Perfect Outreach Means Perfect Outbound Messaging

From snippets to playbooks, messaging has a whole lot of moving parts. Not only do you have to write the content, you then need to organize it and build it into templates and sequences.

Messaging is key to great outreach.

A well-written and built messaging stack spells the difference between hearing back from your ideal contacts and accounts, or having your emails left unopened and calls unanswered.

This blog will walk you through the first two steps essential to building your outbound messaging stack:

  1. How to write messaging snippets
  2. How to organize your snippets into call scripts and email templates

To better understand messaging, let’s visit our good friend Gary at ProspectIT.

Snippets: The Foundation of All Your Touches

To begin building his team’s outbound messaging, Gary starts by segmenting the types of accounts and personas he wants his reps to talk to.

Smart man, Gary, smart man.

Gary decides to segment his messaging by persona and account tier. He wants to build and write most of his messaging for ProspectIT’s Tier 1 accounts and Tier 1 personas. His plan is to write snippets mostly for Sales Leaders in IT and Services companies. Gary will simply tweak these snippets with custom fields to build messaging for his Tier 2 and 3 accounts and personas.

A little confused? Let’s get a little more specific, shall we Gary?

Gary’s idea is to write four kinds of snippets: greeting snippets, personal info/intro snippets, value prop snippets, and CTA snippets.

He will modify the personal info snippet for each persona, customizing their job title.

He will also tweak the value prop snippet to make sure they address the pain point of the specific persona being targeted.

To clear this up even furthur, let’s follow Gary as he builds the snippets, templates, scripts, and sequences his SDRs need to target ProspectIT’s IAPs and ICPs.

First and foremost, Gary writes his four categories of snippets. To get his SDRs started, he writes just a few snippets for each category. His full-fledged ABS strategy will have hundreds of snippets.

Some of Gary’s snippets look like this:

Greeting Snippets:

  • “Hello there {{first_name}}”
  • “How’s your day going {{first_name}}?”
  • “Hey {first_name}! Hope the week is treating you well”

Personal Info/Intro Snippets:

  • “I was just on your website and noticed that you sell {{what the company sells phrase}} and that you’ve landed some amazing clients like {{three of their star clients}}”
  • “Since you’re the {{job_title}}, I’m curious to ask you a question. Is the size of your sales deck slowing down your ability to prospect clients like {{three of their star clients}}?”

Value Prop Snippets:

  • “Our client {{one of ProspectIT’s top performing clients}} was able to increase their pipeline 3x by using our platform to grow their number of conversations with right-fit accounts and contacts”
  • “Here at ProspectIT we have a simple, integrated platform to help your sales team accelerate their productivity”

CTA Snippets:

  • “Would you be open to scheduling some time to talk?”
  • “Ready to chat? Click here to schedule some time for us to speak”

With his snippets written, Gary can build out email templates and call scripts. He can tweak each one and fill-out the custom fields depending on the persona he is writing the email or call script for. When Gary’s messaging is fully built, he will have dozens of different email templates and call scripts. To keep things simple, let’s just look at how Gary builds one template and one call script to target his Sales Leader persona.

How to Write Effective Emails and Call Scripts

To build an email template and call script for this Sales Leader persona, Gary combines some of the above snippets. Here’s what he comes up with:

EMAIL TEMPLATE

Hello there {{first_name}},

I was just on your website and noticed that you sell {{what the company sells phrase}} and that you’ve landed some amazing clients like {{three of their star clients}}.

Since you’re the {{job_title}}, I’m curious to ask you a question. Is the size of your sales deck slowing down your ability to prospect clients like {{three of their star clients}}

Companies like {{three of ProspectIT’s star clients}} use our integrated sales enablement platform to prospect, prioritize, and engage their target accounts. I think your sales team could see these same benefits!

Would you be open to scheduling some time to talk?

Best,
{{senders_first_name}}

CALL SCRIPT

(To be left as a voicemail)

Hey {{first_name}}, hope the week is treating you well!

Here at ProspectIT we have a simple, integrated platform to help your sales team accelerate their productivity. I’d love to schedule some time to talk to you about how we can help you team.

Please, feel free to call me back at (xxx) xxx-xxxx

Once Gary has several email templates and call scripts built for each of the personas and account tiers he wants his SDRs to target, he needs to organize them into sequences and playbooks.

Interested in learning how to perfectly target your prospects with sequences and playbooks of your own? Check out the Ultimate ABS Guide

Still got questions, comments, or concerns? Feel free to drop us an email at sales@apollo.io