The powerful sales engagement platform has a reputation around the world for helping sales teams create and manage cadences that see results. It's easy to use, scalable, and it integrates with other important sales tools. Best of all, it helps automate your workflow.

In this article, we'll take a closer look at the power of the sales cadence, the power of Salesloft, and and how you can make the most out of the combination of the two. 

What is a Sales Cadence?

SalesLoft describes a cadence as a "repeatable series of steps, or sequence, that mimics your sales process to create a consistent process." Often used for prospecting, cadences help you build relationships with potential customers through a series of strategically planned steps. It typically involves multiple interactions through different channels, like social media, email, calls, and texts. In addition to crafting the content, you must decide how frequently to add touchpoints  and how long the entire series should last. Here's an example of a cadence:   

  • Day 1: Connect with the lead on LinkedIn + send a personalized introductory email 
  • Day 2: Cold call and if no answer, leave a voicemail 
  • Day 4: Send a follow-up email + attempt to call again but do not leave a voicemail 
  • Day 8: Send a follow-up email and add value, such as a case study or customer testimonials + send a direct message via LinkedIn 
  • Day 12: Send a new email 
  • Day 15: Send a new email + a LinkedIn direct message + call and leave a voicemail 
  • Day 18: Send a follow-up email 
  • Day 21: Send a follow-up email + call and do not leave a voicemail 
  • Day 24: Send one last email   

What is Salesloft?  

Salesloft is a powerful sales engagement platform that streamlines and centralizes your sales process, which can lead to increased engagement, a stronger pipeline, higher conversion rates, and ultimately, more deals closed.  A few of its many features include: 

  • Workflow task automation, like follow-up emails and scheduling 
  • Predictive analytics that help you forecast trends 
  • Centralized dashboard for monitoring customer interaction 
  • Pipeline management 
  • Real-time reporting and analytics 
  • Communication tools, like a dialer and social media integrations 
  • Sales team coaching 
  • Compliance assurance 
  • Integration with your CRM and countless other important apps, ranging from LinkedIn to Gmail to Zoom 
  • AI-powered intelligent revenue maximization  
  • Easy-to-use interface 

When you make use of these features, you end up with stronger sales strategies, including your cadences. Automation increases efficiency. Personalization tools help you craft messaging that resonates and improves response rates. Seamless integration with your CRM and other apps helps you create stronger reports because all of your data is in one place. It even allows you to scale your operations as needed.  

Optimizing Your Salesloft Cadence for Success

When you combine your cadences with Salesloft's power features, you set yourself up for success. These best practices can help you optimize your efforts even further. 

Finding the Right Balance in Prospect Engagement

When crafting a sales cadence, you have to strike a delicate balance between reminding a prospect that you exist but not overdoing it to the point that they find you intrusive and annoying. That means pinpointing the right number of touchpoints for each of your buyer segments. While every industry and every business will have different indicators, start with these resources to help you come up with the magic number:  

  • Surveys and feedbacks from current and previous customers
  • Behavior analytics 
  • Length of your unique sales cycle 
  • A/B testing results 
  • Historic data from successful campaigns 
  • Information on optimal dates and times for contacting your target audience 

Personalizing Your Cadence for Maximum Impact 

As with any of your outreach efforts,  personalization can go a long way in maximizing the impact of your cadences. In SalesLoft, you can do this through tasks like assigning certain cadences to specific audience segments or sending custom emails based on the stage of the sales funnel. Using buyer personas to make decisions like which channels to incorporate, grouping your target audience by psychographics (like paint points, interest, and values), and crafting unique yet valuable content for each group can help add a personalized touch. 

Leveraging Data and Feedback for Continuous Improvement 

No matter how well your cadences perform, they can always be better. Leveraging quantitative and and qualitative data at regular intervals can help you determine how to make that happen so you experience continuous improvement. Numeric metrics like open rates, response rates, conversion rates, call metrics, bounce rates, sales cycle length, and unsubscribe rates can help you refine your strategies. Incorporating qualitative measurements, like prospect and customer feedback, customer sentiment, engagement quality, and sales rep observations can help you enhance the effectiveness of your cadences. 

Advanced Strategies for Maximizing Salesloft Cadences

When you use Salesloft for creating cadences, there are two important features that you'll want to use to maximize your success: Rhythm and CRM integration.  

SalesLoft offers seamless integration with CRMs and other sales-friendly tools and apps so you can sync your prospect and customer information in both platforms, ensuring it's always accurate and up-to-date. Not only is it convenient, but it saves time by eliminating manual entry and  reduces the potential for human error.  

Salesloft's Rhythm is an AI-powered tool that helps reps automate and prioritize their workflows. You can use it to optimize your cadences too. It utilizes engagement metrics to determine when you should contact prospects, the type of messaging you should use, and what channels you should incorporate into your cadences. 

Monitoring and Adjusting Your Cadences

Another Salesloft feature that assists with monitoring and adjusting your cadences over time is its real-time reporting. From metrics for each rep to metrics for your entire team, you can break down these reports any way you see fit and examine your cadences from every direction. The easy-to-use dashboard allows you to monitor specific metrics and KPIs and build reports that relate specifically to your cadences as needed. 

But these reports are meaningless if you don't use them. It's important to track your performance at various intervals, whether that's daily, weekly, monthly, quarterly, annually, or somewhere in between. When your performance is weak, it's usually a sign that your cadences need some adjustments. 

Conclusion

Cadences are amazing tools for prospecting that allow you to tailor messaging for specific audiences and send them at the perfect time and frequency. By using a sales engagement platform like SalesLoft, you can optimize your cadences, automate much of the workflow, and watch as your engagement metrics rise with each touchpoint.

Contact the RevOptics team for assistance in optimizing your sales cadences.

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