New Executive joins ICP Account

Use the playbook below when a new potential buyer fitting your ICP joins a target account. This individual has recently joined your account and does not have any prior connection to your company. The below playbook can be created as a sequence in your Sales Engagement tool, or you can use the below template when a new employee who can be a part of your buying committee joins the account you have been targeting.

Recommended for

Sales Development

Account Executives

Marketing

Last Updated on:

April 19, 2024

1. Notification: SMARTe sends an email or notification to the account owner.

Example: A new match for your ICP/persona within your target account.

Attention! John Smith, the new TITLE at COMPANY, has recently joined your account.

New executives allocate 70% of their budget within the first 100 days, making this an opportune moment to engage.

Reach out using the "New Executive Joined ICP Account" sequence. ‍

Details

Name

John Smith

New Work Email

LinkedIn URL

Past Company

Past Title

Previous Relationship

New Company

New Title

Start Date

2. Automated Sequence that will be created in your Sales Engagement Tool.

Step 1 | Day 1 | Task

Research:

Explore the company's website and latest news to discern their strategy.

Examine other prospects to understand the focus of this executive's position.

Step 2 | Day 1 | Email:

Subject: Congratulations, {First Name}!

As you settle into your new position, I'd like to offer you some valuable content, such as "The First 90 Days as a CRO," which many [Title] have found beneficial. I'll reconnect in a few weeks to discuss any assistance I can provide [insert short value proposition]. In the meantime, here's a small token to help kickstart your success. Best regards,

Step 3 | Day 15 | LinkedIn Follow or Connect

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Step 4 | Day 15 | Email

Subject: Re: Congratulations, {First Name}!

Hello {First Name},

Have you had an opportunity to review the [insert guide]? I believe this section could be particularly relevant to COMPANY due to [include research from step 1 regarding the company's objectives or this role]. Our company collaborates with businesses like [insert similar customers] to [insert your value proposition]. Would you be open to a brief discussion?

Step 5 | Day 17 | Call

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Step 6 | Day 21 | Email

Recommended Framework:

[Introduction]: For instance, are you experiencing challenges similar to [insert common problems you help solve for similar personas]?
Problem Statement: The market demands increased output despite challenging conditions. Achieving more with fewer resources is becoming the norm.
[Solution]: We specialize in converting job transitions into revenue.
[Call to Action with Offer]: Shall I send you the playbook?

Step 7 | Day 24 | Call

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Step 8 | Day 25 | LinkedIn Message

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Step 9 | Day 28 | Email

Subject: Re: Congratulations, {First Name}!

Hello {First Name},

Could you spare a moment to consider ACME? I'm eager to hear your insights on whether ACME aligns with COMPANY's objectives for the year. Based on my understanding, [include any research notes about this account to personalize your message]. Or perhaps you could provide feedback on my outreach efforts? I'm open to suggestions.

Step 10 | Day 29 | Call

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Step 11 | Day 29 | Interact with LinkedIn Post

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Step 12 | Day 32 | Email

Subject: Re: Congratulations, {First Name}!

Hello {First Name},

[Optional: insert an appropriate & relevant gif or meme] I understand you're likely quite busy. I'm simply gauging your interest in [insert how your company provides value] and whether we can be of assistance. Is this not the right time, or is there simply no interest?

Step 13 | Day 33 | Call

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Step 14 | Day 36 | Email

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Subject: Did JOE leave COMPANY?

Hi {First Name}, I noticed that JOE no longer seems to be working with COMPANY. I had a great time working with JOE and I’m sure you miss his company. I understand you might still be busy with staying on top of everything. Considering this and ensuring continuity with the YOUR COMPANY evaluation, please let me know if there is anyone I should involve.