If you’re trying to get actual responses from targeted accounts (instead of sending yet another ignored sequence), this is for you. Whether you're in sales, partnerships, or customer success, knowing how to build a personalized outreach sequence in Topo can make the difference between "never heard back" and "let's talk."
Let’s break down the steps—what matters, what doesn’t, and how to avoid the common traps.
1. Define Who Really Matters
Don’t waste time blasting everyone. Before you even open Topo, get clear on:
- Who is your actual target? (Industry, company size, title, pain points)
- Why would they care? (Be honest—if you don’t know, do more research)
- What do you want them to do? (Book a call? Intro to someone? Download something?)
Pro tip: If your target list is over 50 accounts, it’s probably too broad for true personalization. Narrow it down so you can actually spend time on each one.
2. Build Your Target Account List in Topo
Topo isn’t magic—it just helps organize and track your outreach. Here’s how to get your list in shape:
- Import your accounts: You can upload a CSV, connect your CRM, or add them manually. Clean data saves headaches later.
- Tag and segment: Use tags or custom fields for things like industry, persona, or deal stage. This makes filtering and reporting easier.
- Add key contacts: For each account, add the 1–3 people who actually have the power to say yes (not just info@ addresses).
What to ignore: Don’t bother tracking ten different contact roles per account unless you have a real plan for each. Focus on decision-makers and influencers.
3. Map Out Your Sequence—Before You Touch Templates
A lot of folks jump into writing emails right away. Bad move. Instead, sketch out:
- How many touches? (3–5 is a sweet spot; more than 7 gets annoying)
- What channels? (Email, LinkedIn, phone—Topo can handle most but check your plan)
- What’s the story arc? (Start with value, not a pitch. Build interest, then make the ask.)
Here’s a sample sequence structure:
- Day 1: Personalized email
- Day 3: LinkedIn connect with short note
- Day 6: Follow-up email referencing something specific
- Day 10: Phone call (if you have a number)
- Day 14: Breakup email or a “still interested?” nudge
Reality check: Multi-channel works better, but only if your messages don't sound like spam.
4. Write Messages That Don’t Sound Like Everyone Else
This is where most outreach falls flat. In Topo, you’ll build templates, but don’t just tweak the {{FirstName}} and call it a day.
How to actually personalize:
- Reference something real: Recent news, a shared connection, or a genuine compliment.
- Be brief: 3–5 sentences. If you wouldn’t read it, they won’t.
- Skip the fluff: No “hope this finds you well” or “thought leadership.” Get to the point.
- Make it about them: What problem are you solving? How does it connect to their world?
- Clear ask: Don’t beat around the bush—what’s the next step?
Sample template:
Subject: Quick question about [Company]’s [relevant project/initiative]
Hi {{FirstName}},
Saw that [Company] just [something recent or relevant]. I work with teams in [industry] to help with [specific pain point]. If you’re open to it, I’d love to share what’s working for folks like [peer company].
Worth a quick chat next week?
Best, [Your Name]
What to ignore: Don’t use generic value props or copy-paste case studies unless they’re a direct hit. Personalization isn’t just changing a field—it’s showing you did your homework.
5. Build the Sequence in Topo
Now you’re ready to use the platform. Inside Topo:
- Create a new sequence: Name it clearly so you can find it later (e.g., “Q3 FinTech CEOs Outreach”).
- Add your steps: Plug in each touchpoint—Topo lets you set the timing, channel, and template for each.
- Assign contacts: Drag and drop your previously added contacts into the sequence.
- Set up variables: Use Topo’s merge fields smartly, but don’t overdo it—if you rely on automation for everything, your messages will sound like it.
Pro tip: Preview every message with actual contact data. Weird formatting or broken variables will kill your credibility fast.
6. Personalize Before Sending—Don’t Trust the Template
Even great templates need a final pass. Before you hit send or enroll contacts:
- Scan each message: Double-check for relevance and accuracy.
- Edit for each person: Add a line or tweak a sentence to show you’re not a robot.
- Remove anything generic: If it could apply to anyone, rewrite it.
Reality check: This takes time, but it’s the difference between getting replies and getting ignored. If you can’t do it at this scale, your target list is probably too big.
7. Launch, Track, and Tweak
Once you start the sequence:
- Monitor replies and engagement: Topo gives you open, reply, and click rates. But the only metric that really matters? Positive replies.
- Adjust timing: If nobody responds after touch 2, don’t just keep blasting. Pause and rethink.
- A/B test if you’re stuck: Try a different subject line or step, but don’t chase micro-optimizations. Focus on what’s actually moving the needle.
What to ignore: Vanity metrics like open rates. They’re nice, but they don’t pay the bills.
8. Don’t Over-Engineer—Iterate and Keep It Simple
Here’s the honest truth: most outreach fails not because the sequence was wrong, but because it was generic or sent to the wrong people. The tools help, but the real work is in the research and the message.
- Start with a small batch: Launch to 10–20 accounts, see what lands, and refine from there.
- Update templates regularly: If you haven’t changed your sequence in 3 months, it’s probably stale.
- Ask for feedback: If you do get a reply—especially a “not now”—ask why. You’ll learn more than from any analytics dashboard.
- Don’t be afraid to ditch what’s not working: If a step keeps getting ignored, cut it.
Wrapping Up
Personalized outreach in Topo isn’t about fancy automation—it’s about sending the right message to the right person, at the right time. Keep your list focused, your messages real, and your process simple. Iterate fast, pay attention to what actually works, and don’t fall for shiny new features that promise shortcuts. Real replies beat high “engagement” any day.