Sequence template · 4 steps over 14 days

Opening three people at one account in a new region

For sales teams entering a new territory: a four-step sequence for the first three contacts at one account, written so each person sees an angle that fits their role.

Goal. One conversation at each target account in a new region, with the right person

Step 1Day 0, campaign start

Subject {{our_company}} is now in {{region}}: a question for {{company}}

Hi {{first_name|there}},

We have started working with companies in {{region}} this year, and {{company}} is one of the accounts we would like to understand before we assume anything.

From your role, the part of our work that is most likely to matter is {{role_focus}}. I may be wrong about that, which is exactly why I am asking rather than pitching.

Would you give me fifteen minutes to check whether what we do for {{reference_industry}} companies elsewhere applies at {{company}}? If it does not, I will say so on the call.

The role_focus field carries the personalisation. Fill it per person (a cost angle for finance, a workflow angle for operations) and the same sequence fits all three.

Step 2Day 3

Subject Re: {{our_company}} is now in {{region}}: a question for {{company}}

Hi {{first_name|there}},

In the interest of transparency: I am writing to two of your colleagues at {{company}} as well, in {{colleague_role}} roles, because {{role_focus}} usually touches more than one desk. I would rather you hear that from me than discover it.

If one of you is the natural owner of this topic, tell me who and I will stop writing to the others.

Says openly that colleagues are being contacted. This removes the awkwardness when they compare notes, and often produces the routing reply you want.

Step 3Day 8

Subject How {{reference_industry}} teams in {{region}} handle {{role_focus}}

Hi {{first_name|there}},

Since we are new to {{region}}, we have spent the first months listening more than selling. One thing we keep hearing in {{reference_industry}}: {{role_focus}} is handled differently here than in the markets we came from, and tools built elsewhere often miss that.

I would like to show you how we adapted, and hear whether it matches what {{company}} sees. Twenty minutes, your calendar.

Replace the pattern sentence with something you actually observed in the region. A useful pointer beats a claim.

Step 4Day 14

Subject Re: How {{reference_industry}} teams in {{region}} handle {{role_focus}}

Hi {{first_name|there}},

I will stop here for {{company}}. If {{role_focus}} becomes a topic later this year, we will still be in {{region}} and a reply to any of these messages reaches me directly.

Thank you for your patience with a new name in your inbox.

Closes for this person. If a colleague at the same account has replied, this step should not send; the company card tells you.

Use this sequence when you enter a region where nobody knows you and you want to open target accounts with more than one person, in a deliberate order, without the three threads contradicting each other. The copy is the same for all three roles; the role_focus field and the per-person start date do the sequencing.

Who to put in it

Three people per account: the person most likely to own the decision, the person who would use the result every day, and one who sits between them (a team lead, a project owner). Import them with role_focus written for each: what the topic means from their chair, in one phrase. Start the decision owner first, add the second person two working days later and the third two days after that, either by adding them to the campaign on those days or by running three copies of the campaign with different start dates. Why three, and why staggered, is argued in how many people to contact in one company and in the account-based outbound playbook.

What to change before sending

Set the sending window to the region’s working hours; each prospect’s own timezone is applied automatically, and sending in the prospect’s timezone explains what happens when it is unknown. Rewrite the observation in step three from something you actually heard in the region, even if it is modest. A new entrant claiming deep local insight in month one will be caught out. Give each person a mailbox they keep for the whole sequence; rotation handles that by default, so follow-ups stay in one thread.

How to read the replies and when to stop

Read the account, not the person. When any of the three replies, look at the company card before answering: you will see which colleagues opened, which clicked, and whether someone else already wrote back. A routing reply (“talk to my colleague”) is the sequence working as designed. Stop the others with a one-line personal note that names who pointed you there.

Two silent accounts out of three in a new region is normal. Do not shorten the delays to compensate. After step four, leave the account for a quarter, then come back with a reason that did not exist before, such as a customer in the same region you can now name.