How to Fix Your Outbound Overnight

The biggest thing any B2B company and their outbound motion can do to start generating pipeline from the messages they’re sending is leaning into their unique “edge” that every company has.

This edge needs to be found creatively, and can be anything that you can think of that could be an objective reason that somebody would have a better reason to responding to you.

Here are some edges / USP’s of certain clients we’ve worked with:

• A marketing agency owner that is targeting businesses in his home city that live 10-20km near him

  • Edge: calling out specific landmarks near them and leveraging in person meetings

• A software founder we helped leverage his own tool that he created to give SEO and keyword rankings specific to every company we messages in our outreach

  • Edge: get to see the tool in action and show people how it’s valuable before even demo’ing it

We just launched a campaign internally for Breakout the other day targeting companies local to Toronto, talking about the hockey team in the area and how their playoffs are going.

Here is the post link if you were interested in it.

What does this actually do? It immediately takes people out of:

“This is another one of those cold emails”, and instead takes them to:

“Oh this person has some sort of relevance to me”.

That is ALL that we trying to do. Break the immediate association that happens in your prospects head when they read the first 3 words of your message.

This is the only goal that your outbound messages should be doing and is the crucial first step into converting people into real pipeline.

I talk about this a lot more in the master doc I just created on how to write outbound sales copy. I spent way too long dumping EVERYTHING I know about writing into this one doc. If you’re struggling with outbound for your B2B company I encourage you to give it a look here:

Let me know if this helps!

RB