Playbook · Prospecting
9
Touches per booked meeting
18d
Cadence length
8–12%
Top-quartile reply rate
$46
Median cost / meeting
Most teams over-rotate to a single channel (usually email), under-personalize the opener, and quit the cadence at touch 4. The math fails before the prospect ever reads a credible angle.
Top-quartile teams treat prospecting as a benchmark-driven system: ICP-tight list, peer-referenced opener, multi-channel cadence to touch 9, then a clean breakup.
$46 median CPM. Lowest cost when opener is hand-written, body is templated.
11.4% reply rate paired. 7-second voice + same-day email referencing it.
Funding rounds, hiring spikes, tech-stack changes. 3.2× reply lift.
Highest book-to-meeting rate (62%) but slowest to scale.
$78 CPM but useful as touch 5 in a multi-channel cadence.
Loom-style intro per prospect. Higher reply but expensive at scale.
| Day | Channel | Purpose |
|---|---|---|
| 1 | Personalized opener + peer ref | |
| 3 | Connect, no pitch | |
| 4 | Bump w/ one-line value | |
| 6 | Phone | 30-sec voicemail referencing emails |
| 8 | Voice note (7s) referencing email | |
| 10 | Case study / ROI proof | |
| 13 | Phone | Direct call, 1 attempt |
| 15 | Soft breakup | |
| 18 | Final breakup + door-open |
[First] — [Peer VP] at [Peer Co] ran a 6-week test that lifted SQL→opportunity 19%. Same ICP and motion as [Their Co], so worth flagging. Quick question: is mid-funnel conversion the metric your team is leaning on this quarter, or is it more top-of-funnel volume? Happy to send the 1-page breakdown either way — no deck, no demo ask.
— [Name], [Credential]
| Feature | Top quartile | Median team |
|---|---|---|
| Touches per cadence | 9 | 4 |
| Channels | 3 (email + LI + phone) | 1 (email only) |
| Reply rate | 8–12% | 1–3% |
| Cost per meeting | $46 | $210+ |
| Personalization | Hand-written opener | Full template |
| Cadence completion | 94% to touch 9 | 37% to touch 4 |
✕ Quitting the cadence at touch 4
78% of meetings book between touch 5–9. Stopping early throws away the entire investment.
✕ Single channel only
Email-only caps reply rate at 2–3%. Add LinkedIn voice notes for 4× lift.
✕ Full-template opener
Inboxes detect templates instantly. Hand-write line 1, template the rest.
✕ Loose ICP
Wider list ≠ more meetings. Tighter ICP + better data = higher reply rate.
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