7 Outbound Sequences From High-Growth Companies You Can Steal

7 OUTBOUND
SEQUENCES
from High-Growth Companies You Can Steal
TABLE OF
CONTENTS
PAGE 4
Drift Sequence
PAGE 9
Vidyard Sequence
PAGE 22
G2 Crowd Sequence
PAGE 31
Greenhouse Sequence
PAGE 38
CloudApp Sequence
PAGE 49
Outplay Sequence
PAGE 57
Sell Better Sequence
2
INTRODUCTION
If you’ve ever gone looking for real outbound email sequences you
know they’re hard to come by.
That’s why we teamed up with Outplay, a robust sales engagement

platform, to build a comprehensive guide for your outbound strategy—
complete with examples from the top-performing companies in SaaS.
Together we gathered 7 real-life outbound sales sequences from

successful companies like Drift, Vidyard and Greenhouse, and even
included our own. In each you'll find the full sequence structure,
success metrics, cadence and templates from each company.
The best part? All of these you can swipe and start using today. It's like
having 7 playbooks in one place, which is pretty amazing if you ask us.
Ready? Let’s dive into how you can improve your outbound sales game!
Grow pipeline
Accelerate sales
Level up efficiency
An all-in-one sales platform for high velocity sales. Find
the right prospects, engage them across channels, craft
personalized communication at scale and close deals with
zero-friction meetings at hyper speed.
Start 14-day free trial Start 14-day free trial
3
Drift Sequence
Drift is the world's leading conversational marketing and sales platform.

Customers use Drift to provide a modern buying experience for potential
customers, generate more qualified leads, and dramatically accelerate
the sales cycle.
SEQUENCE GOAL
Start a conversation about Drift’s products.
This 3-step sequence was aimed at starting conversations about Drift’s
ABM platform with people from companies who visited their website.
SEQUENCE STRUCTURE
Day 1 Email
Day 2 Email
Day 3 Email
SUCCESS METRICS
SENT : ~ 680
OPENED : 189
REPLIES : 63
OPEN RATE : ~ 28%
REPLIES RATE : ~ 9%
4
Drift Sequence:
TEMPLATES
Touch #1 | Day 1 - Email

Subject: see why 50,000+ businesses run on Drift
Hi {{ firstname }},
Drift is the world’s leading conversational marketing & sales platform.
And what that really means is we can help you generate more leads and book
more qualified sales meetings in real-time -- even when your sales team is
sleeping.
I’d love to send you a personalized video to show you how exactly Drift might
look on your website (and how it will create a fast lane for your best leads).
Can I show you?
{{ sender-name }}
{{ signature }}
5
Drift Sequence:
TEMPLATES

Subject: Drifting by our site
Hi {{ firstname }},
I believe someone from your organization stopped by our website recently.

Could that have been you? Part of the functionality of our ABM Platform allows
us to target and engage with visitors from our target accounts (and you’re one
of mine).
I’d love to hear what brought you to look at Drift and answer any of the
questions!
I’m looking at your website right now and I think Drift could be a perfect way
for you to convert more website visitors into qualified leads.
Let me know if you’d like to connect or if there is anything I can help out with!
{{ sender-name }}
{{ signature }}
Schedule a call with Outplay

This 30 minute call will get you 300% more
sales meetings.
6
Drift Sequence:
TEMPLATES

Subject: "The Next Wave"- David Cancel, CEO
Hi {{ firstname }},
I thought you'd like this post our CEO, David Cancel (CPO at HubSpot before he
founded Drift), wrote on The Next Wave in Sales and Marketing.
"Look back 5-10 years ago, and sales and marketing teams were all focused
on this same thing: attracting website visitors...Now that we’ve figured out how
to get people to our websites, what do we do with them once they’re there?"
Read More
Curious to learn more about how it could work for your company?
You can pick a time that works for you here: My Calendar
{{ sender-name }}
{{ signature }}
7
Drift Sequence:
BRINGING IT ALL TOGETHER
Drift’s sequence is very simple but highly targeted as far as the copy is
concerned. The structure is simple - 3 jabs over a span of 3 days.
The copy starts by introducing a sense of FOMO and social proof to the
prospect. By saying that over 50000 businesses use the product, that
dominance and sense of stability that Drift brings is being clearly articulated.
The prospect would mostly be enticed by this aspect, if they already do not
know Drift.
In case they do know of Drift, the email also touches upon how the BDR can
send a personalized video of how Drift would look on their website. That’s the
best way to pitch a demo.
The 2nd email simply acknowledges that someone from the prospect’s
company visited Drift, which is a pretty slick way of showing how their ABM
platform works. Again, they keep the language pretty tight around the value
proposition.
The 3rd email grazes on how Drift’s products are the way of the future - by
dropping a reference of David Cancel’s article. This is meant to incept the idea
deeper in the prospects head and nurture further.
The idea seems to be to just educate the prospect enough about Drift as a
leading product for web chat and thereby bring them into a nurturing funnel.
9% reply is humungous and that would add big revenue to the pipeline ideally.
Sequence Contributed by:
Sara Pion
Ex-Conversation Marketing Specialist, Drift
Currently, Head of Web Experience at Dandy
8
Vidyard Sequence
Vidyard is the video platform that helps businesses transform
communications and drive more revenue through the strategic use of
online video.
Going beyond video hosting and management, they help businesses

connect with more viewers through interactive and personalized video
experiences, learn powerful insights on their viewing audience, turn
insights into action with enterprise integrations, and prove the impact of
their video programs.
From marketing, sales and customer service to employee training and

corporate communications, Vidyard’s product suite is helping businesses
of all sizes humanize communications and personalize customer
experiences.
SEQUENCE GOAL
To book a demo call with the prospect
SEQUENCE STRUCTURE
Day 1 : Email (With Video)
Day 2 : Call (VM)
Day 3 : Email (With Video)
Day 4 : Email + Call (VM) (with video)
Day 5 : Email + Call (with video)
Day 6 : Email + Call (with video)
Day 7 : Email + LinkedIn (InMail)
9
Vidyard Sequence:
TEMPLATES
Day 0: Video Prep
This step is to get yourself all ready to go to execute the sequence effectively.
This is where you create your videos for the contact and for the company.
We create 2 videos: 1 “selfie” style video, directed to the individual, talking

about why we’re reaching out to them, why they should talk to us, and why
now. It’s about 30-40
seconds in length.
Example:
https://share.vidyard.com/watch/LzTviicSBJyKtVXwL35qk4?&autoplay=1
The second video is a “Account Based video” - where we create this video for
the entire account, walking through how we can help the organization use
Vidyard to make an
Impact.
Example:
https://share.vidyard.com/watch/3iwqazQDZVSNcbPh3xN2Wp
Make it easy with Outplay

Schedule a call our sales engagement
specialists for a customized demo.
10
Vidyard Sequence:
TEMPLATES

Open : 17.4%
Click : 2.9%
Reply : 5.8%
This is the first outreach to a prospect, which includes the first video we
created (selfie style)
Subject: {{ firstname }}, I made you a video of my experience on your

website
Hey {{ firstname }},
Given your role Digital role with {{ company }}, I wanted to connect with you
about my experience on your website.
As I was going through your site, it was great to see so many amazing videos
because they're much easier to engage with than white papers and other
written forms of content. I did however, note some areas of potential
improvement, specifically from a user experience and demand generation lens.
In lieu of that, I made you a video walkthrough of my experience on your
website. Have a look:
11
Vidyard Sequence:
TEMPLATES
Touch #1 | Day 1 - Email (CONTINUED)
I hope you find my insights valuable and if you're interested in discussing them
further, I'm more than happy to chat some time this week.
Best regards,
{{ sender-name }}
{{ signature }}
What this looks like:
12
Vidyard Sequence:
TEMPLATES

Open : 29.2%
Click : 0%
Reply : 0.6%
This email consists of a nurture piece of content that is created by our

marketing team, and is tailored towards the prospect’s persona.
We have a bunch of templates for our various personas that have messaging
based on value drivers associated to their role.
There is no hard ask, just a touch-point to add value, so traditionally response

rates are low in this email.
Subject: {{ firstname }}, Using video for demand generation
{{ firstname }}, Seeing your investment in video content on {{ company }}’s

website, I thought I'd share one of our Chalk Talk Videos. In this episode, our
VP Marketing, Tyler Lessard, talks about how you can use that existing content
for demand generation:
13
Vidyard Sequence:
TEMPLATES
Let me know if you have any questions!
Best regards,
{{ sender-name }}
{{ signature }}

sales meetings.
14
Vidyard Sequence:
TEMPLATES

Open : 29.2%
Click : 0%
Reply : 0.6%
This email addresses how Vidyard could help the organization on a whole,
including a video walking through their linkedin or their website
Subject: {{ firstname }}, Subject: It’s to jump head first into video
Hey {{ firstname }}, Since you have great videos on your website, I was
compelled to put together this quick video for you.
With video as part of your strategy, I'd be happy to share how you can use
video data to generate 40% more leads and 125M in new qualified pipeline at
{{ company }}:
15
Vidyard Sequence:
TEMPLATES
Let me know if you have any questions!
Best regards,
{{ sender-name }}
{{ signature }}
16
Vidyard Sequence:
TEMPLATES
Here’s another example, a little bit more personalized:
Subject: It’s to jump head first into video
Hi {{ firstname }},
Loved what I read on your LinkedIn about going all-in to Digital Marketing in
B2B - that's an experience that resonates with me. I did the same thing about a
year ago when I got started in Business Development.
Anyways, I made you this quick video to share how we can help your team
track and measure the impact video is having on web metrics like time on page
and web-to-lead conversions.
17
Vidyard Sequence:
TEMPLATES
Check out this video:

https://share.vidyard.com/watch/QQ41Sz884NEtbyCfAgy6wt? &autoplay=1
Let me know when we can discuss further. I'd love to share how we're working
with Salesforce, QuanticMind, and DataTorrent today.
Best regards,
{{ sender-name }}
{{ signature }}
18
Vidyard Sequence:
TEMPLATES

Open : 41.7%
Click : 16.7%
Reply : 8.3%
Email: Persistence to Engage This is a magic template that has worked

wonders for us!
Subject: professional persistence
Hey {{ firstname }}, I hope you can appreciate my professional persistence over
the past week.
After sharing some resources with you regarding the impact of video in your
marketing efforts, I haven’t heard back from you, so I thought I would leave you
with this benchmark report on video for sales and marketing:
https://www.vidyard.com/business-video-benchmarks/
If you have found value in anything I have shared, please hold on to my email
and send me a note when the time is right for you.
Best regards,
{{ sender-name }}
{{ signature }}
What this
looks like:
19
Vidyard Sequence:
TEMPLATES

Open : 23.5%
Click : 0%
Reply : 2.6%
Email: Persistence to Engage This is a magic template that has worked

wonders for us!
Subject: Tried to give you a call
Tried to give you a call a couple of times with no luck.
Are you still interested in continuing our discussion? If not, please let me know
so I can close the file and stop reaching out.
I understand if Vidyard isn't a fit or using video for sales just isn't a priority
anymore for you and your team, and I wish you the best of luck with your video
strategy at {{ company }}.
P.S. I checked out your personal site - great portfolio. Particularly enjoyed the
animation demo reel video!
Best,
{{ sender-name }}
{{ signature }}
20
Vidyard Sequence:
Vidyard’s is a 11 touch sequence spread across 20 days, and almost every

email has a video. The sequence is diverse too: with 6 emails, 4 Calls and 1
LinkedIn InMail.
The sequence is very precise in its language - as it focuses on the prospect’s

company and how their business can improve when they implement Vidyard’s
solutions.The 1st email has a completely personalized video for each
prospect.
The follow-up emails have videos which might be generic but still stay relevant.
Overall, the sequence is a good example of doing personalization at scale - as
the videos being recorded for the sake of personalization - also seem to have a
template around the context they set.
This works well when you have clear segmentation of your target audience and
Vidyard seems to do a great job at this.

21
G2 Crowd Sequence
G2 Crowd, the world’s leading business solution review platform,
leverages more than 440,000 user reviews to drive better purchasing
decisions.
Business professionals, buyers, investors, and analysts use the site to

compare and select the best software and services based on peer
reviews and synthesized social data. Every month, more than one million
people visit G2 Crowd’s site to gain unique insights.
Co-founded by the founder and former executives of SaaS leaders like

BigMachines (acquired by Oracle) and SteelBrick (acquired by Salesforce)
and backed by more than $45 million in capital, G2 Crowd aims to bring
authenticity and transparency to the business marketplace.
For more information, go to g2crowd.com
SEQUENCE GOAL
Get a meeting with contacts/prospects.
“The goal of this sequence was to have contacts set up a meeting with
one member of G2 Crowd’s BDR sales team after visiting the G2 Crowd
website. This would be a quick 15-minute call to determine if there was a
good fit (both for the lead and G2 Crowd) and set up an FVC if so.
Ultimately, we wanted to create an efficient process that would give time
back to the BDR reps, while not making the process too difficult for
contacts so they can effortlessly schedule a meeting at their convenience
with only a few clicks”
Romana Amato
Marketing Operations Manager, G2 Crowd 22
G2 Crowd Sequence
SEQUENCE STRUCTURE
This sequence is particularly high on “automation & personalization”.
The 1st email is fully automated based on website visits. The follow-up
email is sent manually by BDRs when they see prospects who opened or
clicked on emails but DID NOT book a meeting.
Day 1 : Auto Email

Touch 2 Onwards : Manual Email
Get a meeting with contacts/prospects.
“Within two months of the campaign running, it has averaged a 50% open
rate, 78% read rate, 10% click through rate, and 3% workflow completion
rate, as well as generated $100,000 in pipeline. Our BDR rep with the
highest stats has seen a 54.7% open rate, 87.5% read rate, 24% click
through rate, and 8.95% conversion rate”
Romana Amato
Ex-Marketing Operations Manager, G2 Crowd
Currently, the Director of Revenue Operations at Flip
23
G2 Crowd Sequence
SUCCESS METRICS
Overall
Open rate : ~50%
Read Rate : 78%
Click through rate : 10%
Goal Conversion rate : 3%
Pipeline Revenue Generated : $100,000
Best Campaign
Open rate : 50.7%
Read Rate : 78.5%
Click through rate : 24%
Goal Conversion rate : 8.95%
SEQUENCE STRATEGY
G2 Crowd was quite forthcoming with sharing their sequence strategy. They’ve
broken the down the entire strategy with clear DIY steps for teams of all sizes.
Below is the full strategy elaborated, along with actionable steps of setting up
the same for any team. If you’d rather skim through the sequence Templates,
here’s a TL;DR version of the same - in their own words again.
Quoted directly as obtained from Romana Amato

(Marketing Operations Manager,G2 Crowd)
24
G2 Crowd Sequence
GO TO SEQUENCE CATEGORY
The steps to create this journey includes:
Step 1: Segment Contacts and Create Smart Lists

Because we aren’t targeting a specific persona but rather recent website
visitors, we had to determine who we were targeting and why. Once the
criteria was determined, the smart lists were created.
Step 2: Set Up Meeting Invites

Step 3: Create the Automated Email

The goal of the messaging was to draw in the contact by providing them
with just enough insight to spark their curiosity. We used a plain text
email, one without branding or images.
Step 4: Create the Automation Workflow

25
G2 Crowd Sequence
Step 5: Create the Goal List and Workflow
Once the contact completes the workflow (receives the email, clicks a
link, and sets up a meeting), they are added to a goal list and removed
from the original workflow.
Step 6: Establishing Follow Up

Once the automation workflow was made live, BDR reps monitored their
open and click-through rates. Any prospect who opened or clicked on an
email but did NOT schedule a meeting received a follow-up email from
the rep.
The steps to create this journey includes:
26
G2 Crowd Sequence:
TEMPLATES
Touch #1 | Automated Email

From: {{ bdr-email }}
Subject: You recently stopped by…?
Preview Text: {{company.total_views_all_products_last_3_months__c}} buyers
were checking out {{company.name}} on G2 Crowd recently
Hi there,
I noticed you were recently on G2 Crowd and thought it would be timely if I

reached out.
Millions of active software buyers visit our site every month, just as you were
recently doing. G2 Crowd can provide insight into the buyer's journey, allowing
you to identify net new prospects and potential customer churn.
I'd love to share some tips on how you could drive more traffic, buyer
engagement, and sales pipeline through your G2 Crowd profile.
Here's a link to my team's calendar -- let's get something set up!

Hope to talk soon!
Thanks,
{{ sender-name }}
{{ signature }}
What this
looks like:
27
G2 Crowd Sequence:
TEMPLATES
Touch #2 | Email - OPENS But

NO Meeting Scheduled
From: {{ bdr-email }}
Subject: Following Up to Set Up a Meeting
Preview Text: {{company.total_views_all_products_last_3_months__c}} buyers
were checking out {{company.name}} on G2 Crowd recently
Hi {{ firstname }},
I am writing to follow up on my email. I didn’t hear back from you. If it still

makes sense to talk, schedule a meeting with me at a time convenient for you.
All we need is a quick 15 minutes.
I look forward to sharing some tips on how you could drive more traffic, buyer
engagement, and sales pipeline through your G2 Crowd profile.
{{ sender-name }}
{{ signature }}

sales meetings.
28
G2 Crowd Sequence:
G2 Crowd, quite like the big guns Hubspot & Drift, is focused on converting the
MQLs (marketing qualified leads) to SQLs (sales qualified leads).
The 1st email that goes out is a completely automated touch, and G2 Crowd
has done a phenomenal job at figuring out how to automate the filtering and
selection of the right leads on Hubspot. The email is simple and hits directly on
the honey pot with statements like “G2 Crowd can provide insight into the
buyer's journey, allowing you to identify net-new prospects and potential
customer churn”.
The follow-ups are also smartly designed to relay the same message - how the
BDR can help their prospect figure out a way to get more traffic and leads for
their products. It’s also a great idea to create two different templates - one for
prospects that opened & clicked but did not book a meeting vs. those who only
opened (& did not book a meeting).
Automating this whole piece allows it to deliver more qualified leads to its
BDRs at scale.
Romana Amato
Marketing Operations Manager
G2 Crowd
Currently, the Director of Revenue Operations at Flip
29
Greenhouse
Sequence
Greenhouse is the fastest-growing provider of enterprise talent
acquisition software. Thousands of the smartest and most successful
companies like Cisco Meraki, Time Inc., and Airbnb use Greenhouse’s
intelligent guidance to design and automate all aspects of hiring
throughout their organizations, helping them compete and win for top
talent.
Greenhouse gives leaders the power to change their organization and

deliver outstanding results through better hiring.
The software goes above and beyond applicant tracking, providing a

comprehensive recruiting performance improvement system.
It automates and measures all your sourcing activity (social media,

referrals, job boards, in-person events, meetups, campus recruiting, etc.).
And Greenhouse improves your team’s interviewing skills with all-in-one
“interview kits” that bring together all the information you need into one
simple web page.
30
Greenhouse
Sequence
SEQUENCE GOAL
To connect and schedule a demo with the prospect about Greenhouse’s
product suite
SEQUENCE STRUCTURE
Day 1 : Email Fully customized email
Day 2 : Call (VM)
Day 3 : Email
Day 4 : LinkedIn Send a connection request
Day 6: Email
Day 8 : Email
Day 10 : LinkedIn Send a message
Day 12 : Email Fully Customized
Day 13: Call (VM)
Day 14 : Email
Day 15 : Email
SUCCESS METRICS
Sent :
Open :
Replies :
Reply Rate : 54.14%
Calls : 24.14%
31
Greenhouse Sequence:
TEMPLATES

OPENS: 34 % | REPLIES: 7 %
This is totally customized to the prospect based on their LinkedIn profile,

persona, company and relative position within the company/team.

This is a follow-up to the “fully customized” email that was sent earlier
i.e. 1st step
Subject:
{{ firstname }},
Following up on the above message. I wanted to make sure it didn't get lost in
the shuffle.
Looking forward to hearing back,
{{ sender-name }}
{{ signature }}
32
TEMPLATES

OPENS: 25 % | REPLIES: 8%
Subject: Right person to speak with?
Hi {{ firstname }},
I just wanted to double check that you're the best person to speak to about
applicant tracking software at {{ company }}? Given that you're the {{ title }}
I figured you might be.
If so, I would love to share how Greenhouse is helping current clients source
the best candidates, create a structured and unbiased interview process, all
while gaining key recruiting performance metrics to make the best hires, faster.
Talk soon,
{{ sender-name }}
{{ signature }}

sales meetings.
33
TEMPLATES

Subject: Re: Right person to speak with?
Just wanted to follow up quickly on the above email. Any confirmation that I’m
on the right path would be greatly appreciated!
Let me know,
{{ sender-name }}
{{ signature }}
This is totally customized to the prospect based on their LinkedIn profile,

persona, company and relative position within the company/team.
34
TEMPLATES

Subject: Re:
{{ firstname }}, Happy {{ 0_days_from_now }}! Just wanted to follow up on the

message below.
Thought you might be interested in learning about some exciting updates we've
made to Greenhouse over the last few months:
Predictive Analytics
Diversity and Inclusion
Do you have some time to connect this week or next?
Best,
{{ sender-name }}
{{ signature }}
35
TEMPLATES

Subject: I surrender
{{ firstname }},
I've tried doing things differently by asking engaging questions in an attempt to

solve a potential pain point - rather than just asking you for some time on your
calendar.
There's no doubt in my mind Greenhouse can make a positive impact on your

recruiting process, but It seems as though I've done a poor job to position it in a
way that resonates with you - so allow me to back off for the time being.
Alas, here is my flag of surrender and I'll make a note to follow up when the
timing is better - maybe in 3-6 months?
Until next time!
{{ sender-name }}
{{ signature }}
36
Greenhouse's approach is email heavy, with only two calls and LinkedIn
touches each, apart from the 7 emails in the 11 touch sequence.
Again, two of these emails are absolutely customized - with no template

whatsoever.
With a good SDR staff in place, this sequence can drive phenomenal results.
Two highly customized emails go a long way in stimulating responses, when
the sequence is 11 touch long spread across 20 odd days.
Except for these two custom emails, and the last - all other emails have a
typical "bump-to-the-thread" follow-up like feel to them.
They are simply reminders to the previous custom emails that set the context
for the outreach earlier.
The last email is similar to the "break-away" email we commonly come across.
Adding that white flag image in the end adds a subtle touch of humour to it.
This does keep the door open for future outreach by stating that fresh
connects would be made in 3-6 months from present day.
There's no doubt this sequence brings great results - as is evident from the
5%+ response rate.
Mariah Donnelly
Director of Sales Development
Greenhouse
37
CloudApp
Sequence
CloudApp is the all-in-one visual sharing platform that lets you record,
host, and share short videos, GIFs, images and visuals to make team
conversations faster and more succinct. Enhancing conversations with
visual communication means that messages don't get lost in translation!
CloudApp is an easy-to-use screen recorder that brings video, webcam,

screenshot annotation, and GIF creation securely to the cloud. It helps
individuals and teams capture, share, and accelerate their business
communication.
SEQUENCE GOAL
Get a demo
SEQUENCE STRUCTURE
Day 1 Email
Day 2 Email
Day 3 Email
SUCCESS METRICS
SENT : 1320
OPENS : 823
REPLIES : 66
PROSPECT : 1507
OPEN RATE : 61%
REPLY RATE : 5%
38
CloudApp Sequence:
TEMPLATES
Touch #1 - Email
Deliveries : 1507
Opens : 38%
Clicks : 0%
Replies : 0.5%
Subject: Customer Help
Hi {{ firstname }},
If you’re like most customer experience pros, you’re doing everything you can to
help your team clearly answer customer questions and help them be
successful.
I wanted to introduce you to CloudApp, an app that makes it easy to capture

what’s happening on your screen and share that into Zendesk (with our native
integration), Slack, email, etc. Being able to show vs tell can help increase CSAT
and reduce time to close tickets.
Would you be open to a quick 5-10 min call to tell you more?
{{ sender-name }}
{{ signature }}
What this
looks like:
39
CloudApp Sequence:
TEMPLATES
Touch #2 - Email
Deliveries : 1297
Opens : 35%
Clicks : 0%
Replies : 0.7%
Subject: Re: Customer Help
Hi {{ firstname }},
I just realized I forgot to practice what I preach. I captured a quick gif to show
you what CloudApp looks like:
<GIF of CloudApp at work>
I’m eager to help share some ideas I have on how to help your customer
efforts. Let me know if you have some time to speak this week or next.
Have 5-10 minutes (that will end up saving your team at least 3 hours/week)?
{{ sender-name }}
{{ signature }}
40
CloudApp Sequence:
TEMPLATES
Touch #2 - Email- (CONTINUED)
What this
looks like:

41
CloudApp Sequence:
TEMPLATES
Touch #3 - Email
Deliveries : 1255
Opens : 28%
Clicks : 1.2%
Replies : 0.1%
Subject: New Case Study
We recently published a blog post about how Social Tables uses short custom
videos to answer customer questions to close tickets 7 minutes faster. Want to
check it out? You can see it here.
If you think this idea sounds interesting, let me know and we can set up a quick
10 minute call or you can try the app here.
{{ sender-name }}
{{ signature }}
What this
looks like:
42
CloudApp Sequence:
TEMPLATES
Touch #4 - Email
Deliveries : 1223
Opens : 30%
Clicks : 1.2%
Replies : 0.8%
Subject: Feedback?
I was wondering if you’d want to try CloudApp as part of your toolkit?
It will help you more clearly communicate with your customers and team, but it
also has a ton of other uses. You can quickly create short shareable screen
recordings, mark up explanations, or create gifs for your help center.
Imagine, instead of having to type out directions for a password reset, you
could just mark up a screenshot, like this:
Is this something you’d be open to chatting about for 10-15 mins?
{{ sender-name }}
{{ signature }}
43
CloudApp Sequence:
TEMPLATES
Touch #5 - Email
Deliveries : 1184
Opens : 31%
Clicks : 0%
Replies : 0.7%
Subject: Re:
Have you ever used a screen recording in a customer/client interaction to help

them better understand what you’re trying to explain?
As a quick example of how we help support teams, here’s an integration we

have with Zendesk to make answering questions much easier and faster for
you.
<GIF of CloudApp in use>
Do you ever find it challenging to explain your product to customer? Could I

show you how we make it easier?
{{ sender-name }}
{{ signature }}
44
CloudApp Sequence:
TEMPLATES

sales meetings.
45
CloudApp Sequence:
TEMPLATES
Touch #6 - Email
Deliveries : 1154
Opens : 33%
Clicks : 0%
Replies : 2.7%
Subject: Busy or Just Not Interested
{{ firstname }},
Don’t want to be a pest with my persistence--I’m sure you’ve got plenty on your
plate.
But, if you just haven’t had the time to respond and are still interested in
learning more about CloudApp, let me know.
As a refresher, we’re working with teams at companies like MongoDB,

Atlassian, MailChimp, and Tesla to help them communicate more efficiently by
making it really easy to capture what’s happening on your screen and share
with teammates or customers. If your desktop is drowning with screenshots,
this might be super relevant to you!
{{ firstname }}, if not you, is there someone else at {{ company }} that would
benefit from learning more about CloudApp?
{{ sender-name }}
{{ signature }}
46
CloudApp Sequence:
TEMPLATES
47
CloudApp Sequence:
The 6 touch sequence by Zight (formerly CloudApp) is targeted towards all

companies that use Zendesk for their customer support needs. This is quite an
effective and scalable strategy. The prospecting becomes quite simple and the
messaging can be templatized much more easily.
The templates used are well crafted - as they come straight to the point every
time. Most often, each email contains a typical demo of the product citing
examples of how it can address the most common use cases of a customer
support role.
See how the 1st email touches upon one big value delivered by the product -
the likelihood of an improved CSAT score and quicker closure of tickets. Such
messaging is more likely to generate interest from the prospects.
The penultimate email introduces how Zight (formerly CloudApp) eases effort
thanks to its direct integration with Zendesk. The final email cites their top
customers to build some social proof of the product's success.
Overall, at a 5% response rate - the sequence seems to be doing a pretty slick

job of getting more revenue into the pipeline.
Scott Smith
CEO at Zight (formerly CloudApp)
48
Outplay Sequence
Outplay a Sequoia India backed all-in-one sales engagement platform.

Outplay combines Sales Prospecting, Multi-channel Sales Engagement,
Inbound Conversion and Scheduling, and Conversational Intelligence to
help sales teams prospect, engage, track and sell from a single place
without the need for multiple tools.
Outplay's intuitive UI and industry-leading customer support gets teams

up and running rapidly, to start booking meetings instantly. With game-
changing features like Power Dialing and AI Email Writing, and a wide
library of bi-directional integrations, Outplay transforms sales
engagement, without the hefty price tag.

49
Outplay Sequence
SEQUENCE GOAL
To have a conversation with the companies that are hiring frontline reps
i.e, SDRs/AEs.
SEQUENCE STRUCTURE
Section 1 - (day 1 the triple tap method)
1. (2) (3)
LinkedIn follow —-------> Email —---------> cold call
Section 2 - (day 2-5, step 4-7, the follow-up)
(4) (5) (6) (7)

LinkedIn invite —-------> cold call —----------->Email —---> cold call
Day 2 2 3 5
Section 3 - Pivoting the approach (day 8-12, step 8-11)
(8) (9) (10) (11)

Email —----------> Email —--------> Cold call —----------> LinkedIn
Day 8 10 12 12
Section 4 - Creative (day 15-24, step 12-18)

=
(12) (13) (14) (15) (16)
Gif (e)—----------> LinkedIn —--—-----> call —-----> linkedIn —----> break-up email
SUCCESS METRICS
50
Outplay Sequence:
TEMPLATES
Touch #1 - Email
Subject: congrats {{firstname}}
Hi {{ firstname }},
You don't know me. I got your email from a B2B contact database(*gasp*). But
hey, at least you're in a B2B database. Congrats on being the chosen one :)
Okay, let me get to it: LinkedIn tells me that you've been hiring sales reps. How
are you making sure your new hires are focusing 100% of their time selling and
don't get stuck in manual work leading to burnout?
We're working with other rapidly expanding sales teams to automate manual
repetitive work like logging calls, emails, notes, moving lead stages, deal
stages, avoid copying and pasting data to follow-up. Would you be opposed to
learning about this?
Best,
{{ sender-name }}
51
Outplay Sequence:
TEMPLATES
Touch #2 - Email
Subject: Re:
Hi {{ firstname }},
I know you're getting the job done in the best way today, but would you be
opposed to keeping your options open for the future?
Worth exploring some of our best sequences in a week or two?
Best,
{{ sender-name }}
Touch #3 - Email
Subject: Re:
Hi {{ firstname }},
Cobbling together lots of tools to make sure leads don't slip through the
cracks?
If this sounds interesting, let's connect. If it doesn't, send me your best

objection :)
Best,
{{ sender-name }}
52
Outplay Sequence:
TEMPLATES
Touch #4 - Email
Subject: Re:
Hi {{ firstname }},
Many sales reps complain they get exhausted after doing mundane non-
revenue generating activities. They say they'd rather cold-call than do this! (yes,
imagine that!)
Imagine giving back 4-6hrs/week/rep by automating manual activities that

don't add value (like writing emails from scratch, looking for people's profiles
on LinkedIn, creating tasks, etc). Sounds enticing?
Best,
{{ sender-name }}

sales meetings.
53
Outplay Sequence:
TEMPLATES
Touch #5 - Email
Subject: Re:
Hi {{ firstname }},
Here's a review from an ex-Outreach, and ex-Salesloft user. We let our

customers sell for us.
Worth a look?
{{ sender-name }}
54
Outplay Sequence:
TEMPLATES
Touch #6 - Email
Subject: 16 touches later....
Hi {{ firstname }},
16 multichannel steps later and I still couldn't get a reply from you.
Did I miss the mark with my outreach? Or maybe my prospecting skills suck,
haha... you never know...
From a sales leader to a rep, any feedback to help me improve is appreciated,

{{firstname}}
Either way, I've enjoyed researching {{account.accountname}} and I wish you

success :)
Best,
{{ sender-name }}
55
Outplay Sequence:
Outplay’s sequences are based on triggers & personas.
This particular sequence is targeted toward the companies that are currently
hiring. The sequence structure is inspired by 30MPC. The sequence has 16
steps spread over 24 days.
The sequence starts with a 3-touch, with LinkedIn, email, and a phone call. It
drives the reply rates massively. The subsequent steps are spread across all
the channels. We use WhatsApp too, based on the prospect’s location.
Srikanth Pendyala
Team Lead - SDR
Outplay
56
Sell Better
Sequence
Lastly, we wanted to include our own outbound sequence. The goal of
this sequence is to start a conversation with managers looking to skill up
their sales teams and show where we can provide value.
At Sell Better, we provide two core products—our free Daily Sales Show
and our paid sales training for teams.
Our sales training gives SMB to enterprise teams access to dynamic

training modules, expert-led live sessions, and a thriving network of sales
professionals. It’s designed to optimize your team's learning experience,
enabling them to capture, share, and advance their sales efforts with the
confidence to get results.
SEQUENCE GOAL
Starting a conversation about sales training
SEQUENCE STRUCTURE
Day 1 LinkedIn Connect > Comment or Tag > Call (VM)
Day 3 Email
Day 5 Email
Day 7 Email
Day 9 Call (VM) + Email
57
Sell Better Sequence:
TEMPLATES
Day 1 - LI + Comment + Call (VM)

Send a LinkedIn Connection request, if applicable comment on a post or
comment of theirs. Call and leave a voicemail if there is no answer. My
voicemails sound like:
Hey ((First Name))
Sales leaders are oftentimes looking for cost-effective ways to work on their
team’s skill growth. Would like to chat about free and low-cost options we are
sharing with the sales community. By the way this is Leslie from Sell Better. I
sent you a LinkedIn request if it's easier to respond there.
Talk soon!
Day 3 - Email
Subject line - {COMPANY} <> Sell Better Sales Training
Hey Contact: First name-
Are you open to a nontraditional approach for sales rep retention?
We have a new offering that combines on-demand and live instructor led
training at an affordable price.
Leaders are using it to invest in their team’s up-skilling.
Talk soon,
Leslie Douglas
VP of Membership
58
TEMPLATES
Day 5 - Email
SUBJ - 500,000+ sales reps…
Our new training offering has the collaboration sellers are asking for.
Access to a community of sales pros and multiple LIVE training options offered
every month at no additional cost.
We are bringing in experts to discuss trends, technology, and approaches

based on what our community is asking for.
Let's chat if it sounds like something helpful,
Leslie
Day 7 - Email
SUBJ - Missing collaboration?
Our new training offering has the collaboration sellers are asking their
managers for.
Access to a community of sales pros and multiple LIVE training options offered
every month at no additional cost. We are bringing in experts to discuss trends,
technology, and approaches based on what our community is requesting.
Join in the fun for yourself, your team, or unlimited seats for your whole
company!
59
TEMPLATES
Day 9 - Call (VM) + email

Call if no answer let them know you are sending an email with free resources.
Hey (first name)

Looks like we haven't been able to connect just yet.
As promised here is a link to our free Daily Show. The topics change each day
so keep an eye out for skills your team is working on. We also have a collection
of great tips & tactics on our YouTube.
Let me know if there are additional topics you are looking for!
All the best,
Leslie
VP of Membership

60
This email sequence works because it effectively highlights the benefits of

sales training. By using a multi-touch approach that combines LinkedIn, emails,
and voicemails, you increase your chances of catching your prospect’s
attention that’ll hopefully lead to meaningful conversation.
The sequence also showcases the unique value proposition of Sell Better—
dynamic training modules, expert-led live sessions, and an engaged
community of sales professionals that can help teams level up their sales
game.
Every touch point includes a new, enticing piece of information about the sales
training offer, making it engaging and continuing to inform your prospect about
your offer.
Leslie Douglas
Sell Better by JB Sales
61
Sales sequences that
WORK
Outbound sales sequences are
challenging—hopefully, this guide
shed some light on how you can use
them as a means to build true
connections with your prospects.
Start with your end goal in mind,

tailor each sequence to your unique
situation, and watch as your sales
performance soars to new heights.
62
Sales sequences
that work!
Outbound sales sequences are challenging—

hopefully, this guide shed some light on how you can
use them as a means to build true connections with
your prospects.
Start with your end goal in mind, tailor each sequence

to your unique situation, and watch as your sales
performance soars to new heights.
Book a meeting
Tune into
The Daily Sales Show
Accelerate your sales career in just 45 minutes.
Every day, we talk to sales pros at the top of their game to

understand what’s working in sales right now. No fluff.
Just tactical deep dives and actionable takeaways for you
to immediately incorporate into your sales flow.
View show schedule

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7 OUTBOUND

That’s why we teamed up with Outplay, a robust sales engagement

Together we gathered 7 real-life outbound sales sequences from

Start 14-day free trial Start 14-day free trial

Drift is the world's leading conversational marketing and sales platform.

Touch #1 | Day 1 - Email

Drift is the world’s leading conversational marketing & sales platform.

Can I show you?

Touch #2 | Day 2 - Email

I believe someone from your organization stopped by our website recently.

Schedule a call with Outplay

Touch #3 | Day 3 - Email

Sequence Contributed by:

Going beyond video hosting and management, they help businesses

From marketing, sales and customer service to employee training and

Day 0: Video Prep

We create 2 videos: 1 “selfie” style video, directed to the individual, talking

Make it easy with Outplay

Touch #1 | Day 1 - Email

Subject: {{ firstname }}, I made you a video of my experience on your

Hey {{ firstname }},

What this looks like:

Touch #4 | Day 8 - Email

This email consists of a nurture piece of content that is created by our

There is no hard ask, just a touch-point to add value, so traditionally response

Subject: {{ firstname }}, Using video for demand generation

{{ firstname }}, Seeing your investment in video content on {{ company }}’s

Let me know if you have any questions!

What this looks like:

Schedule a call with Outplay

Touch #6 | Day 12 - Email

Let me know if you have any questions!

What this looks like:

Here’s another example, a little bit more personalized:

Subject: It’s to jump head first into video

Check out this video:

What this looks like:

Touch #8 | Day 16 - Email

Email: Persistence to Engage This is a magic template that has worked

Subject: professional persistence

Touch #10 | Day 20 - Email

Email: Persistence to Engage This is a magic template that has worked

Subject: Tried to give you a call

Hey {{ firstname }},

Tried to give you a call a couple of times with no luck.

Vidyard’s is a 11 touch sequence spread across 20 days, and almost every

The sequence is very precise in its language - as it focuses on the prospect’s

Make it easy with Outplay

Business professionals, buyers, investors, and analysts use the site to

Co-founded by the founder and former executives of SaaS leaders like

For more information, go to g2crowd.com

Day 1 : Auto Email

Get a meeting with contacts/prospects.

Quoted directly as obtained from Romana Amato

The steps to create this journey includes:

Step 1: Segment Contacts and Create Smart Lists

Step 2: Set Up Meeting Invites

Step 3: Create the Automated Email