Assign one person to stay focused on writing and measuring the success of your content. Your frontline reps should buy in to the new sales sequences. Ask what your SDRs hear from their prospects as they speak directly with customers. Steps to ensure new content has buy-in and approval:<ul><li>Frontline reps submit their ideas for new content.</li><li>The Sequence Specialist should ensure a use case and that the content doesn't already exist, then write the content.</li><li>The Content Review Crew helps finalise the sequence.</li></ul>

Build your content team

A great sales email sequence needs more work than writing a few pitches. Your AEs and SDRs are a vital part of the content creation process and need to be fully committed to succeed long-term.

Creating sales email sequences

<ul><li>Keep it short. The whole email should fit on a phone screen without scrolling.</li><li>The email must be about your customer, not about the rep or company.</li><li>Talk about value propositions, not the features or benefits of your products.</li><li>Use simple language.</li><li>Avoid information overload. That is why we have sequences.</li><li>Each email should have a standalone value and is distinct from other messages in the sequence.</li><li>Include phone calls or LinkedIn messages for variety.</li><li>Send prospects things that drive value, such as an eBook or webinar invitation.</li></ul>

Best practices for creating sales sequences

Testing different versions of your email copy can help you sharpen your message. However, test one thing at a time and in an isolated way. For example, test if adding a link to an email affects deliverability. Or how the length of a subject line performs.

How to A/B test your sequences

Sales reps should feel part of the content creation process to increase their chances of using the sequences. When you involve reps:<ul><li>Use their time wisely. Once a month is enough to review content.</li><li>Review all content, and come prepared with adoption statistics.</li><li>Ensure quality by encouraging the reps to use the proper sequences.</li></ul>

Capturing your reps hearts

For larger companies, SDRs often use up to 100 sequences, while smaller companies can use 10 or 15 sales sequences. Content supply chain steps:<ul><li>Brainstorming new content ideas</li><li>Ensuring content ideas connect to actual use cases</li><li>Writing the content</li><li>Uploading and formatting the content</li><li>Measuring adoption</li><li>Measuring performance</li><li>Managing the technical operations</li></ul> A simple sequence-structure should include three paragraphs:<ul><li>Personalisation based on personas.</li><li>Value proposition. Connect the pains of each persona to how your product solves the problems.</li><li>Call to action, such as a demo or webinar.</li></ul>

Developing your sequence strategy

Creating and perfecting your sales sequence takes time

Sales engagement tools help sales reps reach more prospects in less time. But what happens if you create content and nobody uses it? To prevent this from happening, engage your reps in the content creation process to create sequences that stick and personalize at scale.

How to A/B test your sequences

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