Salesforce Cadence Builder is a powerful tool designed to streamline and automate your outreach process. It enables sales and marketing teams to create structured, multi-step engagement sequences known as cadences that guide how and when leads are contacted.
When building a cadence, you’ll typically set up three key tracks:
- Main Track: This is the default sequence of steps (emails, calls, tasks) that a lead follows when first added to the cadence. It’s the standard outreach path before any response is received.
- Positive Track: This branch is triggered when a lead responds favorably, for example, showing interest or requesting a meeting.
- Negative Track: This track is activated when a lead shows disinterest, requests to opt out, or does not respond after multiple attempts.
In this blog, let us see how to build a negative track in Salesforce Cadence builder.
Build a Negative Track
Negative tracks help you manage leads who indicate they aren’t ready or aren’t a good fit.
Negative Track Entry Rules:
- Not Interested
- Unqualified
These rules are typically triggered from a phone call outcome. You can define what each term means for your organization.
- Not Interested: The lead may not be interested now but could be in the future, or may prefer a different offering.
- Unqualified: The lead doesn’t currently meet your qualification criteria (e.g., no budget, wrong role) but could be nurtured for future potential.
Example for Negative Track Steps:
- Manual Email – Day 10 Nurture Email
- Automated Email – Day 20 Nurture Email
To build it:
- Choose the negative track in the canvas.
- Set the appropriate entry rules on the right panel.
3. Use the Actions menu to add email steps with appropriate delays.
This kind of nurturing helps you stay top-of-mind with lower-priority leads over time.
Cadence Exit Rules
Exit rules remove a target from the cadence when certain conditions are met. These are defined in the main track and apply to all steps within the cadence. If an exit rule is triggered, the target exits the cadence entirely, even if they’re currently in another track.
Available Exit Rules:
- Meaningful Connect
- Not Interested
- Unqualified
- Left Voicemail
- Call Back Later
- Reply
- Bounce – An email could not be delivered (exit only)
Activate Your Cadence
When your cadence is ready:
- Click Save to store it in the Public folder.
- Use Cadence Overview to review the structure.
- Click Activate to make it available for loan officers to begin adding targets.
Below given is an example of a Cadence.
Main Track
- Make a Call – Day 1 Introductory Phone Call
- Automated Email – Day 1 Follow-up Email
- Make a Call – Day 2 Follow-up Call
- LinkedIn InMail – LinkedIn Follow-up
Positive Track (Triggers: Meaningful Connect, Link Click)
- Make a Call – Meaningful Connection Follow-up
- LinkedIn Connection Request
Negative Track (Triggers: Not Interested, Unqualified)
- Manual Email – Day 10 Nurture Email
- Automated Email – Day 20 Nurture Email
To learn more, click Cadence Builder 2.0 Cadences
