swan-gtm The 4 Categories of Outreach
INBOUND (1:Many Messaging Only)
Definition:
- Prospect knows your company
- Hand-raisers taking marketing action asking to evaluate your product
Trigger: Demo requests, chat box inquiries
Messaging approach: 1:Many only (they came to you)
POSTBOUND (1:Many + 1:1 Messaging)
Definition:
- Prospect knows your company
- Marketing leads that are NOT hand-raisers
Trigger: Content engagement without explicit buying intent
Messaging approach: Mix of templated + personalized
BRIDGEBOUND (1:Many + 1:1 Messaging)
Definition:
- Prospect sometimes knows your company
- Segmented outbound based on premises that raise meeting/buying likelihood
Trigger: Prospect or company action NOT related to your marketing
Messaging approach: Signal-based personalization
5 Sub-Categories:
- Based on Relationship (39 triggers)
- Based on History (16 triggers)
- Based on Likely "In Market" (20 triggers)
- Based on Symptoms & Signs (11 triggers)
- Based on Firmographic (15 triggers)
OUTBOUND (1:1 Messaging Only)
Definition:
- Prospect doesn't know your company
- Coming in cold
Trigger: Prospect selected by prospecting team
Messaging approach: Fully personalized (1:1 only)
Messaging Matrix
| Category | Prospect Awareness | Messaging Type | Personalization Level |
|---|---|---|---|
| Inbound | High | 1:Many | Low |
| Postbound | Medium | 1:Many + 1:1 | Medium |
| Bridgebound | Low-Medium | 1:Many + 1:1 | Medium-High |
| Outbound | None | 1:1 Only | High |
Combines with
| Skill | Why |
|---|---|
personalization-playbooks |
Get messaging for each category |
bridgebound-relationship-39 |
Deep-dive on Bridgebound triggers |
inbound-triggers-30 |
Understand Inbound premises |
outbound-triggers-6 |
Master pure Outbound approach |
Example prompts
This lead downloaded our ebook - is it Inbound or Postbound?
Create a messaging strategy for Bridgebound leads with job change signals.
How do I transition a Postbound lead to a sales conversation?
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