The Philosophy of Automated Outbound

We live in an attention-dense world. Outbound must capture some portion of a finite attention economy and use it to sell a product or service. At all times, you are competing with people and companies who have figured out their own optimised ways of doing this.

Within this battlefield, there is often a tradeoff between volume and precision. Most take the easy way of volume. I will show you how and, more importantly, why you should choose precision. The goal of any outbound campaign should be to find ways to build a high-precision workflow that can be scaled afterwards.

The best way to achieve this precision is to personalise your campaigns to include as much information about a prospect as possible. The difference between spam and targeted outbound is this reliance on personalization to offer something a client might want when they want it. The goal of any outbound campaign should be to use this personalised data to predict a target's purchasing habits and deliver this message to the person where they already are.

Automation is a force multiplier here because manual outreach cannot scale. Humans are not rational. Even if a person might benefit from your product, that won’t be enough to convince them to make that buying decision. This is why the scale is critical. It's not only about getting your message to the right person but also getting the right message to enough people so that some proportion of them realise that they want what you’re selling.

Data analytics should drive all decisions. This might include decisions on who to target, when to engage, and what message to use. This data-focused strategy also means that you must constantly refine your strategy based on the feedback you're getting from your campaigns. This is essential to improving the performance of your campaigns over time.

High-volume, precision outreach isn't just a tactic; it's a shift in how you approach the market. It’s an infrastructure and a playbook that you need to develop over time. In this document, I hope to give you all of the tools you need to start building your own outbound strategy. My hope is that you learn from our failures, apply our successes, and come out of it ready to dominate this world.