DG-201a · Module 1

Timing and Cadence

3 min read

Timing is the invisible variable that separates a sequence that converts from a sequence that annoys. Send too frequently and you become noise. Send too infrequently and you lose the thread of the conversation. The optimal cadence depends on your ICP, your channel mix, and the complexity of your solution — but there are principles that hold across most B2B outbound programs.

  1. The 3-3-5-7 Cadence Touch 1 on day 0. Touch 2 on day 3. Touch 3 on day 6. Touch 4 on day 11. Touch 5 on day 18. The intervals expand as the sequence progresses — tighter at the top when recency advantage is highest, wider as you move into the value-add phase. This cadence balances persistence with respect for the prospect's inbox.
  2. Time-of-Day Optimization Emails sent between 7-8 AM and 5-6 PM in the prospect's local time zone consistently outperform midday sends. Early morning catches the inbox scan. Late afternoon catches the end-of-day review. LinkedIn messages perform best Tuesday through Thursday. Phone calls connect most reliably between 8-9 AM and 4-5 PM.
  3. Trigger-Based Timing Override your scheduled cadence when a trigger event occurs. If the prospect visits your website, opens your email twice, or engages with your LinkedIn content, accelerate the next touch. Trigger-based timing converts intent signals into timely action.

Do This

  • Expand intervals as the sequence progresses — tighter at the top, wider at the bottom
  • Adjust send times to the prospect's local time zone, not yours
  • Override scheduled cadence when behavioral signals indicate active interest

Avoid This

  • Send every three days regardless of engagement signals or channel
  • Batch-send at the same time every day because it is easier to manage
  • Ignore website visits and email opens as timing signals