Read Time = 4 minutes

I used to think B2B outbound SMB sequences should be 20+ steps.

That's no longer the case.

Cognism analyzed 55k cold calls:

• 75% of connections were on the 1st call

• 95% of connects were within the first 3 calls!

Email typically has similar diminishing returns after 3 sends.

"But TSG, it takes 20+ touches to generate a conversation..."

In reality, this is what those 20 touches look like:

(if a convo isn’t generated in the first 3-5)

• Day 1 = no response

• Day 2 = no response

• Day 3 = no response

• Day 4 = no response

  ……

***nurture for 2-3 months then try again***

• Day 1 = no response

• Day 2 = no response

• Day 3 = no response

  …….

***nurture for 2-3 months then try again***

• Day 1 = no response

• Day 2 = CONVERSATION

5 Tips for Sequences:

1. LinkedIn Connect Message

"Hi (NAME) - sent you an email and wanted to put a face with the name."

That's it. The goal is to start establishing a relationship.

2. Cold Call Intros

Here's my favorite:

"Was on your website and had a quick question, you got 2 minutes?"

Having the website up will make you better prepared and doesn't scream "this is a cold call"

3. Voicemails

I used to think that leaving them didn’t really work.

Then I spoke to a friend that gave me new perspective...

“Voicemails are how you practice your pitch”

• Best case: you get a call or email back

• Worst case: you practice aloud

4. P.S. lines

We book 1-2 meetings each week by including a calendar link in the P.S. line.

You can be subtle: “For you convenience here’s my calendar.”

Have seen minimal impact on deliverability doing this.

5. Avoid “rush hour”

If you haven't tried sending emails on Sunday evenings, it's worth a shot.

CXOs are in back-back meetings throughout the day.

Nights and weekends are when they catch-up and plan ahead.

We saw higher open rates when doing this.

Until next Thursday,

TSG

P.S. I reply to all emails