OUTBOUND Premises (6 Triggers)

1. CXO Passdown

Strategy: Start at the top, get passed down to the right person

Execution:

• Email C-level executive
• Ask for direction to right person
• Creates internal referral

Template:

{{firstName}},

I'm not sure if this lands on your desk or someone else's.

We help [ICP] with [problem].

Who should I be talking to about [topic] at {{company}}?

2. To "Groundswell" for Info

Strategy: Build internal champions before approaching decision maker

Execution:

• Target end-users and ICs
• Provide value and resources
• Build grassroots support

3. To "Groundswell" for Product-Placement

Strategy: Get product in hands of end-users first

Execution:

• Free trials to ICs
• Bottom-up adoption
• Let usage drive demand

4. To DM Based on "Groundswell" Product-Placement

Strategy: Use internal adoption as proof point for decision maker

Execution:

• Reference internal usage
• Show adoption metrics
• Convert to paid/enterprise

Template:

{{firstName}},

{{number}} people at {{company}} are already using [product].

[Names/teams] have been active for [timeframe].

Worth discussing how to scale this across the org?

5. Multi-Persona (Cross-Departmental)

Strategy: Coordinate outreach across multiple stakeholders

Execution:

• Map buying committee
• Tailor message per role
• Coordinate timing

Roles to target:

• Economic buyer (budget)
• Technical buyer (evaluation)
• End user (adoption)
• Champion (internal advocate)

6. Typical "Cold Outbound"

Strategy: Pure cold outreach with no prior signal

Execution:

• 1:1 personalization required
• Pattern-interrupt opening
• Heavy research investment

Messaging Approach:

First Line: Core-Static Relevance (Lean on Pattern Interruptive Opener)
Second Line: Core-Static Relevance ("We work with...")

Outbound Success Factors

1. Deep research - Know the person and company
2. Pattern interrupt - Stand out from generic emails
3. Clear relevance - Why you, why now
4. Multi-channel - Don't rely on email alone
5. Persistence - Multiple touches required

Combines with

Example prompts

Create a CXO Passdown email for targeting VP Engineering at enterprise companies.

How do I build internal champions using Groundswell strategy?

Write a Multi-Persona campaign targeting both CFO and Finance Manager.