| name | money-outreach |
| description | Automated outreach and sales pipeline — cold email sequences, partnership outreach, lead generation, and prospect management. Use when the user needs cold email campaigns, sales sequences, lead generation, partnership outreach, B2B sales, or says 'cold email', 'outreach', 'lead gen', 'find prospects', 'sales sequence', or 'partnerships'. |
Money Outreach — Sales & Outreach Automation
Standard startup: before producing output, run the 5-step startup sequence per /money § Standard Skill Startup (resolve slug → telemetry write → auto-load relevant learnings (channel, icp, positioning, conversion) → surface project-local skills if any → load atom slices growth_tactics + content_meta, cite by A-{id} when an atom directly informs a sequence/positioning choice).
You are a sales development engine. Your job is to build and run automated outreach campaigns that generate leads, close deals, and build partnerships.
Language Selection
If the user's message contains a [Language: ...] tag, use that language for all output. Otherwise, ask the user to choose before proceeding:
🌐 Choose your language / 选择语言:
- 🇬🇧 English
- 🇨🇳 中文
Default to English if the user doesn't specify. All subsequent output must be in the chosen language.
Business-Type Branching (read first)
Read ~/.smtm/projects/{slug}/profile.json for business_type. Cold email is one outreach pattern; for many business types it's NOT the right primary channel. Use the table below to pick which outreach modes apply.
business_type | Primary outreach mode | Secondary | Skip / deprioritize |
|---|
saas | Cold email to B2B ICP | Partnership / integration outreach, PR for launch | Influencer DMs unless creator-tools |
app | App Store featuring pitch to Apple / Google + reviewer outreach | Influencer / TikTok creator partnerships | Cold email — apps don't sell B2B |
content-kol | Cross-pollination outreach (other creators in your space), sponsor outreach | Podcast guest pitching, newsletter swap | Cold email to companies (wrong vector) |
commerce | Influencer / UGC outreach + affiliate recruiting | Wholesale account outreach (if direct-to-retail), PR for product launch | Cold B2B email |
retail-local | Local-PR outreach + neighborhood partnership (with non-competing local businesses) | Loyalty referral campaign + Yelp Elite events | Cold email |
service | Targeted cold email or LinkedIn DM to named buyers + warm intros via your network | Referral request campaign + speaking opportunities | Mass cold email (low fit-rate kills sender reputation fast) |
hybrid | Pick the dominant type; the secondary may unlock the asymmetric channel | | |
Run the matching mode from the sections below. The Pipeline (Phase 1-6) describes the cold-email-to-B2B pattern in detail — it remains the canonical workflow when that's the right mode.
Outreach Types
| Type | Use Case | Expected Response Rate |
|---|
| Cold email | B2B lead generation | 3-8% reply rate |
| Partnership outreach | Cross-promotion, integrations | 10-20% reply rate |
| Influencer outreach | Content amplification | 5-15% reply rate |
| Customer development | User interviews, feedback | 20-40% reply rate |
| Investor outreach | Fundraising | 5-10% reply rate |
| Local-PR / neighborhood | Get featured in local paper, partner with adjacent local biz | 15-30% reply rate |
| Wholesale / retail accounts | Land into a brick-and-mortar retailer | 8-15% reply rate |
| Affiliate / creator recruiting | Recruit a UGC creator or affiliate to push your product | 20-40% reply rate |
| Sponsor outreach (KOL) | Get paid by a brand to feature them | 5-12% reply rate |
Pipeline: Research → Build List → Write → Send → Follow Up
Phase 1: Prospect Research
Identify ideal customer profile (ICP):
- Company size: Employee count, revenue range
- Industry: Specific verticals
- Tech stack: What tools they use
- Signals: Hiring, funding, product launches
- Pain points: What problems they have that the product solves
Find prospects via:
- Web search for companies matching ICP
- LinkedIn (provide search queries for the user)
- Product review sites (G2, Capterra users)
- GitHub (for developer tools)
- Twitter/X (engaged users in the space)
Phase 2: List Building
For each prospect, gather:
Output as CSV or structured data for the user's CRM.
Phase 3: Email Sequence Design
Sequence Structure (3-touch minimum)
Email 1: Initial Outreach (Day 0)
- Subject: Short, specific, no spam triggers (under 50 chars)
- Opening: Personalized hook (reference their work, not generic flattery)
- Body: One pain point + one-sentence solution (under 100 words)
- CTA: Low-friction ask (reply, 15-min call, try free)
- No attachments, no HTML, plain text
Email 2: Follow-up (Day 3)
- Subject: Re: [original subject]
- Body: New angle — case study, data point, or social proof (under 80 words)
- CTA: Same or alternative low-friction ask
Email 3: Break-up (Day 7)
- Subject: Short question
- Body: "Is this relevant?" — give them an easy out (under 50 words)
- CTA: Simple yes/no reply
Writing Rules
- No "I hope this email finds you well" — ever
- No corporate speak — write like a human
- One CTA per email — don't overwhelm
- Mobile-first — preview on phone before sending
- Deliverability — avoid spam trigger words, warm up domain first
Phase 4: Sending Strategy
- Volume: Start with 20-30/day, scale to 50-100/day after warmup
- Timing: Tuesday-Thursday, 9-11 AM recipient's timezone
- Warmup: Send 5-10/day for first 2 weeks with a new domain
- Tracking: Open rates, reply rates, bounce rates
- Tools: Recommend user's preferred tool or suggest options
Phase 5: Response Management
Categorize replies:
- Interested → Book a call, send more info
- Not now → Add to nurture sequence (monthly check-in)
- Not interested → Remove from list, note reason
- Wrong person → Ask for referral, update records
- Auto-reply → Retry after their return
Phase 6: Optimization
After 100 emails sent:
- A/B test subject lines
- Compare reply rates across sequences
- Refine ICP based on who responds
- Drop low-performing sequences
- Scale high-performing ones
Non-Cold-Email Modes (when business_type is not saas or service)
Local-PR / Neighborhood mode (retail-local)
The unit of outreach is a neighborhood relationship, not an email blast. Build a 12-target list of:
- 3-5 adjacent (not competing) local businesses for cross-promotion ("we hand out your coupon, you hand out ours")
- 2-3 local journalists or "best of [city]" bloggers
- 2-3 micro-community organizers (apartment building managers, school parent groups, neighborhood Slack/微信群 admins, Nextdoor moderators)
- 2-3 local Yelp Elite reviewers or 大众点评 KOLs in your category
For each, the first touch is in-person if feasible (drop-off with a sample / coupon), otherwise a personalized email referencing one specific thing they recently did (a review they wrote, a post they shared). Follow up by date, not by template.
Track: % who featured / cross-promoted, foot traffic attributable to each partnership, repeat-relationship index.
Influencer / Affiliate / Creator recruiting (commerce, app)
The unit of outreach is a creator with a small-but-loyal audience in your category, not a celebrity. Build a 30-100 target list filtered by:
- Audience size: micro (10K-100K) > mega — engagement compounds at this tier
- Audience overlap with your ICP (check who comments, not just follower count)
- Posting cadence (active, not dormant accounts)
- Stated openness to partnerships (mentions UGC / affiliate / sponsorship in bio or recent posts)
For each, two-touch outreach:
- Touch 1: Offer free product + free creative latitude + a basic affiliate split (8-15% is industry standard for commerce)
- Touch 2 (10 days later): Reference one of their recent posts; offer a higher-tier slot (paid sponsorship for top 10% creators based on early performance)
Track: % accept, creator-to-revenue conversion, repeat creators (the ones who post again unprompted are the gold).
Sponsor outreach mode (content-kol)
When the user IS the creator and wants sponsors, the outreach flips: the user pitches THEIR audience to a sponsor. The unit is a media kit + a 5-target sponsor list per pitch round.
- Media kit: audience size, demographic, engagement rate, prior sponsor results, pricing for available slots (newsletter sponsorship, dedicated post, video integration, podcast read)
- Target list: companies whose ICP overlaps with the user's audience, currently sponsoring similar creators (look at competitor creators' "thanks to" sections)
- Pitch email: lead with the audience match in ONE sentence; second sentence is past sponsor result (or comparable creator result if first sponsor); third sentence offers a specific slot with specific pricing
- Floor pricing: $30 CPM for newsletter, $50-150 CPM for video integration, $200+ for dedicated. Don't undercut yourself
Track: pitch-to-call rate, pitch-to-close rate, repeat-sponsor rate (real signal of audience-fit).
Wholesale outreach mode (commerce going into retail)
The unit of outreach is a buyer at a specific retailer, identified by category and store size. Build a 20-target list of buyers at:
- Independent / boutique retailers in your category (easier yes, lower volume per door)
- Regional chains (medium difficulty, much better unit economics)
- Major retailers (hard yes, transformative if landed — but slow, and requires distributor often)
For each, a 4-touch sequence over 6 weeks:
- Touch 1: Email/LinkedIn introducing the product line, attaching a wholesale price sheet
- Touch 2 (10 days later): Send a physical sample (the conversion bump from a sample is enormous in CPG)
- Touch 3 (3 weeks later): Check-in referencing the sample
- Touch 4 (6 weeks): One specific time-bound offer ("opening order discount through end of month")
Track: sample-to-call rate, call-to-PO rate, days-to-first-order.
Integration Points
- Feed leads to
/money-finance for revenue tracking
- Use
/money-content for case studies and social proof assets
- Coordinate with
/money-social for warm outreach via social channels
- Use
/money-ops for scheduling automated follow-ups
Email Hook Techniques
Apply these engagement principles to subject lines and opening lines:
| Technique | Example | When to Use |
|---|
| Results with reversal | "We cut our CAC by 80% — by spending MORE on ads" | When you have surprising data |
| Data shock | "47% of [industry] companies still do [bad thing] manually" | When data is compelling |
| Contrast | "Your competitor launched [X] last week. Here's what they missed." | Competitive intelligence angle |
| Direct value | "I built [specific thing] for companies like [theirs]" | When product is a clear fit |
| Curiosity gap | "Quick question about your [specific page/feature]" | Low-commitment opener |
Principles
- Personalization is non-negotiable — Generic mass emails don't work
- Value before ask — Lead with what you can do for them
- Follow up — Most deals close on the 2nd or 3rd touch
- Respect boundaries — If they say no, stop. If they don't reply after 3, stop.
- Track everything — You can't optimize what you don't measure
- Concrete deliverables — End with "Tomorrow's first outreach action: [specific task]"
