3x President’s Club winner Charly Johnson walked us through her approach for segmenting and working her book of ~100 accounts.
Today we’re serving up the key callouts we learned from her + examples of actual outbound messages that booked meetings with technical buyers. We’ll look at how Charly:
- Segments Her Accounts
- Works Each Segment
- Makes Time for Prospecting as a Full-Cycle AE.
Let’s rip.
How Charly Segments Her Accounts
Charly splits her ~100 mid-market accounts into 3 buckets:
- Signal Accounts are her #1 priority. Instead of tracking 537 different signals and getting overwhelmed by the noise, Charly mostly focuses on prior closed lost, event attendees, and LinkedIn team intros.
- Tier 1 Accounts are large strategic accounts with high revenue potential that don’t have a signal. These require more work to break into.
- Volume Accounts are all other accounts in her book.
Now let’s walk through her approach for breaking into each.
Signals - 50% of PG Time
Charly groups her Signal Accounts into 3 basic categories and allocates research time by their likelihood to lead to a deal.
Her outreach strategy for these accounts is call heavy since email has been getting so noisy. Here’s an example cold call script Charly uses for old closed lost accounts:
Tier 1’s - 35% of PG Time
Tier 1s require more research time since there’s no existing signal Charly can cite when she reaches out. Keep in mind, Charly has a pretty tight book of business and that closing a single deal can often make her entire Quarter!
Two of her reliable outbound plays are moderately personalized emails and event/conference prospecting. Here are examples of messages that booked meetings (we had to redact some info about her prospects for privacy purposes):
Charly’s ACTUAL personalized outreach:
Charly’s ACTUAL event outreach:
Volume - 15% of PG Time
Charly delegates a lot of the outbound work on these accounts to her SDR (shoutout Sam Roberts!). They group Volume accounts by industry and then use AI to identify industry trends for that specific group.
This allows them to send industry-relevant messaging without needing to spend a ton of time personalizing every message.
Example email that booked a meeting:
How Charly Makes Time for Prospecting
Since Charly has a life(!) and 1,000 other things that need her attention as a full-cycle AE, she can’t spend all day prospecting. Here are 3 ways she finds time to book a few net-new meetings each week:
A Humble egg timer: She’ll estimate the time it takes to do her next task and set the timer for that amount. This keeps her on-task and makes a game of “beating the timer”.
Calendar Blocks: At the end of each week, she blocks prospecting time for specific accounts on her calendar for the next week so people don’t book over her PG time.
Hardest thing first: Like most well-adjusted humans, Charly doesn’t love dialing (Cold Calling Sucks And That’s Why It Works…) so she tries to do it first thing in the morning before anything else gets in the way!
There you have it. Step-by-step from a 3x President’s Club winner. Watch the full video breakdown with Charly here.
That’s a wrap!
