Everything we have learned running managed outbound for B2B teams: deliverability, sequences, LinkedIn, appointment setting and the numbers behind them. Written by the people who run the campaigns, not by a content team.
Week by week, what should be happening in the first quarter of a new outbound programme, and the four numbers you should judge it on at day 90.
Domains, warming, volume caps and the authentication records that decide whether your sequence is read or filtered before anyone sees the copy.
Domains, warming, volume caps and the authentication records that decide whether your sequence is read or filtered. The setup we use on every Apex programme.
Structure beats cleverness. Here is the four message shape we run on most Apex programmes, what each message is for, and what to cut.
A diagnostic order of operations. Check these six things in this order before you rewrite a single line of copy.
Short, lower case, specific and boring. Why the subject lines that perform look nothing like the ones in marketing newsletters.
Licensed providers, research layers, verification and the difference between a scraped list and a usable one.
Automation tools get profiles restricted and messages ignored. Here is how a trained SDR pod runs LinkedIn at volume without them.
What to send, when to send it, and what each message is trying to do. The sequence our LinkedIn desk runs by default.
Twenty seconds, one question, no script reading. Why voice notes lift reply rates and how to record ones people finish.
The single clause in an appointment setting agreement that determines whether you get pipeline or a calendar full of noise.
Booked is not held. Five touches between the yes and the call, and what to do when someone misses it anyway.
Speed to lead, intent and cost per meeting. The honest comparison, including when outbound is the wrong answer.
Most ICP documents are unusable by the people who have to write the emails. Here is the version that survives contact with a campaign.
Salary is the smallest line. Tooling, management, ramp time and coverage risk are where the comparison is actually decided.
Week by week, what should be happening in the first quarter of a new outbound programme, and what to judge it on.
Three channels, one story, one week. How to add channels without turning a sequence into harassment.
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Book a free 30 minute strategy call and we will apply the playbooks above to your actual ICP, your channels and your market, and give you a realistic monthly meeting range.
No contracts. Live in 7 days. Billed on meetings that show up.
