How to Create a Sales Campaign for Inbound and Outbound Prospecting

The average person checks their inbox about 77 times per day, or 373 times per day if you’re on the higher end of the spectrum. Those statistics are just around checking your email, let alone how many emails a person will receive in a single day. Either way, that’s a lot of email. We as Salespeople need a strategy to cut through the noise and connect with our prospects and opportunities in a productive way.

The answer is simple: we need to focus on hyper-personalization through creating multi-channel outreach campaigns that extends beyond just emails.

With our launch of Sales Campaigns, you’ll be able to translate your inbound and outbound prospecting Sales Playbook into an easy to execute workflow. A Sales Campaign is an effective and simple way for your prospecting reps to create multi-channel outreach campaigns with different touches depending on their inbound and outbound roles.

When reps create a Sales Campaign, they can send an email, write an InMail, set a reminder to call a prospect, and create a custom task (such as reaching out on Twitter). Since inbound and outbound leads are in different phases of their buyer’s cycle, we’re outlining different Sales Campaigns strategies to reach both of them effectively.

Creating a Sales Campaign for Inbound Leads

Your company’s inbound leads come in as inquiries from marketing efforts, the internet, ads and word of mouth. When these inquiries come knocking on your door, it’s an inbound reps’ job to qualify the lead and turn them into a sales qualified opportunity. The best way to keep consistent contact with these leads is to create a Sales Campaign that drives towards conversion.

Before diving into creating an inbound Sales Campaign, be sure to contrast the inbound lead with your company’s definition of a sales qualified lead (SQL). By doing this first, it ensures that there’s no wasted effort in working the lead if it doesn’t meet the SQL definition. With that squared away, we’re providing a guideline for an intermediate type of Sales Campaign (be sure to make the appropriate adjustments based on your campaign analytics):

Inbound Sales Campaign: Call + Emails + Social*   
Step 1: Email, LVM – 5 minutes SLA – Day 1
Step 2: Email, LVM – Day 2
Step 3: Email, LVM – Day 3
Step 4: Email, Call, Social – Day 4 (LinkedIn request: add short personalized note, don’t mention product yet – (Art of a LinkedIn Invite)
Step 5: Send LinkedIn InMail – Day 6 (How I Get 50% Return on InMail)
Step 6: Email, LVM – Day 7
Step 7: Email, LVM – Day 14
Step 8: Email, LVM – Day 21
Step 9: Email – Day 30 – 45
*Adding a Social task to a campaign can be an intermediate step, for more campaigns basics, keep steps limited to Calls and Emails.

This works as an inbound Sales Campaign because there’s a consistent cadence of outreach within the first four days after the initial inquiry. Remember, inbound leads are those that are already interested in investing in products—so it’s smart to schedule your outreach when they’re actively looking for new products.

Creating a Sales Campaign for Outbound Leads

For every scaling company, outbound prospecting is the way to generate highly sales qualified leads in crucial target territories. Outbound leads differ from inbound leads in that reps are contacting prospects without a warm introduction or existing interest. With that, the touches with an outbound Sales Campaign are different.

Pro-Tip: Outbound reps, like Sales Development Reps, should work off their list of named accounts to ensure that they spend time on sales qualified leads.

When creating an outbound Sales Campaign, hyper-personalized messaging is paramount. Rather than throwing generic messaging together, first send a personalized email and continue this personalization throughout the campaign like the following:

Outbound Sales Campaign: Call + Email + Social* 
Step 1: Email, Call – Day 1
Step 2: Insert Custom Task (Email) & LVM & Social (LinkedIn Request) – Day 3
Step 3: Insert Custom Task (Email) & LVM – Day 10
Step 4: Insert Call & InMail – Day 14
Step 5: Insert Custom Task (Email) & LVM – Day 21
Step 6: Insert Custom Task (Email) & LVM – Day 30
Step 7: Insert Custom Task (Email) & LVM – Day 45
Step 8: New Thread – Day 55
*Adding a Social task to a campaign can be an intermediate step, for more campaigns basics, keep steps limited to Calls and Emails.

Keep in mind that with an outbound Sales Campaign, prospects have no prior knowledge of your company. So, the Sales Campaign should balance persistence and thoughtfulness through research, sharing relevant content and being human in every step of the campaign. People like to buy from people they like, not robo-mailers and hard sellers—so don’t create a Sales Campaign that enables that.

Tips for Building Your Campaign

When sending out a campaign, whether it’s inbound or outbound, there are a few things to consider:

  • Most campaigns only run for a limited time, so be sure to motivate your reps to think strategically and efficiently about the messaging for each step in a campaign.
  • Today’s buyers want more content. Salespeople need to share relevant and useful content in every touch, which you can track via Tout.
  • Do something different to show that you’re more than just another Salesperson trying to say your pitch. Create a custom task during your Sales campaign that’s creative and engaging for the recipient.

We built Sales Campaigns to empower the modern Salesperson to be more human and work more efficiently. Remember, the work doesn’t end once you create and send out the first campaign. The goal of every Sales Campaign is to listen and respond to what prospects are saying based on the messaging.

Stay tuned for next week’s post on email subject line and content best practices for your Sales Campaigns.