This post is part two in our two part series on creating messaging to use in ABS outreach. This half focuses on developing sales playbooks and sequences. Find our post on writing snippets and building email templates and call scripts here.

Creating Messaging for Account-Based Sales (ABS)

From snippets to sales 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.

This blog will focus on how to organize and use the snippets, email templates, and call scripts your team has written. We’ll discuss how to build sequences and sales playbooks from the messaging stack you’ve written.


How to Build Your Messaging Stack

In part one, we focused on writing  snippets and creating templates from them. For these snippets and templates to be truly useful, they must be built into sequences and sales playbooks that your team can follow.

What do we mean by sequences and playbooks? Think of these as step-by-step combinations of emails and calls that your reps send out to your prospects. For example, a rep may first cold call a prospect, then send them an email about your UVP, and then have a follow up call to check in on a prospect’s interest.

Building sales playbooks and templates are the last two of five steps in creating your team’s complete messaging. Find steps one through three in our first post on messaging. Let’s explore these final two steps:

  1. Build Sequences: Sequences are custom combinations of email templates and phone scripts. Individual sequences should be built for inbound and outbound engagement, for each persona you plan to target, and for each of your Account Tiers.
    The goal of these sequences is to develop a messaging journey for all of your different tiers of accounts and segments. “Messaging journey” refers to the different points of contact that each of your personas or accounts goes through.For instance, if you were to target an SDR persona through outbound, you may first cold call the SDR. After the cold call, you may send an email with a CTA asking for a meeting. If the SDR were to raise objections, you might next send an email rebutting the objections. This messaging journey is essentially what a sequence is. A visual representation of sequences would look a little something like this:
  2. Create Sales Playbooks: Messaging starts from the bottom up, and in step five it’s finally time to combine all the hard work of writing and compiling snippets and emails into Sales Playbooks. A good Sales Playbook should outline your entire messaging process: from the personas you are targeting, the email templates you are using, and the sequences you plan to enact.Playbooks should be built according to the different verticals and Account Tiers you plan to target. Having a thorough sales playbook helps reps consistently adhere to your established sales process. They make onboarding and training new reps easier and encourage a standardization of all engagement and messaging.


Looking to optimize your GTM strategy and grow your pipeline? Our Ultimate Guide to Account-Based Sales has the tips and tricks to help you enhance your sales team.

In the meantime, got questions or concerns? Feel free to reach out to us at