Write better sales emails faster.

Account-Based Cadencing
Land Your Biggest Accounts With Email

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 Who am I?
• 2021 LinkedIn Top Voices in Sales

• Thousands of email coaching

sessions with individual sellers. 

Will Allred • Share data from Lavender's 10k+

Cofounder, Lavender active users sending millions of
emails every week
LinkedIn: linkedin.com/in/williamallred
Twitter: @willallred117
TikTok: @willtheemailguy www.lavender.ai
 Agenda

1. Research (account planning)

2. How I build a cadence (waterfalls & reporters)

3. The Outbound (ex. cold, follow ups, break ups)

4. What's makes a great email? (best practice data)

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The Research
Account Mapping
 Mapping Accounts = 2 Parts

1) Above the Line vs. Below the Line

2) Personalization = Process

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 Accounts? But, what about scale?

"Scale" is made up of individual accounts

🙄

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 ATL: Directly Influence the 💸
BTL: Influence the ATL

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 Above the Line

Who is in your buying committee?

think: decision makers

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 Below the Line

Who are your end users?

they influence the buying committee

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 Research = Personalization

✅Personalization is a process
❌Personalization is not a check box

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 Why Research? It Works

Personalized emails get 2x the replies

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 It's not just about results. The goal?

Have a Point of View on their Business

sorry… you can't automate that 😉

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 You need to answer "why" you're reaching out

You need a *valid*

reason to reach out
This requires context

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 A framework for creating context:

Context = Observation + Insight / Problem

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 How do you find context?

Know your Stuff

•
•
What do you do?
What problems do you solve?
☝️
Messaging changes
w/ every persona

• Who do you solve those problems for?

• What indicates those problems exist for
that persona?

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 How do you find context?

Build Your Process

(for each persona)

• Where do you find those problem indicators?

• Organize them by reliability
• Organize them by relevance
• Organize them by click-path

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 Reuse this context framework throughout the cadence

Context = Observation + Insight / Problem

As you learn the account,
the "Observation" becomes more specific

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 "Below the Line" is a Killer Outbound Resource

Context =

Sarah mentioned the SDR team has been

struggling to personalize & touch enough
accounts.

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 Research
• Know the account
• Personalize the cadence
• Use BTL insights to drive ATL interest
Let's talk about "how" ☝️
The Cadence
Orchestrating an Account Cadence
 The Maturity Curve

🦠ICP Cadences
🙈 Persona Cadences
🏋️ Account-Based Cadences

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 The Maturity Curve

🦠"hey, you're on my list"

🙈 "hey, you're a good fit"
🏋️ "hey, I know things you don't"

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 Work Above & Below the Line

ATL: Waterfall

BTL: Reporters

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 VP:
↘️
↙️

W
at
er
Director:
↘️
↙️

fa
ll
🌊
Manager:

✍️🤓 End Users:

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 How it Works

Work your way down the hierarchy.

As end users surface insights bring
them back to the top.

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 How it Works

The more ground breaking the

insight…
The higher up the hierarchy you bring it

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 What if I find traction in the middle?

🏃Run with it! 🏃

Your next email to the C Suite doesn't
need an ask… just keep them updated

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 Example Update for C Suite

Hey Will,

Joan Smith and I are running a test of Lavender for the enterprise sales dev team.
Goal is to get cold email reply rates up to our average 20% from your 4% average.

Your data is suggesting a quick path to 3x more conversions.

I'll keep you posted with how things go.

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The Outbound
Email Examples & Different Approaches for ATL & BTL
 How do you get "Sarah" to help you out?

Killer ATL Opener =

Sarah mentioned the SDR team has been

struggling to personalize & touch enough
accounts.

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 BTL Cold Emails != ATL Cold Emails

You're a Reporter
& You're Looking to Help

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 BTL: First Touch Framework

1. Make an observation

2. What do you want to know?

3. Be Helpful

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 Framework Example

Sarah, saw your team is on SalesLoft.

Curious if Joan has your team personalizing much of your cold

emails. Happy to send over some pointers from things we're seeing
work.

Will

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 Now… let's follow up

Neutral Insights
Bring a trusted 3rd party resource to the discussion

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 Framework for Neutral Insights

1. Bring up the name of the publication

(show you're going neutral)
2. Reuse your context
3. Explain what the article is.
4. Nod back to the original CTA

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 Neutral Insights: an Example
Sarah, did you catch the 30 Minutes to Presidents Club collab with Charlotte
Johnson?

With your team being on SalesLoft, thought you might have seen it. (Charlotte
works there)

She showcased some awesome email examples across the cadence.

Check it out

Is your team doing much personalization in SL?

Will

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 Why does this work?

You're being helpful.

Reciprocity is a hell of a drug 💊

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 Nothing? Come Clean

The Clarification
1. State your intentions
2. Seek to Clarify pt 1: "what we do"
3. Seek to Clarify pt 2: "why that's relevant"
4. Call for Conversation

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 Example of a Clarification Email
Hey Sarah,

I was going to reach out to Joan, but I wanted to make sure I knew my
stuff first. With your team growing on SalesLoft, I wanted to see how
you're approaching email.

Thought I should clarify. We've built a sales email coach. Sits right inside
your SalesLoft inbox.​

We're helping 10k+ active reps get an average cold reply rate of 20%+.

Think this could help your team?

Will

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 Nada? Ask for a referral to other BTLs

Even the best breakup

is weird below the line

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 The Referral

The Better Researched the Better

Framework:
1) Start with who
2) Explain why you want to talk to them

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 The Referral
Hey Sarah,

Would a SDR like George be better person to talk to

about email coaching?

Saw he's been on the team for a minute. Usually we see

more experienced reps get more involved on messaging,
etc.

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 Let's get into the specific cadences

Ubiquitous Rules
for Your Cadences

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 Cadence Design | The Goal

Until you get a reply, your only

goal is to get a reply.

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 Cadence Design | The Focus

You're not top of mind.

Context reminds the reader why you're there.

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 Cadence Design | The Sprint

With the right reason, you don't

need a marathon.
3-4 Emails over 20-30 days

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 An example BTL sprint: (just looking at email)
Day 1 Day 15 Day 30

Thread 1 Cold Email (Neutral) Insights Clarification Referral

Other Channels Will Boost Email Performance

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 Cadence Design | BTL vs. ATL

• BTL sprints are

slower and shorter
• ATL sprints should be more
aggressive via other channels

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 An example ATL sprint: (just looking at email)
Day 1 Day 15 Day 30

Thread 1 Cold Email (Neutral) Insights Thoughtful "Bump" Referral Break Up

Other Channels Will Boost Email Performance

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 ATL First Touch Framework

1. Make an observation

2. Problem / Insight based on the observation

3. Credibility

4. Lead into what you do to solve problem.

5. Call for Conversation

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 Framework Example
Joan,

Sarah mentioned the SDR team has been struggling to personalize & touch enough
accounts.

Given your team growth, I imagine you​'re trying to find volume.

 e helped the reps at Clari 2x their replies. They're also writing twice as fast with our AI
W
sales email coach.

Worth a chat?
Will

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 Now… let's follow up

Neutral Insights
Bring a trusted 3rd party resource to the discussion

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 Framework for Neutral Insights

1. Bring up the name of the publication

(show you're going neutral)
2. Reuse your context
3. Explain what the article is.
4. Nod back to the original CTA

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 Neutral Insights: an Example
Joan, do you reach Outreach's blog?

Given what Sarah mentioned to me about personalization, I thought you'd find it

interesting. The VP of Sales Dev at Segment wrote about how she scaled her team
to a $3.2B acquisition.

They did it without using canned templates.

Check it out

Any thoughts on my last note?

Will

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 The "Thoughtful" Bump

Don't just say "thoughts"

Framework: Context + Bump

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 The Bump: Add a little context

Hey Joan,

Given Sarah's notes & your growth, I thought this would be

worth a discussion.

Did you have any feedback on my note?

-Will

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 Another "Thoughtful Bump"

The Clarification
Rephrase the original framework

1. Restate Context
2. Seek to Clarify pt 1: "what we do"
3. Seek to Clarify pt 2: "why that's relevant"
4. Call for Conversation

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 Example of a Clarification Email
Hey Joan,

Given you're growing the sales team, I thought Sarah's comments might
be a priority.

Thought I should clarify. We've built a sales email coach. Sits right inside
their inbox.

High growth teams get great results (and peace of mind). You get a much
better sense for what reps are sending without hovering over their
shoulder.

Think this could help your team?

Will

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 The Referral

The Better Researched the Better

Framework:
1) Start with who
2) Explain why you want to talk to them

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 The Referral
Hey Joan,

Would Will be a better person to talk to about email

coaching?

Saw he might manage tech from your careers page.

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 Break Up Without the Cringe

The Breakup
Framework:
1) State that you've reached out
2) Explain why you did
3) Admit timing is off

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 The Breakup: "Bye for Now"

Hey Joan, I've reached out a few times.

Given you're hiring so many reps, I thought our email

coach could help.

I'm going to chalk it up to my timing being off. Feel free

to correct me, but I'll stop my outreach for now.

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 A Quick Note
This is a simplified version of the cadence
for teaching. Ideally you're getting more
than *just* Sarah involved for Joan. Always
be pulling in more participants. Create
groundswell! 💜
The Data
What makes for a good sales email?
 How to boost replies?

• Subject lines
• Simplicity
• Formality
• Brevity
• The Ask
• Personalized

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 Framework for Writing Killer Subjects

Internal - Camo
/inˈtərnl ˈkamō/
Adjective

A subject line from a vendor crafted to feel like

it came from someone within the company

without being deceptive.

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 Internal Camo Tips

Be Boring
Avoid Positive/Negative Tones
Be Short (1-3 words)
​
Ex. Template Revision

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 How to boost replies? Simplicity

The #1 killer of reply rate is

complexity.

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 3rd to 5th grade emails? 68% more replies

Small paragraphs
Choppy Sentences ( to commas)💀
Cut the Jargon

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 How to boost replies? Brevity

10 second emails = <50 words

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 How to boost replies? Brevity

Avoid fluff
"In order to" = to

Features = Fluff

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 A fun exercise: If it can't Tweet… hit delete

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 Formality is a Mindset: VITO to VITO

Read your email.

Would you text it to a buyer?​
Read it out loud… would you say that?

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 How to boost replies? The Ask

Only Goal = Get a Reply

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 How to Connect
Email: will.allred@lavender.ai

LinkedIn: linkedin.com/in/williamallred
Twitter: @willallred117
TikTok: @willtheemailguy

For more information on Lavender:

Will Allred www.lavender.ai
Cofounder, Lavender Use code LAVENDERLOVE for 1 month free
(2 months free if you save a credit card during sign up)