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The Aligned Outreach Process: Proven Techniques for Exceptional Campaigns - Stephen Panico @ outReach 2018

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At the heart of every high performing outreach campaign is a process that aligns content creation, prospecting methods, and email messaging with the needs of your outreach audience. In this talk, Stephen, will walk through examples of processes that consistently outperform industry benchmarks, so you can leverage the proven techniques of top performing outreach teams.

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The Aligned Outreach Process: Proven Techniques for Exceptional Campaigns - Stephen Panico @ outReach 2018

  1. 1. The 5 Techniques Top Performers Use to Get 40% Reply Rates
  2. 2. BuzzStream Customer Reply Rate Distribution Median Reply Rate……….…12% Top 10% Reply Rate … …....32% Top 5% Reply Rate…………..40% Key Findings
  3. 3. How the hell do some teams get dramatically better reply rates!?
  4. 4. Look for multiple angles Target your prospecting Leverage relationships Contextualize your emails Maintain flexibility Five Techniques of Top Performers
  5. 5. T E C H N I Q U E 1 : Look for multiple angles
  6. 6. Boom Online
  7. 7. Cigars Whiskey Start with the primary segments
  8. 8. Up What is this an example/type of? What is this part of? What is the intention/purpose? Chunking Down What’s an example/type of this? What is a component of this? What/who/where specifically?
  9. 9. Google Trends
  10. 10. Cigars Whiskey
  11. 11. Chunk down… Cigars Whiskey Cigar Accessories Scotch Whisky
  12. 12. Cigars Whiskey Cigar Accessories Scotch Whisky Chunk up… Luxury Items
  13. 13. Chunk to related articles Cigars Whiskey Cigar Accessories Scotch Whisky Luxury Items Cocktails Bartending Luxury Travel
  14. 14. T E C H N I Q U E 2 : Target your prospecting
  15. 15. Siege Media
  16. 16. Checklists vs. Professional Review Necessary Elements Site Quality Info About Contact Sharing Linking Info
  17. 17. Checklist Items Professional Review Lots of ads Valuable content Keyword stuffed Promoted posts Authority (DA/DR) Site Quality
  18. 18. Linking / Sharing Info Checklist Items Professional Review Share a good % from third parties Shares related content Shares competitor content Shares similar types of content Audience size Audience Engagement
  19. 19. Info About Contact Checklist Items Professional Review Author name Topical interests Email address
  20. 20. T E C H N I Q U E 3 : Leverage Relationships
  21. 21. Page One Power
  22. 22. Re-engagement
  23. 23. § Add Consistency Quote “If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self image.” -Robert Cialdini, PH.D. Commitment & Consistency
  24. 24. Hi Jake, Just wanted to say thanks for sharing our guide to throwing a tiki party with your audience. We’re definitely of a like mind when it comes to cocktails you’d drink out of a pineapple :) Cement Relationship
  25. 25. Hi Jake, Thanks again for sharing our tiki post. Hope you’ve been staying in the aloha spirit since we last chatted! Wanted to get back in touch because I put together an article on the best destinations for Polynesian food… Reference Relationship
  26. 26. Hi Jake, I loved the quote you included in Natalie’s article about straw huts…hysterical how people always discredit hurricanes! I’m writing a piece about building your own tiki bar and I thought you might have some insight to share here as well? Reference Teammate’s Relationship
  27. 27. T E C H N I Q U E 4 : Contextualize your emails
  28. 28. Frac.tl Frac.tl
  29. 29. Contextualizing by Type Personalized Positioned Persuasive Why them? Why is asset relevant to their site/pub? Why you?
  30. 30. Contextualizing by Type Personal Bloggers Journalists
  31. 31. Contextualizing by Type Personal Bloggers Journalists Demonstrate shared interests Highlight knowledge of bloggers work Call out connections with thought leaders
  32. 32. Contextualizing by Type Personal Bloggers Journalists Demonstrate shared interests Highlight knowledge of bloggers work Call out connections with thought leaders Get to the story Provide immediately usable information Offer exclusives where it makes sense
  33. 33. Hi David, Hope all is well with you! I’ve been checking out your whisky reviews…sounds like I ought to try the Talisker 10 because I’m also a fan of super smoky Scotch. That’ll definitely knock you on your ass! On that note, I thought you might appreciate my “Nerd’s Guide to Flavor Profiles”. So far I’ve gotten feedback from Steve Saka and Richard Thomas. I’d love your thoughts as well… Personal Bloggers
  34. 34. Personal Bloggers Highlight knowledge of bloggers work Hi David, Hope all is well with you! I’ve been checking out your whisky reviews…sounds like I ought to try the Talisker 10 because I’m also a fan of super smoky Scotch. That’ll definitely knock you on your ass! On that note, I thought you might appreciate my “Nerd’s Guide to Flavor Profiles”. So far I’ve gotten feedback from Steve Saka and Richard Thomas. I’d love your thoughts as well…
  35. 35. Personal Bloggers Hi David, Hope all is well with you! I’ve been checking out your whisky reviews…sounds like I ought to try the Talisker 10 because I’m also a fan of super smoky Scotch. That’ll definitely knock you on your ass! On that note, I thought you might appreciate my “Nerd’s Guide to Flavor Profiles”. So far I’ve gotten feedback from Steve Saka and Richard Thomas. I’d love your thoughts as well… Demonstrate shared interests
  36. 36. Personal Bloggers Hi David, Hope all is well with you! I’ve been checking out your whisky reviews…sounds like I ought to try the Talisker 10 because I’m also a fan of super smoky Scotch. That’ll definitely knock you on your ass! On that note, I thought you might appreciate my “Nerd’s Guide to Flavor Profiles”. So far I’ve gotten feedback from Steve Saka and Richard Thomas. I’d love your thoughts as well… Call out connections with thought leaders
  37. 37. Hi Jennifer, We just analyzed over 12,000 taste surveys to put together a complete guide on flavor profiles. The results of this research are striking: • The preferred flavor among participants was strawberry • People preferred the combo of chocolate & fruit to any others • Turns out, nobody actually likes licorice. It’s a big ruse. We wanted to offer an exclusive on this research for your publication. If you’re interested we’ll happily provide the full survey results. Journalists
  38. 38. Hi Jennifer, We just analyzed over 12,000 taste surveys to put together a complete guide on flavor profiles. The results of this research are striking: • The preferred flavor among participants was strawberry • People preferred the combo of chocolate & fruit to any others • Turns out, nobody actually likes licorice. It’s a big ruse. We wanted to offer an exclusive on this research for your publication. If you’re interested we’ll happily provide the full survey results. Journalists Get to the story
  39. 39. Hi Jennifer, We just analyzed over 12,000 taste surveys to put together a complete guide on flavor profiles. The results of this research are striking: • The preferred flavor among participants was strawberry • People preferred the combo of chocolate & fruit to any others • Turns out, nobody actually likes licorice. It’s a big ruse. We wanted to offer an exclusive on this research for your publication. If you’re interested we’ll happily provide the full survey results. Journalists Provide immediately usable info
  40. 40. Hi Jennifer, We just analyzed over 12,000 taste surveys to put together a complete guide on flavor profiles. The results of this research are striking: • The preferred flavor among participants was strawberry • People preferred the combo of chocolate & fruit to any others • Turns out, nobody actually likes licorice. It’s a big ruse. We wanted to offer an exclusive on this research for your publication. If you’re interested we’ll happily provide the full survey results. Journalists Offer exclusives when it makes sense
  41. 41. T E C H N I Q U E 5 : Maintain flexibility
  42. 42. Point Blank SEO
  43. 43. Tactic: Constrained Flexibility
  44. 44. Discover Qualify Research Outreach Follow up Report Tactic: Constrained Flexibility
  45. 45. Strict process here Discover Qualify Research Outreach Follow up Report Tactic: Constrained Flexibility
  46. 46. Flexible process here Discover Qualify Research Outreach Follow up Report Tactic: Constrained Flexibility
  47. 47. Stephen Panico stephen@buzzstream.com @stephenpanico Get two months of BuzzStream free: bit.ly/outreachattendee Thanks!

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