Outbound is a letter to someone who did not ask for it. So it had better be worth reading.
That is the whole standard we work to. Everything else on this page is how we try to meet it.
Going first, to the right person, with a real reason.
Outbound means you make the first move. You pick a company that looks like your best customers, find the person there who owns the problem you solve, and write to them before they have gone looking for you.
Done badly, it is noise, and buyers have learned to ignore noise quickly. Done well, it reads like a note from a peer who did their homework. The gap between those two is almost entirely research and restraint.
We work across the places your buyers actually read: a direct written note, a LinkedIn message, and a phone call where a call makes sense. The channel matters less than the reason for writing.
What we will not do.
- Write one message and swap in a first name.
- Pretend we know someone, or that they asked to hear from us.
- Send anything that nobody on our side has read.
- Keep writing to someone after a no. One reply ends it.
- Write to people who could not reasonably want what you sell.
These rules cost us speed. We think speed is the wrong thing to buy in outbound.
What a good first note does.
It opens with something true about the reader's company that they would recognize. Then it says plainly what you do and why it might matter to them right now. It ends with a question small enough to answer in a line.
It is short. It sounds like a person. It does not try to close anything. Its only job is to start a conversation that a member of your team can carry on.
If a message would make sense sent to anyone, we do not send it to anyone.
Conversations go to your people.
When a buyer replies with interest, the conversation goes to your team, with our notes on why we wrote and what was said. We do not sell for you. We open the door and step aside.
Before we start, we agree a baseline with you, so that what we report afterward means something. You see what went out, who answered, and what came of it.