londoniscoldandwet

SDR

Good resources for outbound strategising

Hey all, I'm an SDR for a SaaS company expanding in Europe and I'm trying to get better at building a strategy for outreach.

My current approach is driven by individual personas within target companies, but I want to be more targeted at the companies and build better strategies for individual accounts.

I'd appreciate being pointed in the direction of any useful resources or suggestions, since a Google search returns a lot of marketing spiel for CRMs and SEPs and doesn't give me the right level of detail.

When I'm account planning, I get a fair amount of detail from job descriptions, and from individual prospects pages, but I'm failing to turn this information into something more useful.

Apologies for the very "stream of consciousness" style post, but keen to hear everyone's thoughts.

🔎 Prospecting

👑 Sales Strategy

☁️ Software Tech

15 comments

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ThatNewAE

Big Shot

Account Executive - Mid enterprise

One link that I found online : https://blog.hubspot.com/sales/sales-strategy

But, what I did in the past:

I had an accounts book which I had to prospect into. Let's say I had 200 accounts in that book. Some were completely new, untouched and some had opportunities before but never really closed. As an SDR, I had a couple of strategies and hacks that worked brilliantly for me.
First and foremost, I bucketed my accounts into 2 vast buckets: The 'Educating' ones The 'Selling' ones The 'educating' ones are the accounts where there was no prior engagement done. My hunch was, they wouldn't really know about my company that well, so I'd have those accounts in the educating bucket.
The 'sales' ones are the accounts where there was prior opportunity created and again, my hunch was that they are aware of my company and services. If not anything, they are aware of the type of technology that I sell.
For 'Educating' Bucket, here are some strategies:
Send emails to every and any contact I come across (relevant ones) on LinkedIn and in my own database. It was more of letting them know of my company, services and the value that we provide. Since it was more of educating, I would send 20% customized emails to the prospects.

There were more of customer case studies, third party analyst firm reports and best practice documents in these reachouts.

For the 'Sales' bucket, here's what worked for me:

- Send emails with clear and defined CTAs.
- Go through their past opportunities and find out why that deal went cold / lost. Then address those points. If there was a loss analysis done on that deal, find out why they didn't go ahead and then try bring that up that we have changed those features / brought new updates etc.
- Reach out to the same points of contacts as before, if they still exist and then go up the hierarchy in the same department. It's not that hard to find out the decision making department based on notes. Things can change, but it's worth the shot.

Understanding the key trends in the market and what has changed also helped me shape my messaging, and find the right people to reach out.

I think Outbounding is more about finding the right people, the right departments and then hitting them up with the right messaging.

Sunbunny31

Politicker

Sr Sales Executive 🐰

This is really great! Thank you for writing it up so well.

Kosta_Konfucius

Politicker

Sales Rep

Awesome comment! Thanks for sharing

CuriousFox

WR Officer

🦊

What she said 💯

londoniscoldandwet

Opinionated

SDR

Thank you! That was really useful!

Diablo

Politicker

Sr. AE

Great feedback!

DungeonsNDemos

Big Shot

Rolling 20's all day

I will be using this strategy this quarter, thanks for the insight!

londoniscoldandwet

Opinionated

SDR

UPDATE: I’m going through the Academy resources

antiASKHOLE

Tycoon

Bravado's Resident Asshole

great place to start. There are a ton of threads on prospecting, maybe check out those while you're at it.

londoniscoldandwet

Opinionated

SDR

Cheers mate - will take a crack

TennisandSales

Politicker

Head Of Sales

im a little unclear on what you are looking for exactly.

how i think about it is:

1. make sure i understand the EXACT problem/problem's the product solves.
2. determine WHO at the company has to deal with that.
3. make your out reach as specific to the problem as possible.

this seems pretty simple but sometimes we over complicate it..

londoniscoldandwet

Opinionated

SDR

Sorry, maybe I am getting in my head about this. I'm on about creating a strategy for incorporating the right info that I find from account planning and making my outreach as successful as possible.

For my solution, we help a lot of different people across organisations, but right now we want to target the faster-moving companies who are more likely to see more value than those with a large legacy estate who'd have to put in more work to see the results.

We also fix a lot of problems, and it's not always easy to understand what's the right problem to centre messaging around so I'm looking for content to help me create better strategies for individual accounts and hit them with the right messaging.

(You might be able to tell this is my first day back after christmas since I'm all over the shop)

TennisandSales

Politicker

Head Of Sales

ah ok, so trying to figure out WHICH problem you should talk about to WHICH person is what you are trying to figure out.

i like what you are doing. looking at job postings, LI pages to see if you can learn about what they are currently doing.

it may just be trial an error too.

if you look at the top current customers you have that had the problem you are talking about, see if you can find other companies that are set up the same way, or have the same roles that could experience the problem.

then your outreach is more like "hey this comapny had this problem and now they dont, do you have that problem as well?"

the problem when you have a solution that can do MANY things and be sold to MANY ppl is just being super focused. Pick a problem, pick a persona, and try to go deep.

londoniscoldandwet

Opinionated

SDR

Gotcha- thank you very much! I also had a chat with my manager who advised I lean on my AEs and Vice-Versa to try and go deep, as well as create a matrix of common challenges by industry sector and geography that we can use as a start-point before we go into the research I've done.

kelvin26

Fire Starter

administrative manager

https://timebrookinvestment.com/u/sign_up?r=kryptotitan

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londoniscoldandwet

Good resources for outbound strategising

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