How Math Equations Can Book You Meetings

If you put a gun to my head and told me I had to come up with 1 campaign idea that would book a B2B more meetings than they had in the last quarter this is what I would do:

Use the “Since X, then Y” strategy.

When it comes to outbound, no matter what you sell or who you’re selling it to, around 90-95% of your market is just not going to be ready to buy your thing.

This is precisely why reply rates for email campaigns are usually 2-5%. Because there are 95 people that see what you’re saying and are just not at the right time in their business to even consider it.

This is completely okay.

But what if you could create a list that was able to drastically change those numbers to give you the best chances of getting in touch with that 5% that was interested.

This is the entire idea behind this strategy.

Using Clay, you should look for “trigger events” within a company that would make the average person logically conclude that they might be in the market for your service.

Here are some examples of what I mean:

BECAUSE Taylor and her company have just hired 3 new BDRs, you can logically conclude that onboarding for those new hires might be a little challenging.

If you had a product or service that sold this, you would likely have a higher chance of getting someone like Taylor interested, compared to someone who isn’t hiring for BDRs right now.

BECAUSE Priya posted on LinkedIn about a webinar her and her company are running, you can logically conclude that getting her ICP to that webinar would be something that she wants.

If you had a product or service that sold this, you would likely have a higher chance of getting someone like Priya interested, than someone that made no mention of them hosting a webinar.

“Since X, Then Y”

All of this information can be found using Clay.com and some of their integrations they have.

I highly recommend you do this if your campaigns are struggling a little. It is the highest leverage thing you can do for your outbound.

Hope this helps,

Ryan

P.S. I made a video talking about this idea further that explains it better than this newsletter did - give it a watch here