30-Day Outbound Campaign Playbook

Your complete
go-to-market
launch system

Every email, LinkedIn post, SMS, and cold call script you need for the next 30 days — organized by week, ready to deploy.

4
Channels
30
Days of content
47
Ready-to-use assets
3
ICP personas targeted
Target ICP — Your Ideal Customer Profile
RoleVP Sales · CRO · RevOps Lead · Founder
Company Size50–500 employees
IndustryB2B SaaS · Fintech · Professional Services
PainLow close rate · revenue leakage · poor signal quality
Tech StackHubSpot or Salesforce · uses outbound email
Trigger SignalsHiring AEs · raised funding · new VP Sales hired
Week 1 — Foundation
Week 2 — Warm Up
Week 3 — Convert
Week 4 — Close & Scale
Full Sequence View
A/B Tests
Benchmarks
01
Foundation & First Contact
Establish presence, post first content, send cold outreach. Goal: 200 touches, 15–25 opens.
200
Target touches
✉
Cold Email — Initial
Day 1
Subject Line A
Quick question about [Company]'s close rate
Subject Line B (test)
Found something interesting about [Company]
Body
Hi {{first_name}}, Noticed [Company] recently [trigger: hired AE / raised funding / expanded team] — congrats. We built a tool that tells you which accounts on your pipeline are actually ready to buy right now, based on behavioral signals — not gut feel. Most VP Sales teams using it see a 25–35% lift in close rate within 60 days. Worth a 15-minute look? [Your Name] Signal Engine
~85 words · Reading time: 20 sec
in
LinkedIn — Thought Leadership
Day 2
B
Bernard · Signal Engine
Founder · AI Revenue Intelligence
The average B2B sales team loses 18% of their monthly revenue to leakage. Not from bad reps. Not from bad product. From not knowing which accounts were ready to buy — and which ones were just wasting everyone's time. Here's the 4 types of leakage I see most: 1️⃣ Deal slippage — proposal sent, then silence 2️⃣ Renewal blindness — churn nobody saw coming 3️⃣ Expansion miss — happy customers nobody upsold 4️⃣ Signal deafness — reps chasing cold accounts while hot ones go untouched We built Signal Engine to fix all four. Find out how much YOUR team is leaking: [link to lead-magnet.html] --- If this resonates, repost for someone running a B2B sales team.
👍 Like💬 Comment🔁 Repost📤 Send
in
LinkedIn DM — Connection Request
Day 1–3
Connection Note (300 char max)
Hi {{first_name}} — saw your post about [scaling the sales team / the Series B / building the RevOps function]. Building something that might be relevant. Would love to connect.
~170 chars
Follow-up after connect (Day 3)
Thanks for connecting, {{first_name}}. I'm curious — what's your biggest challenge right now when it comes to knowing which accounts are actually ready to buy vs. just warm? We've been talking to a lot of VP Sales and RevOps leads lately and that question keeps coming up.
💬
SMS — Warm Follow-up
Day 4
SMS #1 — After Email Open (no reply)
Hi {{first_name}}, Bernard here from Signal Engine. Sent you an email about [Company]'s close rate — saw you opened it. Would 10 min this week work? Happy to show you the audit tool free.
159 chars
SMS #2 — Cold (no email open)
{{first_name}} — quick question: do you know which accounts on your pipeline are ready to buy right now? Built a free tool that shows you. Takes 60 sec: [lead-magnet link]
156 chars
📞
Cold Call Script — VP Sales / CRO
Days 3–5
YOU
Hi {{first_name}}, this is [Name] from Signal Engine — did I catch you at a bad time?
PAUSE
Wait for their response. Don't fill silence.
YOU
The reason I'm calling — I noticed [Company] is hiring [3 AEs / expanding into enterprise / raised a round]. We work with VP Sales teams at companies like yours who are trying to figure out which accounts to prioritize so those new reps aren't chasing dead deals.
YOU
One question — right now, how does your team decide which accounts to work first? Is it based on signals, or is it more intuition and last-touched date?
→ Let them talk. Listen for "we just go by activity" or "honestly it's a mix" — those are buying signals for you.
IF YES
That's exactly what we solve. I can show you a 10-minute demo that scores your actual pipeline right now. When's a good time this week — Tuesday or Thursday work?
IF NO
I get it. One thing — can I send you a free audit that shows you specifically where [Company] is losing revenue? Takes 60 seconds to run. Fair?
02
Warm Up & Value Drop
Follow up non-openers, drop value content, push audit link. Goal: 8–12 audit completions.
12
Audit targets
✉
Email — Not Opened Resend
Day 8
New Subject Line
The ${{leakage_estimate}} question
Body
{{first_name}}, Tried you last week. Sending one more because the math here matters: Average B2B sales team our size loses $38K/month in revenue leakage — deals that stall, renewals that slip, expansions nobody catches. I built a free 60-second audit that shows you your number specifically. [Run your free audit →] (link to lead-magnet.html) No signup. Takes 60 seconds. [Your Name]
✉
Email — Opened, No Reply
Day 9
Subject
Quick case study — TechFlow went from 22% to 38% close rate
Body
{{first_name}}, Thought this would be relevant since you looked at my last email: TechFlow (B2B SaaS, 80 person sales team) was at 22% close rate. The problem wasn't their reps — it was that nobody knew which accounts were actually warm. After 30 days with Signal Engine: → Close rate: 22% → 38% → Pipeline identified as "dead": 40% less worked → Revenue recovered from churn prevention: $28K/mo Happy to walk you through exactly what they did. 15 minutes this week? [Your Name]
in
LinkedIn Post — Data Hook
Day 9
B
Bernard · Signal Engine
Founder
We analyzed 2,400 B2B sales pipelines. Here's what the data actually says about close rates: ❌ Companies relying on activity-based scoring: 19% avg close rate ✅ Companies using behavioral signal scoring: 31% avg close rate The difference isn't the reps. It's knowing WHEN an account is ready — before they go to your competitor. The 5 signals that predict a close 30 days early: 1. Pricing page visit (3x in 7 days) 2. Return visit from email click 3. LinkedIn post engagement by champion 4. Job posting for roles your product helps 5. Competitor review activity on G2 All five are trackable. Most teams track zero. If you want to see where your pipeline stands: [audit link] Takes 60 seconds. Free.
👍 Like💬 Comment🔁 Repost
💬
SMS — Value Follow-up
Day 10
For leads who opened email
{{first_name}} — sent you a case study about TechFlow's close rate lift. The audit I mentioned takes 60 sec and shows your specific number. Want me to send the link? No pitch, just the data.
Missed call trigger
We missed your call — sorry about that! This is Bernard from Signal Engine. Happy to connect at your convenience. Or run the free audit here in 60 sec: [link]
03
Convert & Demo Push
Hot leads get demo asks. Warm leads get more value. Cold leads get break-up. Goal: 3–5 demos booked.
5
Demo target
✉
Email — Hot Lead (audit completed)
Within 2hr of audit
Subject
Your leakage audit — a few things I noticed
Body
Hi {{first_name}}, Just reviewed your audit results for {{company}}. The ${{leakage_amount}}/mo figure isn't surprising for a {{company_size}} {{industry}} team — but the root cause breakdown is worth a 15-minute conversation. Three things jump out: → {{pain_1}} is your biggest dollar leak → {{pain_2}} is compounding it → There's a specific sequence that recovers this within 30 days I can walk you through exactly how we'd address this for {{company}} specifically. Are you free Thursday at 2pm or Friday at 10am? [Your Name] Signal Engine
✉
Email — Break-up (cold leads)
Day 18
Subject
Closing your file, {{first_name}}
Body
{{first_name}}, I've reached out a few times — I'm going to assume the timing isn't right and close your file. If things change and you ever want to see what your pipeline is actually leaking, the free audit is always at [link]. Takes 60 seconds and you keep the report either way. Good luck this quarter. [Your Name]
Break-up emails get 40–60% reply rate. Most replies are "actually, let's talk."
in
LinkedIn — Social Proof Post
Day 16
B
Bernard · Signal Engine
Founder
6 weeks ago, a VP Sales at a 120-person SaaS company ran our free revenue audit. The result: $43,000/month leaking across 3 sources. Here's what she did with that number: Week 1: Scored every active deal. Killed 38% of the pipeline immediately — those reps focused on the remaining 62%. Week 2: Flagged 4 renewal accounts as high churn risk. Scheduled QBRs for all 4 within 5 days. Week 3: Identified $18K/mo in expansion revenue sitting in 6 accounts nobody had touched. Week 4: Launched automated follow-up sequences for deals that had gone quiet. 30-day result: $31K recovered from churn prevention alone. The audit took 60 seconds. Yours is free too: [link]
👍 Like💬 Comment🔁 Repost
📞
Call — Demo Confirmation
Day 15–18
YOU
{{first_name}}, I'm calling to confirm our call [day/time]. Quick question before we hop on — is there a specific part of your pipeline you're most worried about right now? That way I can make the 15 minutes as useful as possible.
→ This pre-call question gets them thinking about their problem before the demo, which means they show up warmer.
IF VOICEMAIL
{{first_name}}, Bernard from Signal Engine confirming our [day] call. Looking forward to it — if you can, shoot me a quick text with the one thing you want to make sure we cover. See you then.
04
Close & Scale
Post-demo follow-up, referral ask, content amplification. Goal: 1–2 paid conversions + scale what worked.
2
Conversion target
✉
Email — Post-Demo Follow-up
Within 2hr of demo
Subject
Recap + next steps for {{company}}
Body
{{first_name}}, Great call today. Quick recap of what we covered: ✓ Your current leakage estimate: ${{amount}}/mo ✓ The 3 features most relevant to {{company}}: [feature 1], [feature 2], [feature 3] ✓ Your trial start: [date agreed] I'm setting up your account now. You'll get a welcome email within the hour. One thing to do in your first session: run Signal Scoring on your top 10 active deals. That's the fastest way to see the platform work on your real data. Any questions before then? [Your Name]
in
LinkedIn — Referral Ask Post
Day 26
B
Bernard · Signal Engine
Founder
One month in. Here's what happened when we gave away 2,400 free revenue audits: → Average leakage found: $31,000/month → Most common source: deals going quiet after proposal (nobody following up on signal) → Most surprised reaction: "I thought we had a rep problem. We had a signal problem." If you run a B2B sales team and haven't run the audit yet — it takes 60 seconds and costs nothing. [link to lead-magnet.html] And if you know someone who'd benefit — the best thing you can do for them is send them that link. Thank you to everyone who's been sharing this. It's the only marketing we've done this month.
👍 Like💬 Comment🔁 Repost
✉
Email — Referral Ask (to trial users)
Day 28
Subject
One quick ask, {{first_name}}
Body
{{first_name}}, You're a week into your trial. Hope the signal scoring is giving you a clearer picture of your pipeline. One quick ask: is there a VP Sales, CRO, or RevOps peer in your network who's dealing with similar pipeline visibility issues? If you forward them the free audit link [lead-magnet.html], I'll extend your trial by 14 days — no strings attached. Either way, let me know if you need anything. [Your Name]
💬
SMS — Day 30 Scale Prompt
Day 30
To trial users not yet converted
{{first_name}} — your Signal Engine trial ends in 3 days. Before it does: run the Revenue Leakage scan on your top 5 accounts. Takes 2 min and shows you exactly what you'd be losing if you stop. Happy to extend if you need more time — just reply.
Full 30-Day Sequence
Every touch point, in order. Use this as your daily checklist.
Day 1
Send cold email batch (200 contacts)
Subject A/B split — track opens by EOD
Email
Day 1–3
LinkedIn connection requests (50/day max)
Personalize connection note with trigger signal
LinkedIn
Day 2
Post LinkedIn thought leadership — Leakage types
Post between 8–10AM Tuesday for best reach
LinkedIn
Day 3–5
Cold calls — 20/day to ICP contacts
Use call script Week 1. Best time: 8–9AM and 4–5PM
Call
Day 4
SMS to email openers (no reply)
Send between 9–11AM. Keep under 160 chars.
SMS
Day 8
Resend to non-openers with new subject line
"The $X question" subject. Send Tuesday morning.
Email
Day 9
Case study email to openers (no reply)
TechFlow 22% → 38% story. Include ROI numbers.
Email
Day 9
Post LinkedIn — Data hook (close rate stats)
Best performing content type for VP Sales audience
LinkedIn
Day 10
SMS value follow-up to warm leads
Leads who opened 2+ emails. Offer audit link.
SMS
Day 14
LinkedIn DM follow-up to connected but unresponsive
Share audit link. "No pitch, just the data."
LinkedIn
Day 15
Demo confirmation calls to booked leads
Pre-call question: "One thing you want to cover?"
Call
Day 16
Post LinkedIn — Social proof (recovery story)
Third-person story format. Tag industry if possible.
LinkedIn
Day 18
Break-up email to cold leads (no response after 3 touches)
"Closing your file" subject. Expect 40–60% reply rate.
Email
Day 22
Post-demo follow-up to all demo attendees
Send within 2hr of each demo. Recap + trial setup.
Email
Day 26
Post LinkedIn — Referral ask + audit push
Month-in reflection format. Tag 1–2 relevant people.
LinkedIn
Day 28
Referral ask email to active trial users
14-day extension offer for referral. Keep it short.
Email
Day 30
Trial expiry SMS to unconverted trials
Run leakage scan prompt. Offer extension.
SMS
A/B Tests to Run
Run each test with a 50/50 split. Check results after 48 hours. Scale the winner immediately.
TEST 1 — Subject Line (Initial Cold Email)
Run Week 1
Version A — Question hook (predicted winner)
"Quick question about [Company]'s close rate"
Version B — Curiosity hook
"Found something interesting about [Company]"
Decision threshold: whichever gets 5%+ higher open rate after 100 sends. Scale winner for remainder of campaign.
TEST 2 — CTA Style (All Emails)
Run Week 1–2
Version A — Soft CTA
"Worth a 15-minute look?"
Version B — Specific CTA (predicted winner)
"Are you free Thursday at 2pm or Friday at 10am?"
Specific time CTAs typically generate 2–3x more replies than open-ended asks. Test to confirm for your audience.
TEST 3 — LinkedIn Post Format
Run Week 2–3
Version A — Data / stats lead
Start with a surprising number ("We analyzed 2,400 pipelines…")
Version B — Story lead (predicted winner)
Start with a specific person's result ("6 weeks ago, a VP Sales at a 120-person company…")
Story posts typically get 3–5x more comments than stat posts. More comments = more algorithm reach.
TEST 4 — SMS Timing
Run Week 1–2
Version A — 8–10AM (predicted winner)
Send all SMS between 8:00–9:30AM Tuesday–Thursday
Version B — 12–2PM
Send all SMS during lunch window Tuesday–Thursday
Morning sends historically outperform afternoon for B2B decision-makers. Validate with your specific audience.
Performance Benchmarks
What to expect — and when to be concerned.
Email Performance
MetricWeakGoodExcellent
Open rate<20%20–35%35%+
Reply rate<2%2–8%8%+
CTR (to audit)<1%1–5%5%+
Demo booking rate<1%1–3%3%+
LinkedIn Performance
MetricWeakGoodExcellent
Post impressions<200200–1K1K+
Engagement rate<1%1–5%5%+
Connection accept rate<20%20–40%40%+
DM reply rate<10%10–25%25%+
SMS Performance
MetricWeakGoodExcellent
Delivery rate<90%90–95%95%+
Response rate<15%15–35%35%+
Link click rate<5%5–15%15%+
30-Day Campaign Targets
GoalTarget
Total outbound touches1,800–2,400
Audit completions25–50
Demos booked5–10
Trials started3–6
Paid conversions1–3
MRR added$149–$597
Run this campaign inside
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Every email, SMS, and sequence in this playbook can be built, sent, tracked, and optimized inside the platform — with AI-generated copy for your specific ICP.

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