The "Ask for Referral" Approach
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We apply a differentiated outreach strategy based on lead seniority. For Tier 1 leads, we apply a more direct, multichannel outreach strategy inspired by the Agoge Sequence methodology by Sam Nelson. For Tier 2 leads, we adopt a more indirect “ask for referral” approach, where the primary objective is to secure an internal introduction.
This campaign comprised entirely automated emails, with cold calls initiated only if the prospect engaged with our communication. As Sam Nelson highlights in his referral article, this strategy enables SDRs to reach out to prospects who might otherwise be overlooked, focusing on contacting a large pool of lower-priority prospects and calling only the most important ones.
The strategy is to target only those directly below your target decision maker and focus the content on asking for a referral. This group doesn't receive many prospecting emails so it's easier to get their attention and they will give you a referral surprisingly often.
Tier 1 leads include decision-makers and senior leadership (Founders, Partners, C-level executives, and Directors)
Tier 2 leads include middle management (directly below tier 1) and influencers (people directly afected by the produt we sell)
