Read Time = 5 minutes

I was told outsourcing cold outreach typically doesn't work.

Decided to try it anyway. The experiment lasted 90 days.

Here's what I learned and why it failed:

1. Email is Table Stakes

This agency made 0 calls. Clearly a red flag but when the CEO is calling the shots, sometimes you gotta disagree and commit.

Using multiple-channels ties outreach together and creates familiarity:

1. Connect on LinkedIn and put a face to your name

2. Cold call and reference an email

3. Video to show you’re human

ChatGPT and other AI tools have flooded prospect inboxes.

Cold calling still works.

Percent of my team’s meetings booked via call:

• March = 53%

• April = 55%

• May = 61%

2. Relevance is King

Most SDRs are taught low volume, relevant messaging is the key to success.

Most agencies preach high volume, ICP based messaging is sufficient.

Agency weekly email stats:

• 1000 emails sent weekly / rep

• 29% open rate

• <1% reply rate (60% negative disposition)

In-house weekly email stats:

• 350 emails sent weekly / rep

• 44% open rate

• 3% reply rate

The difference = using signals and problem based language to drive relevance.

Personalization will get you opens.

Relevance will get you replies.

3. A Trap CXOs Fall Into

Many Founders I’ve worked with want someone to do outbound for them instead of being advised on how to do it.

Consequently, when things get going there is:

• no playbook for the agency to execute

• no strategy behind campaigns

• no patience on time to value

Start here instead:

1. Go to LinkedIn

2. Find 10 companies that fit your ICP

3. Identify your decision maker

4. Use a tool like ZoomInfo to get contact data

5. Send a cold email

6. If the prospect doesn’t reply, call

7. Repeat

Founders will pay an agency 5-figures but most won’t do this first.

You'll learn more about messaging and how to generate sales meetings with 10 accounts than you will paying someone to work 1000s.

Takeaways:

Outbound is hard right now. Outsourcing can be a viable strategy if:

1. You already have an outbound playbook for the agency to execute.

2. You are patient with time to value.

3. You are specific in what type of campaign the agency will run.

But you should try it yourself first.

Until next week,

TSG

P.S. I reply to all emails.