Sales Cadence: How to Build Outreach That Books Meetings in 2026

Introduction

Your reps are sending touches and getting silence back. Usually the copy is fine and the list is fine. What breaks is that the follow-up stops at touch two, and the touches that did go out all said roughly the same thing. That is the problem a sales cadence solves, and it is the problem we solve for clients when we run outbound end to end as an outsourced sales team.

But a cadence is not a magic number of emails. It is a decision, made in advance, about how many times you will reach out, on which channels, how far apart, and what each touch is supposed to accomplish. Make those decisions once and your reps stop improvising. Skip them and every prospect gets whatever the rep remembered to do that morning. And a cadence only earns its keep on prospects worth the touches, which is why lead qualification belongs upstream of the whole sequence.

Martal Group has been running outbound for B2B companies since 2009, across 50+ verticals, and the cadences that work now look different from the ones that worked three years ago. Buyers are further along before they talk to anyone, they are checking your claims against an AI assistant, and they have less patience for a sequence that reads like a sequence. What follows is how to build one that holds up.

What Is a Sales Cadence? The Short Version

1. A sales cadence is a pre-planned sequence of outreach touches across email, phone, and social, spaced at set intervals, with a defined start and a defined exit.
2. It differs from a sales cycle, which covers the whole journey from first contact to closed deal, and from an email sequence, which is single-channel and linear.
3. The working benchmark for cold B2B outbound is eight to twelve touches over two to three weeks, across at least three channels.
4. Cap email at roughly three touches per prospect and spend the rest on calls and LinkedIn, because email fatigue costs more than the extra sends return.
5. The cadence that performs is the one sized to the buyer: an SMB owner and an enterprise VP need different lengths, different channels, and different tolerance for persistence.

What Changed in Sales Cadences in 2026

• Buyers pulled further away from reps, then came back for verification. Gartner’s March 2026 survey of 646 B2B buyers found 67% prefer a rep-free buying experience, up from 61% the year before. Its May 2026 research found 69% still turn to a sales rep to validate AI-generated insights.
• AI in sales stopped being a pilot. Salesforce’s State of Sales 2026, drawn from more than 4,000 sales professionals, reports 87% of sales organizations using some form of AI and 54% of individual sellers having used an AI agent.
• The channel count settled at around ten. McKinsey’s 2026 Global B2B Pulse Survey found buyers using an average of ten channels across a purchase, with inconsistent information across those channels now a leading reason they switch suppliers.
• Selling time barely moved. The same Salesforce research puts the average seller at 40% of their time actually selling, which is why cadence design keeps landing on the RevOps agenda rather than the rep’s.

Sales Cadence Terms, Defined

• Sales cadence is the full omnichannel sequence of outreach touches, coordinated and sequenced across channels, with timing decided in advance.
• Touch is any single deliberate outreach action: an email, a dial, a voicemail, a connection request, a comment on a post.
• Sequence is the single-channel, linear version, usually email only. Every sequence is a cadence, but not every cadence is a sequence.
• Spacing is the gap between touches, and it is the variable most teams set once and never revisit.
• Multi-threading is running the cadence against several people at the same account rather than one contact.
• Exit criteria are the rules that pull a prospect out: a reply, a booked meeting, a bounce, an unsubscribe, or the end of the sequence.

What Is a Sales Cadence, and What Is It Not?

A sales cadence is the rhythm and sequence of touches your team uses to engage a prospect over time, planned before the first message goes out. It sets how many times you reach out, on which channels, how far apart, and what each touch is for. It works because the third and fourth touches actually happen, and because they say something different from the first two.

Sales cadence versus sales cycle versus sequence

But these three get used interchangeably, and they are not the same thing.

• Sales cycle is the whole journey, from first contact to signed deal. Six months is normal. Discovery, demo, proposal, negotiation, close.
• Sales cadence is one component inside that cycle, almost always at the prospecting or nurture stage. Two to four weeks of touches, all of it just to earn the initial meeting.
• Sequence is narrower still. Usually the email-only track. Linear, no channel switching, no branching on behavior. An email drip campaign is the nurture-side version of the same idea, sent on a fixed schedule.

So a cadence sits inside the wider sales cycle, and a sequence sits inside the cadence. If your team calls the email track “the cadence,” you are almost certainly under-using the phone.

Why a planned cadence beats ad-hoc follow-up

Three things change the moment the plan exists.

Follow-up stops depending on memory. RAIN Group’s prospecting research, based on 488 buyers and 489 sellers, found it takes an average of eight touches to secure a first meeting, with top performers getting there in five. And nobody hits eight from memory while also working live deals.

The work becomes measurable. When every rep runs the same structure, a drop in reply rate means something. But when everyone improvises, you cannot tell whether the problem is the list, the copy, or the rep. That repeatability is what turns outbound into a predictable pipeline instead of a monthly guess.

New reps ramp faster. And a documented cadence is the closest thing an SDR team has to a training asset that works on day one.

And there is a cost here worth naming. A rigid cadence run badly produces exactly the outreach buyers have learned to ignore: eight near-identical messages that mention nothing specific about the company receiving them. What the structure buys you is thinking time, and the rep spends it on relevance instead of on remembering to follow up.

How Many Touches Should a Sales Cadence Have?

Eight to twelve is the working range for cold B2B outbound, and eight is the better starting point. RAIN Group’s average sits at eight touches to a first meeting. Top performers reach the same outcome in five, which tells you the number is a function of how well the prospect was chosen, not how hard the rep pushed.

Why Top Performers Need Only Five Touches

Five touches from a rep who picked the right account and opened with something specific beats twelve from a rep working an unfiltered export. Targeting is what moves that number, and it is the single highest-leverage change most teams can make to a cadence, because it changes the denominator instead of the effort.

So if your reps need eleven touches and still convert at a low rate, adding a twelfth will not help. Look at how the account list was built and whether anything about the first touch could only have been written to that company.

This is why we engineer lists rather than export them. An exported list is a filtered pull that ages the moment it lands and treats every matching company as equally worth contacting. An engineered one runs five stages before a rep touches anything: match accounts against the ICP using natural-language criteria instead of blunt filters, qualify each one against custom fit criteria and remove what does not clear, prioritize by fit and buying signal so week one goes to the companies most likely to respond, enrich contacts across verified email, direct dial, and LinkedIn, then maintain the list while the campaign runs as roles change and funding events land. Every account on your list should have cleared your criteria before a rep touched it. And that upstream work is what buys the shorter cadence.

When Adding Touches Starts Costing You Replies

But here is where the common advice breaks down. Reply rates are highest on the first email and decline with each follow-up, while unsubscribe and spam complaint rates climb. Send enough follow-ups and you are not just failing to convert this prospect, you are degrading the sending domain that every other campaign depends on.

So the resolution is channel mix rather than send volume. You do need five or more touches. But you do not need five or more emails. Cap email at roughly three per prospect and spend the remaining touches on the phone and on LinkedIn, where the fatigue math is different and where nothing you do damages inbox placement.

Teams that run cold email as a managed channel treat three as a hard ceiling and build the rest of the cadence around it. The other half of that discipline is volume. We ramp outreach volume weekly rather than opening at full send, specifically to protect domain reputation, because a new domain pushed hard in week one rarely recovers its inbox placement.

How Long Should a Sales Cadence Run, and How Far Apart Should the Touches Be?

Two to three weeks for cold outbound, with touches front-loaded early and spaced out later. That shape matches how attention actually works: if a prospect is going to engage, it usually happens in the first few days, and after that you are playing for recall rather than reaction.

How Far Apart to Space Your Cadence Touches

A pattern that holds up across most B2B segments:

• Days 1 to 3: three touches, clustered. Email, then a call, then a social touch. This is the window where you are still a new name rather than a familiar annoyance.
• Days 4 to 10: two to three touches, two to three business days apart. Each one takes a different angle. Not “following up on my last email.”
• Days 11 to 21: two to three touches, spaced wider. The last one closes the loop and gives the prospect a clean way out.

So avoid two emails in one day, and avoid two dials in one day unless the prospect has already engaged. And a quiet gap of three or four days in the middle of a cadence often does more for the next touch than another message would have.

One regional caution, and it runs deeper than tone. The triple touch on day one reads as normal in the US and intrusive across much of Europe. But the legal position differs too, not just the etiquette. Into US accounts you can run cold email, cold calling, and LinkedIn. Into EU, UK, and Canadian accounts, cold email is out under GDPR and CASL, so the cadence runs on calls and LinkedIn alone. A compliant cadence is a differently weighted one rather than a shorter one, and where your buyer sits decides the channel mix before anything else does.

Best Time of Day to Send Emails and Place Calls

You will find confident claims that emails sent at 10:00 AM and calls placed between 4:00 and 5:00 PM outperform everything else. But treat those as a starting hypothesis, not a finding. The pattern varies by role, by industry, and by time zone, and a CFO checking email at 6:00 AM breaks the rule on their own.

But what is worth doing is testing send and dial windows against your own connect data across a few hundred prospects, then leaving the winner alone for a quarter. What is not worth doing is rebuilding the cadence around a benchmark someone published about a different audience.

Which Channels Belong in a B2B Sales Cadence?

Email, phone, and LinkedIn, at minimum. McKinsey’s 2026 Global B2B Pulse Survey found B2B buyers now use an average of ten channels across a purchase, and that inconsistent information across those channels has become a leading driver of supplier switching. Occupying all ten is not the goal. What matters is that the two or three channels your buyer actually uses are covered, and that what they hear on each one lines up.

Email: 40 to 50% of Touches, Capped at Three

Email carries roughly 40 to 50% of the touches in most cadences and does the work of explaining and documenting. It is also where the fatigue ceiling bites first, which is why cold email outreach is best run as a tightly capped channel rather than the whole cadence. The spacing rules for an email-only cadence are tighter still, since every touch lands in the same place.

Keep first touches short. Under 100 words, one specific trigger, one ask. And if your SDRs are writing 200-word openers, you are losing people at sentence three.

Phone: The Channel Most Teams Under-Use

Calls generate response rates out of proportion to their share of touches, and most teams under-index on them because dialing is uncomfortable rather than because it fails. But a call after an email lands differently: you are no longer an unknown number, you are the person who sent the thing they half-read this morning.

So leave a voicemail on the first two attempts, and reference the email. On later attempts, log the dial and move on. Teams that run cold calling as a managed channel usually find the connect rate problem is a data problem, not a script problem, and verified direct dials fix more of it than a new opener will.

LinkedIn: Familiarity Without Asking for a Reply

Social touches are the cheapest way to become familiar before you ask for anything. A connection request with a one-line note, a genuine comment on something the prospect posted, a share of something relevant to their problem. LinkedIn lead generation works in a cadence precisely because it does not demand a response, so it costs the prospect nothing to let you accumulate.

Two rules. Connection requests early, direct messages later. And never a pitch inside the connection note.

Voicemail and SMS: When Each One Earns a Slot

Voicemail is a free familiarity touch attached to a call you were making anyway. So keep it under fifteen seconds and mirror the email.

But SMS is different. In B2B it needs an existing relationship or explicit permission, and it burns goodwill fast when it arrives cold. So use it for event follow-up and for prospects who have already replied, not for opening.

Inbound vs Outbound Sales Cadences: What Changes

An inbound lead raised a hand. An outbound lead generation program has to earn the same attention cold, so the two cadences differ on almost every variable except which channels are available.

The inbound cadence

• First touch: within five minutes of the form fill. Speed outranks every other variable here.
• Length: five to seven touches across about a week.
• Channel weighting: phone first, email second, social rarely.
• Personalization depth: shallow and fast. They already told you what they want on the form.
• Exit rule: close the loop by day seven, because inbound intent decays quickly.

The outbound cadence

• First touch: whenever your research and the buying signal say it is worth sending.
• Length: eight to twelve touches across two to three weeks.
• Channel weighting: email carries the volume, phone carries the conversion, social carries the familiarity.
• Personalization depth: deep on the first touch, because you have to earn the read.
• Exit rule: finish the sequence, then route to nurture with a named trigger.

But the error worth naming is subtler than mixing the two up. Teams route inbound leads into the outbound cadence because that is the sequence already built, so a prospect who just asked for a call gets a day-three connection request instead. So check your entrance criteria before you check your copy.

3 Sales Cadence Examples, With the Messages to Send

These are starting structures, not templates to run unchanged. So adjust length and channel mix to the buyer before you launch.

A 12-day cold outbound cadence, eight touches

• Day 1, email. Problem-first, referencing a specific trigger: a funding round, a job posting, a product launch. One ask. Under 100 words.
• Day 2, call plus voicemail. Reference the email. Ask a question about the problem you raised rather than re-pitching.
• Day 3, LinkedIn connection request. One line, no pitch, mentions the email exists.
• Day 5, email. New angle and a customer proof point. Not a follow-up to the first thread.
• Day 7, LinkedIn engagement. Comment on something they posted, or share a resource that speaks to the problem in touch one.
• Day 9, call. No voicemail this time. Log the attempt.
• Day 11, email. Handle the most common objection your ICP raises before they raise it.
• Day 12, breakup email. Clear, short, no guilt, and an easy door back in.

The messages, written out

Merge fields sit in curly braces. These five carry most of the weight in a cold email sequence, so they are the ones worth writing properly.

Day 1, opening email

Subject: {Company} and the SDR ramp

Hi {FirstName},

Saw {Company} posted three SDR roles last month. When a team scales headcount that fast, follow-up is usually the first thing to slip, and the sequence that ran fine with five reps stops getting run consistently at eight.

Worth fifteen minutes to compare notes on how you are handling that?

{RepName}

Day 2, voicemail

“Hi {FirstName}, {RepName} from {YourCompany}. I sent you a note this morning about keeping outreach consistent while you scale the team. No need to call back, the detail is in the email. I will try you again later this week.”

Day 3, LinkedIn connection note

“Hi {FirstName}, I emailed earlier this week about follow-up consistency during an SDR ramp. Connecting either way, happy to stay in touch.”

Day 5, second email, new angle

Subject: the part that breaks first

Hi {FirstName},

Different thought from my last note. Most teams we talk to cap email at three touches per prospect and move the rest to the phone, because the fourth and fifth emails cost more in deliverability than they return in replies.

If your sequences are email-heavy right now, that is usually where the lift is. Happy to send the breakdown, or walk through it in fifteen minutes.

{RepName}

Day 12, breakup email

Subject: closing the loop

Hi {FirstName},

I have reached out a few times and not heard back, so I will assume the timing is off and stop here.

If that changes, my line is open. Either way, good luck with the ramp.

{RepName}

Notice what none of them do. None asks whether you got the last email, and none recycles the same sentence behind a new opener. And each one has a reason to exist that the previous touch did not cover.

A five-touch inbound follow-up cadence, seven days

Inbound leads have already raised a hand, so speed matters more than length.

• Minute 5, call. Response speed is the single largest variable on inbound conversion, and nothing else here matters as much. Open with the reason you are calling: “Hi {FirstName}, {RepName} from {YourCompany}. You just asked about {topic} on our site, so I wanted to catch you while it was in front of you.”
• Hour 1, email. Confirms the call attempt and restates what they asked about.
• Day 2, call plus voicemail. Different time of day from the first attempt.
• Day 4, email. Answers the question their form fill implied, with one specific resource.
• Day 7, breakup or route to nurture. Inbound interest goes cold fast, so close the loop rather than grinding.

An enterprise cadence, multi-threaded across four weeks

Enterprise buying groups do not behave like single contacts, so the structure changes rather than just the length.

• Run the cadence against three to five people at the account, not one. Champion, economic buyer, and at least one technical evaluator.
• Stretch the spacing. Three to four business days between touches. Enterprise prospects punish persistence more quickly than SMB buyers do.
• Weight the value content heavier. Fewer asks, more material the buying group can circulate internally without you in the room.
• Add a referral step. Ask the first responsive contact who else should be in the conversation. This is usually the touch that gets the account moving.
• Expect four to six weeks, not two. A booked meeting here is the start of a longer consensus process.

How to Size a Sales Cadence to Deal Value, Seniority, and Signal

Most cadence advice gives you one structure and leaves you to guess where it breaks. But here is the ladder we use when we design a cadence for a client, sized on three variables in this order.

1. Deal size sets the length. Under $15K annual contract value, run eight touches over twelve days and move on quickly. Between $15K and $75K, run ten to twelve touches over three weeks. Above $75K, plan four to six weeks and multi-thread from the start. And the cost of a wasted touch scales with the cost of a lost account.

2. Seniority sets the channel mix and the tone. The more senior the contact, the fewer total touches and the higher the proportion that carry something useful rather than an ask. A VP who gets thirty cold emails a week will forgive four thoughtful touches and block eleven generic ones. But junior and mid-level contacts tolerate more volume and respond better to direct asks.

3. Signal strength sets the tempo. A prospect who just posted a role you solve for, or whose company just raised, earns an accelerated cadence: pull the day-five touch to day two. A prospect on your list because they matched a firmographic filter gets the standard tempo. This is the one variable most teams ignore, and it is where a platform earns its place, since Landbase is what surfaces the signals our sales executives act on.

And the exit rule, which almost nobody writes down. End the cadence when it is done. No reply after the full sequence means route to a long-term nurture with a defined re-entry trigger, not a second cadence three weeks later under a different name, which prospects notice.

And that ladder is the thing to steal from this page. The touch counts elsewhere are benchmarks. This is a decision rule you can apply to your own list on Monday.

Where the ladder fits in a full campaign is worth naming, because cadence design is a step rather than a preamble. Martal Group’s six-step campaign playbook runs research and discovery, then an assessment of vertical and horizontal markets, then setting the cadence and its parameters, then launching the omnichannel campaign, then ramping market penetration, then reviewing impact metrics. Cadence sits third for a reason. You cannot size touches sensibly until you know who you are talking to and which markets you are working, and everything after it is execution against the decisions made at that step.

How Is AI Changing Sales Cadences?

AI has moved cadence work from a fixed schedule toward a sequence that adapts, and the change is real in two specific places: deciding who to contact and when, and compressing the research that used to make personalization unaffordable. Salesforce’s State of Sales 2026 found 87% of sales organizations now using some form of AI, with 54% of individual sellers having used an AI agent and sellers expecting agents to cut prospect research time by 34%.

What AI genuinely does well in a cadence

• Prioritization. Scoring which accounts to work today against engagement, intent, and firmographic fit. This is the highest-return use, because it changes who enters the cadence rather than what happens inside it.
• Research compression. Pulling the funding round, the job posting, and the tech stack change in seconds instead of the ten minutes a rep would spend per account.
• Timing. Flagging when a prospect’s behavior changes, so the rep calls the same afternoon rather than on the day the schedule said to.
• First drafts. Producing a serviceable first version of a touch that the rep then makes specific. Treat the draft as raw material the rep still has to finish.

Where AI-run cadences fail

They fail when they are used to send more, faster. Automating outreach that was not working simply produces the same miss at higher volume, and it does real damage on the way: bounce rates climb, sender reputation drops, and touches that would have landed start going to spam.

But they also fail on a subtler point. If your AI writes the email and the prospect’s AI summarizes it, the only thing that survives the round trip is whether you said something specific and true about their business. And generic personalization tokens do not survive that. This is where the buyer data gets interesting: Gartner found in March 2026 that 67% of B2B buyers prefer a rep-free experience, and in May 2026 that 69% still turn to a sales rep to validate AI-generated insights. Buyers would rather not hear from you, and they come back to a person to check the machine’s work.

Which means the job of the cadence has shifted. Interrupting people until they answer has stopped working. The job now is to be the credible, specific, human presence a buyer reaches for when the AI-shaped picture they built needs checking. That is a harder brief than eight touches, and it is the one worth designing against.

Sales Cadence Automation: What the Tools Should Actually Do

Sales cadence automation is the layer that executes the sequence. It queues the tasks, sends what can be sent, and stops the cadence when a prospect replies. But the value is consistency rather than speed, because the touches that get skipped are the ones a rep was supposed to remember.

So check these six things before you buy, or before you blame the tool you already have.

• Branching on behavior. The sequence should change when the prospect does something. A pricing-page visit or a second open should be able to pull the next touch forward, not just write a line to an activity log.
• One timeline across channels. Calls, emails, and social touches belong in a single view per prospect. Two systems means two versions of what happened, and reps stop trusting both.
• Send-time and volume control. You need per-mailbox daily caps, warm-up, and sending rotation. Without them, a campaign that works is what breaks your domain.
• Alerts that reach the rep in time. A signal that surfaces in a dashboard nobody opens is not an alert. It has to land where the rep is already working.
• Write-back to the CRM. Every touch, reply, and outcome should post to the contact record on its own. Manual logging is where cadence data goes to die.
• Exit rules that fire without supervision. Replies, bounces, unsubscribes, and booked meetings each have to pull a prospect out. Sending a “just checking in” note the day before a scheduled demo is entirely avoidable and entirely common.

But here is the part a vendor will not lead with. For most teams the tool is not the constraint. If reply rates are low and bounce rates are high, better automation delivers the same weak outreach more reliably. Fix the list and the first touch, then let the tool make the result repeatable.

How Do You Measure and Improve a Sales Cadence?

Track five numbers per cadence, and ignore the rest until those five are stable: email reply rate, call connect rate, LinkedIn acceptance rate, meeting booked rate, and the touch number at which meetings are actually landing. That last one is the most useful and the least commonly tracked, because it tells you where to invest and where you are wasting sends.

But measure the progression underneath those five, not just the endpoint. A prospect is someone you contacted. An MQL is a prospect who responded and matches your ICP. An SQL is an MQL who wants the next step and is asking for information or a meeting. Booked is an SQL with a confirmed date on the calendar. Those last two get collapsed constantly, and collapsing them hides the actual problem: a cadence producing plenty of SQLs and few booked meetings has a conversion issue in the handoff, while a cadence producing few SQLs has a targeting or messaging issue several steps earlier. One number cannot tell you which.

What Each Cadence Metric Is Telling You

• Low open rate points at subject lines or at deliverability. Check bounce rate first, because a data problem masquerades as a copy problem more often than the reverse.
• Good opens, low replies points at the offer or the relevance of the first line, not the length of the cadence.
• Low connect rate on calls is usually phone data quality before it is dial timing.
• Meetings clustering on touch one or two means your list is strong and your cadence could be shorter.
• Meetings clustering on touch six or later means the early touches are not earning attention. Rewrite them rather than adding a touch nine.

And compare what you see against published conversion rate benchmarks before you decide a number is bad, because “low” depends entirely on channel and segment. So run each variant across at least 200 prospects before you draw a conclusion. And changing the sequence after twenty sends is how teams convince themselves of things that are not true.

Tracking cadence performance in your CRM

This is the question that comes up constantly in RevOps and HubSpot community threads, and it is a genuine blocker: if outbound-sourced contacts are not separated from inbound in the CRM, none of the numbers above mean anything.

So the setup that works is simple. Add a lead source value for outbound prospecting, add a lead status that marks the contact as owned by the SDR team while the cadence runs, and make the booked meeting the first stage of your sales pipeline rather than trying to run prospecting through pipeline stages. Then cadence performance and pipeline attribution stop fighting each other.

When to End a Cadence and Route to Nurture

So define the endpoint before you launch. When the sequence ends with no reply, the prospect goes to long-term lead nurturing with a named re-entry trigger: a funding event, a relevant job posting, a leadership change. Not a calendar reminder.

And the breakup touch is worth writing carefully, because it is often the one that gets a reply. Acknowledge the silence, do not guilt anyone about it, give a plain reason you are stepping back, and leave the door open without asking for anything. And a fair number of prospects answer that message with a date.

Sales Cadence Mistakes That Quietly Cost You Meetings

None of these announce themselves. Each one looks like a cadence running normally while the meeting rate drifts down.

• One cadence for every segment. An SMB owner and an enterprise VP get the same eight touches at the same spacing, and the sequence underperforms on both.
• Emailing past the ceiling. Touches four and five in the inbox return less than they cost in unsubscribes and spam complaints. So move them to the phone.
• No exit criteria. Booked prospects stay in the sequence and get a follow-up the day before their demo.
• Launching on unverified data. A 20% bounce rate takes your sending reputation with it, and every later campaign inherits the damage.
• Judging the cadence after twenty sends. And you cannot separate signal from noise at that volume, so wait for 200.
• Touches that repeat instead of progress. Eight messages that all say “following up on my last email” is one message sent eight times.
• Nobody owns the numbers. When no one reviews cadence performance weekly, the documented sequence quietly becomes whatever each rep does. A weekly performance review is the cheapest control there is, and it is why we run one on every campaign rather than treating a launched cadence as finished.

And one that only shows up later. A cadence nobody wrote down leaves with the rep who built it, and the next person starts from a blank page.

Building a Sales Cadence Your Team Will Actually Run

A sales cadence is a set of decisions you make once so your reps do not have to make them badly under pressure. Eight to twelve touches, two to three weeks, at least three channels, email capped at three, and the whole thing sized to the deal, the seniority, and the signal.

What separates a cadence that books meetings from one that burns a list is whether the accounts entering it were chosen well, and whether each touch says something only you could have said to that company. The structure is the easy half. Get those right and eight touches is plenty. But get them wrong and twelve is worse than four.

Martal Group is a B2B lead generation and sales outsourcing company, ranked #1 in Lead Generation on Clutch and trusted by 2,000+ B2B brands. On a cadence engagement, our team engineers the lead list, qualifies every account against your criteria, runs the sequence across email, phone, and LinkedIn, and delivers SQLs and booked meetings into your pipeline.

So if your team is running outbound without a documented cadence, or running one that stalls after touch two, we can run it for you and give you steady pipeline generation you can forecast against. Book a consultation and we will look at your current sequence and tell you where it is leaking.