Seeking advice on buying stage-based sequences/cadences!

kelseycowher

Off the back of some great sessions at Breakthrough, I'm rolling out a new strategy for my BDR team that would better map sequences to an account's buying stage.

Being an early stage startup, we have to work all of our Tier 1s - regardless of their buying stage - but that often leaves my reps spending too much time researching low intent accounts and crafting personalized messaging.

I'm trying to create a world in which we use more automated sequences based off common keyword searches for those accounts in Target/Awareness, while implementing the right sequence steps and timing for accounts in Consideration, and Decision/Purchase.

Would love to hear what y'all are doing here. Timing of steps, types of touch points, any SLAs in place for accounts based off buying stage?

Ernest Owusu

Hey @kelseycowher !!

Conveniently enough, we're actually revamping our cadences structure as well. Here's what I'd encourage.

I'd create cadences/sequences that are seniority & persona specific around problems that you solve (decreased budget, employee inefficiency etc). Once you have those, you can align the most commonly searched keywords/visited websites to those problems and enable the team on which cadences to use based upon keywords/websites.

Personally, I'd create the cadence framework so this messaging can be automated but the team has the opportunity to personalize due to their bandwidth!

kelseycowher

@Ernest Owusu Love it - thanks Ernest!

Rachel Zerilla

There's some amazing content from Breakthrough as well @kelseycowher!