We’ve all been there earlier than: Firing out emails into the void, and watching most of them disappear soundlessly into… the void.
Perhaps the prospect’s ignored your messages as a result of the timing was off. Or possibly the content material got here on too sturdy for his or her tastes.
At Outreach, our most profitable clients leverage nurture sequences to remain in contact with their clients and guarantee they’re top-of-mind when the time is true.
🎬 Watch: Episode 33: This May Have Been a Sequence (15 minutes)
This sequence of emails “drips” related and useful content material over an prolonged interval. It’s a extra long-term, conversational, value-add method.
By sustaining a lightweight degree of contact over time you’re constructing rapport along with your buyer. When the prospect reconsiders their wants, you’re positioned to be the primary alternative.
Bonus: On the finish of this text I’ll cowl methods to robotically route prospects into your nurture sequence utilizing triggers.
So how do you write a nurture sequence?
I like to recommend designing your content material round core segments, akin to persona and business. Study extra on this matter right here.
A number of core issues for nurture sequences are:
Be conversational. The massive distinction between the everyday gross sales and advertising method is the you — the human being who’s personally reaching out to the prospect. When you can absolutely automate your sequence, the content material ought to nonetheless sound conversational, as in the event you’re reaching out manually.
Permit for longer gaps. Most profitable nurture sequences span an prolonged interval. This may be wherever from 60-90 days or longer, relying in your gross sales cycle.
Add worth. Sharing relevant content material not solely provides worth to your prospect’s day-to-day however showcases your potential to be a resourceful accomplice. Sharing free (non-gated!) white papers, helpful business info, and even “checking in” throughout impactful present occasions are all methods so as to add worth.
📚 Get extra suggestions: The right way to Write Comply with-Up Emails Consumers Can’t Wait to Share
At Outreach, we’re always experimenting and adjusting our strategies. Right here’s an instance of certainly one of our sequence constructions so that you can use.
(Consider, that is only a basis — you’ll customise it to your wants.)
- This sequence begins 21 days after the top of an intro sequence. Discover how a lot time we’re permitting between messages — we don’t need to drive opt-outs or unsubscribes.
- The sources we reference are typically not from our personal weblog, however third events that corroborate our method. This acts as a reference and permits advertising to personal branded content material supply.
- We don’t begin with CTAs to reconnect till properly after 90 days. We need to ship the message that our objective isn’t to promote our product however to assist our clients.
1. Auto E-mail – Day 21
A brief message that acknowledges that it isn’t the suitable time however that you simply need to keep on their radar.
2. Auto E-mail – Day 51
An e mail displaying off some current firm information (a profile of Outreach in Forbes), together with some key highlights in the event that they don’t need to click on by.
3. Auto E-mail – Day 86
A worth-add message with an article on the habits of profitable gross sales reps and the way Outreach may also help develop these habits with the prospect’s staff.
4. Generic Activity – Day 96
A check-in level for the rep to find out if they need to be re-prospected or proceed within the nurture sequence. The rep might want to full this process manually, nevertheless it ensures somebody does a assessment.
5. Auto E-mail – Day 138
One other value-add message with an article about “strategic dialing” together with an Outreach case examine showcasing a buyer’s success utilizing this technique.
6. Auto E-mail – Day 172 – That is the primary time we embody a real CTA
One other value-add message, this time with a CTA. Share an article about how gross sales course of touchpoints are altering after which finish with a CTA: “It’s been a couple of months, is now a superb time to re-connect?”
7. Auto E-mail – Day 200
An e mail sharing an article about methods to write an ideal gross sales e mail. Shut with one other CTA: “It’s been 6+ months, is now a greater time?”
8. Generic Activity – Day 203
One other check-in level for the rep to assessment and decide if the prospect ought to keep within the nurture sequence.
9. Auto E-mail – Day 213
An e mail highlighting a preferred Outreach integration and the way it provides worth to the gross sales course of.
10. Auto E-mail – Day 221
A message recapping the knowledge you’ve shared over the previous few months and methods Outreach can resolve main ache factors for purchasers. Embrace a hyperlink to a video demo and shut with a robust CTA to restart the dialog.
11. Generic Activity – Day 225
When workload permits, we normally advocate ending sequences with a generic process as a remaining check-in for the rep. This enables the rep to determine what to do subsequent with the prospect – whether or not re-prospecting, disqualifying, or one other tactic.
TECHNICAL SETUP FOR ADMINS:
- Guarantee you could have phases in Outreach (and your CRM) for prospects who end a sequence with out replying. “Unresponsive” is a typical alternative and the instance we use.
- Likewise, we advocate having a stage like “nurturing” so reps know which of their prospects are actively being nurtured.
- Guarantee your intro sequence ruleset(s) replace the stage to “unresponsive” when the prospect finishes with out replying.
- Create a singular ruleset to your nurture sequence (you’ll be able to have a number of rulesets):
- Applies the “Nurturing” stage when the prospect is added to sequence
- Has “Ought to Energetic Prospects be Unique to This Sequence?” set to “Sure”
- Set “Marked as Completed, No Reply” to “No Replace”
- “Prospect might be added to this Sequence” to “Solely As soon as”
- Guarantee “Unresponsive” will not be a Stage Change choice – this may trigger set off looping.
Pattern set off: Robotically Add Prospects to Sequence – Unresponsive
Triggers permit you to outline guidelines in order that Outreach will robotically carry out particular actions for you. This function is nice for routing prospects from one sequence to a different.
It’s not unusual for a possible purchaser to go silent or fail to answer your preliminary engagement efforts throughout a prospecting movement. Here’s a step-by-step instance of how you should utilize triggers to robotically add them to a nurture sequence:
Identify: Add Prospect to Nurture Sequence
Occasion: “Prospect Up to date”
We’re specifying “up to date” as a result of no net-new prospects must be put within the nurture sequence.
We don’t have to replace the account.
Set off solely as soon as per goal: Unchecked
We would like the ruleset to find out if a prospect can enter the sequence once more – see admin setup part above.
Prospect Situations: Stage = “Unresponsive”
This must be custom-made to your configuration. Extra circumstances could also be related to your segmentation technique.
Account Situations: None
Customise if relevant.
Set off Actions: Add to “nurture sequence”
Pattern set off: Robotically Add Prospects to Sequence – Alternative Date
You’ll be able to create a possibility shut date set off so as to add prospects right into a sequence robotically. That is particularly helpful for situations the place you want to nurture a closed-loss alternative or use a renewal sequence primarily based on a buyer’s renewal date.
Please observe this requires Alternative Syncing to be energetic and a main prospect to be assigned.
Identify: Add Prospect to Nurture Sequence
Occasion: “Alternative Shut Date”
Set off Date Offset: Customise to your technique
For instance, add the prospect to sequence 7 days after the shut date to permit them time to alter their minds. Or use the beginning of the renewals cycle.
Goal: Main Prospect or Prospect Roles
This depends upon how you could have arrange alternative prospects and may align along with your segmentation technique.
Set off solely as soon as per goal: Unchecked
We probably need the ruleset to find out if a prospect can enter the sequence once more – see admin setup part above
(Optionally available) Alternative Kind: Customise to your Setup
When you have a number of forms of alternatives, make sure that to specify the set off to solely fireplace in opposition to the suitable sort – i.e., “Renewal,” “New Brand,” “Growth,” and so on.
(Optionally available) Account Situation: Customise to your Setup
When you have a number of account segments or want to goal a sure sort of account, full this as wanted, exclude “Cancelled Clients,” and so on.
Set off Actions: Add to Sequence
As applicable to the technique
I hope this text was useful and, most of all, tremendous actionable. It may be intimidating to grasp all of the expertise in your stack — so wherever we are able to lighten the load, we’re completely satisfied to.
Have you ever obtained favourite suggestions and tips for nurtures, in Outreach or in any other case? Remark beneath!