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Recently I was helping a start-up scale their outbound go-to-market strategy.

Typically, we start by defining the ICP for targeted outreach.

However, this company was already booking meetings and closing deals.

When I asked how, they described the ‘Interview Method’.

Hate it or love it, it’s an effective way to generate conversations with potential buyers.

Outline:

The interview method is designed to make the prospect feel valued and important by suggesting that their input contributes to a thought leadership content piece.

It’s designed to be non-salesy, increasing the likelihood of booking calls.

Here’s the process:

1. Identify target prospects

2. Create outreach sequence

3. Conduct interviews

4. Re-define your ICP

5. Publish white paper

The goal is to use insights from these interviews to create a more compelling product and sales messaging that resonates with your target audience.

The Playbook:

Step 1: Email Sequence

Start by building a list of companies that have common characteristics to current customers or opportunities (size, stage, industry, funding, etc.).

Then use an email like the one below to initiate conversations.

Remember, you’re leveraging the opportunity to feature the prospect in an upcoming white paper as a means to land the interview.

*Note: make sure to bump this email at least once for increased visibility*

Step 2: Interview to Uncover Insights

This phase is critical for gathering insights to inform product positioning and messaging. Here’s how to run the interviews:

1. Prepare Thoughtful Questions

Focus on understanding their processes, pain points, and tools:

• How are you currently handling XYZ today?

• What specific challenges are you facing in your current operations?

• Can you describe how you currently address these challenges?

• What features do you wish your current solutions had?

2. Document Key Insights:

Take detailed notes during the conversation, focusing on quotes and specific pain points mentioned by the prospect. These insights will be crucial for tailoring your messaging and aligning your product with market needs.

3. Identify Opportunities:

As you listen, identify any gaps where your solution could provide value. any recurring themes or challenges that could inform product development or messaging strategies.

4. Transition to Discovery:

Naturally, during the interview you might hear pain points or challenges that you can solve. When that happens, you can use a talk track like this to position discovery:

Step 3: Blog or White Paper Feature

To create a white paper or blog feature use insights from interviews, summarize takeaways, then elaborate on common challenges and solutions.

Remember the white paper doesn’t need to be elaborate—what matters is following through on your commitment to showcase their expertise.

Here’s an example:

Results:

Using the interview method, this company generated 20+ conversations in 2 weeks.

Of those conversations 25% moved to the discovery stage.

And 2 of those opportunities closed.

Hate it or love it, the interview method is one of the most effective plays I’ve seen for identifying your ICP and generating conversations.

Until next Thursday,

TSG

P.S. I reply to all emails

P.S.S. if you’re interested in outbound consulting for your business or team, I have availability for one more client in Q4.