Multi-Channel SDR Cadence Template

Use this cadence when single-channel outreach is not generating enough pipeline. Multi-channel cadences work best for mid-market and enterprise accounts where the average contract value justifies the higher time investment per prospect. Expect 2-3x the reply rate compared to email-only sequences.

Cadence Structure

This is a 21-day cadence with 14 touchpoints across 4 channels. Each touchpoint has a specific purpose — do not skip steps or reorder without testing first.

Day	Channel	Touch #	Action	Time Investment
1	Email	1	Cold open email	5 min
1	LinkedIn	2	Profile view + connection request	3 min
3	Phone	3	Cold call attempt #1	3 min
3	Email	4	Value-add follow-up	4 min
5	LinkedIn	5	Comment on prospect’s post or share relevant content	5 min
7	Phone	6	Cold call attempt #2	3 min
7	Email	7	Social proof email	4 min
9	LinkedIn	8	Send InMail with personalized insight	5 min
11	Video	9	60-second personalized Loom video	10 min
13	Phone	10	Cold call attempt #3 (try different time)	3 min
15	Email	11	Re-engagement with new angle	4 min
17	LinkedIn	12	Share a resource via DM	3 min
19	Phone	13	Final call attempt	3 min
21	Email	14	Clean break email	3 min

Total time per prospect: ~58 minutes over 21 days

Channel-Specific Guidelines

Email (Touches 1, 4, 7, 11, 14)

Follow the structure from your cold email sequence template. Key rules for multi-channel:

• Always reference other channels. If they accepted your LinkedIn connection, mention it in email. “Saw you accepted my connect — wanted to share this here since it’s easier to read.”
• Keep emails shorter than in an email-only sequence. Under 75 words for touches 4, 11, and 14.
• Thread replies on touches 4 and 7. Start new threads on 11 and 14.

Phone (Touches 3, 6, 10, 13)

The scripts below use a fictional example: Sam from Ridgeway Data calling Maria, Head of RevOps at Northwind Logistics, with Brightline Freight as the reference customer. Names and results are illustrative; use your own.

Call framework (under 30 seconds to your ask):

1. “Hi Maria, this is Sam from Ridgeway Data.”
2. “I sent you an email about keeping CRM data clean while your team doubles — did you get a chance to see it?”
3. Pause. Let them respond.
4. If yes: “Great — what did you think?”
5. If no: “No worries. The short version is that we find and merge the duplicate accounts and contacts that pile up when a sales team grows fast, so reps stop calling the same company twice. Worth 15 minutes to explore?”

Voicemail script (leave on touches 3 and 10 only):

“Hi Maria, Sam from Ridgeway Data. I sent you a note about duplicate records in your CRM — wanted to put a voice to the name. I’ll follow up by email. My number is 555-0142 if it’s easier to call back.”

Keep voicemails under 20 seconds. Do not leave voicemails on every call attempt — two is enough.

LinkedIn (Touches 2, 5, 8, 12)

Touch 2 — Connection request:

“Hi Maria — I work with RevOps teams at logistics companies like Brightline Freight. Would be great to connect.”

Do not pitch in the connection request. Ever.

Touch 5 — Engage with their content: Find a recent post or article and leave a genuine comment. If they have not posted recently, share a relevant article and tag them. This is about visibility, not selling.

Touch 8 — InMail:

“Maria, I noticed Northwind is moving from HubSpot to Salesforce this quarter. We helped Brightline Freight handle a similar migration — their duplicate contact count dropped from about 9,000 to under 500. Happy to share what worked if it’s useful.”

Touch 12 — Resource share: Send a genuinely useful piece of content via DM. A benchmark report, a relevant blog post, or an industry analysis. No pitch attached.

Video (Touch 9)

Record a 45-60 second Loom or Vidyard video. Structure:

1. Screen share their website or LinkedIn profile (5 seconds) — shows you did research
2. State the observation (10 seconds) — “I noticed you’re hiring eight SDRs this quarter”
3. Share the insight (20 seconds) — “Companies in your position often end up with reps working the same accounts”
4. Quick proof point (15 seconds) — “We helped Brightline Freight sort that out before their new hires started”
5. Ask (10 seconds) — “Worth a conversation?”

Embed the video thumbnail in an email with subject line: “Made you a quick video, Maria”

Cadence Rules

1. Exit triggers — Remove the prospect from the cadence immediately if:

   • They reply (positive or negative)
   • They book a meeting
   • They unsubscribe or ask to stop
   • You discover they left the company

2. Do not run multiple cadences on the same prospect simultaneously.

3. Respect channel preferences. If someone replies on LinkedIn, continue the conversation there. Do not force them back to email.

4. Weekend rules: No emails on weekends. No calls on weekends. LinkedIn engagement (Touch 5 type) is acceptable on Sunday evening.

Expected Performance

Metric	Email Only	Multi-Channel	Improvement
Reply Rate	6-10%	15-25%	2-3x
Meeting Book Rate	2-3%	5-8%	2-3x
Positive Sentiment	40% of replies	55% of replies	+15 pts
Time per Prospect	20 min	58 min	2.9x
Meetings per Hour	0.08	0.07	Roughly equal

The ROI case for multi-channel: you invest more time per prospect, but the meeting quality and show rates are significantly higher. AEs report that multi-channel sourced meetings convert to opportunity at nearly double the rate.

Review your team’s numbers against outbound benchmarks to calibrate expectations.

How to Customize

• Compress for SMB. If your ACV is under $15K, drop the video touch and reduce to a 14-day cadence with 10 touches. The per-prospect time investment needs to match the deal value.
• Add direct mail for enterprise. For accounts with ACV above $80K, insert a physical mailer (handwritten note + small gift) between Days 9 and 11. This replaces the video touch and performs well with C-suite targets.
• Adjust by persona seniority. VPs and C-level respond better to LinkedIn and phone. ICs and managers respond better to email and video. Weight your channel mix accordingly using data from your analytics dashboard.