Finding success by adding structure to your prospecting Outreach (Anthony Natoli, Commercial AE @ Outreach)

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1. 3:39

   And I know that's exactly what the C-level is focused on. Beautiful. Anthony, what's number two? Number two. So this ties back into number one, but based on that research, create a hypothesis of why you're reaching out. So based on the research that I've done from that 10K or maybe understanding what customers “that they're selling to or personas, I can now develop a hypothesis of why I'm reaching” out to that account in my account plan. So for example, I can now say, hey, this is exactly why outreach is going to be a good fit for their business based on me knowing that they need to build enough pipeline to generate enough revenue to take them from 150 million to a billion in ARR each year.

   In Account research

2. 7:16

   fully remote, hmm that's interesting to me, I can use that in my hypothesis, and so using that all that information, I now have a really good understanding of what problems maybe the executives care about, who I need to be reaching out to, and now all I need to do is go execute, and so that helps me guide my framework for my “prospecting, and then it also helps with, once I book a meeting, I know exactly” what to be chatting about in that initial call. Anthony, one of the things I've been super focused on recently is something we call the art of the segue, and the art of the segue is the idea of, you find some interesting nugget about the account or prospect you're reaching out to, and you use that to get their attention in your prospecting email or

   In Account research briefs

3. 9:50

   They could sniff out very quickly, like what's automated, what's not. And so for me, my first step is a triple touch. It's that personalized email. And my framework for that email is the subject line is either personalized, it's funny, it's clickbaity, it's human, right? “The goal is to get them to open it.” And then I use my hypothesis from the account plan in that first line of the email. And the second is the common challenges that we hear for.

   In Subject lines and openers

4. 11:51

   And then trying to tie back that, that personalization, but also make it relevant. So what's fascinating is a lot of these things like the Gamecocks, for example, they have nothing to do with sending emails or coaching your apps, nothing at all. And that is “okay because the subject line and the first line are meant to get someone to open the email and” keep reading. But then you're not just saying, Hey, it's the Gamecocks outreach helps you do this better. You are to Nick's point, segwaying those things effectively. Okay. So those are really good subject lines and it doesn't matter necessarily the topic. What are some examples

   In Subject lines and openers

5. 18:30

   into a champion who then now later on can bring this to their CRO and that CRO knows me. So it's something that I use, especially later down the sequence. If it's apparent that this person is not going to talk to me, I can start calling people out. Hey, can you introduce me to your “VP of sales, John Smith? And I think they appreciate you calling it out by name.” Anthony, when you're thinking about the messaging as it goes to at the line, for example, or below the line, how does that change when you're working with your SDRs or someone else?

   In Specific introduction requests

6. 22:15

   you only have 40 accounts. So let's say you get to the end of your sequence. My guess is you're probably gonna have to reach out to these people again sometime this year. And so what's your process for refreshing or re-engaging with accounts? Yeah, so this is when I take a deeper dive into like historical data. “So when's the last time we've talked to them?” What was the reason they didn't buy? Are they on a competitor? I gotta get a little bit more creative now, right? So if they haven't answered, I've got to reevaluate my messaging in the first place. Maybe I have to dial in my hypothesis more. Maybe things have changed. Maybe there's new executive hires, right? So I think it's really important to,

   In Data decay and refresh cycles

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