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This week was our SKO.

For the final session each department shared how they're using AI in their role (classic)

I presented a framework for cold outreach.

It's something I use for my team to help:

• convert research into compelling messaging

• align buyer problems to your product

• train new hires

People like it because it's easy to copy and provides a foundation for any type of cold outreach whether you're selling software, insurance, etc.

Let’s dive in.

Build Your Buyer Persona

To start, train the AI (and yourself) on who you’re reaching out to.

The information is helpful for everything from prospecting through discovery.

In this example, we’re selling finance software to the office of the CFO.

Make Your Outreach Relevant:

Successful outbound is about finding ways to make cold outreach….warm.

For B2B signals like — common investors, common customers, common connections, company growth, headcount growth, job changes, new product launches, selling to similar markets and funding — are good places to start.

Buyer research has gotten easier with tools like ZoomInfo and Kaspr.

The challenge is using that translating what you know into why the buyer should care.

More on this below.

Structure Your Messaging:

The biggest challenge with cold outreach is you haven’t earned any trust, so you’re often ignored.

You build trust by leveraging connections and understanding problems, NOT promising solutions.

Here’s a cold email structure I follow to cut through the noise:

• Sentence 1: reference a common challenge (credibility)

• Sentence 2: problems that often get in the way (relatability)

• Sentence 3: share how you solve these problems (value)

• Sentence 4: casual call to action (CTA)

Here’s an Example

Start by using this prompt to build your buyer persona.

Then use signals or common connections to relate problems to your product.

Finally, structure your outreach using something like this:

Until next Thursday,

TSG

P.S. I reply to all emails.