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.

1. The 5 Techniques Top
Performers Use to Get 40%
Reply Rates

2. BuzzStream Customer Reply Rate Distribution
Median Reply Rate……….…12%
Top 10% Reply Rate … …....32%
Top 5% Reply Rate…………..40%
Key Findings

3. How the hell do some teams get
dramatically better reply rates!?

4. Look for multiple angles Target your prospecting Leverage relationships
Contextualize your emails Maintain flexibility
Five Techniques of Top Performers

5. T E C H N I Q U E 1 :
Look for multiple angles

6. Boom Online

8. Cigars Whiskey
Start with the primary segments

9. 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?

10. Google Trends

11. Cigars Whiskey

12. Chunk down…
Cigars Whiskey
Cigar
Accessories
Scotch
Whisky

13. Cigars Whiskey
Cigar
Accessories
Scotch
Whisky
Chunk up…
Luxury
Items

14. Chunk to related articles
Cigars Whiskey
Cigar
Accessories
Scotch
Whisky
Luxury
Items
Cocktails
Bartending
Luxury
Travel

16. T E C H N I Q U E 2 :
Target your prospecting

17. Siege Media

18. Checklists vs. Professional Review
Necessary
Elements
Site
Quality
Info About
Contact
Sharing
Linking
Info

19. Checklist Items Professional Review
Lots of ads Valuable content
Keyword stuffed
Promoted posts
Authority (DA/DR)
Site Quality

20. 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

21. Info About Contact
Checklist Items Professional Review
Author name Topical interests
Email address

22. T E C H N I Q U E 3 :
Leverage Relationships

23. Page One Power

24. Re-engagement

25. § 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

26. 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

27. 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

28. 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

29. T E C H N I Q U E 4 :
Contextualize your emails

30. Frac.tl Frac.tl

31. Contextualizing by Type
Personalized
Positioned
Persuasive
Why them?
Why is asset relevant to
their site/pub?
Why you?

32. Contextualizing by Type
Personal
Bloggers
Journalists

33. Contextualizing by Type
Personal
Bloggers
Journalists
Demonstrate shared
interests
Highlight knowledge of
bloggers work
Call out connections
with thought leaders

34. 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

35. 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

36. 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…

37. 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

38. 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

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

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
Get to the story

41. 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

42. 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

43. T E C H N I Q U E 5 :
Maintain flexibility

44. Point Blank SEO

45. Tactic: Constrained Flexibility

46. Discover Qualify Research Outreach Follow up Report
Tactic: Constrained Flexibility

47. Strict process here
Discover Qualify Research Outreach Follow up Report
Tactic: Constrained Flexibility

48. Flexible process here
Discover Qualify Research Outreach Follow up Report
Tactic: Constrained Flexibility

49. Stephen Panico
stephen@buzzstream.com
@stephenpanico
Get two months of BuzzStream free:
bit.ly/outreachattendee
Thanks!