Sales cadence is a systematic approach to engaging prospects by utilizing a series of touchpoints across multiple channels, spread over a defined period. It plays a crucial role in modern B2B sales processes, as it helps sales teams stay organized, consistent, and persistent when contacting potential customers.

In this blog, we'll explore the key components of an effective sales cadence, share examples, and discuss how incorporating video with StoryXpress can boost your sales efforts.

Key Components of an Effective Sales Cadence

A successful sales cadence consists of several elements:

Contact channels and touchpoints:

These include phone calls, emails, social media messages, and even video messages. Combining multiple channels ensures that you can reach prospects in the most effective way possible.

Timing and frequency of communication:

Establishing a schedule for when and how often you reach out to prospects is essential to avoid overwhelming them and maintaining a healthy level of engagement.

Personalization and customization:

Tailor your messaging to each prospect, addressing their specific pain points and needs, to create a more meaningful and memorable interaction.

Tracking and optimization:

Regularly analyze the performance of your sales cadence and make adjustments as needed to improve results.

How to Build a Winning Sales Cadence

To create a successful sales cadence, follow these steps:

Set clear objectives:

Determine what you want to achieve with your sales cadence, such as setting appointments, qualifying leads, or closing deals.

Identify your target audience:

Research your ideal prospects and segment them based on factors like industry, job title, company size, and more.

Select appropriate communication channels:

Choose the channels that will resonate best with your target audience and align with their preferences.

Create compelling and personalized messaging:

Craft messages that speak to your prospects' pain points, showcase the value of your solution and demonstrate your expertise.

Establish a consistent follow-up schedule:

Determine the frequency and timing of your touchpoints, ensuring a balance between persistence and respecting your prospect's time.

The Power of Video in Sales Cadence

Incorporating video into your sales cadence can yield significant benefits:

Higher engagement:

Videos can help you stand out from the competition and capture your prospect's attention more effectively than text-based communication.

Improved communication:

Videos allow you to explain complex ideas more clearly and showcase your product in action.

Personal connection:

Videos create a more intimate connection with your prospects, humanizing your brand and fostering trust.

StoryXpress is a powerful video creation tool that can help you seamlessly integrate videos into your sales cadence.

5 Sales Cadence Examples and Lessons to Learn

Example 1: Multi-touch, multi-channel approach

Lesson: Combine multiple channels (business phone system, email, social, video) to maximize your chances of engaging with prospects.

Example 2: Video-first sales cadence

Lesson: Emphasize the use of personalized video messages to create a memorable and engaging experience for prospects.

Example 3: High-frequency follow-up strategy

Lesson: Increase your follow-up frequency to demonstrate persistence and commitment without overwhelming your prospects.

Example 4: Social selling integrated cadence

Lesson: Leverage social media platforms to engage prospects, share valuable content, and showcase your expertise.

Example 5: Cadence with a focus on personalization

Lesson: Tailor your messaging to each prospect's unique needs and pain points for more effective communication.

Tips for Implementing Video in Your Sales Cadence with StoryXpress

Utilize StoryXpress's video creation tools to produce high-quality, engaging videos tailored to your prospects' needs.

Leverage StoryXpress's custom branding features to maintain brand consistency while incorporating your unique messaging.

Embed StoryXpress videos directly into your emails to increase open and click-through rates.

Take advantage of StoryXpress's analytics and tracking features to monitor video engagement and gather insights for optimization.

Use StoryXpress's CRM integration to streamline your sales process and ensure seamless communication between your sales team and prospects.

Measuring the Success of Your Sales Cadence

To gauge the effectiveness of your sales cadence, track the following key performance indicators (KPIs):

Open and response rates:

Monitor the percentage of prospects who open your messages and respond to your outreach.

Conversion rates:

Track the percentage of prospects who progress through your sales funnel and eventually become customers.

Sales cycle length:

Measure the time it takes for a prospect to move from initial contact to a closed deal.


Calculate the return on investment for your sales cadence efforts, considering factors such as the cost of outreach and the revenue generated from closed deals.


Developing a winning sales cadence is crucial for the success of your B2B sales efforts. By incorporating the right components, crafting compelling messages, and integrating video with StoryXpress, you can create a sales cadence that drives engagement, fosters trust and ultimately leads to more closed deals.

Stay persistent, track your progress, and continuously optimize your approach to maximize your sales potential.