This resource is intended to enable Outreach administrators to implement more structured governance in their Outreach instance through the creation and management of three ‘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 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 three ‘core’ Master Sequences in your Outreach instance.
Getting Started with Master Sequences:
Master Sequences are typically created by designated content creators like Admins or Sales Managers. 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, process is organized, and updates can be effectively rolled out across the whole organization.
To begin building Master Sequences, start with the three ‘core’ Outreach Master Sequences:
These three core Sequences are based on Outreach best-practices, and provide the structure needed to effectively target the three most common personas within companies: C-level Executives; Decision Makers; and Influencers. Start with building these Master Sequences before moving on to more specific Sequence development.
NOTE: These ‘core’ Sequences will be differentiated by types of touch-points, number of touch-points, and value drivers. This resource is intended to focus solely on building the ‘core’ Sequence structure - not to provide content best practices. For Sequence content best practices, please see the following: Content 2.0.
Building the 'Core' Master Sequences:
Tier 1: C-Level Master Sequence
This ‘core’ Sequence is designed to target C-Level Executives at companies (for example: CEOs, COOs, CMOs, etc.). By using a series of high customization activities like phone-calls and manual emails along with minimal automation, reps can ensure messaging is personal and tailored to the specific needs of the company.
1.) From the 360 View, 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 Tier 1 - C Level 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 and Customize to create this Sequence and open the Sequence Overview page for editing.
NOTE: The Tier 1 - C Level Sequence 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 Step 1. Manual Email - Day 1. Like the other email steps in the Sequence, Step 1 has two email templates prepopulated under it. This is to encourage A/B Testing of messaging for optimization of email open and reply rates. Each of these templates will need to be edited before use.
5.) Click on a) New Thread under Step 1. Manual Email - Day 1 to open and edit the template. This will open Edit Step #1 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.) Click on b) New Thread under Step 1. Manual Email - Day 1 to open and edit the second email template. This will open Edit Step #1 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.
7.) Begin review and customization of Step 2. Phone Call - Day 1 by clicking blue circle on the right portion of the step and selecting Edit from the dropdown menu. This will open a dialog box where the step’s settings can be configured.
It is recommended that the Task Note 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 Step 3. Auto Email - Day 4. Like the other email steps in the Sequence, Step 3 has two email templates prepopulated under it. This is to encourage A/B Testing of messaging for optimization of email open and reply rates.
NOTE: This step type is an Auto Email, which means that the email will be delivered automatically to the Prospect once they reach this step. Special care must be taken when working with Auto 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 a) Reply under Step 3. Auto Email - Day 4 to open and edit the template. This will open Edit Step #3 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.
WARNING: All Comment variables (i.e. variables written with the {{! comment}} format) need to be replaced. Without removing {{! }} Comment variables, the Auto Email will fail when attempting to send.
Customize the content based on appropriate company messaging and click Save to close the dialog box.
10.) Click on b) Reply under Step 3. Auto Email - Day 4 to open and edit the second Auto Email template. This will open Edit Step #3 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.
WARNING: All Comment variables (i.e. variables written with the {{! comment}} format) need to be replaced. Without removing {{! }} Comment variables, the Auto Email will fail when attempting to send.
11.) Continue to review and customize the remaining steps in the Sequence.
IMPORTANT: All Blueprint Sequence Steps need to 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 Auto Email step.
- 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, toggle the Master Switch on at the top of the Sequence to activate it.
Tier 2: Decision Maker Master Sequence
This ‘core’ Sequence is designed to target Decision Makers at companies (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.) From the 360 View, navigate to the left-hand sidebar and click the Sequence icon (symbolized by a paper plane).
2.) Click +Sequence in the upper right corner to open the Create a sequence dialog box. Click Blueprint to access Outreach pre-built Sequences.
3.) From the Blueprint dialog box, select Tier 2 - Decision Maker from the left-hand menu. Click Create and Customize to create the Sequence and open the Sequence Overview view for editing.
NOTE: The Tier 2 - Decision Maker Sequence comes preloaded with 12 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 by working in Step 1. Manual Email - Day 1. Use steps 1.5 through 1.12 listed under Tier 1 - C Level Master Sequence as a guide to complete review and customization of all steps in the Tier 2 - Decision Maker Master Sequence.
5.) After successfully reviewing and customizing all steps, toggle the Master Switch on at the top of the Sequence to activate it.
Tier 3: Influencer Master Sequence
This ‘core’ Sequence is designed to target Influencers at companies (for example: Sales Managers, SDR Team Leads, etc.). By using a series of high-touch activities with lots of automation, reps can ensure they are still reaching prospects with minimal time spent.
1.) From the 360 View, navigate to the left-hand sidebar and click the Sequence icon (symbolized by a paper plane).
2.) Click +Sequence in the upper right corner to open the Create a sequence dialog box. Click Blueprint to access Outreach pre-built Sequences.
3.) From the Blueprint dialog box, select Tier 3 - Influencer from the left-hand menu. Click Create and Customize to create the Sequence and open the Sequence Overview view for editing.
NOTE: The Tier 3 - Influencer Sequence comes preloaded with 13 steps over a period of 30 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 by working in Step 1. Auto Email - Day 1. Use steps 1.5 through 1.12 listed under Tier 1 - C Level Master Sequence as a guide to complete review and customization of all steps in the Tier 3 - Influencer Master Sequence.
5.) After successfully reviewing and customizing all steps, toggle the Master Switch on at the top of the Sequence to activate it.
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