Agency outbound playbook

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What is different for agencies

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Signals that matter most

1. Engagement on a problem your agency solves
2. Public frustration with a current approach or result
3. Engagement with your case studies or thought leadership
4. Hiring activity that points to a capability gap your agency could support
5. Shared engagement paths that could create a warm introduction

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Best channel and timing

• the signal is strong
• you have a relevant case study
• you want to share a sharper observation with more context

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Messaging angle

• a quick read on what is likely going wrong
• a relevant example from a similar company
• a concrete offer to share a teardown, resource, or short case study

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Suggested sequence

1. Day 0: LinkedIn note or email based on signal strength
2. Day 3: follow-up with a useful example, teardown, or case study
3. Day 7: one final note with a softer interest-based ask

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Example LinkedIn message

Hey [Name], your take on [topic] resonated.

We have been seeing the same pattern with [their company type] teams lately.

We just worked through this with a similar company. Happy to share what helped if useful.

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Example email

Subject: [topic]

[First name] - your post on [topic] caught my eye.

The issue you pointed to is usually where [their company type] teams start to lose momentum.

If useful, I can send over a short example of how another team tackled it.

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Common mistakes

• leading with credentials instead of the prospect’s problem
• asking for a call before demonstrating value
• treating every company with an obvious problem as a good fit
• describing your agency so vaguely that the buyer still does not know what you actually help with

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What good looks like

• the prospect feels understood before they feel sold
• your first touch gives value or framing, not just a request
• selectivity improves because you focus on clear problem signals, not generic awareness