Cold Outreach Sequences: Formulas for Success

Distributing your sales content as effectively as possible

Account Tiers

The first thing to do when creating or evaluating your outreach strategy is to think through some of the impactful differences between potential prospects. In almost any sales org, you can divide your prospects into three categories: Enterprise, Mid-Market, and SMB.

Enterprise or Top Tier Outreach

Enterprise outreach should target accounts that are:

  • The largest or most reputable players in your target market
  • C Suite or VP Level, Decision Making Personas
  • Help you win “aspirational business” from players who look to your enterprise partners as industry leaders
  • Typically 500+ Employees
  • 8–10 Emails, 25% Automated
  • 4–6 Call Steps
  • 3–4 Linkedin Touches
  • 1 Gift Step (optional)

Mid-Market or Mid-Tier Outreach

Mid-Market outreach should target accounts that are:

  • Medium-sized, reputable names in the space
  • Director Level, VP Level, C Level
  • May have less complex vetting and procurement procedures than enterprise accounts
  • 100–499 Employees
  • 4–5 Emails, 50% Automated
  • 8–10 Call Steps
  • 5–6 Linkedin Touches
  • 1 Gift Step (optional, for C Suite only)

SMB (Small, Medium Business)

SMB outreach should target accounts that are:

  • Newer or smaller companies
  • Prospect may be an “influencer”, rather than decision maker
  • May be handled full-cycle by BDRS
  • Under 100 Employees
  • 4 Emails, 100% Automated
  • 1 Call Step
  • No Linkedin
  • Send to Marketing after 30 Days

Put into Practice

In practice, any Sales Org worth its salt will look at their total addressable market and divide them into segments, each of which demand varying levels of outreach and attention in general.

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David is the Business Development Team Lead at Rhino, a fast growing startup based out of NYC.

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David Berardi

David is the Business Development Team Lead at Rhino, a fast growing startup based out of NYC.