A sales sequence is an outreach strategy that's personalized to each and every buyer, but also part of a repeatable framework. What's the best way to reach out to a prospect? When? How many times do you reach out before you give up? Using sales automation to create sequences for your company's buyer personas will add structure to those ambiguous questions.
The first step in determing the right sequences for your sales team is to create buyer personas. When developing your personas, keep them simple at first. In practice, you might target small and large companies in three continents and across six different verticals. Within each company, there could be a dozen or more roles involved in the buying decision. But, if you immediately try to account for all of these scenarios, it will be too complicated for you and your salespeople.
Start with one segmentation at the company level (like industry) and one segmentation at the individual level (like role). Focus only on the most common segments as opposed to trying to be all encompassing. Once you have your buyer personas mapped out, it's time to determine the sequences you'll use to reach out to them.
The two-minute video below is a small snippet of HubSpot Academy's free sales training course. It explains the three questions you should ask yourself to begin building sequeces and demonstrates an example sequence for one buyer persona for one company.