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A complete outbound motion for B2B SaaS: tiered ICP, persona sequences, trial and signal triggers, and a weekly operating rhythm.
| At a glance | |
|---|---|
| Best for | Seed to Series B SaaS, product-led companies adding sales, sales-led SaaS |
| Goal | Demos and trial activations from your ICP |
| Channels | LinkedIn + email |
| Plan | Multichannel (one sender) or Agency / Team (several reps) |
| Setup time | About 2 hours for the full system |
The SaaS outbound system#
Most SaaS teams run outbound as one big cold campaign. Winning teams run four motions at once, each with its own list and message:
| Motion | Audience | Trigger | Playbook |
|---|---|---|---|
| 1. Tier-1 ABM | 50–200 dream accounts | None: always on | This page |
| 2. Signal-based | ICP companies showing intent | Job change, hiring, website visit, funding | Job change, Hiring, Intent |
| 3. Product-led assist | Trial and free users | Signup, activation, usage | This page |
| 4. Revival | Closed-lost and churned | Time since loss | Closed-lost revival |
1. Tier your ICP#
| Tier | Who | Accounts | Personalization | Touches |
|---|---|---|---|---|
| Tier 1 | Dream logos, highest contract value | 50–200 | Hand-edited first line per person | 6–8 over 3 weeks, 2–3 people per account |
| Tier 2 | Strong fit | 500–2,000 | AI personalized line + persona copy | 4–6 over 2 weeks |
| Tier 3 | Good fit, lower value | Any | Persona copy + variables | 3–4 over 2 weeks |
Create one list per tier. See Define your ICP.
2. Map personas to messages#
| Persona | Cares about | Lead with | CTA |
|---|---|---|---|
| Economic buyer (VP, founder) | Revenue, cost, risk | Business outcome with a number | "Worth 20 minutes?" |
| Champion (manager, lead) | Team pain, looking good | The daily problem you remove | "Want me to show you how?" |
| User (IC) | Time saved, easier work | Workflow before/after | "Want to try it?" (trial link) |
| Technical (IT, security) | Integration, security | How it works, compliance | "Happy to send the security overview" |
Run a separate campaign per persona so each gets its own copy.
3. Tier-1 multithreaded sequence#
For each Tier-1 account, enroll the economic buyer and a champion in parallel campaigns.
Economic buyer
| # | Step | Copy |
|---|---|---|
| 1 | Visit profile | — |
| 2 | Like recent post | — |
| 3 | Connection request | {{first_name|Hi}}, following {{company_name|your team}}'s growth. Would be good to connect. |
| 4 | If accepted (7 days) → continue if not | — |
| 5 | If has email → end if not | — |
| 6 | Email 1 | See below |
| 7 | LinkedIn message (connections only) | Sent you a short note on [outcome] for {{company_name|your team}}. Worth a look? |
| 8 | Delay 5 days | — |
| 9 | Email 2 (same thread) | Case study with a number |
| 10 | Delay 7 days | — |
| 11 | Email 3 | Breakup |
Email 1
Subject: {{company_name|your team}} + [outcome]
Hi {{first_name|there}},
{{personalized_message|Teams like yours usually hit a wall with [problem] around your stage.}}
[Customer] had the same problem and now [result with a number] using [product].
Worth 20 minutes to see if the same is possible at {{company_name|your company}}?
{{sender.first_name}}Champion (parallel campaign)
Hi {{first_name|there}}, curious how your team handles [daily task] today. Most {{title|teams}} we talk to spend [time] a week on it. We built [product] to cut that to [time]. Happy to show you. It takes 10 minutes.4. Product-led assist (trial and free users)#
Send new signups from your app to Prosyo with a custom trigger and enroll them automatically.
| When | Campaign | Message |
|---|---|---|
| Signup, company email, ICP size | Founder welcome (LinkedIn) | Hi {{first_name|there}}, saw you just started a {{custom.plan|trial}} of [product]. I'm the founder, so if anything's confusing, message me here. |
| No activation after 3 days | Nudge (email) | One tip that gets them to the "aha" moment, plus a 15-minute onboarding offer |
| Activated, team size 10+ | Expansion (LinkedIn + email) | Offer a team setup call |
| Trial ends in 2 days | Decision (email) | Recap value, answer objections, calendar link |
Use custom fields such as plan, signup_date and activated from your trigger payload.
5. Weekly operating rhythm#
| Day | Owner | Task |
|---|---|---|
| Monday | SDR / founder | Import new signal lists (job changes, hiring, intent). Top up Tier 2. |
| Daily | SDR | Inbox zero. Positive replies answered within an hour. |
| Wednesday | Marketing | Review reply themes with SalesGPT. Update messaging. |
| Friday | Sales lead | Reports: acceptance, reply, meetings per motion. Kill the weakest variant. See A/B testing. |
6. Metrics that matter#
| Metric | Healthy target | Where |
|---|---|---|
| Invite acceptance | 30%+ | Campaign → Reports |
| Reply rate | 8%+ LinkedIn, 3%+ email | Campaign → Reports |
| Positive reply → meeting | 40%+ | Stage: Interested → Meeting |
| Meetings per sender per month | 8–20 | Prospects → Board |
| Pipeline created | Track in your CRM via HubSpot | CRM |
Common mistakes#
- One campaign for every persona. A CFO and an ops lead need different messages.
- Pitching features. Lead with the outcome, show the feature on the call.
- Ignoring trial users. Warm product signups are often your best outbound list.
- No multithreading on big accounts. A single contact goes quiet. Reach two or three people.
- Volume over targeting. Double the audience quality before you double the sends.
Tools used in this playbook#
Custom triggers · HubSpot · Enrichment · Intent · A/B testing
Upgrade
Running this with several reps? Agency / Team gives each rep a login, a LinkedIn account and a mailbox, with shared lists and inbox. See plans.
