Sequencing, cadences, scripts; Webflow-hosted PDF.
Outbound still works for SaaS—but only when it’s focused, respectful, and relentlessly iterative. This playbook gives you a practical path: define ICP and offer, build a clean list, run a multi‑channel cadence with tight messaging, and review dashboards weekly. Copy‑paste templates included.
Key takeaways: Start with ICP + offer before tools. Sequence a short, multi‑channel cadence. Personalise with one sharp reason to talk. Track reply→meeting→pipeline, not just opens. Protect deliverability with sane sending and clear opt‑outs.
Short, multi‑channel, respectful. Measure pipeline, not sends.
Define ICP + offer; build a verified list; run a 10–12 day cadence across email, phone, and LinkedIn; iterate weekly on subject, angle, and CTA. Measure meetings and pipeline, not volume sent.
Quality beats quantity. Keep emails under 120 words, one ask per note, and a clear next step. Use voicemail to lift reply rates, and stop sequences quickly when there’s no fit.
Write a one‑pager with pains, triggers, and your sharp promise; only then choose data and engagement tools.
Define: target title, firm size, stack, trigger events, and a 25‑word promise. Record 3–5 customer proofs (metrics or logos). Tools support the motion—they don’t create it.
Source from multiple places, de‑dupe, confirm company fit, and verify email before sending.
Use firmographic filters and trigger signals (hires, tech installs, news). Verify emails and throttle sends from new domains. Keep a do‑not‑contact list and respect unsubscribes.
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Short, multi‑channel, and respectful. Two emails, one call + voicemail, a LinkedIn touch, and a final breakup.
Day 1 email, Day 2 call+VM, Day 3 LinkedIn view/connect, Day 6 email, Day 9 call, Day 12 breakup. Adapt to your buyer’s channel norms and time zone.
Make it obvious why you’re writing to them, now. One ask, one link at most.
Angle ideas: cost‑out, risk‑off, latency/speed, compliance, revenue unlock, or a peer story. CTA: 15‑minute fit check next week; offers to email insights if now isn’t right.
Use lightweight personalisation: a relevant trigger, a peer result, and a hypothesis for value. Avoid long biographies or private details.
Aim for 30–40% templated, 60–70% modular. Replace fluffy intros with a sharp reason to talk. If no trigger, don’t force it—use a strong ICP‑aligned angle instead.
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Track reply rate, meetings held, pipeline created, and win rate per angle—not just send volume or opens.
Build a weekly dashboard: sends, replies, meetings, opportunities, pipeline $, and wins. Tag by segment and angle so you can stop what’s not working.
Warm domains, pace sends, authenticate (SPF/DKIM/DMARC), and provide an easy opt‑out. Respect local marketing rules.
Limit new domains to ~30–50/day ramp. Avoid link trackers on Day 1 emails. Include physical address and a plain unsubscribe. Keep records of consent or legitimate interest assessments as applicable.
Buyers click through; slow pages kill interest. Target INP ≤200 ms, LCP ≤2.5 s, CLS ≤0.1.
Optimise hero and proof images (≤150 KB WebP), reserve space for embeds, and lazy‑load non‑critical JS. Offer a static PDF for fast scanning and include captions for charts.
Cold email v1 (≤120 words)
Subject: Quick idea on [specific trigger]
Hi [Name] — Saw [trigger] at [Company]. We help [peer] cut [pain] by [result]. If [angle] is on your list, worth a 15‑min fit check next week?
— [You], [Role] · [Site]
Voicemail (≈20s)
“[Name], it’s [You] at [Company]. Emailed a quick idea on [angle]. If that’s relevant, reply to the email or call me on [number]. Thanks.”
Breakup
“If now’s not right, I’ll close the loop. Here’s a short guide we made on [topic]. If [trigger] changes, happy to revisit.”
Related reads: Seed Data‑room Checklist, Negotiating Term‑sheet Valuation, Runway Calculator.
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