Once your AEs and SDRs feel they’re a vital part of the content creation process, you’ll be in a better place. At that point you can focus on writing content that sticks, personalizing your outreach at scale, and avoid spending time and resources on content that nobody uses.
Build your content team
Assign one person to solely focus on writing and measuring the success of your content
- They can ensure there’s buy-in from the sales teams, upload and maintain sequences into Outreach, track content performance, and build on what’s most effective
Sales Technology Saturation
The sophistication of a company’s existing sales technology stack influences their sales sequence strategy much more than the size of the business.
- Small and medium sized companies can hit the ground running with dozens of sequences tailored to market segment, industry, and persona, but change management, both technologically and culturally, will take more work.
How does Outreach use Outreach?
A simple sequence structure should include three paragraphs
- Personalization: Customize the first two to three sentences of an email for a prospect and their company
- Value proposition: Connect the pains of each persona to how your product solves those problems
- Call to action: Let the prospect know what you want from them through a phone call, demo, or a webinar
How to A/B test your sequences
Test different versions of your email copy to hone your messaging and ensure it resonates with your personas and market segments
- One thing at a time and in an isolated way
- When you isolate testing in this way, you can figure out best practices and scale your sequences
Connect sequence performance to sales results
Educate reps about why you want them to use the content
- Show them that a sequence is high performing by breaking it down in terms of meetings booked and pipeline created
- Connect the sequence to making money
- If after a month you see that people still aren’t using the sequence, don’t let it fade away; start pushing it again
Breakup emails
There is a time and a place for breakup emails.
- Sending a breakup email when a prospect has not interacted with any of the emails in your sequence so far is a good idea as the rep can save their time for other prospects.
- Perfecting your sales sequence takes time, but using a sales engagement tool like Outreach can accelerate your success
Developing your sequence strategy
For larger companies with over 1,000 employees, SDRs frequently use up to 100 sequences.
Building your content supply chain
Different steps from ideation to successful sequence
Call on the Content Review Crew
The adoption of new sales sequences hinges on having buy-in from your frontline reps. Find out what your SDRs are hearing from their prospects.
- Create a special team to review all content before it is rolled out to the team.
Capturing your reps’ hearts and minds
Don’t leave sales reps out of the content creation process
- Best practices to involve reps in the sequence creation process: Use their time wisely, ensure quality by incentivizing them to use the right sequences, and always review every piece of content
Best practices for creating sales sequences
Keep it short
- Talk about value propositions
- Use simple language
- Avoid information overload
- Write each email so that it has standalone value and is distinct from the other messages in the sequence.
- Include phone calls or LinkedIn messages to add variety
