In the fast-paced world of B2B sales, relying on a single outreach method is like putting all your eggs in one basket—risky and often ineffective. As we move through 2025, successful prospecting requires a diversified approach that combines traditional tactics with modern automation. At DialledIN, we’ve helped numerous clients transform their sales processes by implementing robust sales cadences that leverage multiple channels to book demos and meetings. Here’s how you can support your marketing efforts with strategic cold outreach to drive tangible results.
Understanding the Sales Cadence
A sales cadence is essentially your roadmap for engaging prospects—a sequence of steps designed to nurture leads from initial contact to a booked meeting. In today’s landscape, it’s not enough to send a cold email or make a quick call. You need to engage prospects from multiple angles to build familiarity and trust. Whether you’re doing this manually on a shoestring budget or automating with software, the key is flexibility and persistence.
Consider dedicating resources to this: either empower your field sales team to handle outreach or hire a Sales Development Representative (SDR) focused solely on generating opportunities. Prioritise in-person meetings, especially if your product involves unique hardware, like specialised handsets—the tactile demo can often seal the deal.
Key Steps in a Winning Cadence
Here’s a proven framework we’ve customised for clients across industries:
Start with Physical Mail for Impact
Break through the digital noise by sending something tangible. We’ve seen wholesalers like Wildix succeed with branded items, though execution matters. For example, imagine sending curly cords in a branded envelope with a clever tagline: “The only time you want your customers detached.” Include a QR code linking to a video call-to-action (CTA). Sourcing is affordable—100 cords for around £74 from suppliers such as Fanvil. This step creates a memorable icebreaker for follow-ups.
Warm Up with Cold Emails
Keep it simple: no attachments, plain text, and personalised to avoid spam filters. Send via Outlook for a manual touch or scale with tools like Mailchimp or Odoo. The goal? Warm the email address and spark interest without overwhelming the recipient.
Follow Up with a Warmed Cold Call
By now, your prospect has encountered your brand multiple times. Use this as leverage: “Hi John, did our marketing team catch your attention with the cord we sent?” This turns a cold call into a conversation.
Incorporate Personalised Videos
Stand out by sending tailored videos via platforms like Wistia or Vidyard. For warm leads, move this up to Step 2 and A/B test for opens. Pro tip: embed a GIF in the email body—create a generic one in Canva in minutes, or personalise with the prospect’s name for extra impact. Be mindful of spam risks with links.
Cycle Through Ongoing Touches
Alternate between calls, LinkedIn messages, and emails. Tools like Meet Alfred can automate LinkedIn outreach, importing data for targeted campaigns. For full automation, platforms such as Lemlist or Salesloft manage everything in one place.
Pro Tips for Execution
Data Management: Use clean, up-to-date databases. You can also utilist subscribtion based data models like Apollo.ai for example.
A/B Testing and Automation: Experiment with video placement and track metrics such as opens and clicks. Share insights with your team for multi-angle attacks.
Role Specialisation: If scaling, assign an SDR to qualify leads, freeing sales professionals for closes.
Implementing a multi-channel cadence isn’t just about volume—it’s about creating warmer interactions that convert. At DialledIN, we’ve seen clients boost booking rates by 30–50% with these strategies.