Outbound Campaigns GTM Strategy 📊

Hey Sarah, hey Jan, it was great to chat to both of you earlier this morning.

As promised, in this quick video I'm coming at you with a quick high-level business case walking you through all of the campaigns that I believe could work to test out your outbound approach.

So specifically for the purpose of this, I'll make sure to attach the slides so you have them for your reference, but essentially based on everything that I had a look at, what I think will be the best course of action is as follows.

I would first of all recommend to buy the email infrastructure completely from scratch.

So specifically for that, we can basically diversify across Microsoft inboxes, Google inboxes, and SMTP inboxes as well.

Most likely just Google and Microsoft though.

That will be in the first week, and typically you'll take 2 weeks to warm up and then to do the inbox placement tests so that we know that we're landing into the primary inbox.

After that, what I recommend is that we build out the following 8 or so campaigns.

So the first campaign will be lookalikes of your best customers.

Again, for this, you sent me a bunch of case studies.

I know you have a bunch of case studies, so it's quite easy to go after companies and the HR leaders at lookalike customers.

I know you've tried this in the past.

I think our messaging will work way, way better.

I can send across examples of copywriting that we do, and we have like over 100 positive replies here that you can have a look at.

The idea is that we are super, super personalized and the opening line is always super personalized and it breaks through the noise and stands out in the inbox of each prospect.

So I do think that the lookalikes approach could work a lot better than when you previously tried it before.

The second thing that we can try is going after companies with a huge headcount growth specifically in the HR teams.

Again, for that, there are all sorts of endpoints like API endpoints and there are a lot of enrichments inside of Play.

So I think this could be an interesting approach.

Because as a company has more HR people join it, typically I assume that they would need to team team a bit more.

same thing for leadership changes.

I know you talked about that separately, but that's like a micro campaign because again, campaign number 2, the headcount growth and the leadership changes, they're not that frequent across the total addressable market.

The campaigns that I'm very bullish on that I think could work really, really well is going after followers of competitors.

So what I mean by that, if we look for Betterworks, for example, and if we type in Betterworks company LinkedIn page, just as an example, we'll be able to see that they have 68,000 followers, right?

Every single one of those followers we can scrape using a tool like Scrapy, which is this tool that I'm actually using in another tab right now.

And the idea behind this is anyone that follows your competitors is already aware that that competitor exists.

We can then qualify them for ICP and basically filter down from the 68,000 people to make sure that all of these people are HR decision makers.

And then based on that, if they fit the ICP, then we reach out to them and we say, hey, we noticed that you follow this company.

And I do think there are some examples of some of these campaigns working really, really well for us.

So again, I'll make sure to share this with you.

You can see over here as an example, we always use this as an opening line.

Hey, I noticed you follow this company, guessing you've tried them for this purpose.

here are a couple of things that suck about it.

They don't have a native Teams integration.

Well, luckily we do.

Curious, you know, is it worth taking a look at a video, something of that sort.

So I think followers of competitors can work because we can do this across all the different competitors like Betterworks, PerformYard, LeapSum, and a bunch of other ones.

And for context, this is just based on my reading of your SEO blogs.

I'm sure there are way more competitors than that on top of that as well.

And then a couple of other micro-campaigns for any company that is hiring talent.

If any of the companies are mentioning softwares in their job descriptions, so say they're hiring, I don't know, like a new HR person and they're mentioning an OKR or HRIS tool or the name of a popular software that is like a complementary software, then we can call them out on that in outreach to their HR team and say, hey, I noticed the mention of this HRIS tool.

I guess you already use that.

Alongside spreadsheets for performance management and blah blah blah.

And then again, this is where we come in.

so I think that could be a pretty cool angle.

Then the other angle that I had a look at just before this as well is the bad reviews on competitor tools.

So specifically for that, I'm sure you're familiar with G2, but one campaign that we that worked really really well recently has been looking at the negative reviews of companies on G2 and I think it's what's the other one called, Capterra as well, right?

So again, I can show you an example of such.

it's something like this where it's like, hey, it looks like that that person was not happy with blah blah blah.

This could mean that you know all of your customers are unhappy.

And then we just say, okay, this is where we come in.

We help you you know make up for all of this disappointment with you with this other tool that you tried before and left a negative review for.

So this is another really good angle, but this is a micro campaign again.

That's why you know we're piling up so many campaigns because I think that we can actually go ahead and then just have some micro campaigns and some bigger campaigns, and based on that we can see what messaging works best.

But the bad reviews on competitor tools could be a good angle to then reach out to those HR decision makers and then to basically just open them to the possibility of using your software instead.

Same thing for new and enrolled HR leaders.

However, the only caveat is that it could be from like 2 to 9 months into the role.

Because that way I don't think in the first month anyone is making those decisions.

And also 2 to 9 months gives us like a solid sample size.

I guess it would be at least 300 to 1,000 prospects.

So we could get some positive replies with that as well.

then on top of that, we can also try HRIS followers.

So what I mean by that is I'm sure we can pull up a list of some of the biggest HRIS platforms on the market.

Based on that, scrape their followers similar to how I showed you earlier.

So just scrape all of those company followers.

from them, and then on that basis just reach out to them as well.

Worth noting that typically when we onboard a customer, that's the point at which we measure the total size of each campaign, and based on that we prioritize 5 to 6 campaigns within the first service month.

So again, the reason that I'm throwing so many campaigns at you now is because you just need to understand what the possibilities are, and based on that we can discuss this together.

I'm sure some of these would seem delusional, some of these would seem like cool ideas, Again, it's just open to a conversation after this as well.

The other thing that I had a look at is that there are a lot of HR-centric events.

For example, there is SHRM, HR Tech, and Microsoft Ignite conferences.

For context, we have a really, really good way to pull up lists of people that attend such events.

Because fun fact, if you email the like company that hosts those events and if you ask to be an exhibitor there, you can request the attendees list to see if it's worth, you know, exhibiting at that event next year, and they typically send you last year's list of people that attend that event.

Alternatively, you can just buy it online as well.

so that could be another angle of us just retargeting people that attend these major HR-centric events.

on top of that, I can see that on your side you guys have a few followers as well on LinkedIn.

So if I just go over here, I can see right now at the time of me recording this, you have like about 18,000 followers.

We can just filter through to HR decision makers, look up the people that are in your HubSpot already to make sure that you know we're not reaching out to paying customers or your champions or you know other people.

but that could be another angle, just retargeting your existing audience that's already aware of you.

Then the other angle that we can try, I know I mentioned on the call earlier today that I saw your website traffic, I can see your web traffic.

Website traffic is quite healthy.

My question- my bet is the fact that you're not retargeting 36,200 people that are visiting your website.

So what I highly recommend, you can see in my case we get like website visitor notifications straight away, and any contact level ones, like for example this administrator assistant, right, who visits our website, they get retargeted with cold outreach.

So again, in our case, we could basically look into that or notify your AEs as well to follow up with those.

so those are some of the high-level campaigns, and the main idea behind this is just to throw 4, 5, 6 campaigns and figure out which ones of those work the best.

So again, just to come back to this, my main logic for this is that the first 2 weeks we're spending on email domains and the warm-up process.

In the meantime, we prepare the campaigns.

From day 14 onwards, we're able to send out as many campaign angles as humanly possible.

We typically aim for about 5,000 contacts in the first service month, and then after that, if we want to then add, you know, anything beyond these campaigns, we can then go for some other fancy stuff like adding LinkedIn automation to the mix, you know, linking it and syncing it with HubSpot for all sorts of fancy things and so on.

So for the purpose of this, we typically charge a standard pilot fee, which you can see on screen.

The sales tools are typically covered by the client.

In this case, the post-pilot options are as follows: it's either monthly rolling plan or a 3-month commitment.

Again, we'll cross that bridge when we get to it.

In terms of the tech stack, you already have Klaviyo, so that should not be a problem.

so you can remove that cost, and then that just leaves you with the rest of the tools.

We can also provide email automation at no further cost.

So again, we you may be left with about $500 on top of the service fee in total.

So that's that.

If you have any questions on that, let me know.

This was just a high-level overview of the way that I would treat your GTM.

Specifically some of these outbound campaigns.

Again, more than open for another conversation.

Let me know your thoughts.

And in the meantime, I'll send across the slides, I'll send across the whiteboard.

I'll also send across a bunch of cold email outreach messaging that we have sent on behalf of some other clients, so you could get a good taste of that as well.

If you have any questions before making a confident yes no decision on this proposal, let me know.

I'll be more than happy to answer them.

Other than that, I hope you enjoyed this one.

Have a good one.

Cheers.