The 4 Categories of Outreach

INBOUND (1:Many Messaging Only)

Definition:

• •Prospect knows your company
• •Hand-raisers taking marketing action asking to evaluate your product

Trigger: Demo requests, chat box inquiries

Messaging approach: 1:Many only (they came to you)

POSTBOUND (1:Many + 1:1 Messaging)

Definition:

• •Prospect knows your company
• •Marketing leads that are NOT hand-raisers

Trigger: Content engagement without explicit buying intent

Messaging approach: Mix of templated + personalized

BRIDGEBOUND (1:Many + 1:1 Messaging)

Definition:

• •Prospect sometimes knows your company
• •Segmented outbound based on premises that raise meeting/buying likelihood

Trigger: Prospect or company action NOT related to your marketing

Messaging approach: Signal-based personalization

5 Sub-Categories:

1. •Based on Relationship (39 triggers)
2. •Based on History (16 triggers)
3. •Based on Likely "In Market" (20 triggers)
4. •Based on Symptoms & Signs (11 triggers)
5. •Based on Firmographic (15 triggers)

OUTBOUND (1:1 Messaging Only)

Definition:

• •Prospect doesn't know your company
• •Coming in cold

Trigger: Prospect selected by prospecting team

Messaging approach: Fully personalized (1:1 only)

Messaging Matrix

Combines with

Example prompts

This lead downloaded our ebook - is it Inbound or Postbound?

Create a messaging strategy for Bridgebound leads with job change signals.

How do I transition a Postbound lead to a sales conversation?