Prioritise
| Priority | Signal |
|---|---|
| Call today | Fit 75+, decision-stage question, pricing or comparison page read |
| This week | Fit 60–75, or a repeat visit |
| Nurture | Fit below 60, or a single blog visit |
Research in ten minutes
- Who owns this problem at the company: by title, not by visitor.
- Recent changes: hires, funding, migrations.
- Their likely current tool.
First message
Subject: Faster month-end close at [Company]
Hi [Name], finance teams at 300-person logistics companies often tell us month-end close takes 10–12 days. We put together a short comparison of how three teams cut it to five. Want me to send it?
Mention the topic, never the visit.
Follow-up
- Day 3: a second resource on the same topic.
- Day 8: a short question: "Is this on your list for this quarter?"
- Then stop, and let marketing nurture.
Close the loop
Tell marketing which questions produced meetings. Those become next month's ad groups.
A second-message template
Subject: Re: Faster month-end close at [Company]
Hi [Name], one more thought: the teams that cut close fastest usually start with reconciliations, not reporting. Here's the two-page checklist they used. Happy to walk through it in 20 minutes if useful.
What to log after each touch
- Reached or not.
- Interest: none, later, now.
- The question they mentioned, if any.
Questions
Should SDRs call or email first?
Email first with something useful; call if they engage or if your market expects calls.
How many accounts can one SDR work from AI signals?
Depends on volume, but a focused SDR can work 20–40 fresh, high-fit accounts a week properly.
What if the person we reach isn't the researcher?
That's fine. You're offering help on a topic the company is working on, not chasing a visitor.
Why most signal programmes fail at handoff
Marketing builds identification, scoring and alerts; sales receives a stream of company names without context or priority. Reps try a few, get no reply and stop. The fix isn't more signals; it's fewer, better-prepared ones, with a suggested contact and a topic to open with.
A handoff agreement
Write down: which scores go to whom, how fast they're contacted, what counts as contacted, and how feedback comes back. Review it after the first month.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.