- 01
Choose the market
Days 1–5
Define one market, business problem or sales goal.
- Market thesis
- Competitive context
- Commercial goal
Required output
An approved campaign premise.
- 02
Build the audience
Days 5–12
Identify the companies and decision-makers most likely to buy.
- Account criteria
- Role mapping
- Contact verification
Required output
A verified, suppression-checked audience.
- 03
Create the message
Days 12–20
Develop a relevant reason to engage — not a generic sales pitch.
- Single idea
- Proof asset
- Destination page
Required output
A sequence approved for sending.
- 04
Launch outreach
Days 20–45
Deliver a coordinated sequence through controlled email infrastructure. This is where leads are created.
- Warm-up schedule
- Market coverage plan
- Delivery health
Required output
Controlled coverage across the audience.
- 05
Recognize intent
Continuous
Capture replies, meaningful clicks, repeat engagement and website activity.
- Signal capture
- Weighted intent
- Reply triage
Required output
A clear read on which leads are real.
- 06
Follow through
Continuous
Automatically continue the relationship with content and messages related to demonstrated interest. This is where the sale is created.
- Relevant follow-up
- Human review
- Sales task
Required output
A relevant progression, not a repetitive sequence.
- 07
Qualify the lead
Continuous
Separate real buying interest from passive engagement and irrelevant activity.
- Agreed criteria
- Lead status
- Owner review
Required output
A qualified lead, ready for sales.
- 08
Equip sales
Within 24 hours
Provide the contact, company, activity history, stated need and recommended next step.
- Context brief
- Named owner
- Required disposition
Required output
An accountable sales conversation.
- 09
Track the sale
Through the sales cycle
Follow the lead through conversation, pipeline and closed sale.
- Sale stage
- Estimated value
- Closed result
Required output
Reporting that connects activity to sales.
The sequence
Three touches, each with a different job
Outreach is structured so the prospect gets relevance first, proof second and a clean exit third. Automation stops as soon as a person replies.
- 01
Day 1
Relevance
A short, plain-text opening that states the business issue, why the recipient was selected and one low-friction question. No brochure dump.
- 02
Day 4
Proof
One useful proof point — a relevant installation, solution, observation or resource — with a simple reply request.
- 03
Day 9
Close the loop
A concise final follow-up that gives the recipient an easy choice: discuss it, redirect, revisit later or close the conversation.
Measurement
Each stage has one signal that decides the next move
| Stage | Signal | What it tells you |
|---|---|---|
| Audience | Fit rate | Share of contacts that match the criteria. |
| Message | Reply rate | Whether the idea earns a response at all. |
| Outreach | Delivery health | Bounce, complaint and inbox placement health. |
| Intent | Weighted engagement | How strongly lead signals combine, not isolated opens. |
| Follow-through | Progression rate | Leads that move from engaged toward a sale. |
| Qualification | Qualified share | Leads that meet the agreed campaign criteria. |
| Handoff | Time to contact | Hours between a qualified lead and sales follow-up. |
| Sale | Pipeline created | Meetings, active sales and closed results. |
Concrete example
How it works for a furniture manufacturer entering senior living
- Market
- Grow sales in the senior-living market.
- Audience
- Operators planning renovations or new developments.
- People
- Executives, purchasing leaders, designers, architects and facility decision-makers.
- Message
- Content on resident comfort, durability, aesthetics and return on investment.
- Outreach
- A structured sequence delivered through email and supporting content — this creates the leads.
- Intent
- Engagement shows which companies and people are real leads.
- Follow-through
- The next communication reflects what each lead viewed or answered — this creates the sale.
- Qualification
- Real leads are separated from clicks, opens and casual engagement.
- Handoff
- Sales receives the company, contact, activity, stated need and recommended next action.
- Sale
- B2BAM measures qualified leads, meetings, pipeline and closed sales — not just email activity.
Campaign scale
Sized to a real sales goal, not to email volume
The launch program is built around a qualified-lead target and the coverage required to reach it. Performance is measured against unique prospects, not total emails.
- 100
- qualified leads per month
- the campaign target agreed with sales.
- 500–1,000
- daily sends
- including follow-ups, through controlled infrastructure.
- 3,300–6,700
- unique prospects per month
- estimated reach before reply stops and timing effects.
- 1.5–3.0%
- qualified conversion
- measured path from unique prospect to qualified lead.
Controls and response
Guardrails that keep outreach healthy and sales accountable
Scale is only useful when deliverability, reputation and sales speed are protected.
Sales response SLA
- 4 hours
- Sales acknowledgement
- of a qualified lead.
- 1 day
- Substantive response
- first meaningful sales follow-up.
Non-negotiable controls
- Protected domains. Secondary sending domains keep the primary brand domain safe.
- Verified contacts. Business emails only, with suppression and clear opt-out.
- Bounce target. 2% or lower; campaigns pause before damage spreads.
- Spam threshold. Kept below 0.1%; any complaint is treated as a warning.