---
title: HubSpot Sales Cadence Workflow
type: article
created: '2025-11-13'
updated: '2025-11-13'
source_docs:
- raw/2025-11-13-weekly-call-w-jacob-101588375.md
tags:
- sales
- hubspot
- cadence
- outreach
- process
layer: 2
client_source: null
industry_context: null
transferable: true
---

# HubSpot Sales Cadence Workflow

## Overview

This article documents the multi-channel sales cadence built in HubSpot to manage the full prospect journey — from initial cold outreach through meeting qualification, nurture, and 90-day cool-down for non-responders. The cadence was designed and built by Jacob Jones and reviewed with Mark Hope on 2025-11-13.

For the upstream lead generation process that feeds contacts into this cadence, see [[wiki/knowledge/sales-enablement/clay-zoominfo-hubspot-lead-gen-workflow]].

---

## Cadence Entry Point

All prospects enter the cadence after being synced to HubSpot from the Clay → ZoomInfo pipeline. The first step is a **phone call attempt**, which branches the prospect into one of two paths.

---

## Path 1: Engagement

Triggered when a prospect responds to any outreach touchpoint.

1. **Initial phone call** — first contact attempt
2. **Multi-channel follow-up** — rotating touchpoints including:
   - LinkedIn engagement/messages
   - Phone calls
   - Emails
3. **Reply received** → move to **Qualify & Set Meeting** stage

### Meeting Qualification Funnel

Once a prospect replies and enters qualification:

| Outcome | Next Step |
|---|---|
| **Qualified** | Meeting with Jacob (discovery/qualification call) |
| **Proposal-ready** | Meeting with Mark (proposal presentation) |
| **Disqualified** | Marked in HubSpot; no further outreach |
| **Not now / soft no** | Enrolled in nurture campaign |

---

## Path 2: No Engagement

Triggered when a prospect completes the full cadence sequence without any reply.

1. Prospect exhausts all cadence steps with no response
2. HubSpot automation sets a **"do not contact until"** date 90 days out
3. After the cool-down period, prospect can be re-enrolled in a fresh sequence

**Rationale:** The 90-day buffer prevents aggressive re-outreach that could damage sender reputation or prospect relationships. It enforces a respectful pause before re-engagement rather than immediately recycling non-responders.

---

## Cadence Touchpoint Mix

The multi-channel cadence includes the following channel types (exact step count and spacing to be defined in the outbound sequence build):

- **Phone calls** — primary outreach and follow-up
- **Voicemails** — scripted; voicemail script finalized
- **Emails** — templated; outbound sequence in progress
- **LinkedIn** — connection requests, messages, and engagement

---

## HubSpot Content Components

The cadence relies on two types of reusable content built in the HubSpot Gmail integration:

| Type | Description | Example |
|---|---|---|
| **Templates** | Full pre-written emails, used as-is or lightly personalized | "Thank you for speaking with me today", "I left you a voicemail" |
| **Snippets** | Short reusable text blocks inserted into any email | "Click here to book a meeting with me" |

### Content Status (as of 2025-11-13)

- **Call script** — drafted; pending Mark's feedback
- **Voicemail script** — finalized
- **Email templates** — in progress; Jacob reviewing Mark's cold outreach examples to align on tone and style
- **Snippets** — in progress

---

## Nurture Campaign

Prospects who express a soft "no" during qualification are moved to a separate nurture campaign rather than being discarded. This keeps them in the pipeline for future re-engagement without active sales pressure. Nurture campaign content and cadence are defined separately.

---

## Related

- [[wiki/knowledge/sales-enablement/clay-zoominfo-hubspot-lead-gen-workflow]] — upstream process for sourcing and importing contacts
- [[wiki/meetings/2025-11-13-weekly-call-jacob-sales-cadence-lead-gen-review]] — source meeting notes