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)

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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

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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:

1. Based on Relationship (39 triggers)
2. Based on History (16 triggers)
3. Based on Likely "In Market" (20 triggers)
4. Based on Symptoms & Signs (11 triggers)
5. Based on Firmographic (15 triggers)

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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)

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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

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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?