Sequences Overview

Article author
Brandan Blevins

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Sequences are outreach campaigns with any number of sequential contact points and tasks that you can customize to personally engage your target audiences at scale. They help your team deliver communications to your customers and complete the right tasks at the right time to speed your prospects through your pipeline and turn them into paying customers as efficiently as possible. 

The following sections detail the various benefits of using sequences in Apollo along with some best practices.

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Why Use Sequences?

There are many benefits to using sequences in Apollo, including the ability to:

  • Save time using automated steps and AI to create compelling content based on the needs of your ideal prospects. Use these time savings to allow your team to work on more high-value, complex tasks.
  • Leverage Apollo's AI to iterate on your messages. Craft emails with a more consistent tone and voice, while enabling your team more time to be creative.
  • Institutionalize best practices for engaging leads into easy-to-follow guides that automatically add defined tasks to your Apollo dashboards on set schedules. This ensures consistency and accountability for your sales team.
  • Achieve better email response rates.
  • A/B test message templates, scripts, and strategies to confirm the best version of any step in your sales process.
  • Access reporting to compare and optimize your approach and help you to confirm the best times for every message you send. Reports include specific data relative to your messaging, such as how many messages were delivered, opened, replied to, and bounced.

As you use Apollo to hone in on your ideal customer profiles, create sequences to match each type of outbound and/or inbound prospect with automatic and manual messages, LinkedIn engagement, calls, and action items that speak directly to the value propositions they want.

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Available Steps in a Sequence

Pick a step.

Sequence steps are the individual messages and activities you design for your team to successfully engage with prospects. Sequences are made up of as many steps and with as much time between each step as you choose. There are several types of steps, including:

  • Automatic email: Use any of your Apollo email templates or create new ones to craft personalized and targeted messaging that is delivered based on the parameters you set.
  • Manual email: Use to schedule and deliver follow-up emails that you can fully customize for individual prospects.
  • Phone call: Add notes, tips, scripts, and any other helpful information with a reminder to call a prospect.
  • Action item: A blank canvas to schedule any number of necessary internal communications or processes along the way. Action items include a timeframe, priority, and notes for your team.
  • LinkedIn: Send a connection request: Create connection request templates to make a great first impression.
  • LinkedIn: Send message: Send personalized messages using templates, snippets and dynamic variables to personalize your approach at scale.
  • LinkedIn: View profile: Access a contact's LinkedIn profile from within Apollo and document key information that can help you build rapport when engaging with prospects.
  • LinkedIn: Interact With post: Review a contact's activities, engage with their recent posts, and give yourself direction with reminders and relevant notes.

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Timing or Spacing Between Steps

Choose your timing between steps.

There are 2 factors to determine how much time elapses between sequence steps:

  • Schedule: The sequence schedule sets the time and the day in which Apollo sends messages to prospects.
  • When to start this step: This tells Apollo how long to wait in between each step in a sequence.

For more information on how to take advantage of sequence schedules and wait time between steps, refer to the Create and Edit Sequence Sending Schedules.

The optimal timing for your target audience depends on the type of sales strategy you choose. Research your industry, plan your strategy, and then A/B test to find the approach that works best for your ideal customers. For an example use case of how to leverage Apollo sequences, refer to Leverage Apollo Email to Increase Your Conversion Rates. For general best practices when building an Outbound Sales Process, refer to this Overview article.

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Sequence Rulesets

Sequence rulesets allow you to edit default and advanced triggers that automatically update the stage of the contacts and/or the accounts they belong to whenever certain conditions are met as they go through a sequence. For example, a sequence can pause for a certain contact if they confirm their interest. In addition, you can set the maximum amount of emails sent per day, among other settings.

Refer to Create Sequence Rulesets for help in setting up rulesets for your sequences.

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Create Sequences

You can create a sequence with or without templates, from scratch, or with the friendly help of Apollo's AI writing tool.

It's Sequence Time!

Ready to create a sequence? Try it out in Apollo here. If you need a helping hand, refer to Create a Sequence for help with creating and adding steps to your sequences.

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