Overview

The purpose of this document is to provide a repeatable framework, or playbook, for prospecting our territory. The playbook contains various tactics to gain entry into target accounts including sample email messages, phone and voicemail scripts, social examples, and a recommended outreach cadence. In addition, the playbook places strong emphasis on tracking our activities so we can make adjustments based on data, rather than emotions.

Outbound Strategy

Our outbound strategy will consist of multiple touches via email, telephone, and social spread across a 10-Touch Cadence. The cadence is important to follow because it provides a methodology for consistently interacting with prospects and gives us a way to measure our success.

10-Touch Outbound Cadence

Day Tactic
Day 1 Email 1, Phone 1
Day 3 VM 1, Social 1
Day 5 Phone 2, Social 2
Day 7 Phone 3, VM 2, Email 2
Day 10 Phone 4

The goal is to add each prospect to a 10-Day Cadence until we get a yes or no. Each Cadence will have a theme related to a common problem or challenge a prospect is experiencing for their specific role. Each touchpoint’s copy will be tied to the over-arching theme.

If we’re unable to schedule an intro call after the 10 day period we’ll hold off for 2-weeks before adding them to a different themed cadence.

Cadence Themes

The idea behind a theme is to focus on a potential problem or challenge a prospect may be grappling with over the course of a cadence. This way, you build familiarity with each impression. Each theme will be relevant to a specific persona. Below is a list of themes broken out by persona with example copy.

Sr. Marketer

Wasting 3-15% Theme

Wasting 3-15% Email #1

Subject:3-15% of {{company}}’s total marketing spend may be underperforming

{{FirstName}},

Our research indicates that most brands are wasting between 3-15% of their total marketing spend on underperforming campaigns.

I have an idea that will help you recoup this waste and as a result, maximize the ROI of your marketing investments.

Are you available for a 10-minute call this week to discuss?

Thanks, Brian

Wasting 3-15% Voicemail #1

{{FirstName}},

Our research indicates that marketers are wasting between 3 and 15% of their total marketing spend on underperforming campaigns.

The purpose of my call is to share an idea that may help you avoid this issue so you can improve the ROI of your spend.

My name is Brian Justiss with Datorama and you can reach me at (404) 123-4567. Again, my number is (404) 123-4567.

Thanks

Wasting 3-15% Voicemail #2

Hi {{FirstName}},

This is Brian Justiss with Datorama.

The reason for my call is that I have an idea to may help you avoid wasting between 3 and 15% of your total marketing spend.

I wanted to see if it would make sense for us to have a quick conversation to find out if what we do might be a fit.

I can be reached at (404) 123-4567

Again, this is Brian Justiss with Datorama and my number is (404) 123-4567.

Thanks

Wasting 3-15% Email #2

Send this immediately after Voicemail #2

Subject: Re: 3-15% of {{company}}’s total marketing spend may be underperforming

Hi {{FirstName}},

I just left you a message regarding some insights I have that may help you optimize 3 - 15% of your marketing spend. With marketing departments spending nearly 11% of their total corporate revenue, any small adjustments could have a significant impact for {{company}}.

Let’s schedule a quick 10-minute call so I can share this details with you.

I can be reached at (404) 123-4567

Thanks

Three Challenges Theme

Three Challenges Email #1

Subject: {{FirstName}} - what I’m hearing from your peers

{{FirstName}},

As I speak with Sr. Marketers in the industry about optimizing their marketing spend there are three things that come up over and over again as the most challenging.

The purpose of my email is to get 10 minutes on your calendar to share the top concerns I’m hearing from your peers.

At the end of our call, you can decide if it makes sense to explore a few best-practices, or better yet, you may find that {{Company}} is already in great shape.

Are you available for a quick call this week?

Thanks, Brian

Three Challenges Voicemail #1

{{FirstName}}, this is Brian with Datorama. We haven’t met but when I speak with Sr. Marketers in the industry about optimizing their marketing performance there are three things that come up over and over again as the most challenging.

The purpose of my call is to get 10 minutes on your calendar to share the top concerns I’m hearing from your peers.

[Optional] At the end of our call, you can decide if it makes sense to explore a few best-practices, or better yet, you may find that {{company}} is already in great shape compared to your peers.

You can reach me at (404) 123-4567. Again this is Brian with Datorama. (404) 123-4567. Thank you.

Three Challenges Voicemail #2

{{FirstName}}, this is Brian with Datorama

The reason for my call is I have a few insights that may help you avoid some of the pitfalls your peers have experienced when it comes to optimizing their marketing performance.

I wanted to see if it made sense to have a quick conversation about what we’re seeing in the industry.

I can be reached at (404) 123-4567. Again, this is Brian Justiss with Datorama and my number is (404) 123-4567

Thanks

Three Challenges Email #2

Send this immediately after Voicemail #2

Subject: What your peers are saying about managing their marketing spend

{{FirstName}},

I just left you a message regarding some insights I have that may help you avoid the obstacles your peers are experiencing when it comes to optimizing their marketing performance.

I wanted to see if it would make sense to have a quick conversation to find out a little bit more about what we’re seeing in the industry.

I can be reached at (404) 123-4567

Thanks, Brian

10 Minutes to 25% Theme

10 Minutes to 25% Email #1

Subject: {{FirstName}} // 10-minutes to get a 25% lift in conversion rates

{{FirstName}},

I have an idea that can be shared in 10-minutes that can help {{company}} improve the ROI of their marketing spend.

We recently used this idea to help a client see a 25% lift in conversion rates in under six months.

{{FirstName}}, let’s schedule a quick 10-minute call so I can share this strategy with you.

I can be reached at (404) 123-4567.

When is best for you?

Thanks, Brian

10 Minutes to 25% Voicemail #1

{{FirstName}}, this is Brian with Datorama.

We haven’t met but I have an idea that can be shared in 10-minutes that could help {{company}} see 25% lift in conversion rates in under six months.

The purpose of my call is to get 10 minutes on your calendar to share this strategy with you.

You can reach me at (404) 123-4567. Again this is Brian with Datorama. (404) 123-4567. Thank you.

10 Minutes to 25% Voicemail #2

{{FirstName}}, this is Brian with Datorama

The reason for my call is I have an idea that may help you improve conversion ratesy by as much as 25% in under six months.

Please let me know if this is something you’re interested in exploring.

I can be reached at (404) 123-4567. Again, this is Brian Justiss with Datorama and my number is (404) 123-4567

Thanks

10 Minutes to 25% Email #2

Send this immediately after Voicemail #2

Subject: 25% lift in conversion rates in under 6 months

{{FirstName}},

I just left you a message regarding an idea that could help you improve conversion rates by as much as 25% in under six months.

Are you or someone from the team available to hop on a quick call sometime over the next week or two?

Thanks, Brian

Sr. B2B Marketer

Wasting 3-15% Theme

Wasting 3-15% Email #1

Subject:3-15% of {{company}}’s total marketing spend may be underperforming

{{FirstName}},

Our research indicates that most brands are wasting between 3-15% of their total marketing spend on underperforming campaigns.

I have an idea that will help you recoup this waste and as a result, maximize the ROI of your marketing spend and drive more qualified leads.

If you’d like to learn more, let’s set up a quick call.

How does your schedule look this week?

Thanks, Brian

Wasting 3-15% Voicemail #1

{{FirstName}},

Our research indicates that marketers are wasting between 3 and 15% of their total marketing spend on underperforming campaigns.

The purpose of my call is to share an idea that has helped many B2B marketers overcome this obstacle and improve the ROI of their spend.

My name is Brian Justiss with Datorama and you can reach me at (404) 123-4567. Again, my number is (404) 123-4567.

Thanks

Wasting 3-15% Voicemail #2

Hi {{FirstName}},

This is Brian Justiss with Datorama.

The reason for my call is that I have an idea that may help you optimize between 3 and 15% of your total marketing spend so you can drive more qualified leads.

I wanted to see if it would make sense for us to have a quick conversation to find out if what we do might be a fit.

I can be reached at (404) 123-4567

Again, this is Brian Justiss with Datorama and my number is (404) 123-4567.

Thanks

Wasting 3-15% Email #2

Send this immediately after Voicemail #2

Subject: Re: 3-15% of {{company}}’s total marketing spend may be underperforming

Hi {{FirstName}},

I just left you a message regarding some insights I have that may help you optimize 3 - 15% of your marketing spend. With marketing departments spending nearly 11% of their total corporate revenue, any small adjustments could have a significant impact on {{company}}’s top-line growth.

Let’s schedule a quick 10-minute call so I can share this details with you.

I can be reached at (404) 123-4567

Thanks

Drive more Leads, Pipe, and Sales Theme

Drive more leads Email #1

Subject: Idea for driving more leads, pipeline, and sales from marketing

{{FirstName}},

I have an idea that I can explain in 10 minutes that may help {{company}} drive more leads, pipeline, and sales from your marketing programs.

We recently used this idea at Salesforce and IBM to improve marketing ROI and increase MQL’s in under six weeks.

Let’s schedule a quick 10-minute call so I can share the idea with you.

When works best for you?

Thanks, Brian

Drive more leads Voicemail #1

{{FirstName}}, this is Brian with Datorama

We haven’t met but I have an idea that may help you drive more leads, pipeline, and sales from your marketing programs.

We recently used this idea at Salesforce and IBM to improve marketing ROI and increase MQL’s in under two months and I’d like to share how.

I can be reached at (404) 123-4567. Again, this is Brian Justiss with Datorama and my number is (404) 123-4567

Thanks

Drive more leads Voicemail #2

{{FirstName}}, this is Brian with Datorama

The reason for my call is I have an idea that may help you drive more leads, pipeline, and sales from your marketing programs.

I wanted to see if it would make sense to have a quick conversation to find out if what we do might be a fit.

I can be reached at (404) 123-4567.

Again, this is Brian Justiss with Datorama and my number is (404) 123-4567

Thanks

Drive more leads Email #2

Send this immediately after Voicemail #2

Subject: Re: Idea for driving more leads, pipeline, and sales from marketing

Hi {{FirstName}},

I just left you a message regarding some insights I have that may help you drive more qualified leads from your marketing programs.

Many of our clients have seen a 25% lift in conversion rates and a 14% lift in qualified leads in under two months.

Let’s schedule a quick 10-minute call so I can share how we’re doing this for similar B2B markters.

I can be reached at (404) 123-4567

Thanks

Sr. Marketing Analyst

Media Buyer

Activity Metrics

There are a number of activity metrics and ratios we’ll be using to monitor the success of our efforts. We’ll measure performance on a weekly, monthly, and quarterly basis. In order for us to be successful it’s critical that we log the appropriate activities in Salesforce.

Number of Dials

The number of outbound dials to a prospective customer including voicemail.

Number of Connects

The number of times you speak with a human over the telephone regardless of outcome.

Number of Meaningful Conversations (MCs)

The total number of meaningful conversations you have with prospects during a given time period. This includes an agreement to a discovery call or gathering G2 on the account such as current relationships or initiatives. While our main goal is to schedule a follow-up call, collecting information about an account is just as valuable. MCs do not include hang-ups or “not interested”.

Number of Emails

The number of emails sent to prospective customers.

Number of Social Impressions

The number of social impressions made on a prospective customers.

Dial:Connect Ratio

A ratio calculated using Number of Dials:Number of Connects. This helps us understand how clean our phone number list is and how frequently people engage over the telephone.

Total Touch:Discovery Ratio

A ratio calculated by adding dials, emails, and social and comparing it to the number of discovery calls. The purpose of this KPI is to help us understand how much effort is required to schedule a discovery call. We should plan on 20 - 25 total touches per cold prospect.

Total Touch:SQL Ratio

A ratio calculated by adding dials, emails, and social and comparing it to the number of Sales Qualified Leads.

Time Management Strategies

Prioritizing Your Outreach

In order to be as effective as possible, we need to pay close attention to how we spend our time. One suggestion is to prioritize activities based on the temperature of the prospect as it relates to their interactions with the brand. As an example, a prospect who has registered for a webinar should take priority over a prospect who has never heard of us. Below is a list of “demand signals” that we can use to prioritize our outreach:

Tips for Maximizing Efficiency

Here are a few tips for maximizing your efficiency: