Cold Outreach Sequence for a Strategy Consultant
A targeted cold outreach sequence for an independent strategy consultant that generated a 14% reply rate and converted three new client engagements within 60 days.
Client: Alden Farrow
14%
Reply Rate
Across 200 sends (from under 2%)
11
Discovery Calls
Converted from replies
3
New Engagements
Closed within 60 days
£54K
Contract Value
New revenue from sequence
Alden Farrow had 20 years of experience advising C-suites at global companies. He was well-regarded within his network but invisible outside it — and his referral pipeline was becoming unreliable. He needed to build an outbound channel, but every attempt at cold email had produced near-zero replies. The sequences he had tried read like everyone else's: feature-first, generic, and transparently automated.
The challenge was twofold. Alden had a highly specific ICP — CFOs and COOs at PE-backed portfolio companies between £20M and £100M ARR — and cold email to this audience is notoriously hard. They receive hundreds of pitches. The bar for relevance is extremely high, and the bar for trust is higher.
We began by studying the language, concerns, and buying triggers of Alden's target audience — reading their LinkedIn posts, their public commentary on portfolio management, and analysing the objections that came up in his previous sales conversations.
From that research, we built a 5-email sequence opening with a hook specific to PE portfolio dynamics — referencing the operational failure modes that commonly emerge at the £20M–£100M inflection point. The first email named the specific problem Alden solved without mentioning his service. No pitch, no ask — just a relevant observation that demonstrated he understood their world.
Emails 2 and 3 introduced a case study and a specific outcome. Email 4 made a soft ask. Email 5 was a breakup email that consistently outperformed the others for replies. We also built a personalisation framework: a structured approach for Alden to customise the opening line of each email in under 60 seconds using LinkedIn research.
The sequence achieved a 14% reply rate across 200 sends — more than seven times his previous outreach performance. Of those replies, 11 converted to discovery calls. Three converted to engagements within 60 days, representing approximately £54,000 in new contract value.
Alden reported that the quality of the conversations was categorically different from any previous outbound effort. Prospects were pre-qualified by the specificity of the copy — the people who replied were exactly the people he wanted to talk to.
Our outbound reply rate went from under 2% to 14% after SCRIPTED. rewrote the sequence. The copy treats prospects like intelligent adults — and they respond to it accordingly.
Alden Farrow
Head of Growth · Farrow Advisory
Project Details
- Client
- Alden Farrow
- Industry
- Management Consulting / Strategy
- Service
- Sales Outreach
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