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5 Reasons Why Outbound Strategies Fail (It's not what you think)

Good morning to everyone who is forever loyal to that one password they chose at 12 years old ☠️

"#1 Newsletter of the Year" 🏆️ -Andy’s Wife

😱 ANDY REACTS

Ok, now we can take a chill pill

Hey there techies, did you hear the news? The US government just informed Silicon Valley Bank depositors that they would have access to all their money, even if it exceeds the $250,000 limit insured by the FDIC. Talk about a relief, am I right?

But let's be real, if you're stashing away that much money in a bank, you're probably doing pretty well for yourself. Maybe you're a successful startup founder, or perhaps you've invested in the latest cryptocurrency craze. Either way, it's safe to say that the rest of us are feeling a bit envious.

Personally, I can barely afford to splurge on avocado toast, let alone worry about exceeding FDIC limits. But hey, I'm not bitter. I'm just happy to hear that the government is finally looking out for the little guy. And by little guy, I mean the guy who can barely scrape together enough for a down payment on a studio apartment in San Francisco.

In all seriousness though, it's good to see that our financial institutions are being held accountable. Who knows, maybe someday I'll be able to stash away $250,000 in the bank without breaking a sweat. But for now, I'll settle for a decent credit score and a good sense of humor. Thanks for listening, and until next time, and keep laughing!

☠️ ANDY’S DEADLY DOODLES

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💀 Issue #103 💀

5 Reasons Why Outbound Strategies Fail (It's not what you think)

The Top 5 Reasons Why Outbound Strategies Fail

1. You aren't fully bought in.

2. You think it's "set it & forget it"

3. Not using the right tools

4. Promoting the wrong outcomes.

5. Bad Content

1/ You aren't fully bought in 🤑

You are receiving a ton of inbound. If anything you can just go back to saying "well, we have inbound it's all good"

That inbound is eventually going to dry up.

*My take: don't start figuring Outbound out once inbound drys up. It puts too much pressure on your reps, on your management, and on your company.

*If you've never had any inbound and are still scaling. Kudos. 👏

2/ You think it's "set it & forget it" 🤔

You have started to dabble in inbound. You create a few sequences with your first round of content. Then you never optimize your outbound process again until it breaks.

The best B2B SaaS organizations are optimizing their Outbound process constantly.

Here's how:

  • Tweaking the content

  • Adding/removing/editing additional touchpoints

  • A/B Testing content

  • Automating trigger events like content downloads

  • Eliminating efficiencies in the tool stack

Big Picture: Your Outbound strategy is one big feedback loop. Deploy. Optimize. Repeat. ♻️

3/ Not using the right tool stack 🤦‍♀️

If are tasking your reps with creating a 3X pipeline and all they have is Gmail/Outlook. You are in trouble. 😬

  • Your competitors are using the best of the best toolstack (i.e. they are moving faster than you)

  • Your reps have stopped prospecting because it's inefficient

  • There's no way to measure what's working (or not working)

If I had to pick 2 tools to invest in now for your team:

  1. Outreach/Salesloft (Sales Engagement)

  2. LeadIQ/Zoominfo (Prospect Data)

You'll spend anywhere from $100-$300/month/rep on these 2 products. However, if they generate $50k in pipeline per month using them... You know what I'm about to say next :P

4/ Promoting the wrong outcomes 💩

Number of dials. Number of emails sent.

These are vanity metrics. 🔢

When measuring the success of your prospecting efforts, there is only 1 thing that matters:

Pipeline generated 🌊🌊🌊

And there are two approaches to generating pipeline:

1. Waving your magic wand and hoping

2. Producing activities that lead to meetings, and meeting that lead to opportunities

Let me elaborate on #2 though. You need to measure the inputs in order to predict the outputs.

It blows my mind 🤯 how many companies try and forecast numbers without understanding how the inputs get to the numbers.

5/ Bad content 🛑

Now, when going outbound content is also king. Here's what a typically executive inbox looks like 👇👇👇

Each one of those emails asks for 15 minutes.

So the question to ask is... Why should they respond to your team?

If you are building out your Outbound strategy today, I'd say you need to focus on Content-driven pipeline:

  • Viral Blog Post

  • User-generated content (UGC)

  • Data-generated content

  • Value-based content

  • Rep-generated content

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That’s a wrap for today amigos. Eat your tacos and see you tomorrow! If you want more, be sure to follow me on Twitter (@andymewborn) or LinkedIn.

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