A Sample Prospecting Sequence

Workflows are a series of actions following a trigger event. They're generally for internal sales team purposes, such as assigning a lead owner based on certain criteria, or nurturing contacts for the sales team with marketing efforts. For example, you can set up a workflow that takes someone from the top through the bottom of the funnel after they download the first offer. Here's a better visualization of a simple one we have for inbound marketing:
  1. funnel10 Crazy Statistics Infographic
  2. An Example Campaign
  3. Creative Examples
  4. Frequently Asked Questions 
  5. A Free Consultation 
The content starts with making people aware of the benefits of inbound marketing campaigns, then explains how it works, shows them some of our work, answers any final common questions they might have, and then lowers the risk of reaching out with a free consultation. This type of follow up is best suited for the marketing side where you're still locating and nurturing a large number of prospects into becoming sales qualified leads. 
 
With marketing workflows, it's the bigger the list the better. With sales sequences, it's the more targeted and more qualified group of people, the better. And the outreach should be as relevant as possible.
 
Once a lead shows signals that they're interested, and after researching their company you decide they could be a fit for yours, then it makes sense to put more effort into deepening the relationship. 
 
Enter: sequences.
 
Sequences are a series of actions that individual people are enrolled in, unlike workflows where it's a larger quantity of people that are enrolled once they meet certain criteria. Since they're sent to individuals, any step in a sequence can be indivualized to each person before enrolling them, to create a highly relevant and customized experience. 
 
Here's an example of one I've used for DMD and seen success with. I only use it when prospecting people are target accounts, the companies who I absolutely love and know DMD would be a great fit for based on the information available to me. 
 
Step 1: 
sequenceCall and leave a voicemail if they don't answer.
 
If no reply...
Step 2 (immediately after):
Email
Subject line: I thought you might be interested in these stats
 
Hi contact.firstname,
 
I hope you’re off to a great week.
 
I just left you a voicemail and wanted to follow up by email in case that’s easier. I’m writing you because I’m looking for businesses that are specialized, innovative, and really great at what they do. I’m a huge fan of your business or I wouldn’t be contacting you about this.
 
I want to make sure more people who are researching solutions you provide can easily find your business online, and then realize how perfect of a fit your business is for what they’re looking for.
 
Check out some of these case studies to see how I’ve helped really awesome businesses like yours reach their goals and then shoot me an email if you want to set up 10 minutes within the next few days to talk about how DMD can help your business in a similar way.
 
Have a great rest of your week!
SIGNATURE
 
If no reply...
Step 3 (day 2): 
Connect on social media.
 
If no reply...
Step 4 (day 3):
Call and leave a voicemail if they don't answer.
 
If no reply...
Step 5 (immediately after): 
Email
Subject line: Have you seen this new report?
 
Hi contact.firstname,
 
I hope you’re doing well.
 
I sent you an email a few days ago that highlighted some really awesome businesses I’ve helped grow with inbound marketing but I don’t want to make this all about me. That’s why I want to share this brand new report from Hubspot about the state of inbound marketing.
 
The era of pushy sales is over. It’s all about solving pain for people who are out there and might not know your business can do that for them. It’s about being a resource, solution, and trusted advisor. Check out the report and let me know if you have any questions about how sales and marketing are changing.
 
SIGNATURE
 
If no reply...
Step 6 (day 4): 
Check engagement on emails.
 
If no reply...
Step 7 (day 5):
Call and leave a voicemail if they don't answer.
 
If no reply...
Step 8 (immediately after):
Email
Subject line: Follow up
 
Hi contact.firstname,
 
Did you read the report? What did you think?
 
SIGNATURE
 
If no reply...
Step 9 (day 6):
Call and leave a voicemail if they don't answer.
 
If no reply...
Step 10 (immediately after): 
Email
Subject line: Video
 
Hi contact.firstname,
 
Still not convinced inbound can help your business grow within the next year?
 
Check out this video where you might recognize some scenarios…
 
SIGNATURE
 
If no reply...
Step 11 (day 7):
Call and leave a voicemail if they don't answer.
 
If no reply...
Step 12 (immediately after): 
Email
Subject line: Sorry I couldn't help
 
Hi contact.firstname,
 
I’ve sent you a few emails and haven’t heard from you. I don’t want to be annoying so I will stop contacting you about incorporating an inbound strategy into your business. My relationship with you is important to me so if there’s any feedback you have whatsoever, please do let me know, and don’t hesitate to reach out to me in the future with questions related to inbound. I’m happy to answer!
 
SIGNATURE
 
Like I said in my previous post, I'm all about improving things as long as they don't harm relationships, which are the most important thing. So don't be scared to try new ways of doing things but also be sure to get feedback along the way. This will help you keep that balance between personalized and productive. 
 
Pro tip: Also keep in mind that while it would be great if every lead went from the awareness stage in the marketing funnel down through each step with your company until closing into a customer at the end of the sales funnel, that of course isn't always how it works. People can be made aware of their problem from someone else, find your company when researching answers on Google, speak to a sales rep, and then become a client. Or you may do some research, put together a target account list, and personalize those sales communications because you know those prospects could be so much better off with your company but don't even know it. Don't get hung up on everyone following the steps to a T. Create the steps so there's something for everyone, be human and listen, and react to solve your prospects' pain- wherever they may be in their journey.
 
Having a hard time thinking of an idea for your first sequence? Get in touch with a specialist today!
 
sales playbook

Posted by Jackie Connors

Jackie Connors

Jackie Connors is the Founder & CEO of Digital Marketing Direction, a top tiered HubSpot partner based in Texas. She provides inbound training, consulting, and managed content services to mid market companies. Some favorites of hers include growth, Texas BBQ, and a good laugh!

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