Building a sales sequence for your reps can be overwhelming. There are a lot of different factors to consider. More importantly, you want a sequence that will show results. You want to close deals. 

Here are 5 key takeaways when it comes to crafting your sales sequences:

  1. Incorporate personalization, triggers, and stand out using different strategies - such as sales pitch videos or personalized voice messages.  
  2. Build sequences around different personas.
  3. Create a good subject line. Spark interest but keep it vague enough to draw them to open. 
  4. The “Just checking in” phrase. Follow up emails including “just checking in” received an 86% higher reply rate than those who had not. 
  5. Add steps to your sequence for interacting with prospects on social. A personal connection can make all the difference. 

Build the Perfect Sales Sequences with LeadIQ

How to start a sequence

Sequences are a series of touch points, in the form of calls, emails, or social touches, built to engage with a prospect. Sequences guide you to perform sales activities and to serve the purpose of building your sales pipeline with the end goal of closing a deal. At LeadIQ, we use Outreach to set up our sales sequences. 

There are 10 Steps to make an Outreach Sequence:

    1. Access the Outreach Platform. 
    2. Click the Sequence icon (paper plane) in the navigation sidebar. 
    3. On the Sequences landing page, click the +Sequence button. 
    4. Click New in the Create a sequence popup
    5. Input the name of the sequence in the Sequence Name field. 
    6. Select the applicable options from the Sequence Type and Sharing dropdown menus.
      Note: For more information regarding sequence type and sharing, refer to the Sequence Types article.
    7. Click Create
    8. On the Sequence Settings landing page, click Add Step
    9. Select the applicable type of sequence from the Step Type dropdown menu and configure the sequence as outlined in the table below.
    10. Click Save.
    11. Repeat steps 8 - 10 as applicable to add more steps. 
    12. Click to enable the sequence in the upper left-hand corner

How to Craft a Sales Sequence? 

As a sales manager, it is important to have guidelines for your reps when making sales sequences. For example, Brooke Bachesta, SDR Manager at Outreach says her team has to stick to certain sequences, automatic and customized, and once they continuously hit their activity goals of adding 15 new people in a sequence and 60 dials every day, then you can start being creative with your approach. 

When making a sequence, the intent is to expand on how you would communicate with someone you were trying to get in touch with in real life. Are you going to spam call and text your friend 15 times a week? Probably not. 

Brooke shared with us that her reps break down into four main different types of sequences. 

If you want to learn more, check out this B2B Tonight episode.

     1. Automatic

Exactly what it sounds like. 

     2. Call Heavy

Sequence of mostly all calls or even only calls. Say somebody unsubscribed and you want to get them on the phone or you have a rep that is really strong on the phone. 

     3. Manual

Which is like a mad lib style, Sam Nelson, SDR Leader at Outreach talks a lot about his agoge sequence and how you can get 2x response rates using it. In short, it is an email with the middle and the ask is pre-written but there will be portions you need to personalize on your own. 

     4. Personalized 

This a complete blank slate. You write the entire email from scratch. 

Keep in mind, there are multiple routes for each persona. For example, you may have a sequence for “Corporate Manual Marketing”. These sequences do not only consist of calls or emails either. Reps need to incorporate other means...which leads into how do you personalize these sequences? 


It is important as a sales manager or sales leader at your company to preach the importance of personalization to your reps. We are human, let’s act like it.

Something we do at LeadIQ is the 10 minute game.


First you find an account and a prospect from that account that fits what you’re searching for or going after. You then have 10 minutes to research this prospect. Search their LinkedIn, read articles they share or comment on, and take note of 5 things you noticed. These five things will later turn into talking points that you can use later on in your sales sequence and you won’t have to waste time later on searching for these personalization pieces. 


You can also build your sequence off triggers that you find or use these triggers as a personalization piece in your sequence. Triggers are anything that is a good reason for you to reach back out to a prospect. Almost anything can be a trigger. An example, if you have a sequence for SDR Managers that are hiring and you notice a new SDR manager is hiring, you can add them to that sequence and the fact that they are hiring can be your trigger. Another common one is job changes.  

Sales Videos and Voice Messages

A great way to show personalization while also standing out from the crowd is making sales videos or voice messages specifically for one prospect. If you start with an email and do something cool, like a video, you can reference that later on in a call or another email down the line. 

A lot of sales reps are scared to put themselves out there and make these videos or overthink the process. As a sales manager, you should want your rep taking 30 minutes out of their day to make these videos, because the results are worth it. 

Here are two posts that will help you craft the perfect sales pitch video:

  1. Why you Need a Personal Sales Pitch Video
  2. How to Make Sales Videos that Don't Suck

Who Should you Build your Sequence Around?

Building sequences around different personas is the best way to build effective sequences. When you add people with the same persona, you won’t have to change much throughout the entire process. The value props stay the same since they have similar interests and are like-minded. 

One thing Outreach does, is they have a specific role dedicated to following sales influencers on LinkedIn. Essentially, stalking these sales leaders. They look at posts they share and see who is engaging with this post, put them into a custom field in Salesforce, and it will que up a task for SDRs. Now you can make a sequence for those who have engaged with that post. 

A cool thing you can do with LeadIQ is go in and capture all these people who are engaging. With one click you can capture everyone who has liked the post. You can then push them right into the systems that you use. You can then filter through and create a campaign list, and then build a sequence in Outreach off of what the social post was. 

Follow up: “Just Checking in” Works 

A good subject line is crucial when crafting your follow up, you want something vague enough but interesting enough that they open the email. 

Find notes of your previous conversations and reiterate the conversation. Then find something new that you found, proving you’ve done your research, and show how you can provide value to them. 

A lot of sales leaders will push against the “just checking in” follow up email. Contrary to popular belief, it works. Outreach performed an A/B test and they found that not only were more emails delivered, but a lot more replied. 86% more replied, to be exact. 

How do you Add in Social to the mix?

Not all steps in a sequence will be an email or a call. Adding a social engagement is a valuable step in a sequence.

Adding steps where you do things like sending something personalized from Sendoso, interacting with them on social, or sending them an article you thought they would enjoy shows the prospect you are not an automated machine. Making a personal connection can go a long way. 

Posted by Sabrina Jowders
Sabrina Jowders
Sabrina Jowders is a Marketing Coordinator at LeadIQ. She graduated from the University of New Hampshire in May 2019 with a B.S. in Business Administration: Marketing and a minor in Sales. She specializes in SEO.

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