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TLDR about me:

→ Operations background. Worked 1-1 with 200+ B2B clients and over 1,000+ collectively
→ I oversee 5M outbound emails monthly and 1,000+ outbound systems
→ My team executes 100+ cold email setups monthly at ListKit

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The most important thing when it comes to turning cold traffic into paying customers, is the offer. It is 80% of the legwork.

If your offer is not 'good' (definition on that shortly) then your CAC will be higher and it will require more inputs for less output.

A good offer practically dictates your email deliverability. Less people will mark you as spam, you will get more replies, you will get more meetings booked, you will close more deals.

The offer writes the script for you, paired with the target market.

There are thousands of other service providers just like you, going after the same prospects.

No need for sales jiujitsu, you just need a good offer.

It is important to remember, the offer is more so tied to the result than the service itself. No one is buying paid media for the fun of it.

If I deliver you 10 leads right now ready to buy, it does not matter if I got them using Hedwig (Harry Potters pet owl) with an envelope or cold email. You pay for the 10 leads.

Here are 3 varying examples and why they worked.

You need to know your target market deeply or how else can you speak directly to their needs and pain points?

Gathering niche insights will put you ahead of the market.

Hitting on the itch they need to scratch will make your outbound (and all client acquisition) perform better. You can test this rapidly via outbound too.

How?

Reviewing past sales calls, interviewing current clients, AI, testing, and just browsing the internet is a good start.

How to fill it out:

Template:

Developing partnerships is a great way to close more deals and increase revenue, especially via outbound. They are much lower friction and when they make sense (good partnership deal) they are very easy to generate and close.

What else?

Will not go too in depth, but there are factors outside of core outbound that affect campaigns. I will cover the 2 main problems that you can fix today, if they aren't already in place.

With this volume, we can test multiple angles to multiple target markets.

The feedback loop is quicker to see what works and what does not.

The invisible hurdle that needs to be cleared, ironically most fail here. If deliverability is poor, everything else is pointless.

Further fuelled by ESP updates (check out Google's recent update).

You want to spread sending across many email accounts/domains that are properly configured for sending (SPF, DKIM, DMARC records etc.)

You cannot just send from a handful or 1 inbox, this will mean you fall victim to the invisible spam filter.

It requires hours of meticulously setting up inboxes with a verified IP address and correct DNS records.

Performing routine inbox placement and deliverability tests in order to maintain the infrastructure for optimal results.

And no, your website's reputation does not get damaged with that many domains redirecting towards it. Think about the government's website.

What else?

→ Target people who posted in last month → Engage with their content first → Catch them while they're active

→ Reference specific work/achievements → Show you've done your homework → Keep it under 3 lines

The bottom of the funnel is where we convert the lead to our end result. Meeting booked is the go-to for most B2B companies, but for a SaaS it may be a free trial. It may be consuming a lead magnet so they sign up for a newsletter, although less common.

If they book a call → they go into the pre-call flow and the meeting commences.

If they do not book a call, or that call does not go well → we can place them into a lead nurturing sequence.

Lead nurturing is where we put prospects who haven't officially converted into a sequence.

This largely is due to timing. The purpose of nurturing the lead is so once they are ready, they return with us in mind. Or they just need some extra convincing.

The nurture flow can come directly from your CRM, or dedicate a couple of inboxes in your sequencer to it.

We can place these prospects into 4 buckets (excluding the pre-call flow):

Timing: 2 days after sending initial information

Timing: 5 days after Email 1

Timing: 7 days after Email 2

Timing: 10 days after Email 3

Timing: 7 days after Email 4

If they specified interest for the future, we can put them straight into the long term flow.

This is NOT the no-show steps. You/your sales rep will ring/text/email to get an answer immediately after a no-show.

Timing: 1 day after missed appointment/initial interest

Timing: 3 days after Email 1 Theme: Reduce uncertainty while building interest

Timing: 5 days after Email 2 Theme: Flexibility and accommodation

Timing: 7 days after Email 3 Theme: Create motivation to act

Timing: 10 days after Email 4 Theme: Compelling case for reconnection

Timing: 1 day after the call Theme: Appreciate conversation and establish path forward

Timing: 3 days after Email 1 Theme: Tackle concerns with evidence

Timing: 5 days after Email 2 Theme: Demonstrate concrete value and outcomes

Timing: 7 days after Email 3 Theme: Lower barriers to moving forward

Timing: 10 days after Email 4 Theme: Keep door open while providing unexpected value

Timing: Day 1 of re-engagement campaign Theme: Non-intrusive reconnection with clear value reminder

Timing: 4 days after Email 1 Theme: Introduce fresh value to restart the conversation

Timing: 7 days after Email 2 Theme: Establish expertise and relevance in their space

Timing: 10 days after Email 3 Theme: Build credibility and competitive differentiation

Timing: 14 days after Email 4 Theme: Clear, compelling final outreach with incentive

I recommend doing an email every 3-4 weeks for nurturing leads. We want them to keep you top of mind, but we do not want to pester them. Here is a sequence you can follow and take inspiration from:

Objective: To engage leads monthly over 10 months, offering actionable lead generation insights and tips.

Timing: Day 1 Theme: Establish expertise by framing the current market environment

Timing: Day 10 Theme: Deliver immediate value with actionable advice

Timing: Day 20 Theme: Build credibility through relatable success stories

Timing: Day 32 Theme: Demonstrate knowledge of relevant solutions

Timing: Day 45 Theme: Elevate the conversation to strategic thinking

Timing: Day 60 Theme: Demonstrate specialized knowledge for their sector

Timing: Day 75 Theme: Transition from education to engagement

Timing: Day 90 Theme: Help improve their current approach

Timing: Day 105 Theme: Focus on execution and rapid results

Timing: Day 120 Theme: Create natural conclusion with clear next steps

There are a few things we can do, the main thing is the pre-call flow (next slide). These will be email/phone/text reminders leading the prospect into the call.

But what are some other strategies that we can use?

We first want to remove an option to cancel. If they want to cancel the meeting, they need to communicate with us so we can reschedule another meeting manually. This holds the prospect accountable.

We want to have our calendar on 15 minute increments, to give the prospect flexibility. Only allowing them to book in the next 3-5 days.

If you increase from 3-5 days, you run the risk of the prospect forgetting who you are when the call comes around.

Ringing the prospect on the day of the meeting to reconfirm the meeting.

Now a prospect has booked into your calendar, the work is not done yet.

We need to warm them up leading into the call. This first of all means not letting them book so far in advance so that they forget about you, as mentioned in the previous slide.

You need pre-nurturing flows in place to not only remind the prospect of the meeting at hand, but warm them into the call with the correct framing (next slide).

In the pre-nurture flows, you need to be framing the call.

Position yourself as the authority and get their buy in prior to the call. Give them a reason to show up.

This includes sending over assets in those flows as 'material' to review. They can be:

We don't want them leading into the call forgetting what it is about, by that point the sale is much harder.

Hi [Name],

I'm looking forward to our call on [Day], [Date] at [Time] ([Timezone]).

To make our conversation as productive as possible, I've attached some materials that highlight what we'll be discussing:

This provides an overview of [key benefit/solution] and addresses [pain point]: link

Please take a few minutes to review these before our call if you can. If you have any questions while going through the materials, feel free to note them down for our discussion.

If you need to reschedule, reply to this email and let me know.

Now comes game-time. I am not a sales guru so there is going to be no content here on how to close a deal for your business.