t Based t elopmen WHERE: v oun c c art 9 A f designing Plays P The WHERE oSales De The goal is a well-designed, neatly As we’ll see in the next section, coordination “Companies are still struggling orchestrated Play that proves itself in is key. with their touch patterns. the real world and improves over time. But remember: Plays are like diets – they work A few years ago, it was just A sample Play if you stick to them. ‘Do more touches!’ Now it’s Here’s a sample play based on one from more sophisticated: more TOPO, showing SDR and marketing touches: about the mix and frequency.’” Touch Day Step(s) Description Kristina McMillan 0 Pre Research Find out 3 pieces of relevant informations Sales Development Practice Leader, TOPO 1 Pre ABM ads Build awareness with targeted ads 2 Pre Dimensional mail Package / postcards to decisions maker + influencers 3 1 Triple touch Human email + voicemail + social (InMail) “Multi-channel cadences 4, 5 1 Double touch Human email + voicemail simulate the richness of face 6, 7 3 Double touch Human email + voicemail -to-face relationships while keeping the costs down.” 8, 9 7 Double touch Human email + voicemail 10, 11 13 Last chance Last chance email + voicemail Ken Krogue Ongoing Ongoing Nurture Share relevant insights ever 3-4 weeks InsideSales.com 83