1. 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

2. 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

3. 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

4. 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

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

6. Sequence Best Practices

7. Sequence Optimization1
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

8. 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

9. The Numbers

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

11. 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
Prospect Reply Rate

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

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

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

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

16. The Steps

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

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

19. Check step responses

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

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

22. 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 s?

23. 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

24. Messaging

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

26. 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?

27. Examples

28. Call to Action
Value Proposition
Proof
Introduction

29. Suggestions from Sapper Consulting
If you want to write awesome sales s 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 s 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

30. *recap of email best practices

31. 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

32. Questions
If no time, send to

33. 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?