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Michaela McMenamin, Customer Success Manager Michaela has been a CSM at Outreach since 2019. Before joining Outreach, she specialized in program and change management for a Fortune 100 company. Michaela is passionate about scaling "the secret sauce" across your team and taking your outreach to the next level. |
Balancing Quantity vs Quality
Sales and post-Sales teams are constantly being asked to target customers more efficiently while reaching more people. The challenge is finding the balance between volume and precision - reaching people at scale when we know personalization has a high return on investment.
How do you get your team to use the most effective content for the right people, at the right time? The most successful Outreach customers use a Scale vs Personalization strategy, with “high” and “low” touch strategies.
Step 1: Identify Your Segments
At Outreach, we usually segment by Persona & Buying Power, but segmentation is not a one size fits all. You know your customers best, so build your segments based on how your team prioritizes their efforts.
Who are we reaching out to? What is important to them? How valuable to the deal are they? A “segmentation matrix” represents your buyers, what they are trying to achieve, and how their goals relate to your offered value. The matrix also provides a scale vs personalization priority framework for a high vs low touch engagement strategy.
For example, creating a Persona matrix like the one below will help you segment your prospects by indices to structure content.
Step 2: Build Baseline Content
Once you’ve defined your segmentation matrix, begin building out baseline Sequences that you can clone and adjust as needed. Consider starting with your highest touch or most personalized segment. Use that as your baseline Sequence before moving down segment and converting high touch or manual Sequence steps to automated ones for your scaled, low touch approach. For more on this, check out our Core Master Sequences article.
Remember, prospects with higher buying power are harder to get in touch with and worth the time investment. High touch sequences should have more Manual, personalized emails, more social touches, and likely have longer step intervals. Sequences for prospects with less buying power should have more automated emails, fewer steps with shorter intervals, and heavier automation.
To help get you started with high vs low touch Sequences, consider using our Outreach Blueprints as a framework for best practices like diversity of touches, step intervals, and Sequence length. At Outreach, our Baseline Sequence is our Agoge Sequence.
Step 3: Clone & Update Your Baseline Sequence
Once you have your baseline “high touch” or “top tier” Sequence, you can create new versions for your other segments by “cloning” your baseline Sequence and updating the new value prop statements as needed.
To build a low touch version from your baseline Sequence, consider:
- Convert Manual Emails to Automated versions for a less time consuming workflow
- Shortening intervals between steps
- Reducing diversity of steps, for example social touches
Step 4: Make Segmentation Easy to Execute
Once you have your baseline Sequences by segment, make sure it’s easy for reps to find the content they need, when they need it.
Consider maintaining a consistent naming convention for your Sequences, Templates & Snippets and using Collections as Content Folders by playbook, segment, user, etc.
Lastly, even the best content strategies need to be measured and updated for effectiveness. Check out these articles for more guidance:
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