Building a Multi-Touch Outbound Sales Cadence That Converts

Many sales reps default to email-only outreach and wonder why response rates stay low. This session breaks down a proven multi-channel outbound cadence that combines seven to eight emails, seven to eight LinkedIn touches, and ten to fifteen phone calls — supplemented by video messages, LinkedIn voice notes, and SMS where appropriate. You will explore why prospects tend to convert at the beginning or end of a cadence rather than the middle, how to balance automation with genuine personalisation, and why replacing the traditional 'breakup email' with a humble feedback request can unlock deals that seemed lost. Real examples, including a customer who responded to the seventh and final email, illustrate how thoughtful sequencing and tone can turn cold prospects into paying customers.

Learning objectives

• Identify the core channels — email, phone, LinkedIn, video, and voice notes — that make up an effective multi-touch outbound cadence
• Explain why prospects typically convert at the start or end of a cadence and how to tailor messaging for each stage
• Apply trigger-event research, such as job changes or office openings, to personalise outreach at scale
• Distinguish between automated and personalised cadence steps and know when to use each
• Replace the conventional breakup email with a feedback-focused message that maintains rapport and reopens conversations

Key takeaways

• A high-performing outbound cadence uses roughly 30 touches across multiple channels, not email alone
• Prospects convert most often at the beginning or end of a sequence; the middle steps serve an educational purpose that builds readiness
• Personalisation anchored to trigger events — recent hires, expansions, role changes — makes volume outreach feel relevant rather than spammy
• Video messages and LinkedIn voice notes differentiate your cadence from competitors who rely solely on text
• Swapping the breakup email for a genuine feedback request signals humility, disarms prospects, and can revive deals at the very last step