Hupspot Sales Cadence Guide

Building a consistent, high-converting sales cadence in Hubspot starts with a clear plan for how often you reach out, which channels you use, and how you personalize every touch. This guide walks you through a proven structure you can adapt for your pipeline.

What Is a Sales Cadence in Hubspot?

A sales cadence in Hubspot is a predefined sequence of touchpoints that guides how reps follow up with leads over a set period. Instead of random outreach, you use a repeatable playbook that can be tracked, optimized, and scaled.

Well-designed cadences help you:

• Reach prospects across multiple channels.
• Stay top-of-mind without overwhelming leads.
• Measure what works inside your CRM.
• Onboard new reps faster with clear instructions.

In Hubspot, cadences are typically managed through sequences, tasks, email templates, and call logging, giving you full visibility into prospect engagement.

Core Elements of a Hubspot Sales Cadence

Before you build a cadence inside Hubspot, define the building blocks that keep it consistent and scalable.

1. Target persona and list criteria

Clarify exactly who should enter your cadence. Use CRM filters to define:

• Industry or vertical.
• Job title or seniority.
• Company size and region.
• Lifecycle stage or lead score.

Having a tight list keeps your Hubspot cadence relevant and reduces unsubscribes.

2. Clear goal for the cadence

Every sales cadence should have one primary objective. Within Hubspot, that might be:

• Booking a discovery call.
• Getting a demo scheduled.
• Qualifying a new inbound lead.
• Reactivating old opportunities.

The goal informs your messaging, subject lines, and call-to-action on each step.

3. Channel mix in Hubspot

Stronger cadences blend several channels. In Hubspot, use:

• Email sequences with templates and personalization tokens.
• Call tasks with scripts stored in the CRM.
• LinkedIn touches documented with notes.
• Occasional manual follow-ups for high-value accounts.

A varied mix increases your chance of contact without feeling repetitive.

Step-by-Step: Building a Cadence in Hubspot

Use these steps to map and implement a cadence that mirrors the structure recommended in the original sales cadence example from HubSpot.

Step 1: Map the timeline and number of touches

Start by deciding how long your cadence should run. A common structure is 10–14 business days with 8–12 total touches, but this depends on your sales cycle.

On paper or in a spreadsheet, map:

• The number of business days the cadence will cover.
• The number of touchpoints overall.
• Which channel you will use on each day.
• What action or reply you want from the prospect.

Once defined, you can translate this sequence into Hubspot using sequences, tasks, and reminders.

Step 2: Design your first-touch email

Your first email in Hubspot should be short, relevant, and focused on the prospect. Use this structure:

1. Personal opening: Reference a trigger event, their role, or their company.
2. Problem statement: Highlight a challenge similar companies face.
3. Value hook: Briefly share how you help solve that issue.
4. Simple CTA: Ask for a quick reply or a short meeting.

Save this as a template in Hubspot so reps can reuse it with personalization tokens for name, company, and context.

Step 3: Add call tasks for high-intent leads

Email alone is rarely enough. Layer call tasks in Hubspot for key points in the cadence, such as:

• Immediately after a form submission.
• One day after the first email.
• After a link click or email open.

Include call scripts in your CRM notes so reps know exactly how to introduce themselves and reference previous touches.

Step 4: Use LinkedIn and social touches

Modern cadences go beyond email and phone. Document social touches inside Hubspot by noting:

• Connection requests you send.
• Comments on a prospect’s post.
• Relevant content you share with them.

Social engagement makes later emails and calls feel more natural and personal.

Step 5: Plan smart follow-up emails in Hubspot

Follow-up emails should build on previous messages, not repeat them. For each follow-up in Hubspot, adjust one or more of the following:

• The angle of the problem you reference.
• The proof or social evidence you share.
• The content you link to, such as a case study or guide.
• The call-to-action, offering multiple time options.

Use A/B testing on subject lines and CTAs where possible to refine performance over time.

Sample 10-Day Hubspot Sales Cadence

Below is a simple structure you can adapt as a Hubspot sequence.

• Day 1: Email #1 (intro + problem + CTA) and call attempt.
• Day 2: Call attempt + brief voicemail if no answer.
• Day 3: Email #2 (new angle + short case snippet).
• Day 5: LinkedIn connection request and profile view.
• Day 6: Call attempt referencing prior email.
• Day 8: Email #3 (resource link such as a guide or webinar).
• Day 10: Breakup-style email, giving permission to say no.

Each of these steps can be represented as tasks, emails, and notes inside Hubspot so reps follow the cadence without guesswork.

Optimizing Your Hubspot Cadence Over Time

Once a cadence is running, your work is not finished. Use the reporting capabilities in Hubspot to track performance and identify where prospects drop off.

Key metrics to monitor in Hubspot

• Email open and reply rates by step.
• Call connection and conversation rates.
• Meeting booked rate per sequence.
• Time from first touch to opportunity creation.

Review these metrics monthly and adjust subject lines, timing, and messaging based on what you learn.

Testing variations of your Hubspot cadence

To refine performance, experiment with small changes:

• Shift the timing of specific touches (for example, move Day 3 to Day 4).
• Swap the order of a call and email.
• Try different CTAs, like inviting replies vs. linking to a calendar.
• Test new social proof, such as industry-specific case studies.

By running controlled tests in Hubspot, you can steadily improve conversion without rebuilding your entire playbook.

Scaling Cadences Across Your Sales Team

Once you have a cadence that works, standardize it so every rep can follow the same structure inside Hubspot.

Document your cadence playbook

Create a clear, internal guide that includes:

• Who should be enrolled and who should be excluded.
• Exact email templates and call scripts.
• Rules for personalization and research.
• Guidelines for when to pause or stop the cadence.

Store this documentation somewhere accessible to your whole sales team, and revisit it quarterly.

Train reps on Hubspot workflows

Ensure every rep is comfortable with:

• Enrolling contacts into sequences.
• Logging calls and notes accurately.
• Updating contact and company properties.
• Using personalization tokens correctly.

Good Hubspot hygiene keeps your cadence data clean and makes optimization much easier.

Additional Resources and Next Steps

To see the original inspiration for this structure, review the detailed sales cadence example provided by HubSpot on their blog: HubSpot sales cadence example. It outlines timing, messaging ideas, and more examples you can adapt to your own workflows.

If you want expert help designing and implementing your Hubspot sales cadences, you can also work with specialists such as Consultevo, who focus on optimizing CRM, automation, and sales processes for growing teams.

Start by mapping your ideal cadence on paper, then translate it into sequences, tasks, and templates in Hubspot. With a clear structure and ongoing optimization, your outreach can become more predictable, efficient, and aligned with how modern buyers prefer to engage.