ACME Lead Generation & Outbound Playbook
Systematic Pipeline Development and Marketing-Supported Campaigns
Lead Generation Playbook
Sales Owns Pipeline, Marketing Supports
Every salesperson at ACME is responsible for generating their own pipeline. This isn't about waiting for marketing to deliver leads—it's about proactively building relationships, creating opportunities, and filling your funnel through systematic outbound activity.
Salesperson Core Responsibilities
  • Own outbound prospecting and relationship building
  • Execute monthly outbound email campaigns (30-50 touches)
  • Maintain active LinkedIn presence with weekly content
  • Develop and nurture VAR partner relationships
  • Track and manage pipeline metrics rigorously
  • Leverage marketing content in personalized outreach
Marketing Support Functions
  • Produce monthly flagship content assets
  • Provide outreach templates and messaging frameworks
  • Generate benchmarking data and case studies
  • Develop co-branded partner materials
  • Support events and speaking opportunities
  • Enable sales with tools, data, and insights
Outbound Email Campaign Strategy
12-Touch, 6-Week Sequences
Effective outbound campaigns use multi-touch sequences that build familiarity, establish expertise, and create multiple engagement opportunities. Each sequence should tell a coherent story across all touchpoints.
Campaign themes rotate monthly:
  • Modernization messaging (vision-focused)
  • Pain-based narratives (problem-focused)
  • Demo invitations (solution-focused)
  • Micro-commitment asks (relationship-focused)
Sequence Structure
  1. Week 1: Introduction + value proposition
  1. Week 1: Pain point + relevant case study
  1. Week 2: Insight/data + soft call-to-action
  1. Week 2: Demo invitation + specific benefit
  1. Week 3: Different pain point + social proof
  1. Week 3: Content asset + educational value
  1. Week 4: ROI focus + assessment offer
  1. Week 4: Executive-level messaging
  1. Week 5: Urgency + scarcity element
  1. Week 5: Final value summary
  1. Week 6: Break-up email with door open
  1. Week 6: Last touch + future nurture path
LinkedIn Outbound Strategy
1
Weekly: Post Valuable Content
Share insights, case studies, industry trends, and thought leadership that positions you as a public-sector modernization expert. Focus on problems, not products.
2
Daily: Engage Authentically
Comment on prospect and influencer posts, share relevant content, participate in industry discussions. Build visibility and relationships through consistent, valuable engagement.
3
Monthly: Direct Message Sequences
Launch targeted 5-touch DM campaigns to prospects who engage with your content or fit your ICP. Use connection requests strategically with personalized notes.
4
Quarterly: Profile Optimization
Refresh your profile, banner, and featured content to reflect current messaging, recent wins, and seasonal themes. Ensure your profile converts visitors into connections.
LinkedIn is a long-term relationship-building platform, not a short-term sales tool. Consistency and authenticity generate results over time.
Monthly Content Campaign Cadence
Marketing Creates, Sales Activates
Each month, marketing produces one flagship content asset—a white paper, benchmark report, case study, or industry analysis. Sales takes this asset and executes 30-50 personalized outbound touches using it as the hook.
Campaign Execution Framework
  1. Week 1: Marketing delivers asset + messaging guide
  1. Week 1: Sales reviews asset and identifies target accounts (10-15 each)
  1. Week 2: Launch initial outreach with content + personal note
  1. Week 2-3: Follow-up sequence to non-responders
  1. Week 3: LinkedIn posting and engagement using asset themes
  1. Week 4: Final outreach + nurture path for non-responders
  1. End of month: Report results, identify hot leads, plan next month
VAR Lead Generation Strategy
Value-Added Reseller partnerships, particularly with technology vendors like Fortinet, create warm introduction opportunities and co-selling relationships that significantly shorten sales cycles.
Joint Sales Planning
Quarterly planning sessions with Fortinet and other VARs to identify target accounts, coordinate messaging, and align on territory coverage and opportunity development.
Co-Branded Assets
Develop joint solution briefs, case studies, and campaign materials that position ACME + partner as integrated solution for specific public-sector challenges.
Partner Target Lists
Execute coordinated outbound campaigns to partner target account lists, leveraging their relationships and our financial optimization narrative for warm introductions.

Key Success Factor: Position ACME as making partner solutions more fundable through cost optimization, not as competing with partner offerings.
Event Lead Planning & Preparation
Outbound Lead Generation for Maximum Event ROI
Maximizing return on investment from events, whether virtual or in-person, requires a systematic outbound lead generation approach. From pre-event engagement to post-event follow-up, every stage must be meticulously planned to ensure meaningful connections and pipeline development, especially within the public sector.
Strategic Target Identification
For government/public sector conferences, leverage databases like GSA eLibrary, agency vendor lists, and past attendee data to identify key decision-makers, procurement officers, and program managers involved in financial optimization and IT modernization.
Personalized Pre-Event Outreach
Launch targeted email and LinkedIn campaigns 4-6 weeks out. Messaging should highlight ACME's relevance to event themes (e.g., budget efficiency, digital transformation) and offer specific value propositions. Include an event-specific call-to-action (e.g., "Meet us at Booth #X" or "Join our session on Y").
Proactive Meeting Scheduling
Utilize a dedicated landing page or calendaring tool for prospects to book 1:1 meetings during the event. For virtual events, provide clear instructions and links for video calls. For in-person, emphasize booth location or a designated meeting area. Qualify meetings rigorously.
Post-Event Follow-Up & ROI
Implement a rapid 48-hour follow-up plan for all engaged contacts. Personalize messages based on meeting notes or interactions. Track meetings scheduled, attendance rates, and pipeline generated to measure event ROI and refine future strategies.
Successful event lead generation is a continuous cycle of planning, outreach, engagement, and analysis, ensuring that every event contributes directly to pipeline growth.
Event Outbound Campaign Templates and Messaging
Maximizing engagement at public sector events like NASCIO and GFOA requires tailored, value-driven communication. Here are templates for pre-event, during-event, and post-event outreach, focusing on financial optimization and IT modernization for government agencies.
1
Pre-Event Outreach
Subject Lines:
  • [Event Name] - Meet at Booth #X: Streamline Agency Spending
  • Invitation: Optimizing Public Sector Budgets at [Event Name]
  • Quick Chat at [Event Name]? Re: IT Modernization for State/Local
Value Proposition:
  • Discover how to reallocate budget from maintenance to innovation.
  • Learn strategies for achieving more with shrinking public funds.
  • Explore IT modernization pathways for enhanced citizen services.
Call-to-Action:
  • "Book a 15-min chat at our booth."
  • "RSVP for our session on X."
  • "Download our [Event Name] prep guide for Y."

Example Email:
Subject: Invitation: Optimizing Public Sector Budgets at [Event Name]

Hi [First Name],

I noticed you're attending [Event Name], and given your role at [Agency Name], I thought you might be interested in how ACME is helping government agencies like yours optimize IT spend to unlock funds for critical modernization initiatives.

We'll be at Booth #X showcasing strategies to streamline agency spending, allowing you to reallocate budget from maintenance to innovation.

Would you be open to a brief 15-minute conversation at our booth to discuss how these strategies could apply to your current objectives?

You can schedule a time directly here: [Link to Calendar]

Looking forward to connecting,
[Your Name]
2
During-Event Outreach
Subject Lines:
  • Just saw you at [Session Name]! Let's connect at [Event Name]
  • At [Event Name]: ACME for Public Sector Efficiency
  • Follow-up from [Session/Booth] - IT Cost Optimization for Government
Value Proposition:
  • Reinforce shared challenges discussed at the event (e.g., legacy systems, budget constraints).
  • Offer immediate, relevant solutions based on event themes.
  • Provide direct access to experts at the event location.
Call-to-Action:
  • "Stop by Booth #X."
  • "Meet for coffee in the lobby today."
  • "Join our live demo at [Time]."

Example Email:
Subject: At [Event Name]: ACME for Public Sector Efficiency

Hi [First Name],

Great to see you here at [Event Name]! I just wanted to reach out as we're at Booth #X, focusing on helping public sector agencies navigate IT cost optimization challenges – a topic that's been central to many conversations here.

If you have a moment between sessions, we're demonstrating how agencies can achieve significant savings and improve service delivery through strategic IT modernization.

Would you like to swing by Booth #X for a quick chat, or perhaps connect for a coffee later this afternoon?

Best,
[Your Name]
3
Post-Event Outreach
Subject Lines:
  • Great connecting at [Event Name] - Next Steps for Financial Optimization
  • From [Event Name]: Resources for Your Agency's IT Budget
  • Following up on our [Event Name] chat - [Specific Topic]
Value Proposition:
  • Reference specific conversations or shared interests from the event.
  • Provide relevant resources that extend the event's learning.
  • Reiterate how ACME addresses key public sector pain points.
Call-to-Action:
  • "Schedule a deeper dive into your agency's needs."
  • "Review the attached case study/report."
  • "Share this with your team."

Example Email:
Subject: Great connecting at [Event Name] - Next Steps for Financial Optimization

Hi [First Name],

It was a pleasure meeting you at [Event Name]! I really enjoyed our conversation about [specific topic or challenge discussed, e.g., "the complexities of modernizing legacy systems" or "budget constraints impacting new initiatives"].

As promised, I've attached a brief [relevant resource, e.g., "white paper on cost-effective cloud migration for state agencies" or "case study on how a similar agency achieved X% savings"]. I believe it directly addresses some of the points we discussed.

Would you be open to a follow-up 30-minute virtual meeting next week to explore how these strategies could be tailored to [Agency Name]'s specific goals?

You can book a time that works best for you here: [Link to Calendar]

Thanks,
[Your Name]
Integrated Activity Cadence
52
Weekly Activities
Outbound email touches, LinkedIn engagement, and relationship building
12
Monthly Campaigns
Flagship content activation with 30-50 personalized outbound touches
4
Quarterly Planning
Territory reviews, partner alignment, pipeline health checks, and strategy refinement
Daily Salesperson Checklist
Morning Routine
  • Review pipeline and prioritize accounts
  • Send 5-10 personalized outbound emails
  • Engage with 10-15 LinkedIn posts
  • Follow up on pending micro-commitments
Afternoon Routine
  • Conduct scheduled discovery calls or demos
  • Update CRM with all activity and insights
  • Research and qualify new target accounts
  • Plan next day's outreach and priorities
The Modernization Flywheel
Creating Self-Sustaining Momentum
The ACME approach creates a virtuous cycle where each phase reinforces and accelerates the next. This flywheel effect transforms one-time projects into long-term strategic partnerships.
Transparency
Reveal true costs, identify optimization opportunities, create visibility into spend drivers
Optimization
Capture savings, improve allocation models, reduce waste and redundancy
Modernization
Fund transformation with savings, execute roadmap, implement new capabilities
Continuous Improvement
Measure results, refine processes, identify new opportunities, restart cycle
As the flywheel spins faster, trust deepens, stakeholder confidence grows, and modernization accelerates. Your role is to start the flywheel spinning and maintain its momentum through consistent execution of this playbook.