Segmented Outbound Flow

We want to target big corporations in a much better and researched way. Since ticket price for those companies can become very large, it's worth spending more time in the prospecting, mapping and outreach process. The goal is to have more demos with big enterprises through outbound prospecting.

We will focus on a specific sector every 2 weeks. Where in the first week we do the research, map the companies with relevant contacts. Where in the second week we will focus on the outreach part: email + call + email.

@Zachary Troyer - spend between 25-50% of your time on this.

@Tom De Bock - spend between 25-35% of your time on this.

Sectors

  • Airlines (Week 26 & 27)

  • Game publishers (Week 26 & 27)

  • Financial Services

  • Retail
  • Entertainment
  • Broadcast Media and Entertainment
  • Consumer Electronics
  • Fashion and Cosmetics
  • Non Profit

Mapping

Step 1: Find the biggest companies in the sector, related to US, EU, Asia market.

  • Create them as a lead in close.io , making sure it has the market in lead name : Electronic Arts US, Samsung Europe, ...
  • Make sure to add the following fields:
    • Website (handy for auto enrichment)
    • Address/Location
  • Add the following custom fields
    • Outbound: Yes
    • Outbound source: "Segmented Outreach"
    • Sector: "Airline" or "Game Publisher" (add accordingly)

  • Go over the list during Sales Standup, discuss potential missing companies, share each others lists.

    Step 2: For each market find the right contacts in the PR / corporate comms / Media / ... department

  • Add all relevant contacts to the close.io lead page. Make sure to add all details you can find about them: Email, function, phone, social, ...

  • Order the contacts according to priority, so the main decision maker at the top (use drag and drop).

    Step 3: Research the company and their current PR workflow

    Make a note on the close.io lead page which describes your findings:

  • Were we in touch with this company before? How did this went? Where did it stopped?

  • What is the scope of this lead - global outreach or locally focussed on a specific market?
  • Who are the key decision makers and what is their role?
  • Potential wins for Prezly / Potential blockers for Prezly

  • Current tools they use: newsroom url, media library url, wire services used, ...

    Step 4: Draft a quick strategy on how to approach them Make a note in close.io where you outline the strategy you see fit. Create a task for Jesse to look into this + quick follow up slack discussion or call.

  • What the main narrative is going to be? Pitch more visual, Make your newsroom future-proof, Improve your team efficiency, Get insights into your key stakeholders, ...

  • Who do we contact best first, after that, ... ?
  • Which cases can I use as social proof?
  • What's the best medium or medium-combo?

  • Can we tap into our own network to see if we can get a warm intro from a peer?

    Step 5: Draft initial outreach email + follow up call + follow up email(s) Create task for Jesse to help draft first email, defining strategy going forward.

  • Based on personal shares on linkedin , twitter , ...

  • Based on probably company challenges , news, ...
  • Based on previous jobs, similarities, ...
  • Start with asking questions, move to demo cta later.

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