Great prospecting is like a bird-call. A pattern you repeat until you find your opportunity. Call, email, LinkedIn message, call, call, follow-up email… Some sequences stand out like a peacock, but most sales teams use the same, boring patterns. So how can you open an opportunity when you do the same thing as everyone else? Becc Holland has transformed Sales Development at G2 and Chorus, and she’s got so many new ideas that she’s not afraid to share her best. Learn the 7 most recent sequences that have Chorus booking high-quality meetings at blinding speed.

1. 7 Sequences Most Orgs Aren’t
Operationalizing
(But Should Be)
SALES HACKER WEBINAR
@saleshacker

2. AGENDA
01
02
Crash Course on Personalization
How to Build a “Shell” Sequence
03 A Fresh Take on 3 Common Sequences &
How to Drive More Conversion
04 7 Sequences that Most Aren’t
Operationalizing (But you Should)

3. 01
Crash Course on Personalization

4. 1
THE 5 PREMISE BUCKETS
Self-Authored
Content
Engaged Content Self-Attributed
Traits
Liked
Shared
Commented
Profile Line
Headline
Company Line
Webinars
Articles
Posts
2 3

5. M&A
Posts
Blogs
Hiring
Website Language
4
THE 5 PREMISE BUCKETS
Junk Drawer Company
Schools Attended
Personal Interests
Hobbies
5

6. POSTBOUND PREMISES
Used in Messaging, for context
NOT the meat of the message
Not used in Messaging, ONLY to
signal buyer readiness

7. PREMISE PAIRING
Bucket Premise
Summary
Bucket Premise
Excerpt
Postbound
Premise
Bucket Premise
Summary
But more
importantly
One line in specific

8. NO MORE GOOGLE SHEETS, BUILD IT IN…

9. RESEARCH ONCE FOR A PROSPECT!

10. 02
How to Build a “Shell”
Sequence

11. PERSONALIZED SEQUENCING FOR OUTBOUND:
BUCKET SUMMARY + BUCKET “ONE LINE IN SPECIFIC”

12. Sequence Steps: 16 Steps Over 21 Business Days
No. Sequence Day Type
1 Day 1 LinkedIn Research
2 Day 1 Cold Email
3 Day 1 Cold Call
4 Day 2 Cold Call w/ V-Mail
5 Day 8 Re: Cold Email
6 Day 8 Cold Call
7 Day 9 Cold Call
8 Day 13 Cold Email
No. Sequence Day Type
9 Day 13 Cold Call
10 Day 14 Cold Call
11 Day 18 Re: Fall on Sword Lite
12 Day 18 Cold Call
13 Day 19 Cold Call
14 Day 20 Cold Call
15 Day 21 Cold Call w/ V - Mail
16 Day 21 Break - Up Email

13. PERSONALIZED SEQUENCING FOR POSTBOUND:
POSTBOUND PREMISE + BUCKET SUMMARY

14. 03A “Phresh” Take on 3 Commonly
Used Sequences

15. #1 EVERGREEN CONTENT DOWNLOADS

16. #2 EVERGREEN WEBINAR ATTENDEES

17. #3 EVERGREEN EVENT ATTENDEES

18. 047 New Sequences that Most Aren’t
Operationalizing (But Should Be)

19. 3 Sequences to NOT Mention The “Why” & Use
Cold Outbound BUCKET Premises
Dark Funnel:
Buyer Intent
- G2 Buyer
Intent
- 6Sense
- Bombora
Firmographic -
Company Funding
- Crunchbase
- Datafox
- LinkedIn Sales
Navigator
Website Views
- Lead Feeder
- Clearbit X
1 2 3

20. 4 Postbound Sequences Where you CAN Mention
the “Why” & Transition to a BUCKET Premise
4 5 6 7
Executive
Churn
- Crunchbase
- UserGems
- Deactivated
Users
Common
VCs
- Crunchbase
- Network of
VC Partner
on LinkedIn
Firmographic
Trigger: IPO
LinkedIn
Engagement
- Crunchbase
- UserGems
- Deactivated
Users
- Account Owner
- Current Client
- ICP

21. Surprise Lightning Round

22. Email Opens
- Sales
Engagement
Vendor
- Call Heavy
Sequence
- Trigger on
Email Open
Demoed In the Past
- Careful on
Sequencing (Have
an opt-out
- Include
personalization as
to reason they
passed
Don’t Mention Mention for
Context

23. Double Lightning Round

24. Ideal Customer Profile
- ICC:
Ideal Customer
Company
- ICT:
Ideal Customer
Title
Sequencing
Divided per Acceptance:
1. High ICT / High ICC
2. H ICT / Acceptable ICC
3. A ICT / H ICC
4. A ICT / A ICC
Dividing ICP For Beginners
For Experts
1. High - ICT / High - ICC
2. H - ICT / Medium - ICC
3. M - ICT / H - ICC
4. M - ICT / M - ICC
5. H - ICT / Low - ICC
6. M - ICT / L- ICC
7. L - ICT / H - ICC
8. L - ICT / M - ICC
9. L - ICT / L - ICC
Sequencing for Depth

25. IN SUMMARY…

26. Q&A
BECC HOLLAND
linkedin.com/in/becc-
holland-8950943a/
SCOTT BARKER
linkedin.com/in/ssbarker/