Do my Sequences Kick Ass? Nick Hart Thank everyone for being here today Taking time to come to unleash Investing in selves as well as company Performing at a higher level Let me give you a little background on myself before we get started with

Nick Hart Customer Success Manager Meet your trainer: Nick Hart Customer Success Manager Been with Outreach for 2 years Formerly an AE and SDR Worked with 100+ customers Former AE & SDR – Who in the room is or has been an AE? What about SDRs? Worked with over 100+ of our customers, ranging from the smallest to the biggest, the most basic and sophisticated. I’ve seen it all. And yes, I wear a tie every day

Why are we here? New, Old, Prospect Sequences = Your sales playbook Investing/Improving = Better result = More revenue I Promise: Measure what’s working against real baseline Identify what’s not working Show you examples Also know: This is the stuff you won’t find online Support articles

You should refresh your Sequences every 6 months I’m here to make sure you know exactly what to do when you have that meeting every 6 months. Why do we do this? Business priorities change Your product/service evolves Your buyers’ projects change The sales landscape changes

Agenda Here’s what we’ll cover Sequence Best Practices Sequence Stats Deep Dive Sequence Step Optimization Email messaging best practices

Sequence Best Practices

Sequence Optimization 1 Define the Target Who is the intended audience for this sequence? i.e. persona, industry, market, etc. Define the Purpose What is the desired outcome of this sequence? i.e. book a meeting, get a referral, educate, etc. 2

The path to Sequence greatness Don’t forget to do this A/B test your messaging Leverage a variety of step types Use reply steps A/B Testing best practices

The Numbers

Statistical significance is around 250 deliveries per email. DISCLAIMER 250 Statistical significance is around 250 deliveries per email.

For Cold Prospecting Sequences, this should be at least 12% The number of individuals who reply at some point in the Sequence either via phone or email Prospect Reply Rate

The average sequence email open rate across all Outreach customers is 27.2% Of every email sent via this sequence, this number shows how many were opened Email Open Rate

Of every email sent via this sequence, this number shows how many were replied The average sequence email reply rate across all Outreach customers is 2.9% Email Reply Rate

The average sequence email bounce rate across all Outreach customers is 2.8% Of every email sent via this sequence, this number shows how many bounced Email Bounce Rate

Of every email sent via this sequence, this number shows how many elicited an unsubscribe The average sequence email opt-out rate across all Outreach customers is 1.1% Email Opt-out Rate Now raise your hand if you feel a little less intimidated by the stats…

The Steps

Optimizing your Sequence Steps Make sure you… Have the right number of steps Don’t create bottlenecks Turn off poor performing steps Eliminate problematic emails

Check out your replies on the last step Check out your replies on the last step. If they are still good, add another step.

Check step responses

Make sure you don’t have bottlenecks on manual steps *pitch new prospect throttle in rule sets

Make sure to A/B test and turn off under- performing steps

Don’t let one bad email ruin it for everyone Here’s a little trick. (you can calculate your opt out rate per step by dividing) Do you now see the value of why we want to have unsubscribed links in our emails?

Bonus Tips & Tricks If you want to go the extra mile Align your sequence schedule to optimal reply rate times for target Apply schedule per step (i.e. week days only for calls) Set task priority for manual steps Turn on Call Tasks upon Opens/Clicks in Sequence Ruleset

Email Messaging

I don’t care how many times you email me, if your emails suck, I’m not responding. - your buyer

The 4 components to a great sales email Your buyer wants to know Intro - Why are you reaching out to me specifically? Value Prop - What value will you provide me? Proof - Do you have any metrics to back up your claims? Call to Action - And what are you asking me to do?

Examples

Call to Action Value Proposition Proof Introduction

Suggestions from Sapper Consulting If you want to write awesome sales emails do this Provide value on every interaction Be clear and concise Don’t be desperate Be human It’s a marathon not a sprint. Limit your pitch on every emails and spread them out over time. Have a clear call to action with a specific duration of time. We recommend 15-min. Don’t use guilt Add some character in a tasteful way

*recap of email best practices

Next Steps What you can do when you get back to the office Use the checklist to work with your CSM Contact us with any questions at training@outreach.io

Questions If no time, send to training@outreach.io

Thank You Thank the room. Call to action. Recap what we covered. Remember that… (insert gold nuggets from each section) Who is committed to doing xyz?