Intent-based outreach: how to handle dynamic segment & outreach sequences

joycekremer

Hi everyone,

We're working on an intent-based ad campaign and I want to support that campaign with BDR outreach. For the ad campaign we're using dynamic segments where accounts can move in and out, based on their intent.

Does anyone have advice or best practices how to deal with dynamic segments vs. drip sequences (Outreach)? We want to make sure that the BDR outreach messaging still remains relevant, but obviously accounts can move in and out of different intent groups in a few weeks time.

Thanks!

Van Miner

When it comes to intent-based BDR outreach, I would recommend they mainly focus on accounts that are in-market or "6QAs." These are accounts in the decision or purchase buying stages - with plenty of intent signals visible for crafting meaningful messaging. And while accounts will move in and out of dynamic segments due to increases or decreases in engagement, those changes changes usually occur over a matter of weeks (rather than days), so BDR outreach should remain relevant for around a month or so.

BDR messaging, specifically the level of personalization, should be aligned to the accounts intent score & buying stage. High intent accounts should be met with highly personalized messaging - as the goal is to open a new opportunity. While accounts with lower intent scores can be engaged using more automated, less personalized outreach - with the goal of increasing the intent score to the point that the account gets handed off to the BDR team - who then focuses on converting the account using highly personalized messaging.

Nick Havrilak

Hey Van,

We're putting together an automation that puts contacts into a vertical-specific sequence through Outreach for when an account reaches the Decision/Purchase buying stage.. I'm curious, are you using the triggers in Outreach for buyer intent score or something else to trigger the automation?

Van Miner

Hi Nick,
We use the same kind of trigger internally - for accounts that 6QA, a handful of below-the-line contacts are enrolled into automated nurture streams. This process happens in tandem with the BDR workflow - focusing on above the line contacts. This allows BDRs to spend more time personalizing where it matters, while still being able to reach/engage all of the key members of the buying committee.