The ceiling of your outbound success is your company’s marketing engine.
The future of outbound is...
Drumroll...wait for it...
Getting back to basics: sales & marketing alignment.
My clients who experience the best outbound results have world-class marketing teams.
And here's how they work better together to massively increase outbound success.
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✅ 1) Customer snippet bank
Create a bank of 2-3 sentence customer story snippets with:
- Customer name
- Industry and size of business
- Personas
- Problem statement
- Result/outcome
- The transformation
Reps will LOVE marketing for this. This can be repurposed for cold emails, talk tracks, discovery conversations, demos, etc.
✅ 2) “The offer you can’t refuse”
Increase the value prospects get in return for their time. Make prospects feel silly for turning a meeting down.
My best clients lead with free website audits. They secret shop the prospect. They share world-class industry reports. They experience the brand.
Teach don't take.
✅ 3) Collaboration with customers and prospective customers
Create world-class content with your customers (AKA your prospect's peers). Get them on webinars, create ebooks, share short video snippets, etc.
Don't make the content a big pitch about you. Make it valuable in and of itself.
Then have reps send tailored, 1:1 outreach to check out the content.
Adam Robinson calls this Inbound-Led Outbound.
✅ 4) Marketing: Ride shotgun with sales for a day
It can work in the opposite way as well with sales.
One of my best clients had 3-5 folks from the marketing team in the oubound workshops I led. Marketers...that's right...marketers...were learning how to cold call, handle objections, and had to role play with reps.
Make sure both parties understand what it takes to do their job.
✅ 5) Build a messaging team
Last but not least—assemble a team of 5-10 of the best reps, marketers, and sales leaders. Folks that really know the personas inside and out.
Involving both marketing and sales punches up marketing messaging by making it "sales-ready."
Instead of slide deck on new messaging, you get ready-made sequences, talk tracks, sales collateral, etc.