Interesting article that brought up a couple of thoughts - Re the CTA being something other than book a meeting it depends on what stage of engagement this is with your ICP and the content. If this is the first series of touches you need to provide value up front before asking for anything - maybe it's a short white paper on how to think about solving the problem or an offer to do a technical review of existing solutions. Whatever it is make sure it's high value and do that over the course of the outreach sequence based on how they are engaging. And re getting the ICP right craft it based on your best customers if you have enough of them to see common threads.
100% - great point about stage. if this is outbound to totally new people, asking them to meet can be a lot. vs a white paper, webinar, or some other offer where you provide value. Outbound straight to a meeting works better when you have a well established brand (ie lots of marketing spend)
Interesting article that brought up a couple of thoughts - Re the CTA being something other than book a meeting it depends on what stage of engagement this is with your ICP and the content. If this is the first series of touches you need to provide value up front before asking for anything - maybe it's a short white paper on how to think about solving the problem or an offer to do a technical review of existing solutions. Whatever it is make sure it's high value and do that over the course of the outreach sequence based on how they are engaging. And re getting the ICP right craft it based on your best customers if you have enough of them to see common threads.
100% - great point about stage. if this is outbound to totally new people, asking them to meet can be a lot. vs a white paper, webinar, or some other offer where you provide value. Outbound straight to a meeting works better when you have a well established brand (ie lots of marketing spend)