TL;DR
Build a 5–8 touch sequence over 3–4 weeks across email and LinkedIn. Alternate channels, add value at each touch, and end with a breakup email. Each touch should have a clear purpose — not just 'following up.' Test copy variants systematically rather than changing everything at once.
A sales sequence is a planned series of touchpoints across channels, designed to convert a cold prospect into a qualified conversation. Here's how to build one that works:
Sequence architecture (8-touch example over 25 days):
Day 1 — Email 1: The cold hook. 80 words, personalized first line, specific problem, outcome proof point, yes-or-no CTA.
Day 3 — LinkedIn connection request: Short note (not a pitch): "Reaching out about [specific topic] — sent an email, wanted to connect here too." Connection rate is higher when it follows an email they may have seen.
Day 5 — Email 2: Add a new data point or angle not covered in email 1. A statistic, a trend, a common mistake. Under 100 words.
Day 8 — LinkedIn message (if connected): A short, direct message. "Sent a couple emails about [topic]. Happy to share what we found with [similar company] — would you be open to a quick conversation?"
Day 11 — Email 3: Mini case study. "We helped [Company] achieve [result] in [timeframe] — similar situation to yours [specific reason]. Happy to share how they did it."
Day 15 — Call (optional, depends on motion): If you have phone numbers and your motion includes calling. Reference the prior outreach.
Day 18 — Email 4: Useful resource, no pitch. A piece of content they'd find valuable independent of your product. "Working on our 2025 SDR Benchmarks report — happy to share a copy. No sales call required."
Day 24 — Email 5 (breakup): "I've tried to reach out a few times and respect that the timing might not be right. Won't keep trying — if things change, I'm here. Good luck with [specific thing relevant to them]."
What makes sequences fail: - Every touch is a variation of the same pitch (boring, no new value) - Too aggressive spacing (daily follow-ups feel like harassment) - No LinkedIn component (leaving a high-intent channel unused) - Stopping at 2–3 touches (most replies come from touches 3–5)
From Cactus: Cactus builds full multi-channel sequences for clients — writing all 5–8 emails and LinkedIn messages as a coherent narrative arc, not disconnected one-off outreach.
Cactus Marketing embeds with B2B tech startups to turn strategy into pipeline. We've worked with 60+ companies, supported 12 exits, and contributed to $7B+ in client valuations.
Book a free 30-minute call — we'll give you a concrete plan for your situation.
Book a free strategy call →How do I write a cold email that gets replies?
Write one sentence that's specifically about them, one sentence on their problem, one on your solution, and one CTA. The email should be under 80 words, reference something real about their company, and ask a yes-or-no question at the end.
How do I write a cold email follow-up?
The best follow-up adds new value — a relevant case study, a data point, or a different angle on the problem — rather than asking 'just checking in.' Send 3–5 follow-ups over 3–4 weeks. The breakup email ('I won't reach out again after this') often has the highest reply rate in the entire sequence.
How do I hire my first SDR?
Hire your first SDR only after you've personally closed 5–10 customers and can articulate exactly what messaging, ICP, and objection handling worked. An SDR hired before the founder has figured out the sales motion will fail — they need a playbook to follow, not to build one from scratch.
What should an SDR quota be?
A typical SDR quota in B2B SaaS is 8–15 qualified meetings booked per month, or $150–300K in pipeline generated per quarter. The right number depends on your ACV, lead source, and market. Set quota based on what's achievable from proven activity metrics, not what would be convenient for the business.