If you’re tired of watching your B2B outreach emails vanish into the void or feeling like your follow-up process is just a mess of sticky notes and wishful thinking, you’re not alone. This guide’s for sales teams, founders, and anyone who actually has to do the outreach—not just talk about it in meetings. We’re going deep on building custom sales cadences in Funnelflare, so you can cut through the noise, actually get replies, and not waste hours reinventing the wheel.
Let’s get practical—here’s how to build a cadence that works, what to skip, and a few honest warnings about what’s worth your time (and what’s not).
Why Your Outreach Probably Needs a Cadence (and Why Templates Aren’t Enough)
If you’re blasting out the same cold email to 300 people and hoping for magic, you’re setting yourself up for disappointment. Even if you’re using a tool like Funnelflare, it’s not a magic bullet. The key is a sales cadence—a planned series of touches (emails, calls, LinkedIn, etc.) over days or weeks, nudging prospects without being a pest.
Why bother with a custom cadence? - Keeps you organized: No more “Did I follow up with that VP at Acme?” moments. - Boosts replies: Multiple, targeted touches beat one generic email every time. - Scales your efforts: Even if you’re a one-person show, you’ll look like you have your act together.
But don’t just copy some “proven” template you found in a Facebook group. Your list, your offer, and your voice matter. Let’s build a cadence that fits your sales process.
Step 1: Get Clear on Your Audience and Goal
Don’t even open Funnelflare yet. First, get real about who you’re contacting and what you want them to do.
- Who are you reaching? (Industry, title, pain points)
- What’s the one thing you want them to do? (Book a call, reply, download something)
- What’s your angle? (Why should they care?)
Pro tip: If you can’t sum up your offer in a single sentence, rewrite it. Complexity kills cadences.
Step 2: Map Out Your Cadence on Paper First
Before you start clicking around, sketch your outreach sequence. Don’t overcomplicate it—start with 5-7 touches over 2-3 weeks. Here’s a basic example:
- Day 1: Personalized email
- Day 3: LinkedIn connection request
- Day 5: Quick phone call or voicemail
- Day 8: Follow-up email (referencing earlier touch)
- Day 12: Share useful resource (case study, article)
- Day 16: Final “breakup” email
What to skip: - Don't copy-paste generic sequences you found online. They get ignored. - Don’t add steps just to look busy. Each touch should have a reason.
Write out what you’ll say for each step (even just bullet points). You’ll use this when building in Funnelflare.
Step 3: Set Up Your Outreach List
Now open Funnelflare. Before you build your cadence, you need clean data.
- Import your list. Use a CSV, CRM integration, or manual entry. Double-check emails and names—bad data ruins everything.
- Segment if possible. Group by industry, title, or deal stage. The more relevant, the better your replies.
Reality check: If your list isn’t targeted, even the best cadence flops. Don’t waste time automating spam.
Step 4: Create a New Cadence (Sequence) in Funnelflare
Funnelflare calls these “Sequences.” Here’s how to set one up, step by step:
- Go to the Sequences section in your Funnelflare dashboard.
- Click “New Sequence.”
- Name your cadence something specific—“June SaaS Founders Outreach,” not “Cool Sequence 1.”
- Add your steps. For each touch, choose:
- Email (automated or manual)
- Phone call
- LinkedIn message or task
- SMS (use with caution—cold SMS is rarely welcome in B2B)
- Set timing/delays between steps (e.g., 2 days after last step).
- Write your email copy directly in each step. Personalize using merge tags (like {First Name}), but don’t overdo it—sounding like a robot defeats the point.
- Add tasks for manual steps. For phone calls or LinkedIn, Funnelflare can remind you, but you’ll still have to do the work.
What works: - Mix up your channels. Don’t just send emails. - Keep messages short. No one’s reading your 6-paragraph pitch. - Use real subject lines, not clickbait.
What doesn’t: - Over-personalizing with fake details (“I saw you like golf!”) when you don’t actually know them. - Relying 100% on automation. Some steps need a human touch.
Step 5: Test Your Cadence with a Small Group
Don’t blast your whole list right away. Use a test segment (10-20 prospects) to see what lands.
- Send the sequence.
- Track opens, replies, clicks, and real responses.
- Watch for issues: Are your emails getting delivered? Are people replying—or unsubscribing?
Pro tip: Email yourself or a friend first. Make sure merge tags work and nothing looks weird.
Step 6: Iterate Based on Real Results
Once you’ve run your test, look at the data (but don’t obsess over “open rate”—that’s unreliable thanks to Apple/Google privacy changes).
Focus on: - Replies: Are you getting real conversations? - Positive responses: Are people interested, or just asking to be removed? - Steps where people drop off: Where does engagement die?
What to tweak: - Subject lines that don’t get replies. - Steps no one engages with (cut or change them). - Message length and tone.
What to ignore: - Chasing a “perfect” sequence. Nothing works for everyone. - Over-polishing copy. Clarity beats cleverness.
Step 7: Scale Up—But Don’t Set and Forget
Once you’ve found a cadence that works, roll it out to your bigger list. But keep an eye on performance. Markets shift, and what works now might flop in 6 months.
- Schedule regular reviews (monthly or quarterly) to tweak steps.
- Watch for spam complaints—if you get too many, pull back.
- Keep updating your list. Old data kills deliverability.
Pro tip: If your sequence starts tanking, don’t just add more steps. Revisit your targeting and message.
Honest Pitfalls to Watch Out For
Let’s be real—Funnelflare is a solid tool, but it won’t save you from: - Bad data: Garbage in, garbage out. - Over-automation: People can smell a mail merge a mile away. - Ignoring replies: If someone responds, don’t keep spamming them through the sequence. - Legal issues: Know your CAN-SPAM and GDPR basics. Cold outreach is tricky, especially outside the US.
If your response rates are in the gutter, don’t blame the tool. It’s almost always your list, your messaging, or both.
Keep It Simple, Make It Yours, and Iterate
Custom sales cadences in Funnelflare can absolutely help your B2B outreach—but only if you keep things targeted, personal, and ruthlessly simple. Start small, test, and don’t be afraid to trash what isn’t working. The best cadence is the one you actually use (and update), not the one that looks fancy in a screenshot.
Keep it human, keep it real, and don’t let automation get in the way of actual conversations.