Quick Definition
Sales sequencing is the practice of structuring multiple sales touchpoints (emails, calls, social touches, etc.) across a defined period in a coordinated sequence. Sales sequences are designed to increase the likelihood of engagement by reaching out multiple times through multiple channels. Sales sequences are a key component of modern sales engagement and outbound marketing. Effective sales sequences are personalized, provide value at each touch, and are optimized based on data.
Why It Matters
Sales sequencing is important for B2B companies because it increases the likelihood of engagement by reaching out multiple times through multiple channels. Most prospects don't respond to the first touch: sales sequences increase the likelihood of engagement by reaching out multiple times. Sales sequences also enable consistency and scalability in outbound outreach.
How It Works
Sales sequencing works by defining a sequence of touches across channels (email, phone, social, etc.) over a defined period. For example: Day 1: Email. Day 3: Phone call. Day 5: LinkedIn message. Day 7: Email. Day 10: Phone call. The sequence is designed to reach out multiple times through multiple channels, increasing the likelihood of engagement. Sales sequences should be personalized, provide value at each touch, and be optimized based on data.
Real-World B2B Example
A B2B SaaS company uses a 7-touch sales sequence over 14 days: Day 1: Email. Day 3: Phone call. Day 5: LinkedIn message. Day 7: Email. Day 10: Phone call. Day 12: LinkedIn message. Day 14: Email. Each touch is personalized and provides value. They track engagement and optimize the sequence based on data. They achieve 15% reply rates and 5% meeting rates.
Common Use Cases
- Increasing engagement and reply rates
- Reaching out multiple times through multiple channels
- Ensuring consistency in outbound outreach
- Scaling outbound outreach
- Optimizing outbound effectiveness
Common Mistakes to Avoid
- Creating sequences that are too long or too short
- Not personalizing each touch
- Not providing value at each touch
- Not tracking and optimizing sequence performance
- Using the same sequence for all prospects
Frequently Asked Questions
How many touches should you use in a sales sequence?
Typical sales sequences use 7-12 touches over 14-21 days. The exact number depends on your ICP, ACV, and goals. Track engagement and optimize based on data.
What channels should you use in a sales sequence?
Common channels include: email, phone, LinkedIn, and sometimes direct mail. Choose channels based on your ICP and their preferences. Most B2B sales sequences use email + phone + LinkedIn.
How do you optimize sales sequences?
Optimize sales sequences by: tracking engagement (reply rates, meeting rates), analyzing which touches generate the most engagement, A/B testing different touches, and continuously iterating based on data.