Un PDF réalisé par Skaled une entreprise de consulting sur la vente B2B. 3 parties : 1. Ciblage et hiérarchisation (tiering) 2. Approche multi canal et les meilleurs messages 3. Comment faire ça ?

1. The Modern
Outbound
Playbook
Real Sales Plays You
Can Start Tomorrow

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The modern outbould play incorporates a true
multi-channel approach: email, phone calls, video,
and most importantly, LinkedIn.
Before we dive into the five plays outlined step-by-step
for different use cases and audiences that you can start
tomorrow (don’t skip ahead just yet!), this playbook will
cover a few key components to level-up and modernize
your outbound practices.
What we’re noticing is there are more channels available
and yet underutilized by Sales teams and more techniques
only some organizations are trying. When it comes to
outbound strategy, by the time Sales teams incorporate
the “latest” trend or play, it’s actually quickly on its way
to being overdone and organizations on the forefront are
testing and seeing results with something new.
Getting creative with your outbound tactics is just one but
critical piece in helping your Sales organization modernize
their sales strategies and frameworks.
That’s where The Modern Outbound Playbook comes in.
If you’re not purposefully creating outbound plays using
the four components to modern outbound outlined in this
ebook, then one of two things is likely happening:
1. Your outbound campaigns aren’t successful and you
don’t know why.
2. Your outbound campaigns are successful and you
don’t know why.
Introduction

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Before you jump ahead to the plays, make sure you cover how to identify
and find your audience, what a true multi-channel approach looks like, best
practices per channel, and places to look to help you craft your message.
What’s in a modern outbound playbook?
the right Target Audience
the right Multi-Channel Approach
the right Time to Send & Connect
the right Messaging
the right PLAYS

4. Targeting & Tiering
01.1 Prospecting Research
01.2 Tiering Prospects & Accounts
01.3 Sequence Length + Personalization
Multi-Channel Approach &
Messaging Best Practices
02.1 Cold Email 101
02.2 Cold Calling 101
02.3 LinkedIn & LinkedIn Sales Navigator 201
02.4 Video in Outbound 201
The Plays
03.1 Customer Obsessed
03.2 Personalize with LinkedIn
03.3 Previous Customer
03.4 The Video Play
03.5 Warm/Active Nurture
Contents
01
02
03

5. Targeting
& Tiering
01
What we’ll cover:
• Prospecting Research: Where to Look &
What to Look For
• Tiering Prospects & Accounts: Tier 1, 2, and 3
• Sequence Length + Personalization: Bucket
by ICP

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01.1
Prospecting & Research
WHERE TO LOOK:
• LinkedIn
• Company Website
• Data validation tool
• Stock Market
• Twitter
• Facebook
• Instagram
• Crunchbase
• Owler
WHAT TO LOOK FOR:
• Company news that
is in alignment with
your value prop
• Recent job
changes
• Personalized
information
• Case Studies
• Customer Stories
• Media Exposure

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01.2
Tiering Prospects & Accounts
Creating Tiered Outbound Plays:
Outreach strategies and sequences should
be developed and scaled based
on account tiers.
Tiering your book will help teams
to better prioritize and spend more time
on priority prospects that need more
personalized attention and more touches.
TIER 1 ACCOUNTS (TOP 10% OF BOOK)
Receive more high-touch, personalized
outreach and merit more detailed
account planning.
TIER 2 ACCOUNTS (TOP 20% OF BOOK)
Receive a mix of personalized and
templated outreach.
TIER 3 ACCOUNTS
Receive templated, automated,
and built for scale outreach.
TIER 1 TIER 2 TIER 3
Level of
Personalization
Highly-personalized
and slight automation
Mix of personalization
and automation
Slight personalization
and high-automation
Prospect Priority
One at a time:
hyper-focused
communication
Overlapping: working
multiple prospects at a
time
Batch: multiple
prospects at multiple
companies fitting
similar criteria
Channels
Email, Call, Video
LinkedIn
Email, Call, LinkedIn Email, LinkedIn
Frequency 6-8/week 3-5/week 1-2 week
Length of
Engagement
2-3 weeks then nurture 4 weeks then nurture 5 weeks then nurture

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01.3
Sequence Length + Personalization
Unique to the economy today - is your ICP struggling or thriving?
Before placing your tiered prospects and accounts into sequences, consider how
their business is being impacted today. You have to know your target audience inside
and out to know which sequence and level of personalization to build for them.
03 02 01
Struggling
industries
Long term nurture
sequence, email only
Mildly impacted
industries
Semi-personalized
sequence content with
email, call, and LinkedIn
Thriving industries
Hyper-personalized
content including phone,
email, video, direct mail,
and LinkedIn

9. Multi-Channel
Approach &
Messaging
Best Practices
02
What we’ll cover:
• Cold Email 101
• Cold Calling 101
• LinkedIn & LinkedIn Sales Navigator 201
• Video in Outbound 201

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02.1
Cold Email 101
THINGS TO CONSIDER:
• Value-driven content:
• Solving pain point
• Operational efficiency
• Improved visibility
• Intelligence and insights
• Competitive advantage
• How do those values align with
the personas you have identified?
• What related materials/collateral
do you have access to?
TIPS AND TRICKS:
• Use value props as the basis of
your value-based sales emails
• Keep emails between 400-600
characters including spaces
• 3-4 word subject lines
• Use variables for customization
at scale
• {{first_name}}
• {{company}}
• {{title}}
• Consider A/B testing to
improve deliverability and
open/reply rates
Start with value Identify pain point Use a strong CTA Create a level of personalization

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Use Interest CTAs for Cold Emails
The Interest CTA is the highest performing call to action for cold emails according
to a study by Gong.io.
CTAs asking for interest had a 30% response rate, asking for time had a 15% response
rate, and open-ended CTAs had a 13% response rate.
Time for busy professionals is precious. But selling interest or a conversation positions
you as helpful and a resource versus asking for something from your prospect.
What do we mean by interest CTAs? Here are two examples from Gong and two
of our own:
• Does it make sense to chat about
[POSITIVE OUTCOME]?
• Are you interested in learning how
[COMPETITOR] is achieving [POSITIVE
OUTCOME] by [SOLUTION]?
• Would it help your team if they could
[OUTCOME]?
• Is [PAIN POINT] something you’re
looking to solve in the next few months?

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02.2
Cold Calling 101
BEFORE THE CALL:
• What to look for in your research:
• Online content that features
your prospect
• Previous employers
• Competitors your prospect is
currently using
TIPS AND TRICKS:
• Have a clear call to action
• Attempt approx. 6 calls
per prospect
• Always leave a voicemail on
your first attempt
• Check out this video from
Morgan J Ingram on how to
open your call
Cold calling is not dead! Have script ready Confidence Diction

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02.3
LinkedIn & LinkedIn Sales Navigator 201
LinkedIn should be a part of every play.
HOW TO ENGAGE?
• Like a prospect’s post
• Comment on a prospect’s post
• Respond to all comments you
recieve with a like or
a comment
• Connect with a message
LINKEDIN SALES NAVIGATOR
• 90% of Sales Nav users don’t
go past the search bar!
• Use SAVED SEARCHES to
build & keep targeted lists
• Use filters to segment
searches and identify
relevant ways to engage
with your prospects
SYNC WITH YOUR CRM + SEP
• LinkedIn Sales Navigator
integrates directly with
most top CRMs. Push newly
created leads from Sales Nav
directly into your CRM
• Use your Sales Engagement
Platform (SEP) to help track
LinkedIn activity and push
data into your CRM
WHAT TO FOLLOW?
• Industry Hashtags
• Thought Leaders
• Analysts
• Consultants
• Competitors
• Prospects
• Current Customers
• Trending News
Great for research Interact with activity Incorporate into cold messaging

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Video tips for all roles
01 02 03
Prospecting (Engage)
• Using “video” in your email
subject line can increase
open rates anywhere from
6% to 19%.
• Pay attention to the
thumbnail of your email
in the body of the email.
Make sure it invites your
prospect to click! If you
can add some animation,
even better.
• Video is a great way to
establish credibility, add
value, and educate. Don’t
just send your pitch in the
form of a video.
• Make your videos
personal. Research your
prospects (always) and for
Tier 1 accounts, connect
individually and use their
name in the video.
Selling (Convert)
• Ok, now you can put
your pitch in a video.
But you still have to do
the heavily lifting and
explain why your product
fits your buyers specific
needs and situation.
• People do deals with
people. You may not be
able to meet face-to-face,
but video helps build that
camaraderie and one-to-
one connection with
accounts. It’s great for
prospecting and closing
the deal.
Relationship Building
(Nurture)
• Sometimes your leads
already know who you
are, but they’re not ready
to buy. Video can also
help you stay top of mind
for when it is time for
them to make a decision.
• Which also means this
relationship-building
content has to be hyper
relevant. Two ways to do
this is make sure you and
your reps take copious
and detailed notes that
can be referred to, and
don’t just consume
content that teaches you
how to sell. Consume the
content your prospects
are interested in.

15. The
Plays
03
What we’ll cover:
1. Customer Obsessed
2. Personalize with LinkedIn
3. Previous Customer
4. The Video Play
5. Warm/Active Nurture

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03.1
Customer
Obsessed
Why this play
This play is to understand
your customers on a deeper
level and gather insights
that can help you target
new like-accounts. Create
this for your top 20-50
current customers.
• Account Name
• What do they do?
• ICP - who is your
customer targeting?
GOAL
Understand your buyer’s day-to-day. Can you answer the
question, “What do they do?” This will help you find like-
companies to sell into.
CREATE
Customer info doc including Account Name, What do they do?,
ICP, Location, Employee Count, Competitors, Tech Stack.
PRO-TIP #1
Track company job postings to have a deeper understanding
of day-to-day job duties.
PRO-TIP#2
Share your customer’s job postings, advocating for people to want
to work there.
LINKEDIN
Connect, and actually engage.
CONTENT
Marketing materials, customer case studies, personalized content.
SCHEDULE
Sun. PM - Thurs. PM
LENGTH OF ENGAGEMENT
On-going
• Location
• Employee Count
• Competitors
• Tech Stack
Details
First, increase your buyer knowledge by building a
Customer Info Doc.
*Developed by Jeremy Leveille, LeadIQ. Connect with Jeremy on Linkedin

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Create LinkedIn
Sales Navigator list
of these accounts.
Consider adding
more filters like
“Active on LI” .
Identify top 20-50
current customers.
Create customer
info dock.
Engage with
recent LinkedIn
activity. Like/
comment on post.
Update Customer
Info dock with any
relevant information
like champion info,
job postings, job
descriptions, and
company news/
updates.
Send connection
request to all pros-
pects. Repeat this
process for any new
top-tiered custom-
ers, and share with
all sellers.
DAY 1 DAY 2 DAY 6 DAY 10 DAY 12
How to get started:
• Track job postings for targeted
accounts
• Gain insights into day-to-day
responsibilities for the individual and
department (most job postings have
a literal Responsibilities section)
• This will help align internal value props
to potential pain points

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Creating a Sequence
THE MODERN OUTBOUND PLAYBOOK
How to Enroll a Prospect
THE MODERN OUTBOUND PLAYBOOK

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Play #1 LinkedIn Message Pro Tips
Use these three scenarios in your play to request introductions and gather
competitor intel.
REFERRALS
“Thanks for being a X customer! Anyone else in your network you’d
suggest I reach out to who might also love us?”
**You should also make referrals TO your customers**
JOB CHANGES
“Hey NAME, we’ll miss working with you over at PAST COMPANY. Once
you’re settled at NEW COMPANY, give me a call!”
COMPETITOR INTEL
“What’s the main reason you prefer YOUR COMPANY over COMPETITOR?”
“Since you switched from COMPETITOR, is there anything YOUR
COMPANY is missing?”

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GOAL
Use LinkedIn Sales Navigator to personalize in meaningful ways.
• Take advantage of prospect’s activity and apply it to your
messaging
• Creating dynamic lists to fuel your pipeline
CREATE
Saved Lists in Sales Navigator.
• Target Accounts
• Changed job in last 60 days
• Posted in last 30 days
• Follows your company
PRO-TIP #1
The search filter for TeamLink connections allows you to target
prospects with the best suggested path.
PRO-TIP#2
Rotate which connections you are DMing and which posts you
are interacting with.
CONTENT
Hyper-personalized by level of engagement on LinkedIn.
• Incorporate prospect’s activity to messaging and tie
into value prop
• Comments/Likes are just as important as DMs
SCHEDULE
Mon. AM- Fri. PM
LENGTH OF ENGAGEMENT
2 weeks
ENGAGEMENT CHARACTERISTICS
• LINKEDIN HEAVY
• 90% Personalized
• Steps
03.2
Personalize
with LinkedIn
Why this play
Use LinkedIn to engage
with your prospects in a
meaningful way. Create
this for your top-tier
personas and accounts.
Details

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Build a LinkedIn list and connect with contacts
that have posted in the last 30 days, follow your
company, and recently changed jobs.
Drill into list of contacts who have recently
posted on LinkedIn and interact with their post.
Interact with a post by liking the most recent
comment or post. Both show up in their activity
feed.
If prospect accepted connection requestIf prospect has not accepted connection request
Interact with any new
connections from saved
list. If prospect is still
unresponsive, enroll into
Nurture sequence in SEP.
Send a DM to the
prospect explaining why
you are reaching out,
include Value Prop.
Enroll the prospect into
a call + email sequence.
Value based email sent.
If prospect still has not
responded, a generic task
will be generated to
determine next steps.
DAY 1
DAY 2
DAY 4
DAY 7 DAY 12 DAY 7 DAY 12

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GOAL
Use LinkedIn Sales Navigator to engage with past customers
that are in new roles.
CREATE
Saved Lists in Sales Navigator.
• List of top-tiered current customers
• Past employer
• Follows your company
• Posted on LinkedIn in last 30 days
PRO-TIP #1
Connect with any co-workers that may have worked on the
previous account and knows your prospect.
PRO-TIP#2
Build this out for your top tiered customers.
CONTENT
Reference specific past use case of product/services.
SCHEDULE
Mon. AM- Fri. PM
LENGTH OF ENGAGEMENT
2 weeks
ENGAGEMENT CHARACTERISTICS
• LINKEDIN HEAVY
• 90% Personalized
• Steps
03.3
Previous
Customer
Why this play
This play is for any past
top-tiered customer that is
in a new role. Grab your top
100 customers and use the
filter “previous company” in
LinkedIn Sales Navigator.
Details

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Drill into list of contacts who have recently posted on LinkedIn,
interact with their posts, and send connection request.
Build a LinkedIn list of contacts that used your product or service
at their previous company.
Interact with another post, comment, and continue with the
sequence. If contact does not post on LinkedIn regularly, move
them to a call and email only sequence.
Check all new connections and comment on posts. An email is
also sent to active contacts in sequence.
Interact with any new connections. Any prospects that have
engaged via email or LinkedIn get moved to a Tier 1 sequence.
All unresponsive contacts move to a nurture follow-up sequence.
DAY 1
DAY 2
DAY 4
DAY 7
DAY 12

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GOAL
Change to: Stand out in the crowd and cut through the
blandness of regular text-based emails.
CREATE
One personalized video and one industry-specific video.
PRO-TIP #1
Include some type of attention grabber in your video by
waving, having a whiteboard, or utilizing their website as your
main-screen.
PRO-TIP#2
Create a persona/vertical standard video to use mid-sequence
for scalability.
LINKEDIN
Connect, and ACTUALLy engage.
CONTENT
Persona based, hyper-personalized
SCHEDULE
Mon. AM- Fri. PM
LENGTH OF ENGAGEMENT
3 weeks
ENGAGEMENT CHARACTERISTICS
• Video
• Customization & Social Touches
• Steps
03.4
The Video
Play
Why this play
Break out of your text-based
emails with video. Use this
play for top-tier personas
and accounts.
Fifty-one percent of
Sales and Marketing
professionals name video
as the type of content with
the most ROI (Vidyard).
Video ideas from the video
experts at Vidyard:
• Account-Based
Marketing Video
• Personalized Mini Demo
• Inbound Video
• 1:1 Prospecting Video
Details

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Interact with a post
on LinkedIn and send
a follow-up email to
the video.
Create a hyper-
personalized
video to be shared
either via email or
LinkedIn.
Call prospect and
view LinkedIn
profile.
Create and send
a second video.
This video can be
industry or persona
specific so you can
repurpose. Call
prospect as well.
Send message and
voice recording via
LinkedIn. Create the
appropriate follow-up
tasks for engaged
prospects.
DAY 1 DAY 3 DAY 7 DAY 12 DAY 16
Executing Tasks
THE MODERN OUTBOUND PLAYBOOK

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GOAL
Interact with prospects that have gone cold. This nurture play
should be ran in a sales engagement platform.
CONTENT
Marketing deliverables.
PRO-TIP #1
The first step of your sequence should be delayed.
PRO-TIP#2
Tier out nurture sequences by industry to include more tailored
customer stories.
PRO-TIP #3
Enable throttling at the sequence level to 200 max active users.
SCHEDULE
Mon. AM - Fri. PM
LENGTH OF ENGAGEMENT
3 months
ENGAGEMENT CHARACTERISTICS
• Marketing content
• Automated
• Length
03.5
Warm/Active
Nurture
Why this play
Stop prospects from
floating into the abyss with
this follow-up nurture play.
Use this nurture sequence
for any prospect who has
gone through a top-tier
sequence without
responding.
Details

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Manage Prospect Sequence States
THE MODERN OUTBOUND PLAYBOOK
Share marketing
content.
Enabling a delayed
start will allow
automation to be
created.
Share case study or
customer story.
Share ebook or
other deliverable.
Share marketing
content and pass
back to Marketing
Automation.
DAY 15 DAY 35 DAY 50 DAY 75 DAY 90

28. Contact Skaled for more modern outbound plays and strategies.
Skaled is a B2B sales consultancy dedicated to
helping organizations and the people who work
there reach their full potential.
Along with a list of enterprise clients Skaled has amassed in a
few short years (The New York Jets, LinkedIn, Insightly, ADP, and
Microsoft), the majority of our clients are Startups and Mid-Level
businesses looking for accelerated growth with a scalable and
sustainable path forward.
Building modern outbound and go-to-market strategies are just a
couple of ways we help companies scale.
About
Skaled
info@skaled.com
512-553-9136
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