A cadence is the planned sequence of touchpoints — emails, calls, LinkedIn messages — used to reach a prospect. A typical B2B cadence is 8–12 touches over 3–4 weeks across multiple channels. The art is in the timing, channel mix, and messaging arc. Day 1 email, Day 3 LinkedIn connect, Day 5 follow-up email, Day 8 call — that kind of structure. Cadences that stop at 2 touches leave serious pipeline on the table.
For example, a 10-touch cadence over 21 days might include 4 emails, 2 LinkedIn messages, 2 phone calls, and 2 content shares — with each touchpoint building on the last rather than repeating the same pitch.
We build multi-channel cadences for our outbound clients, testing subject lines, call scripts, and LinkedIn messaging variants to optimize reply rates.
Relevant Cactus Services
We implement Outreach Cadence strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Ideal Customer Profile (ICP)
Your ICP is the precise description of the company most likely to buy, stay, and expand.
Sales Development Representative (SDR)
An SDR is the outbound hunter on your sales team — their job is to generate qualified meetings, not close deals.
Business Development Representative (BDR)
A BDR is similar to an SDR but often focuses on larger, more strategic accounts or outbound into new markets rather than a defined territory.
Total Addressable Market (TAM)
TAM is the total revenue opportunity if you captured 100% of your target market.
Serviceable Addressable Market (SAM)
SAM is the portion of TAM you can actually reach with your current GTM motion.
Serviceable Obtainable Market (SOM)
SOM is the slice of SAM you can realistically capture in the next 12–24 months given your resources, competition, and execution capacity.