Effective outreach is more than just cold emails—it’s about personalized engagement, multi-channel communication, and relationship-building. The goal is to create trust and interest while seamlessly moving prospects from initial awareness to a meaningful conversation.

✅ Craft Personalized Email Sequences Introducing the Partner’s Solution

Rather than sending generic emails, we develop customized sequences that speak directly to each prospect groups industry, challenges, and role. Depending on the sales play, this could mean grouping by companies who would be applicable to an iPaaS connector, a particular integration challenge and more.

• Step 1: Research – Before reaching out, I analyze their company (using LinkedIn, ZoomInfo, and industry news) to tailor messaging.
• Step 2: Personalization – This is often sent out using a tool like Sales Loft, but can be managed through the marketing team, depending on size of group(s). Each email includes:
  • A relevant pain point (e.g., "Many mid-sized retailers struggle with manual order processing—are you seeing this too?")
  • A brief value proposition (e.g., "Our partner’s API-based automation helps reduce errors and accelerate fulfillment.")
  • A clear CTA (e.g., "Would it be worth a quick chat to see if this aligns with your goals?")
• Step 3: Automated Follow-Ups – Much of this is often done with Sales Loft or other tools. If no response, we send strategic follow-ups with different angles (case studies, testimonials, demo offers).

Example: If reaching out to supply chain managers at CPG brands, the first email might discuss how EDI inefficiencies slow down fulfillment. The second email might highlight a case study of a similar company that improved their workflow using our partner’s solution.

✅ Develop LinkedIn Messaging Campaigns to Connect with and Engage Prospects

LinkedIn is a key tool for building relationships with high-value decision-makers. Our approach includes:

• Connection Requests: Personalized, mentioning shared industry interests or mutual connections.
• Follow-Up Messages: Instead of a hard sell, I focus on insights, asking questions like:
  • "I saw your team recently expanded operations—how are you handling supplier integrations?"
  • "What’s been your biggest challenge in scaling EDI/API workflows?"
• Content Sharing: We engage prospects by tagging them in relevant articles, whitepapers, or event invites.

Example: A LinkedIn message to a CIO might say, "I came across your post on digital transformation in retail. We help brands streamline supply chain integrations—curious to hear your take on automation’s role in this space."

✅ Schedule and Conduct Discovery Calls to Qualify Leads and Understand Pain Points

Once a prospect shows interest, we schedule a 15-30 min discovery call to:

• Understand their challenges – What’s working? What’s frustrating?
• Assess solution fit – Does our partner’s tech/service align with their needs?
• Explain Partner fit - Concisely explain how the tech/service aligns with their need, value, and impact.
• Set next steps – Whether it’s a demo, further evaluation, or combination event to introduce to the partner’s sales team.

Example: A prospect might say, "We’re expanding and need better supplier integrations." These people are busy. Preparation is key: I typically have an idea of their pain points based on research, but ideally 'they' state their current system, pain points, and whether our partner’s solution aligns before handing off to sales. More often than not, I've invited the appropriate sales resource to the call - depends on the sales organization and resources available.