Ice Breaker

What's your average

reply rate?
Today’s agenda

1. Housekeeping (Do these things first)

2. Meet the host Josh Garrison
3. 5 Sales Sequences to Book More Meetings
4. How to set up sequences in Apollo
5. Q&A
5 Best Sales Sequences
for Booking Meetings
The End-to-End
Sales Engine

Trusted by 1M users across 17,000 companies

Quick Housekeeping

1 2 3

Get Your Recording Questions go in Q&A Tab No Spam in Chat!!!

You’ll get a recording of today’s session. Check Type your questions into the “Questions Box” and not We will boot you and ban you from future
your email within 48h. the “Chat Box”. webinars forever.
Really.

No spam.
(This includes dropping your LinkedIn.
You can connect in our Sales Community.)

Don't be rude.
We will delete messages and ban offenders at our discretion.
 Your host

Josh Garrison
Head of Content Marketing
(and recovering sales leader)
How to Get More Replies
Your job

Be better than Open rate: 22%

the average. Reply rate: <3%
The game has changed.
For those sending more than 5,000 emails per day:

● Email authentication (SPF, DKIM, DMARC)

● One-click unsubscribe + 2-day processing

● Spam complaint rate limit of .3% (a.k.a. Be

relevant.)
Don't dump everyone
into the same sequence
✉=💸
What gets
responses? RELEVANCE
 There's more than one way to be RELEVANT

Personalization (1:1) Segmentation

(More sequences with fewer people)

Subject line example:

"7600 registrants + Apollo academy + #samshorts"

industry location persona

tailor-made for Josh

Examples

● CEOs of marketing agencies in California

● Marketing leaders at retail startups with <50 employees
● 10-50 employee SaaS companies in San Francisco
● VPs of Marketing at Furniture companies in NYC
Where to focus
20% of accounts will be responsible
for 80% of your revenue

The Pareto Principle

Roughly 80% of consequences come from 20% of causes

Source © CC BY-SA 4.0

Spend 80% of your time on the top 20%

Decision-makers & champions

80% of your time
VIP

10-15% of your time Influencers on buying decisions

medium priority
some automation

5% of your time Everyone else

low priority
all automated
More 1:1 Personalization Decision-makers & champions

VIP

Influencers on buying decisions

medium priority
some automation

Everyone else

low priority

all automated
More Segmentation
 Sequence #1
Custom-Tailored for High-Priority
 for High-Priority
✨ Sequence 1: Custom-Tailored Sales ✨

DAY 1 DAY 1 DAY 4 DAY 4

Email 1 Like LinkedIn

Call + connection request
LinkedIn
Super-personalized Voicemail (no message)
posts

DAY 7 DAY 10 DAY 23 DAY 25

Email #3
Email #2 Handwritten Super-personalized Call +
Note/Gift (short version, Voicemail
Automated Follow-up
reference your letter)
 Super-personalized Email #1 Super-personalized
Subject Line

Non-salesy first
SUBJECT: Benji the Bengal’s Favorite Pilot/Flying J sentence
Hi Jim,

We haven't met yet, but I'm Josh and I run the couponing program at Coupons2Go. I often drive across
Transition Shameless flattery
the country for work and whenever I can, I stop at a Pilot/Flying J — y'all have hands down the best
experience of any travel center! When I saw you went to Buffalo State I wanted to drop you a line of some
Flying J Trivia.
Fun
Here it is: the closest Pilot/Flying J to Buffalo State is in what country?

Challenge While that percolates, the real reason I'm reaching out is to chat about Coupons2Go. My guess is, if you
could find a way to both delight Pilot's 1.5m daily customers and increase per-transaction revenue by
20% or more, you'd do it. But it's hard to make that kind of impact at your scale.

That's exactly what we do at Coupons2Go. While you do already have some awesome couponing
strategies in place, our digital coupons have a massive nationwide reach that have helped some of our Objection handling
(lesser) competitors break their quarterly sales targets already.
Value Proposition
If you're up for a chat about this I'd be thrilled to find a time whenever is convenient for you.
Cheers!
The Close Josh
(P.S....the answer is....Canada!!!)
Elements of a great handwritten note

1. It’s human and casual

2. Feels personal
3. Is short & to the point
4. Includes your phone number
Delight Ideas
● Gifts
○ Services: Reachdesk, Zest, Sendoso,
Alyce, Goody
○ e.g., Treats, plants, gift cards, coffee / tea,
books, socks
● Art (e.g., commission artist on Fiverr for LinkedIn
photo)
● Notes / cards
● Invites to in-person events (VIP dinners, panels,
happy hours, sports/concerts)
● Invite to be a guest on webinar / blog / podcast
● Office hours, panels, talks (in-person, remote —
with exec, influencers, peers)
 Super-Personalized Email
(short version)

Hi Jim,

I’m Josh from Coupons2Go. Happy 65th Anniversary to Pilot and congrats on
opening the new Yucca store!

I’m reaching out to chat about Coupons2Go. Our digital coupon programs work
seamlessly with grand openings and store remodels so you can boost sales at new
locations like Yucca from Day 1.

Overall we’ve helped travel centers not just in your home state, but all across the US
and Canada increase per-transaction revenue by 20%.

If you're up for a chat about this I'd be thrilled to find a time whenever is convenient for
you.

Cheers,
Josh
 Sequence #2
High-Priority Relationship-Builder
In-person event
invitations
Meeting peers = value
 In-Person Gathering Ideas

Happy Hour Box Seats

Poker /
VIP Dinner Fun Class / Workshop
Game night

Golf
Wellness Activities Museum Tour
(Mini Golf!)
 customer
executives
Leverage your
executives at your executives

events to skip to
the top.
 for High-Priority
✨ Sequence 2: Relationship-Builder ✨

DAY 1 DAY 8

Email 1 Email 2
Activity Invite Follow-Up

DAY 15 DAY 22 DAY 25 DAY 30

Handwritten Call +
Email #3 Voicemail Event
Note
 Invite Email

Hi Name,

I'm putting on a networking dinner for VPs of Marketing in NYC. I'd love
for you to attend.

It's going to be at PLACE at DATE & TIME.

Cool Marketer from Nice Logo, Influencer Marketer, and our VP of

Marketing, David Malpass, are going to be there and they're excited to
connect with you.

Here's a link with more information about the event.

Hope to see you there.

Cheers,
Josh
 Sequence #3
Personalized Starter for Medium-Priority
 for Medium-Priority
✨ Sequence 3: Personalized Starter ✨

DAY 1 DAY 7 DAY 16

Email #1 Call + Call +

Email #2 Email #3
Super-personalized Voicemail Voicemail
 Super-personalized Email #1

Hi Laura,

We haven't met yet, but I'm Josh and I run an SEO company that works with SaaS companies.
In small world fashion, I came across your profile when seeing something your brother Dave
had recently posted on LinkedIn — he was my client at Acme during his time at Sprint. Please
give him my best!

The real reason for my outreach however is to chat about SEO-GO. As a content marketing
manager, I’m sure you want more people finding your blog. But you’re busy running your
editorial schedule and campaigns.

For the quality of your content (Great article on XYZ, btw!), I think you could be ranking higher
on Google. We’ve helped 12 SaaS companies rank #1 on Google for key terms in the last 3
months, boosting their top of funnel traffic by 20%.

If you're up for a chat about this I'd be thrilled to find a time whenever is convenient for you.

Cheers!
Josh
 Sequence #4
Efficient Automation for Low-Priority
Carve up your list
location
Examples

● CEOs of marketing agencies in

California
● Marketing leaders at retail startups
industry
with <50 employees
● 10-50 employee SaaS companies in
San Francisco persona
● VPs of Marketing at FinTech
companies in NYC
 for Low-Priority

✨ Sequence 4: Efficient Automation ✨

DAY 1 DAY 7 DAY 16

Call + Call +
Email #1 Voicemail
Email #2 Voicemail
Email #3
 Email #1

zz are
Who you What you do Why you’re reaching out

Why they Call to action: are

should care they interested?
 Email #1 Example

Personalization

What I do Who I help

Hey Elli!

I’m Josh, I run an SEO company that works with marketing agencies in California.
Who I am

What THEY We’ve helped 12 California companies rank #1 on Google in the last 3 months.
care about
I have some availability for new clients. Why I’m
reaching out

Are you looking for an SEO expert right now?

Call to action: ask if they’re interested

Sequence #5
Call Only
 No e-mail address, no problem
✨ Sequence 5: Call only ✨

DAY 1 DAY 7 DAY 12

Call + Call + Call +

Voicemail Voicemail Voicemail
Bonus Sequence
Find the Right Person
 For Low-Priority
✨ Bonus! Sequence 6: Find the right person ✨

Email #2
Email #1
(to a different person)

Hey Elli!
Hey Ashley!
I’m Josh, I run an SEO company that works with
marketing agencies in California. [screenshot initial email]

We’ve helped 12 California companies rank #1 on [Restate 1st email]

Google in the last 3 months.
Are you looking for an SEO expert right
I have some availability for new clients. now?

Are you the right person to talk to?

How to A/B test
You need
enough volume
to A/B test
effectively.
 1. Go big with variations
Create different versions with multiple variables

Subject line: twelve #1 search rankings last q Subject line: About top SEO ranking

Hi Sam! Hi Sam!

I’ve helped 12 California companies rank #1 on I noticed your website currently ranks at #11 for the
Google in the last 3 months. term “….”.

I have some availability for new clients. I have some availability for new clients.

Are you looking for an SEO expert right now? Are you interested in bumping up your search ranking?

Cheers, Cheers,
Josh Josh

Open rate 42% Open rate 27%

Reply rate 8% Reply rate 3%
 2. Then start isolating
In subsequent tests, isolate each variable until you arrive at which subject line, body copy, and CTA work best.

Subject line:
Helping you rank #1 on Google
twelve #1 search rankings last q

Hi Sam!

I’ve helped 12 California companies rank #1 on Google in the

last 3 months. Get more traffic in 3 months

I have some availability for new clients.

Are you looking for an SEO expert right now?

Cheers, Boosting California companies to Google's Top Spot

Josh
Subject line: I've been helping California companies rank higher on Google,
Helping you rank #1 on Google and I noticed your company wasn't showing up for [key term].

Hi Sam!

I’ve helped 12 California companies rank #1 on Google in the

Local search visibility is key for service companies like yours.
last 3 months.
I've helped 12 California companies over the last quarter raise
their search results.
I have some availability for new clients.

Are you looking for an SEO expert right now?

Cheers,
I recently helped Cali Acme increase revenue by 200% by
Josh
revamping their SEO strategy.
Subject line: Are you interested in an SEO audit?
Helping you rank #1 on Google

Hi Sam!

I recently helped Cali Acme increase revenue by 200% by

revamping their SEO strategy.
Is now the right time to refresh your company's SEO?
I have some availability for new clients.

Are you looking for an SEO expert right now?

Cheers,
Josh Can I help you increase your revenue with data-driven SEO?
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Q&A
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