Salespeople hear a lot about “personalized outreach at scale.” You know what? Most of it’s noise. If you’re here, you want a straight answer on how to use Salesloft to build cadences that actually help you get replies—not just tick a box for your manager.
This guide is for SDRs, AEs, and sales leaders who care more about real conversations than vanity metrics. If you want a step-by-step, no-nonsense walkthrough for setting up cadences that work (and avoid the stuff that doesn’t), you’re in the right place.
Step 1: Get Clear on Who You’re Reaching and Why
Before you even open Salesloft, figure out who your cadence is for and what you want them to do. If you skip this, you’ll just end up spamming people with generic messages.
- Define your audience: Are these cold prospects? Warm leads? Existing customers?
- What’s your goal? Is it a meeting? A reply? Something else?
- Don’t create a “one-size-fits-all” cadence: It never works. Segment by role, industry, or trigger event if you can.
Pro Tip: If you can’t describe your ideal target in one sentence, you’re probably being too broad.
Step 2: Sketch Out Your Cadence Structure
Don’t build in Salesloft yet—grab a notepad or open a doc. Map out:
- Number of touchpoints: 6–10 is a common range, but more isn’t always better.
- Types of steps: Email, phone call, LinkedIn, or “manual touch” (like a custom video).
- Spacing: Don’t blow up someone’s inbox three days in a row. Give at least 1–2 days between touches.
- Duration: Most effective cadences last 2–3 weeks. Longer and you’re probably annoying people.
What to skip:
Salesloft offers a zillion cadence templates. Ignore them, unless you want to sound like everyone else.
Step 3: Build Your Cadence in Salesloft
Now you can jump into Salesloft and actually set things up. Here’s what matters:
3.1. Create a New Cadence
- Hit “Cadences” in the nav, then “Create Cadence.”
- Name it something you’ll recognize (not “Q2 Outreach 2024” if you’ll use it again).
3.2. Add Steps (and Mix It Up)
- Alternate channels: Don’t just blast emails. Mix in calls, LinkedIn touches, and maybe a manual task.
- Personalization tokens: Use them, but don’t rely on them. “Hi {{first_name}}” is not personalization.
- Manual steps: Force yourself to actually look at the contact before sending—especially for high-priority prospects.
Example (for a cold outbound cadence):
- Email #1 – Short intro, no pitch.
- LinkedIn connection request (optional).
- Email #2 – Reference their company/news.
- Phone call – Voicemail if no answer.
- LinkedIn follow-up.
- Final email – Direct, polite ask.
3.3. Set Step Timing
- Salesloft lets you choose how many days between steps. Don’t set it and forget it—adjust based on what works.
- Avoid Mondays (inboxes are flooded) and Friday afternoons (no one cares).
3.4. Limit Automation
Automated emails are fine for some steps, but over-automation kills your reply rate. Use auto-send sparingly, mostly for follow-ups or info drops—not your first or last email.
Step 4: Write Real Messages—Not Templates
Here’s where most cadences fall apart. The default templates in Salesloft are about as effective as shouting into the void.
- Be specific: Reference something real about the prospect or their company.
- Keep it short: 3–5 sentences max. If you’re writing a novel, start over.
- Ask a real question: “Are you the right person?” gets ignored. Ask about something they care about.
- Ditch the fluff: “Hope you’re well in these unprecedented times” is a red flag.
What to ignore:
Don’t stuff your emails with product features. No one cares until you’ve earned their attention.
Step 5: Test, Track, and Tweak
You’re not done when your cadence goes live. Honestly, most first drafts flop. Here’s how to actually improve:
- Track reply rates—not just opens. Clicks and opens are vanity metrics.
- A/B test subject lines and first sentences. Salesloft lets you do this; use it.
- Watch for “dead steps.” If no one ever replies to your fifth email, change it or delete it.
- Don’t be afraid to kill your darlings. If something isn’t working after a real try, toss it.
Pro Tip:
Ask a teammate to review your messages. If they roll their eyes, so will your prospects.
Step 6: Don’t Ignore Manual Touches
This is where most reps get lazy. The “manual email” or “custom call” step is the best place to stand out.
- Take 45 seconds to check LinkedIn or their website.
- Reference a recent event, blog post, or mutual connection.
- Record a quick video if you’re comfortable. (But don’t force it—if you’re awkward on camera, skip.)
You don’t have to overdo it. Even a little customization goes a long way.
Step 7: Keep Compliance and Respect in Mind
Salesloft can help you send a lot of messages fast, but that doesn’t mean you should.
- Don’t break email laws. Know the basics of GDPR, CAN-SPAM, and whatever else applies to your region.
- Respect opt-outs. If someone says “stop,” stop. Salesloft will help, but double-check.
- Don’t be a pest. More touches aren’t always better.
Step 8: Review, Rinse, and Repeat
Your first cadence won’t be perfect. That’s fine. Iterate:
- Look at what’s working every month or so.
- Cull steps that get ignored.
- Steal from yourself: If a message lands, reuse it in another cadence.
If you’re not tweaking your cadences, you’re just spamming people on autopilot.
Final Thoughts: Keep It Simple and Human
The goal isn’t to automate your way into someone’s inbox—it’s to start real conversations. Don’t obsess over fancy features or the latest plug-ins. Build simple, direct cadences, watch what works, and keep improving. Salesloft is just a tool. The results still depend on you being thoughtful, persistent, and—above all—human.
Now, go build a cadence worth replying to.