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Before we dive in: this is not a blueprint, a template that can easily apply to any business in any field. Think of it as a general guideline for how our team sets things up, an example of how it works.
It will differ based on your own goals, toolbox, team, and budget, among other things. Plus, it’s not possible (or feasible) to share the complete knowledge and expertise that goes into crafting each Triggered Outbound strategy and campaign for every client. It’s good to have some mystery in life.
This is for those who are curious to learn what Triggered Outbound can look like, step by step, while keeping in mind its inherent flexibility.
So It Begins – With Your ICP
Before anything gets triggered, sent, let alone automated, there’s one foundational piece that needs to be properly defined: your actual prospect.
Not just the high-level version you’d put in a deck, like “mid-market fintech companies in the US, with 50–500 employees”. This version should actually drive decisions in a sales conversation and help you envision individual people, individual roles, their specific pain points, and where you fit in. Think about: who’s in-market, who uses competing products, who’s willing to switch, who has budget, and who’s just window shopping.
This is where strategy meets reality. Your ICP isn’t just a filter for outreach – it’s the starting point for everything in Triggered Outbound:
- It informs which signals matter. Are you tracking job changes? Tech stack shifts? New funding rounds? If the ICP is off, your signals will be too.
- It shapes your message. One-size-fits-all messaging doesn’t work in a triggered model. We map buyer pain to real-time context so messages are specific, not generic.
- It defines success. If you're reaching the wrong people, even with perfect timing, copy, and cadence, you'll get noise instead of traction.
If you’re not 100% confident in your ICP, that’s normal. In fact, most teams that come to us often aren't. The good news? It’s something we pressure-test and refine with every campaign. And over time, your ICP gets sharper, your results get stronger, and your sales process gets faster.
Set Signals That Feed Your Sales Strategy
Do your teams and tools talk to each other, share information that can help close more deals? By the same token, signals cannot work in isolation – they need to match your ICP and your overarching sales strategy.
Not all signals are created equal
You may be tempted to track as many signals as possible – all of them, in fact. But that will have a similar effect as the “spray and pray” of cold outbound, and this approach is meant to diversify, not mimic.
Think of signals as your most effective way to listen to your audience and join the conversation when you have something worth saying.
- Define signals as specific actions, events, or changes in your prospects’ behavior that can justify your outreach.
- Use your past sales conversations – especially successful ones – to figure out when and why those people converted, and see if you can translate those events into signals that are easy to track.
- Look at your current market and competitors: what’s changing (or failing to change) that’s causing problems for your prospects? Maybe your competitors aren’t providing a key feature that you now have.
Most of all, remember that nothing in Triggered Outbound is set in stone. Your goal is to reach the relevant inbox with the right message at the right moment – if your ICP evolves, or their problems do, you’re obligated to adapt. Survival of the fittest, they say, but it’s actually the survival of the fastest to adapt to inevitable changes.
Got your signals all set? Time to move on to how they fit into your strategy.
Align signals with strategy – and vice versa
Since every sales process varies in duration and complexity, that leaves plenty of room for integrating Triggered Outbound where it can bring the most value to your team.
If you already have a strong cold outreach process in place – with decent results – you can get more granular with your Triggered Outbound strategy to reach a very specific group of people. Go narrow instead of casting your net wide.
Look at your nurture lists, to see if there are any connections you can leverage in your Triggered Outbound – more often than not, dropping a relevant name as a mutual connection, a shared interest, even attending the same event can open doors more quickly.
On the other hand, if your current sales process lacks an important feedback loop, or you don’t have a dedicated person to handle incoming replies – perhaps you need to adjust the strategy, too.
From Signal to Send
You’ve figured out your ICP and you have a set of signals + strategy that fits into your sales. As malleable as this particular process is, there are some clearly set steps each variation of Triggered Outbound needs to have. Roughly, here’s what that entails:
- Infrastructure setup and deliverability basics
Choose your sender(s), mailboxes, and make sure your domain is correctly configured for safe sending. Proper warmup and ongoing monitoring also keep things clean.
- Create signal/trigger conditions
Go over and set up the signals for each category of prospects you’d like to reach. Make sure that the messaging that pops up sounds like you and reads relevant based on your signal and target audience. Yes, AI does a great job, but a pair of human eyes can help avoid some awkward moments, too.
- Automate or not – that is the question
There is no wrong answer, if the foundation of your Triggered Outbound is set up correctly (your ICP, your infrastructure, your signals, your message), then automated or not, your message is bound to resonate with a portion of your audience. Our soft recommendation? Start with a bit more hands-on involvement before you leave it up to your tools.
Measure, Learn, Improve
We have already covered which metrics (in general) are worth tracking, and how you can leverage automation.
Beyond that it’s vital to remember that even the metrics you track and how you interpret them can change – that’s where your salespeople or anyone handling your outreach can be immensely helpful in understanding not only what drives replies but what boosts conversions.
Especially the kind that lead to referrals, strong client relationships, and an even stronger brand reputation.
- Use the data and your interpretations of said data to course-correct: because there’s always room for improvement, Triggered Outbound is no exception.
- Apply the same logic to the process itself: maybe you need another person to handle replies, or someone dedicated to creating valuable content that will further support your outbound message.
- Scale, but only when you’re ready: if ownership is clear across the board, you can see where and how to allocate resources to bring more leads in, and serve them all properly if they do convert.
- The feedback loop is a sacred thing: use it across your organization, not just for the sales cycle or Triggered Outbound – none of this should live in isolation.
If You Ask Us – We’d Go With Tailored, Not Templated
In our experience, treating Triggered Outbound like a cookie-cutter solution is about as good as riding a bicycle instead of flying from Chicago to LA. You’d get there eventually, but it would be excruciating and a colossal waste of time and energy.
Triggered Outbound is designed to custom-fit into your flow and adapt to your strategy – why not use it for its actual purpose and to its fullest potential?
Lastly, if you prefer to go it alone (the setup, the strategy, the supervision), you’re welcome to use this as your own high-level checklist of steps to follow.
If you’d like an experienced partner at your side – you know where to find us.
Our Revenue Director, Chrisley Ceme, is leading the Triggered Outbound program. Chrisley’s gone deep on this strategy and can walk you through:
- How Triggered Outbound fits with your outbound goals
- What triggers are available (and what’s possible within our platform)
- Pricing, onboarding, and getting started
Before we dive in: this is not a blueprint, a template that can easily apply to any business in any field. Think of it as a general guideline for how our team sets things up, an example of how it works.
It will differ based on your own goals, toolbox, team, and budget, among other things. Plus, it’s not possible (or feasible) to share the complete knowledge and expertise that goes into crafting each Triggered Outbound strategy and campaign for every client. It’s good to have some mystery in life.
This is for those who are curious to learn what Triggered Outbound can look like, step by step, while keeping in mind its inherent flexibility.
So It Begins – With Your ICP
Before anything gets triggered, sent, let alone automated, there’s one foundational piece that needs to be properly defined: your actual prospect.
Not just the high-level version you’d put in a deck, like “mid-market fintech companies in the US, with 50–500 employees”. This version should actually drive decisions in a sales conversation and help you envision individual people, individual roles, their specific pain points, and where you fit in. Think about: who’s in-market, who uses competing products, who’s willing to switch, who has budget, and who’s just window shopping.
This is where strategy meets reality. Your ICP isn’t just a filter for outreach – it’s the starting point for everything in Triggered Outbound:
- It informs which signals matter. Are you tracking job changes? Tech stack shifts? New funding rounds? If the ICP is off, your signals will be too.
- It shapes your message. One-size-fits-all messaging doesn’t work in a triggered model. We map buyer pain to real-time context so messages are specific, not generic.
- It defines success. If you're reaching the wrong people, even with perfect timing, copy, and cadence, you'll get noise instead of traction.
If you’re not 100% confident in your ICP, that’s normal. In fact, most teams that come to us often aren't. The good news? It’s something we pressure-test and refine with every campaign. And over time, your ICP gets sharper, your results get stronger, and your sales process gets faster.
Set Signals That Feed Your Sales Strategy
Do your teams and tools talk to each other, share information that can help close more deals? By the same token, signals cannot work in isolation – they need to match your ICP and your overarching sales strategy.
Not all signals are created equal
You may be tempted to track as many signals as possible – all of them, in fact. But that will have a similar effect as the “spray and pray” of cold outbound, and this approach is meant to diversify, not mimic.
Think of signals as your most effective way to listen to your audience and join the conversation when you have something worth saying.
- Define signals as specific actions, events, or changes in your prospects’ behavior that can justify your outreach.
- Use your past sales conversations – especially successful ones – to figure out when and why those people converted, and see if you can translate those events into signals that are easy to track.
- Look at your current market and competitors: what’s changing (or failing to change) that’s causing problems for your prospects? Maybe your competitors aren’t providing a key feature that you now have.
Most of all, remember that nothing in Triggered Outbound is set in stone. Your goal is to reach the relevant inbox with the right message at the right moment – if your ICP evolves, or their problems do, you’re obligated to adapt. Survival of the fittest, they say, but it’s actually the survival of the fastest to adapt to inevitable changes.
Got your signals all set? Time to move on to how they fit into your strategy.
Align signals with strategy – and vice versa
Since every sales process varies in duration and complexity, that leaves plenty of room for integrating Triggered Outbound where it can bring the most value to your team.
If you already have a strong cold outreach process in place – with decent results – you can get more granular with your Triggered Outbound strategy to reach a very specific group of people. Go narrow instead of casting your net wide.
Look at your nurture lists, to see if there are any connections you can leverage in your Triggered Outbound – more often than not, dropping a relevant name as a mutual connection, a shared interest, even attending the same event can open doors more quickly.
On the other hand, if your current sales process lacks an important feedback loop, or you don’t have a dedicated person to handle incoming replies – perhaps you need to adjust the strategy, too.
From Signal to Send
You’ve figured out your ICP and you have a set of signals + strategy that fits into your sales. As malleable as this particular process is, there are some clearly set steps each variation of Triggered Outbound needs to have. Roughly, here’s what that entails:
- Infrastructure setup and deliverability basics
Choose your sender(s), mailboxes, and make sure your domain is correctly configured for safe sending. Proper warmup and ongoing monitoring also keep things clean.
- Create signal/trigger conditions
Go over and set up the signals for each category of prospects you’d like to reach. Make sure that the messaging that pops up sounds like you and reads relevant based on your signal and target audience. Yes, AI does a great job, but a pair of human eyes can help avoid some awkward moments, too.
- Automate or not – that is the question
There is no wrong answer, if the foundation of your Triggered Outbound is set up correctly (your ICP, your infrastructure, your signals, your message), then automated or not, your message is bound to resonate with a portion of your audience. Our soft recommendation? Start with a bit more hands-on involvement before you leave it up to your tools.
Measure, Learn, Improve
We have already covered which metrics (in general) are worth tracking, and how you can leverage automation.
Beyond that it’s vital to remember that even the metrics you track and how you interpret them can change – that’s where your salespeople or anyone handling your outreach can be immensely helpful in understanding not only what drives replies but what boosts conversions.
Especially the kind that lead to referrals, strong client relationships, and an even stronger brand reputation.
- Use the data and your interpretations of said data to course-correct: because there’s always room for improvement, Triggered Outbound is no exception.
- Apply the same logic to the process itself: maybe you need another person to handle replies, or someone dedicated to creating valuable content that will further support your outbound message.
- Scale, but only when you’re ready: if ownership is clear across the board, you can see where and how to allocate resources to bring more leads in, and serve them all properly if they do convert.
- The feedback loop is a sacred thing: use it across your organization, not just for the sales cycle or Triggered Outbound – none of this should live in isolation.
If You Ask Us – We’d Go With Tailored, Not Templated
In our experience, treating Triggered Outbound like a cookie-cutter solution is about as good as riding a bicycle instead of flying from Chicago to LA. You’d get there eventually, but it would be excruciating and a colossal waste of time and energy.
Triggered Outbound is designed to custom-fit into your flow and adapt to your strategy – why not use it for its actual purpose and to its fullest potential?
Lastly, if you prefer to go it alone (the setup, the strategy, the supervision), you’re welcome to use this as your own high-level checklist of steps to follow.
If you’d like an experienced partner at your side – you know where to find us.
Our Revenue Director, Chrisley Ceme, is leading the Triggered Outbound program.Chrisley’s gone deep on this strategy and can walk you through:
- How Triggered Outbound fits with your outbound goals
- What triggers are available (and what’s possible within our platform)
- Pricing, onboarding, and getting started
