PLAYBOOK 09 · MEDICAL ENDOSCOPE COMPONENTS
How to Run Outreach and Follow-up
Knowledge Base ✓→ICP ✓→Buyer Personas ✓→Target Accounts ✓→Research ✓→Scoring ✓→Decision Chain ✓→Strategy ✓→Outreach→Follow-up→Sample / Quote→Sales Learning
Why This Matters
"No reply" is not a strategy. Outreach is a sequence: first touch, follow-up with a new reason, then pause. Every message must reference a specific account detail.
What to Enter: The Outreach Sequence
Day 0 · Email #1
Content: Research signal + relevant capability + drawing/spec CTA
Day 3–5 · LinkedIn
Content: Short connection / context touch — do not copy the email
Day 7–10 · Email #2
Content: New technical evidence / sample capability / tolerance capability
Reply Branching
No ReplyPause / cooling period — do not keep sending
Positive ReplyStop the automated sequence → move to technical discussion
Not NowSet a future follow-up date
Wrong PersonAsk for the technical owner / optical engineer
Why We Entered It This Way
Why follow up with a new reason? Repeated "did you see my email?" kills the conversation. Each follow-up should add a new capability detail or a relevant industry signal.
Why mention arthroscopy? Because Research found a new arthroscopy platform.
Why mention 1.19mm? Because the Strategy chose that value angle.
Why not ask “Can we quote?” Because the Decision Chain shows we are still at the technical gate.
REAL-WORLD LESSON · GERMAN OPTICAL COMPONENT MANUFACTURER
The first email was not answered, but a specific tolerance question later pulled the CEO into the thread. The right content did the follow-up work.
See It in B2B Outbound OS
The strategy becomes a concrete outreach plan, channel by channel.
Do It Yourself
- Build the three-touch sequence
- Give each follow-up a new reason
- Define the reply branches: no reply, positive, not now, wrong person