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
- Deep research - Know the person and company
- Pattern interrupt - Stand out from generic emails
- Clear relevance - Why you, why now
- Multi-channel - Don't rely on email alone
- Persistence - Multiple touches required
Combines with
| Skill | Why |
|---|---|
outreach-4-categories | Understand pure Outbound |
personalization-6-buckets | Deep research for 1:1 |
personalization-hooks | Create strong hooks |
atl-btl-messaging | CXO Passdown for ATL |
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.