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If you check your inbox right about now, you’ll probably find at least a dozen emails from people you don’t know: someone promising to boost your sales, offering a new PM app, or from recruiters asking if you need help filling some of your roles. And that’s just the tip of the inbox iceberg.
High volume cold email campaigns have their merits – especially with the right deliverability precautions in place, targeting, and strategy. It’s scalable, great for lead generation, gives your brand more visibility, and provides you with tons of useful feedback on your product-market fit.
But, unless you’ve actually posted a job ad to hire a marketing manager, that recruiter’s email will likely fall on deaf ears.
Enter: Triggered Outbound. The right message that lands in your inbox at the right time.
Unpacking Triggered Outbound
How we define it:
An automated outreach program that monitors real-time buyer behaviors of your choice – changing jobs, posting reviews, post comments, publishing job ads, product launches – and immediately sends tailored messages while prospects are actively demonstrating intent.
Relevant content at a relevant moment, as a response to a specific action.
“Hey John,
I saw your LinkedIn post asking for PM tool recommendations, and I wanted to show you *product name* in case you might be interested.
Teams at *client 1* and *client 2* say they love the layout, the lightning fast onboarding, and so far we’ve pushed out many handy features based on their requests – so we take our clients’ feedback to heart and into every dev cycle.
Would you like a test run so your team can see if it’s the right fit? We don’t charge for trials and of course, no pressure to keep using it.”
Sounds simple in practice – but impossible without the right protocols in place. You need eyes and ears on each of your prospects, and you need to react immediately, as soon as they show they’re ready to buy. On top of that, if you’re reaching out to more than just one person every now and then (which is usually the case for growth-oriented orgs with mid-to-large sales pipelines), you need to think of your brand and domain reputation.
Deliverability should not suffer just because some of your prospects are raising their hand.
How we set it up:
- You share with us your ICP targets.
- With your input, we create a set of “signals” or specific prospect behaviors for our tools to track.
- Our team of strategists and writers set up the correct prompts and brand voice guidelines for each sequence to properly depict your business.
- Our deliverability team makes sure your infrastructure is secure and primed for safe sending.
- The moment our tools pick up the relevant signal, the message is automatically sent out to your prospect.
The difference:
- Timing – your message lands when your prospect is active, engaged, interested. Not a wild goose chase. A very amicable “I’ll meet you half way” fowl encounter.
- Context – your message tells your prospect exactly how you can provide value in the given situation, not just a general “can we set up a time to talk” request.
- Low-volume, high-value conversations – which often translate into shorter sales cycles, stronger customer fit, less time wasted on unqualified leads.
In high-volume cold email, the sheer level of quantity will often produce enough quality leads to justify the effort, especially if you keep your reputation safe. However, supporting your high-volume cold email with low-volume Triggered Outbound can let you harness the best of both worlds.
Think of it as a strategic way to out-math statistical probability. Or at the very least nudge the odds to be in your favor amidst all the outbound noise – your Triggered Outbound message will definitely stand out.
Signals vs. Sequences: What Do Buyers Want?
We’ve been doing business the cold email way for ages, because it works. People know what cold emails are and they appreciate genuine attempts to connect – unless your emails read pushy and fake, that is. If you have something of value to offer, and you communicate it clearly, there will be those who are ready to hear you out.
But sometimes, people (especially in leadership positions in SMBs) juggle so many tasks and focus on firefighting that they don’t have the time to address those simmering problems that you can fix.
They know they need a stronger social media presence, but they don’t have the bandwidth to talent hunt or vet agencies. Not to mention handle the content calendar on their own. They know AI is a thing now, but they just don’t have the time to evaluate those hundreds of tools that pop up every day – one of which might save them dozens of hours each week.
If your cold email offering the right service lands in their inbox, you may just prompt them to actually loop in the right team member or ask you for your service deck.
*Sometimes people don’t send out any signals because they’re too busy with the everyday.*
They don’t post any job ads, ask for recommendations or referrals, or make a LinkedIn post about their trouble with creating TikTok traction. To those people, your cold email can be a godsend or just another noisy distraction – it’s always a gamble, but the right strategy makes a difference.
So if you wait for signals alone, you may never reach those prospects – while your competitors send them cold emails until that one right message gets through.
On the other end of the outbound spectrum, there are buyers who know what they want, when they want it, and they communicate it clearly on platforms like LinkedIn.
With that portion of your prospect audience, the empathy woven into your behavior-prompted message shows them you:
- pay attention to their business,
- respect their time, and
- have a clear understanding of their needs.
Emailing them with your offer to outsource their dev several weeks after their CTO posted an interview saying they proudly do all dev work in-house? To them, it reads like ignorance and a waste of time.
Some of your cold campaigns will deliver great results and capture your prospects' attention.
For other segments of your list, you'll get better returns by timing your outreach strategically and pairing it with a message tailored to their current context.
Just look at your typical grocery store. We have too many choices of everything nowadays. Cold email often reads like an overly-stuffed shop. For buyers that engage better with outreach like Triggered Outbound, your message helps them narrow down their choice quickly and efficiently – instead of having to sift through shelves and shelves of poor-fit products (which they can hardly know based on one message alone), you reach them with an offer that actually resonates.
With that email or LinkedIn message timed to their specific behavior and mentioning the specific info they need to know, you have saved them weeks of window shopping and trial runs that lead nowhere.
Of course, not every Triggered Outbound leads to a 100% close rate. If it did, we’d all be retired in the Bahamas by now. But it significantly improves your odds, helps you make meaningful connections, and leave lasting impressions with each campaign you launch.
It doesn’t replace your nurturing efforts, your newsletter, your social media strategy, paid ads, or your cold outreach. It amplifies them.
Understanding how each option works will help you allocate your most valuable resources (aka your people, time, and money) into the approaches that will work best for you.
There’s a time and a place for everything, but:
Cold email asks buyers to care.
Triggered Outbound shows you already do, when it matters most.
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
If you check your inbox right about now, you’ll probably find at least a dozen emails from people you don’t know: someone promising to boost your sales, offering a new PM app, or from recruiters asking if you need help filling some of your roles. And that’s just the tip of the inbox iceberg.
High volume cold email campaigns have their merits – especially with the right deliverability precautions in place, targeting, and strategy. It’s scalable, great for lead generation, gives your brand more visibility, and provides you with tons of useful feedback on your product-market fit.
But, unless you’ve actually posted a job ad to hire a marketing manager, that recruiter’s email will likely fall on deaf ears.
Enter: Triggered Outbound. The right message that lands in your inbox at the right time.
Unpacking Triggered Outbound
How we define it:
An automated outreach program that monitors real-time buyer behaviors of your choice – changing jobs, posting reviews, post comments, publishing job ads, product launches – and immediately sends tailored messages while prospects are actively demonstrating intent.
Relevant content at a relevant moment, as a response to a specific action.
“Hey John,
I saw your LinkedIn post asking for PM tool recommendations, and I wanted to show you *product name* in case you might be interested.
Teams at *client 1* and *client 2* say they love the layout, the lightning fast onboarding, and so far we’ve pushed out many handy features based on their requests – so we take our clients’ feedback to heart and into every dev cycle.
Would you like a test run so your team can see if it’s the right fit? We don’t charge for trials and of course, no pressure to keep using it.”
Sounds simple in practice – but impossible without the right protocols in place. You need eyes and ears on each of your prospects, and you need to react immediately, as soon as they show they’re ready to buy. On top of that, if you’re reaching out to more than just one person every now and then (which is usually the case for growth-oriented orgs with mid-to-large sales pipelines), you need to think of your brand and domain reputation.
Deliverability should not suffer just because some of your prospects are raising their hand.
How we set it up:
- You share with us your ICP targets.
- With your input, we create a set of “signals” or specific prospect behaviors for our tools to track.
- Our team of strategists and writers set up the correct prompts and brand voice guidelines for each sequence to properly depict your business.
- Our deliverability team makes sure your infrastructure is secure and primed for safe sending.
- The moment our tools pick up the relevant signal, the message is automatically sent out to your prospect.
The difference:
- Timing – your message lands when your prospect is active, engaged, interested. Not a wild goose chase. A very amicable “I’ll meet you half way” fowl encounter.
- Context – your message tells your prospect exactly how you can provide value in the given situation, not just a general “can we set up a time to talk” request.
- Low-volume, high-value conversations – which often translate into shorter sales cycles, stronger customer fit, less time wasted on unqualified leads.
In high-volume cold email, the sheer level of quantity will often produce enough quality leads to justify the effort, especially if you keep your reputation safe. However, supporting your high-volume cold email with low-volume Triggered Outbound can let you harness the best of both worlds.
Think of it as a strategic way to out-math statistical probability. Or at the very least nudge the odds to be in your favor amidst all the outbound noise – your Triggered Outbound message will definitely stand out.
Signals vs. Sequences: What Do Buyers Want?
We’ve been doing business the cold email way for ages, because it works. People know what cold emails are and they appreciate genuine attempts to connect – unless your emails read pushy and fake, that is. If you have something of value to offer, and you communicate it clearly, there will be those who are ready to hear you out.
But sometimes, people (especially in leadership positions in SMBs) juggle so many tasks and focus on firefighting that they don’t have the time to address those simmering problems that you can fix.
They know they need a stronger social media presence, but they don’t have the bandwidth to talent hunt or vet agencies. Not to mention handle the content calendar on their own. They know AI is a thing now, but they just don’t have the time to evaluate those hundreds of tools that pop up every day – one of which might save them dozens of hours each week.
If your cold email offering the right service lands in their inbox, you may just prompt them to actually loop in the right team member or ask you for your service deck.
*Sometimes people don’t send out any signals because they’re too busy with the everyday.*
They don’t post any job ads, ask for recommendations or referrals, or make a LinkedIn post about their trouble with creating TikTok traction. To those people, your cold email can be a godsend or just another noisy distraction – it’s always a gamble, but the right strategy makes a difference.
So if you wait for signals alone, you may never reach those prospects – while your competitors send them cold emails until that one right message gets through.
On the other end of the outbound spectrum, there are buyers who know what they want, when they want it, and they communicate it clearly on platforms like LinkedIn.
With that portion of your prospect audience, the empathy woven into your behavior-prompted message shows them you:
- pay attention to their business,
- respect their time, and
- have a clear understanding of their needs.
Emailing them with your offer to outsource their dev several weeks after their CTO posted an interview saying they proudly do all dev work in-house? To them, it reads like ignorance and a waste of time.
Some of your cold campaigns will deliver great results and capture your prospects' attention.
For other segments of your list, you'll get better returns by timing your outreach strategically and pairing it with a message tailored to their current context.
Just look at your typical grocery store. We have too many choices of everything nowadays. Cold email often reads like an overly-stuffed shop. For buyers that engage better with outreach like Triggered Outbound, your message helps them narrow down their choice quickly and efficiently – instead of having to sift through shelves and shelves of poor-fit products (which they can hardly know based on one message alone), you reach them with an offer that actually resonates.
With that email or LinkedIn message timed to their specific behavior and mentioning the specific info they need to know, you have saved them weeks of window shopping and trial runs that lead nowhere.
Of course, not every Triggered Outbound leads to a 100% close rate. If it did, we’d all be retired in the Bahamas by now. But it significantly improves your odds, helps you make meaningful connections, and leave lasting impressions with each campaign you launch.
It doesn’t replace your nurturing efforts, your newsletter, your social media strategy, paid ads, or your cold outreach. It amplifies them.
Understanding how each option works will help you allocate your most valuable resources (aka your people, time, and money) into the approaches that will work best for you.
There’s a time and a place for everything, but:
Cold email asks buyers to care.
Triggered Outbound shows you already do, when it matters most.
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
