This resource is intended to enable Outreach administrators to implement more structured governance in their Outreach instance by creating and managing two ‘core’ Master Sequences.
Master Sequences are a limited set of Sequences intended to be used by all reps. Building Master Sequences and implementing them into the process helps maintain rep focus, control company messaging, and maximize time spent on sales-related activities across organizations.
Follow this guide to complete your build-out of the two ‘core’ Master Sequences in your Outreach instance.
Getting Started with Master Sequences:
Designated content creators like Admins or Sales Managers typically create Master Sequences. Designated content creators should not only be responsible for creating the content but should also be the only party to manage and provide updates to all Master Sequences. Having a designated content creator ensures messaging is consistent, the process is organized, and updates can be effectively rolled out across the organization.
To begin building Master Sequences, start with the two ‘core’ Outreach Master Sequences:
These core Sequences are based on Outreach best practices, and provide the structure needed to effectively target companies' two most common personas, C-level Executives and decision-makers. Start building these Master Sequences before moving on to more specific Sequence development.
NOTE: Touch-point types, number of touch-points, and value drivers will differentiate these ‘core’ Sequences. This resource is intended to focus solely on building the ‘core’ Sequence structure - not to provide content best practices.
Building the 'Core' Master Sequences:
Persona Sequence: High Touch
This ‘core’ Sequence is designed to target C-Level Executives at companies (for example, CEOs, COOs, CMOs, etc.). Reps can ensure messaging is personal and tailored to the company's specific needs by using a series of high customization activities like phone calls, manual emails, and minimal automation.
1.) Navigate to the left-hand sidebar and click the sequence icon (symbolized by a paper plane).
2.) Click + Sequence in the upper right-hand corner to open the Create a sequence dialog box. Click Blueprint to access Outreach’s pre-built Sequences.
3.) From the Blueprint dialog box, select Persona Sequence: High Touch from the left-hand menu.
NOTE: Once the Sequence is selected, the right-hand side will show you a preview of the sequence, including the number of steps, types of steps, and days.
Click Create sequence to create this sequence and open the Sequence Overview page for editing.
NOTE: The Persona Sequence: High Touch comes preloaded with 13 steps over a period of 30 days. Each of these 13 steps requires review and customization before the Sequence is turned on for usage in the organization.
4.) Begin Sequence review and editing by working in 1. Manual email - Day 1. To test email open and reply rates select + Add email variant. For more information on A/B Testing, check out this article.
5.) Click on 1) New Thread under 1. Manual email - Day 1 to open and edit the template. This will open the Edit email template dialog box where the content of the email can be customized.
NOTE: The template comes preloaded with example content. It is strongly recommended that this content be edited - if not completely replaced - with customized messaging for the company.
Customize the content based on appropriate company messaging and click Save to close the dialog box.
6.) Begin review and customization of 2. Call - Day 1 by clicking the ... button on the right portion of the screen and selecting Edit step. This will open a dialog box where the step’s settings can be configured.
7.) Update the call purpose. Additionally, it is recommended that the Notes portion be customized with directions for the phone call (e.g. call script; voicemail directions; etc.). Click Save to close the dialog box.
8.) Begin review and customization of 3. Automated email - Day 4. Like the other email steps in the Sequence, Step 3 has two email templates pre-populated under it. This is to encourage A/B Testing of messaging to optimize email open and reply rates.
NOTE: This step type is an automated email, meaning it will be delivered automatically to the Prospect once they reach this step. Special care must be taken when working with automated email steps, specifically to ensure that no Comment variables (i.e., variables written with the {{! comment}} format) are left in the email subject or body after editing.
9.) Click on 1) Reply under 3. Automated email - Day 4 to open and edit the template. This will open the Edit email template dialog box where the content of the email can be customized. Customize the content based on appropriate company messaging and click Save to close the dialog box. Repeat with 2) Reply under 3. Automated email - Day 4
10.) Continue to review and customize the remaining steps in the sequence.
IMPORTANT: All Blueprint sequence steps must be reviewed and customized to incorporate company messaging.
Use the following checklist to ensure the Sequence is correctly set up to run:
- Review each step in numerical order. Edit each step and Save edits before moving on to the next step in the sequence.
- Check that all comment variables {{! comment}} have been replaced in each automated email step. Without removing {{! }} comment variables, the automated email will fail when attempting to send.
- Toggle on A/B Testing threads under each Manual Email and Auto Email step.
- Toggle on all email threads under each Manual Email and Auto Email step that does not contain an A/B Test.
12.) Finally, select Activate by scrolling to the bottom, right hand corner of the sequence to begin sequencing prospects.
Persona Sequence: Low Touch
This ‘core’ Sequence is designed to target company decision-makers (for example, VP of Sales, Director of Business Development, etc.). By using a combination of customizable manual activities with some automation, reps can ensure messaging is still personal while still being able to work quickly and effectively.
1.) Navigate to the left-hand sidebar and click the sequence icon (symbolized by a paper plane).
2.) Click + Sequence in the upper right-hand corner to open the Create a sequence dialog box. Click Blueprint to access Outreach’s pre-built Sequences.
3.) From the Blueprint dialog box, select Persona Sequence: Low Touch from the left-hand menu.
NOTE: Once the Sequence is selected, the right-hand side will show you a preview of the sequence, including the number of steps, types of steps, and days.
Click Create sequence to create this sequence and open the Sequence Overview page for editing.
NOTE: The Persona Sequence: Low Touch sequence comes preloaded with 10 steps over a period of 16 days. Each of these steps requires review and customization before the sequence is turned on for usage in the organization.
4.) Begin sequence review and customization starting with 1. Manual email - Day 1. Use steps 5-12 from the Persona Sequence: High Touch workflow as a guide to complete review and customization of all steps in the Persona Sequence: Low Touch sequence.
5.) After successfully reviewing and customizing all steps, select Activate by scrolling to the bottom, right hand corner of the sequence to begin sequencing prospects.