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Founders will try outbound but most won't do this:

1. Go to LinkedIn

2. Find 10 companies that fit your ICP

3. Identify your decision maker

4. Use a tool like ZoomInfo for contact data

5. Send an email asking to talk

6. If the prospect doesn't reply, call

7. Repeat

Instead, they find 150 companies and start blasting emails.

You'll learn more about messaging and how to generate meetings by working 10 accounts than you will 100.

Which leads us to Account Based Outbound (ABO)….

What is Account Based Outbound?

In B2B sales, it’s common practice to segment reps based on characteristics like industry, size, region or product line. Account Based Outbound is a targeted approach that focuses on specific high-value accounts rather than casting a wide net. This involves assigning accounts, researching and engaging key stakeholders within those accounts and crafting relevant outreach that speaks directly to their needs and pain points.

Key elements of ABO include:

• Identifying ideal customer profiles (ICPs)

• Prioritizing accounts based on fit and potential value

• Tailoring messaging to resonate with specific decision-makers

Why try Account Based Outbound?

1. Higher Conversion Rates: By targeting specific accounts, you’re more likely to engage accounts that fit your ICP and are interested in your solutions.

2. Stronger Relationships: Targeted outreach fosters deeper connections with potential clients, increasing the likelihood of long-term partnerships.

3. Enhanced Customer Insights: Engaging directly with target accounts provides valuable insights into customer needs and market trends, helping you refine your product offerings and sales approach.

4. Competitive Advantage: By proactively targeting high-value accounts, you can stay ahead of competitors who may be using a more generalized approach. This positions your brand as a strategic partner rather than just another vendor.

How to do Account Based Outbound?

Step 1: Identify Target Accounts

Start by outlining the characteristics of your best customers, including industry, company size, revenue, and specific needs.

Step 2: Research Your Prospects

Gather insights about the target account's business model, recent news, challenges, and strategic goals. Tools like Clay and ZoomInfo can help automate this.

Step 3: Craft Personalized Outreach

Develop tailored messaging for each account. Highlight how your solution can address their unique pain points. Example below.

Step 4: Talk to an End User

Reach out to individuals that interact directly with your solution. The goal is to understand challenges that will inform your outreach to decision-makers.

Step 5: Talk to Decision Maker

Identify the ‘current state’ challenges you heard when talking to lower level people, then use that information to engage and influence higher ups.

One more thing:

The hardest part of all this is converting conversations into meetings.

My recommendation: find ways to make cold outreach… warm.

Here’s an example:

Until next Thursday,

TSG

P.S. I reply to all emails.