The modern outbound playbook.
The fastest and most efficient way to do Outbound.
Gone are the days when setting up your outbound motion required weeks of planning, strategizing, and executing. Or hiring an external agency to build out the tech, warm up the domains, build your lists.
Today, with the right tools and strategy, you can get your outbound motion up and running in just a few hours and for just a few hundred dollars.
Earlier this year SaaStr shared the results from a survey they ran that shows if you aren’t doing outbound, you’re probably leaving from 10%-50% of the revenue you could be getting behind.
So want to learn how to build your outbound strategy?
Who do you target?
Let’s first kick things off with understanding who you should be targeting. Start with a detailed understanding of your ideal customer: their industry, company size, job title, location, and any other relevant details that can help you better target your outreach. But don't stop there.
Just because they match the persona doesn’t mean they are ready to buy. Have you heard of the 95:5 Rule? The 95-5 rule shows that 95% of your potential buyers aren't ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future. In order to outbound effectively you need to message each appropriately and that starts with identifying the 5% who are in market. Here are 3 simple ways to try and identify them
Intent Data: Leverage intent data to identify potential customers who are actively searching for solutions in your market. By combining your ICP with intent data, you'll ensure that your messages are landing in the inboxes of the people most likely to be interested in your offering.
Identify Hiring Patterns: Tech and people go hand in hand. Selling a software for BDR’s to do better prospecting? Leverage a tool like PhantomBuster to identify the companies actually investing in hiring BDR’s or Sales operations and you probably have a good idea of who might be also willing to invest in the tech to make those teams successful.
Identify current tech stack: Leverage a tool like Purple Sonar to identify what tech they have currently. Then reverse engineer their renewal dates by looking at when that tech was first identified. If it was 9-11 months ago - that is a great segment to target, as they are likely coming up on their annual renewal.
What should be in the campaign?
I can’t write the copy for you so instead I’ll share a simple framework from the amazing Katelyn Bourgoin, she absolutely nailed it with this twitter thread:
https://twitter.com/KateBour/status/1451262731659751425
The long and the short of it is if you can answer these 4 questions you've got the foundation of your next big idea:.
What triggers people to begin the buying journey?
What job are they trying to get done?
What are their pains with other solutions?
What are their selfish desires?
Understanding these components will provide you with the solid foundation you need to build a campaign that resonates.
Just be sure to have 2 approaches and campaigns - one for those actively in the market and one for the other 95% of people.
*Bonus tech: If you want to also include personalized images, screenshots, or videos you should check out Hyperise ($70 a month).
The tech needed to get started
To put these strategies into practice, you'll need a few key tools to actually build and launch the campaign.
This provides a step-by-step process to build an automated outbound email workflow, beginning with creating highly specific LinkedIn Sales Navigator searches, scraping and enriching data via Wiza, and finally uploading the data to Instantly for seamless outreach.
Tech needed: LinkedIn Sales Navigator ($100 a month), Wiza ($100 a month), and Instantly ($77 a month)
Expected cost: $277 a month
Create highly specific LinkedIn Sales Navigator searches:
Log in to LinkedIn Sales Navigator and access the advanced search feature.
Use filters such as keywords, location, industry, company size, job title, and other relevant criteria to create a highly targeted prospect list.
Save your search to access and refine it in the future.
Scrape & Enrich data via Wiza:
Sign up for a Wiza account and connect it to your LinkedIn Sales Navigator account. Wiza allows you to export leads from Linkedin Searches with emails and phone numbers.
Navigate to your saved search in LinkedIn Sales Navigator and click the Wiza extension icon.
Select the desired number of contacts and initiate the scraping process.
Wiza will extract relevant data, including names, job titles, companies, and email addresses, and enrich the data by verifying the email addresses.
Upload to Instantly:
Sign up for an Instantly account, which will allow you to scale your outreach campaigns with unlimited email sending accounts & domain warmup. It is important to use a separate domain for outbound campaigns as you don’t want to jeopardize the reputation of your main domain.
Export the enriched data from Wiza as a CSV file.
Log in to your Instantly account and navigate to the "Import Contacts" section.
Upload the CSV file containing your enriched prospect data. e. Organize your contacts into appropriate lists, segments, or tags for better targeting.
Design your email campaign:
Create personalized email templates that cater to your target audience.
Establish a multi-touch email sequence with varying content.
Set up automation rules to trigger follow-up emails based on recipient behavior (e.g., email opens, clicks, or replies).
Monitor and optimize:
Regularly analyze campaign performance metrics, such as open rates, click-through rates, and response rates.
Continuously optimize your email content, subject lines, and send times to improve overall campaign effectiveness.
By answering the right questions and using the right tools, your outbound motion will be up and running in hours, not weeks.
Thanks for reading!
Adam