#OS13:[Part -2] 4 Expert-Backed Sequence Frameworks for Outbound Success

Outbound campaigns not working???

Well, there may be a number of reasons like:

? Targeting the wrong audience

? Lacking a clear value proposition

? Delivering a generic, sales-y message

But, it could also be that you don't have the right cadence in place. ??

So, here we continue with some of the best 'sequence frameworks' for you to craft targeted, valuable, and well-timed outreach that actually gets results!.?

Let’s go??

1?? The 4 - Email Outbound Sequence

Beauty of this sequence - it has only 4 emails.?

The rest of the touches are calls and social media.

Total of 10 touches over 13 business days

• 4 emails ??
• 2 LinkedIn
• 1 Zapier
• 3 calls ??

Why this works / not??

Pros

?? Structured & Scalable: Provides a clear communication flow with automated emails, saving you time.

?? Nurturing Approach: Allows you to build trust and address pain points over multiple touches.

?? Data-driven: Can be A/B tested to optimize open rates and clicks.

Cons

?? Spam Risk: If emails are generic, they might end up in spam folders.

?? Limited Interaction: Doesn't allow for real-time conversation and addressing specific questions.

2?? The ‘Find the channel’ sequence

Harry Monkhouse , a Sales Adoption Consultant at 6sense , created this framework.?

It’s about understanding which channel is the one where I see the highest engagement and gives me the best chance of getting in front of my prospect

He leverages phone, email, and LinkedIn. He figures out which channel might work depending on the following conditions.?

? If we have a mobile number I will follow a heavier call sequence.?

? If they accept my connection request I can run a LinkedIn sequence with voice notes etc.

? If I see good engagement on my emails then I can double down on email and include video.

So, this isn't about the message it is about the best ‘channel’ to get my message in front of them.

Here’s the sequence:

Total of 9 touches over 9 business days

3 LinkedIn

3 Calls??

3 Emails ??

Why this works / not?

Pros

?? Highly Personalized: Focuses on identifying your prospect's preferred communication channel (email, phone, social media) for better engagement.

?? Improves Reach: Increases the chances of your message getting seen by reaching out through their preferred channel.

?? Demonstrates Research: Shows you've invested time in understanding your prospect.

Cons

?? Requires Extra Effort: Researching individual communication preferences can be time-consuming.

?? Not Guaranteed: You might not find a clear preference for every prospect.

3?? The 5-sprint sequence

This is another sequence by Harry Monkhouse.?

Here the sequence is broken into 5 sections and Harry calls each of the sections “sprint”.

Each sprint has a slightly different value add and approach but with the view of driving the same outcome which is a meeting booked

? Sprint 1 - Show me you know me

This is to show you have done the research to allow you to personalise and create relevance in your outreach.

? Sprint 2 - Proven Value

Based on the hypothesis you created in sprint 1 link this to a customer story to show how companies have solved this before.?

? Sprint 3 - FOMO trigger

Using competitor's names in outreach creates such a high open rate. With this, I am trying to create the fear of missing out ... 'look at why your competitors are winning'.

? Sprint 4 - Connections

Try to get your ecosystem whether this is a community or an event. We have data to show that accounts that go to events or are part of a community have a higher win rate.

? Sprint 5 - Time to break up

Send a final break-up note but make sure to add them into a nurture cadence which emails them every 3 weeks with some value add content.

Total of 20 touches over 35 business days

• 6 LinkedIn
• 5 Calls??
• 9 Emails??

Why this works / not?

Pros

?? Action-Oriented: Breaks down complex messages into smaller, more digestible "sprints" that focus on specific actions.

?? Maintains Engagement: Regular touches with valuable content keeps your prospect interested.

?? Provides Value: Focuses on educating and offering solutions before directly asking for a sale.

Cons

?? Can Be Overwhelming: Five touches might feel excessive for some prospects, leading to unsubscribe or disinterest.

?? Requires Planning: Creating targeted and valuable content for each sprint can require significant planning.

4?? The ‘No-call’ sequence framework

You don’t have to make those (annoying) cold calls with this sequence. Just email and LinkedIn.

Check it out:

Total of 8 touches over 30 business days

???3 LinkedIn

??5 Emails

Why this works / not?

Pros

?? Non-intrusive: Avoids the potential annoyance of unwanted calls.

?? Scalable and Efficient: Saves time and resources compared to phone outreach.

?? Cost-Effective: Eliminates phone call costs.

Cons

?? Limited Interaction: Lacks the personal touch and ability to address concerns in real-time.

?? Lower Conversion Rates: May have lower conversion rates compared to well-executed phone calls.

?? Not Ideal for Complex Sales: Doesn't work as well for complex products or services requiring detailed explanations.

Helpful resources

LinkedIn post of the week

Ever wonder what to do after a prospect shows interest but doesn't book a meeting? Jed Mahrle has got the answer! His nurture sequence with 6-8 personalized emails boasts a 75% open rate and 6% reply rate. Check out his post for the more details !

Podcast of the week

Struggling to integrate social selling into your outreach? Daniel Disney , the king of Social Selling, joins Will Barron to discuss the optimal timing for social touches within your sales sequence . Listen now!

YouTube video of the week

Will Aitken reveals a powerful 15-step, 15-day automated sequence that uses multiple channels to get noticed and convert leads.? Multiple touches across various channels are key in B2B sales, and this video shows you how to automate them for success!

And, that’s a wrap for this edition.?

We’ll keep bringing more frameworks so you have more informed alternatives to choose from.?

Keep in mind that success of these sequences would depend on whether they suit your business needs or not.?

Go through their pros and cons and choose wisely.?

See you in the next one.?

Until then,

Cheers