Outreach Playbook: Amplify Pipeline Performance With Dynamic Outbounding

This playbook is designed to guide you on how to power up your entire GTM engine with Folloze + Outreach.

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Amplify Pipeline Performance with Dynamic Outbounding

Playbook

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As marketers, you invest the majority of your team and

budget to create pipeline-generating programs. You already

know that multi-threading, connected channels, and tight

orchestration of touchpoints is critical for making the

most of every opportunity to engage with prospects and

move them down the funnel. Yet, it’s the performance of

your BDRs that can make or break the outcome of your

programs high-quality pipeline.

The significant disruption in the selling environment is offering an opportunity to completely rethink how marketers and sellers work together.

A Smarter Way To GTM

75 6.8

Folloze + Outreach

of sellers reported in past 24 months (Forrester)

average number of decision makers and often up to 20 (Gartner)

of SDRs time spent on non sales activity with only 48% meeting their quota (Gartner)

Increase in average buying

cycle times Consensus-

based decision making is the new normal

XDR performance

is declining

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k The days of generic, high-volume messaging are over. Buyers are smarter and more independent than ever. They do their research and expect brands to deliver a great experience in the process. As B2B buyers look to navigate their own journeys, they want minimal 1:1 contact and maximum return for their discovery efforts. Your sellers need to be adept at both precision and scale. More than just setting meetings, they can be a valuable channel for building engagement and awareness and starting buyers on a personalized and value-oriented independent journey while connecting high-intent prospects with sales reps.

Today they are limited by point solutions and disconnected workflows.

Prospecting

Opportunity

Account planning Mutual action plans

Web recording

Pipeline management

Deal review

Forecasting Resulting in:

• Complexity to execute

• Lack of insight and predictability

• Low rep productivity

Create Pipeline

Close Pipeline

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The integration of Folloze + Outreach is creating a better initial experience for buyers and generating the first-party data to prioritize and optimize the most engaged and best opportunities. This results in more high-quality meetings and higher conversion to revenue.

• Agility: Unleash seller productivity and scale relationship-building with an end-to-end experience

• Experience: Drive an exceptional experience for prospects from first touch to the finish line

• Process: Create a connected revenue engine and feedback loop

• Insight: Get clear pipeline performance attribution at your fingertips

Prospect on deep insight

Target and Engage

Scale personalization with data + AI

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Help sales and marketing teams play to win from the first human touch.

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This playbook will help you power up your entire GTM engine with Folloze + Outreach.

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Implementing Folloze + Outreach for Your Business If you are already using both the Folloze and Outreach platforms, you’re closer than you think to turning your outbound motions into a powerful extension of your existing campaigns. Plus, strengthen your partnership with sales and deliver an exceptional buyer experience.

In just a few simple steps you can integrate the two platforms and turn every touchpoint into a powerful driver of engagement and source of 1st party buyer insights.

Just follow these simple steps.

Turn On and Activate Folloze Within Outreach

Create and Launch Your Campaign Sequences

Respond to Buyer Signals and Optimize Campaigns

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STEP 1 • Turn On and Activate Folloze plus Outreach The Folloze + Outreach integration capabilities allow

you to easily attach a Folloze board to your emails and

sequences, as well as add a direct link to a Folloze content

item. In addition, through a completely automated

process, each buyer receives a personalized experience

that drives accelerated engagement.

When integrating with Outreach, you can also view the

account engagement dashboard directly in Outreach.

Here you can view data related to your Folloze boards

and the accounts that interacted with your boards. Auto-

generated tokenized links can also provide detail on UTM

parameters such as source and medium.

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k Let’s Get Started by Setting Up the Integration

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There are two parts to the integration between Folloze and Outreach that requires installation of the Folloze app from the Outreach marketplace and activation of the integration from within Folloze. It’s best if the Outreach and Folloze administrators work together for fast and seamless integration. Here’s how to do it.

Have your Outreach administrator install the Folloze app

from the Outreach marketplace

• The Folloze app is located here: web.outreach.io/admin-exp/integrations/application/folloze

• Once the app is installed, you’ll be able to see the Folloze icon in the navigation sidebar

Have your Folloze administrator activate the integration from within Folloze

• Access the integration tab for Folloze admin screen and toggle the integration ON

• More information about the admin screen can be found here: help.folloze.com/hc/en-us/articles/16865617241363-Folloze-Outreach-Integration

1 2

https://web.outreach.io/admin-exp/integrations/application/folloze https://help.folloze.com/hc/en-us/articles/16865617241363-Folloze-Outreach-Integration

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STEP 2 • Create and Launch Your Campaign Sequences

If you’re already using Folloze, you most likely already

have quite a few campaigns and content to choose

from. By following these best practices, marketers will be

able to extend campaigns and personalize the journey

for buyers. Outbound sellers will be able to make every

outbound touch matter. It’s a whole new world of possibility for sales and marketing alignment.

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Account based

Industry based image

Seller contact card

AI - role, intent,

company

Message derived from industry

Content based on solution

Industry value proposition

Marketers: Personalize the Content

Integrating Folloze boards into Outreach sequences allows sellers to deliver highly personalized experiences leveraging lead, role, and account data. This data can come directly from Outreach through the integration. 6sense and Demandbase users can leverage Folloze integration with these platforms to extend personalization to custom segments and buying stages. With Folloze you can personalize messages, imagery, content, solutions, seller, and CTA data to increase relevance and engagement.

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To send an email with attached Folloze board or items from within Outreach:

Select a Prospect from the list.

Enter a subject

Click the Email icon. You can send a single email or a sequence of emails.

Click on the Folloze icon at the bottom of the email. A list of Folloze boards opens.

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To send an email with attached Folloze board or items from within Outreach:

You can also add both a board and items to an email.

NOTE: In the Pulse table, it displays for each lead invited by Outreach as ‘last invite’

- ‘external (Outreach)’. Also, in the Activity Stream, each Outreach email will have

one ‘email sent (via Outreach)’ activity per board, even if the email included items.

To send the email, click Send.7

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Select the board or boards you wish to attach and click Insert.

Select the item or items you wish to attach to the email and click Insert.

Boards and items are embedded as links in the email message.

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Sellers: Personalize the Journey

Personalized outbound sequences that drive

engagement to Folloze boards and content not only

builds buyer trust as they can more easily navigate their

own journey and find what they need in their discovery

processes, but it also creates efficiencies, opportunities,

and competitive differentiators for sellers.

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FIRST TOUCH EXAMPLE Think of the first touch as arming your champion with a way to tell the story of your brand and help them navigate their own internal buying committee using the Folloze board.

Deliver Value: Make sure the buyer knows that you are adding value to their discovery process by providing a personalized account portal aka Folloze board.

Establish a Relationship: Introduce them to the account team and their roles and let them know you are here to help them when they need it.

Deliver News: If there has been a product launch or something interesting that has happened within the company, share that with them if it’s relevant.

Provide a Next Action: If there is an event happening let them know or a time-sensitive offer.

Have a visual/rolling gif of the board to set expectations.

BEST PRACTICES

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Best Practices for Outbound Sequences Using Folloze + Outreach

Create persona-specific sequences eg., vertical and role-based, and leverage Folloze content that resonates with these audiences.

Don’t place anyone into a random sequence before vetting their title/position/role at the company.

Personalize your outreach as if you were speaking to an individual.

Bring your personality into the message and avoid buzzwords.

Introduce the board as a tool for independent research.

Have a visual/rolling gif of the board to set expectations.

Add a few bullet points of board contents to entice engagement.

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STEP 3 • Respond to Customer Signals and Optimize Campaigns Now that your sequences are in play, your buyers are

already engaging with your boards and generating highly

valuable first-party engagement signals. These signals let you

know what a buyer is interested in and gives you insights to

continue to add value and drive the conversation.

BEST PRACTICES

RESPOND TO BOARD ENGAGEMENT

Buyer Engagement Signal Suggested Seller Response

Landed on the board but did not engage with the content Offer a specific asset on the board

Spent a lot of time on an asset

Consider low-friction asks that continue the ex- ploration vs. asking for their time:

• Suggest Further Exploration: “If you are interested in this, here’s another asset that elaborates on the same topic.”

• Ask for Feedback: “What did you think about the asset you read/ watched?”

• Offer Support: “How can I help you learn more about the topic?”

Multiple contacts within an account responding to shared content?

Ask for more direct contact: “May I connect you with an expert on this topic?”

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View all account and contact engagement activity on the Dashboard. If an email was sent, you can see the email sent and the buyer’s interactions.

Open the contact’s row to view all details of the activity, including the name of invitee and UTM parameters.

NOTE: When adding links manually, users can use the board or item selection wizard as mentioned above to add a Folloze link. These links, as mentioned, will be appended with token and UTM parameters when the email is sent.

When a user manually pastes a public link onto a Folloze board or item, the enrichment process will also occur and it will be treated in the same manner.

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In Outreach, click on the Folloze-Dev tab on the left menu.

The Account Dashboard opens.

Viewing account and contact engagement activity within Outreach

Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working.

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k Guide Conversations Think beyond the first touch and create a 7-8 touch sequence using

board content to re-engage. buyers probably won’t interact with the entire

sequence, so each email also needs to work as a stand alone. Once you’ve

introduced your buyers to their account portal or board, you can continue

to engage them in discovery by pointing them to specific content within a

board to drive timely topic engagement. Explain how the content relates to

their pain points and role. Don’t give away all the “good stuff” immediately.

Encourage curiosity and something to look forward to.Im p

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BEST PRACTICES

CYCLE EXAMPLE

Highlight a specific asset on the board

Educate on a best practice Share a success story

Record a video and upload it to the board

Share new content that has been added or just released

Deliver information they can share with a decision-maker on their team

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Here’s How SAP Uses Folloze + Outreach to Drive 7-Figure Pipeline SAP has been leveraging Outreach and Folloze for separate,

yet complementary sales motions for several years. Working

together, the three companies have been innovating on how to

bring these two platforms together to optimize SAP’s global BDR

function and deliver exceptional growth in pipeline and revenue.

SAP sales reps deliver 1:1 account boards and deal rooms

to target buyers within their top accounts. This allows them

to get a very deep understanding of buyer behavior, such as

how many assets they looked at or time spent on a particular

item.. They are leveraging first-party intent signals to hand over

the next step in the process whether it be to sales or sales

development. They have found that this data is much more

efficient and productive than the traditional MQL.

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SAP Marketers are able to quickly build rich, out-of-the-box experiencesC

a se

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y Here’s how boards fit into their existing sales execution process

Strategy

GTM Strategy Global Sales Play Owner Regional/MU Demand Team

Local Outreach Content Lead

Localization

Personalization

OwnerObject

Global Sales Play

Industry/Region Focus Boards

Sequence

1 Sequence

2 Sequence

Industry/Region Focus Boards

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k A Smarter Way to GTM with Folloze + Outreach

Want to learn more? Talk to your CSM or visit:

Marketing and Sales Development teams need to work smarter to build relationships and drive growth today.

Connecting the world of Sales Execution and Buyer Experience is a critical competitive advantage

Engagement is a key metric: it’s about true customer intent and interest

Companies like SAP are building scalable and precise programs that are yielding 7-figure pipeline numbers

Now you can combine the prospecting capabilities of two industry leaders to amplify sales and marketing efforts, making them more efficient and effective. Engage prospects better, book more qualified meetings, and increase deal velocity and win rate.

folloze.com/partners/outreach

https://www.folloze.com/partners/outreach

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Outreach Playbook: Amplify Pipeline Performance With Dynamic Outbounding

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