What's the best way to create a scalable sales outreach strategy?

As of my current role and experience, my main objective is to book discovery/intro meetings. Basically I keep the pipeline busy for my colleagues (1 Account Executive and 1 Solutions Director). These discovery meetings are intended to learn from the prospect, show them who we are, and provide them with possible solutions. No selling is really done here. Purely getting to know each other. Clearly booking meetings with well identified prospects (most likely to buy our product) is my main KPI. At least 10 meetings x month with a well identified buyer persona is what success looks like to me. Better leads, better outcomes. To track my efforts I like using HubSpot. It's been my operational HQ in terms of monitoring outreach and results.

You need to know who you are in order to know who to look for. We specialize in Learning and Development. Having that in mind I know the department who's responsible for that will most likely be the HR Department or another department which works closely with them. This is my fishing pond. There are fishing ponds like this worldwide. Every mid to large sized organization will most likely have one. We can cover almost any industry reason for which I just have to find the fishing pond mentioned above. So now it comes down to the fishes... (no offense, love analogies) Talent Managers, People Directors, CHROs, the list goes on. If they work with the organization's human resource and I detect an area where I can help then I'm checking in.

Personalization is good but permission is better. If you've ever had a significant other in your life you know that providing a solution to a problem isn't always appreciated. You see, most people don't like being told what they should or shouldn't do. Using a permission-based approach is therefore favourable as it makes your prospect feel respected. And it decreases the negative impact traditional outreach can have on your brand. Try it and see the increase in positive responses yourself.

Customization is key when it comes to outreach to a prospect. It's not just about reaching out; it's about reaching out in a way that resonates with your potential client. One highly effective strategy I believe in is showcasing social proof. Sharing a case study, testimonial, or research from a reputable third party can make a significant impact. When a prospect sees tangible evidence of your product or service's success, it instills trust and confidence. They can relate to real-world examples, envisioning themselves achieving similar results. Furthermore, incorporating a news story about a satisfied customer can add credibility and excitement to your outreach.

There's no silver bullet here. The only scalable thing to have in mind is your ability to adapt. Paralysis by analysis, deadly. Constantly iterate. Fail fast. Try stuff out, if it doesn't work, change it. Different channels are also important. For example: don't just rely on your cold emailing. Use tools like LinkedIn for social selling, get a power dialer for your cold calling...you get it. Time blocking works. Focus time to each channel. To keep the long story short...I like using multi-channel outreach and constantly A/B test. If you want to see this from a planning perspective. I'd say the best plan is one that takes into account the fact that things don't always go as planned. Did I mention adapting?