# Outbound Plays

A play is a repeatable outbound motion: a trigger, an offer, a sequence, and a definition of success. Plays keep outbound from becoming a pile of one-off emails. This reference covers four that work in 2026, with the conditions each needs.

## 1. Value-first teardown (services and agencies)

Give a specific piece of the work before asking for anything. It works best when what you sell is expertise someone can see: conversion optimization, design, SEO, ads, copy, analytics.

**Trigger:** something visible changed or matters right now: a new pricing or landing page, a redesign, launched ad campaigns, a new head of growth, fresh funding with growth targets.

**The sequence**
1. **Email 1 asks permission, with no link.** Name one specific thing you noticed on their page, and offer the rest.
   > Looked at your new pricing page. The annual toggle defaults to monthly, which usually costs a few points of annual uptake. I noted two other things I'd test there. Want me to send them over?
2. **When they say yes,** send a 2–4 minute video (or a one-page annotated screenshot) covering 3 specific, testable ideas on *their* page. Show their page on screen in the first seconds.
3. **Follow-up** asks a small question about the ideas, not for a meeting: "Was the second one already on your list?"
4. **Then offer the call:** "Happy to walk through how we'd prioritize the rest."

**Why the permission step:** no link or attachment in the first email protects deliverability, a "yes" filters for real interest, and the teardown goes only to people who asked for it. That keeps a time-intensive asset efficient.

**Rules**
- The ideas must be real and specific to their page. A generic checklist dressed as a teardown burns trust and the brand.
- Give enough to be useful, and leave the "how we'd do all of it" for the call.
- Volume is low by design: around 50 well-chosen accounts a week, mostly Tier 1 and 2.
- An agent can draft the teardown (screenshot, analysis against your CRO or design framework), but a human expert reviews every one before it goes out. It represents your expertise.

**Measure:** permission rate (yes to email 1), teardown-to-call rate, call-to-proposal rate.

## 2. Product-led outbound (self-serve and freemium SaaS)

Reach out to people already using the product, when their usage shows they're ready for more.

**Triggers**, in rough order of strength:
- Hitting a plan, credit, or usage limit
- A large job or upload (a much bigger list, project, or import than usual)
- Inviting teammates
- Signing up from a company domain that matches the ICP
- Returning repeatedly to pricing or upgrade pages

**The sequence**
1. **Within minutes of the trigger,** a short plain-text email from a founder or named account owner, sent from their own address. Reference what they're doing:
   > Saw you're verifying larger lists this week. If you're running these before outbound campaigns, a couple of settings help with catch-all domains. Happy to share them, or set you up with a volume plan if you're doing this regularly.
2. **LinkedIn connect** the same or next day, for company-domain users.
3. **One follow-up** with a specific resource for their use case.
4. **Stop** if they upgrade, go quiet for two weeks, or say no.

**Rules**
- Speed matters more here than anywhere: the trigger loses most of its value within a day.
- Never make the tracking feel like surveillance. Talk about the job they're doing and leave the logged events out of it.
- Offer help first and an upgrade second. Product-qualified users convert far better than cold contacts (vendors report many times higher), so you don't need a hard sell.
- Route accounts that exceed self-serve limits to a person. See the revops skill's routing rules.

**Measure:** trigger-to-reply rate, trigger-to-upgrade rate within 14 days, expansion revenue per triggered account.

## 3. Problem-led cold outbound (any product)

The default play for accounts with no product usage: lead with a problem the segment is known to have, prove you understand it, and offer something small.

**Trigger:** a signal from the prospecting skill's signal plays reference, or a tightly defined segment.

**Offer something smaller than a meeting:** a sample of the work (verify a sample of their list, audit one page, benchmark one metric), a relevant resource, or a quick answer to a question they're probably asking.

**Example for a technical product** (an email verification tool selling to agencies that send cold email for clients):
> Agencies running outbound for several clients usually find out about a bad list when the domain is already hurting. Want me to run a sample of one client's list through and send back what would have bounced?

**Rules**
- The problem must be specific to the segment, with proof from a similar customer.
- The free sample has to be genuinely small to deliver, or the play won't scale.
- If you sell deliverability, compliance, or quality, your own outbound has to be flawless. A bounce, a typo, or a missing opt-out from a company selling those things undercuts the pitch.

## 4. Founder-led outbound

Early-stage, or for a small set of strategic accounts: the founder writes personally, from their own account, about why they built the thing.

- Short, personal, specific to the recipient. No templates.
- Ask for advice or feedback as often as for a meeting. People answer founders.
- 10–20 a week, done consistently, beats occasional bursts.
- Pairs naturally with the founder posting on LinkedIn, so the name is familiar when the email lands.

## Choosing plays

| If you... | Start with |
|-----------|-----------|
| Sell services where expertise is visible | Value-first teardown |
| Have self-serve users | Product-led outbound for usage triggers, plus problem-led for everyone else |
| Sell a technical product to a defined segment | Problem-led with a free sample |
| Are pre-product-market fit or chasing a few big logos | Founder-led |

Run one play at a time until it works. Each needs its own copy, its own success metric, and a few hundred touches before you can judge it.