Video Prospecting Outreach

This drill covers the end-to-end workflow of recording personalized Loom videos for a batch of prospects and sending them via cold email with embedded animated GIF thumbnails. The personalized video approach consistently outperforms text-only cold email on reply rate and meeting conversion because it builds trust and demonstrates effort.

Input

• Prospect list in Clay or Attio with enrichment data (name, company, role, pain point, recent signal)
• ICP definition (from icp-definition drill)
• Loom Business account with CTA buttons enabled
• Instantly account with warmed sending domains
• Cal.com booking link for video CTAs

Steps

1. Prepare prospect enrichment for video scripts

Open your Clay table with the target prospect batch. For each prospect, you need these columns populated:

• First name
• Company name
• Role/title
• One specific pain point or trigger signal (e.g., "just raised Series A", "hiring 5 engineers", "competitor of {customer}")
• Company website URL (for screen share during recording)

Use the clay-enrichment-waterfall fundamental to fill gaps. Add a Clay AI formula column that generates a one-sentence video hook for each prospect based on their signal: "I noticed {company} just {signal} -- that usually means {pain_point_connection}."

2. Batch-record personalized Loom videos

Using the loom-personalized-outreach fundamental, record one video per prospect:

1. Open the prospect's website in your browser
2. Start Loom recording (camera + screen)
3. Follow the 60-90 second template: greeting by name, reference their signal, connect to your value prop, brief proof point, CTA
4. Stop recording, trim, add CTA button linking to Cal.com
5. Name the video: {company}-{firstname}-{campaign-slug}
6. Copy the share link

Target pace: 2-3 minutes per video including setup. A 20-prospect batch takes ~50 minutes.

3. Build the Loom-to-email mapping

After recording, build a CSV or Clay table column mapping each prospect to their Loom video:

| Prospect Email | First Name | Company | Loom Video ID | Loom Share URL | Loom GIF URL | |----------------|------------|---------|---------------|----------------|--------------|

The Loom GIF URL format: https://cdn.loom.com/sessions/thumbnails/{video-id}-with-play.gif The Loom share URL format: https://www.loom.com/share/{video-id}

Export this mapping for Instantly campaign import.

4. Build the email campaign in Instantly

Using the loom-embed-in-email fundamental, create the campaign:

Email 1 (Day 0) -- Video email:

Subject: Quick video for you, {first_name}

Hey {first_name},

I recorded a 60-second video just for you:

[Embedded Loom GIF thumbnail linked to video]

{one-line context from Clay AI hook}

If it resonates, there's a link in the video to grab 15 minutes.

{your_name}

Email 2 (Day 3) -- Text follow-up:

Subject: Re: Quick video for you, {first_name}

Hey {first_name}, did you get a chance to watch the video I sent?

Quick summary: {value_prop_one_liner}.

Happy to walk through it live if helpful — here's my calendar: {cal_link}

{your_name}

Email 3 (Day 7) -- Breakup:

Subject: Re: Quick video for you, {first_name}

{first_name} — I know inboxes are brutal so I'll keep this short.

If {pain_point} isn't a priority right now, no worries at all. But if it is, I'd love 15 minutes to show you what we built for {similar_company}.

Either way, the video is here if you want to watch it later: {loom_share_url}

{your_name}

Using the instantly-campaign fundamental, upload the prospect CSV with Loom video IDs mapped as merge fields. Set sending schedule to weekdays, 8am-11am in prospect's timezone. Enable open and click tracking.

5. Log prospect data in CRM

Using the attio-contacts fundamental, update each prospect record in Attio with:

• video_sent: true
• video_loom_url: {share_url}
• video_campaign: {campaign_slug}
• video_sent_date: {date}

This ensures the sales team can find and reference the video in follow-up conversations.

6. Monitor video engagement

Using the loom-analytics fundamental, check video view data daily during the campaign:

• Who watched (by email if viewer was identified)
• Watch percentage per viewer
• CTA button clicks

Priority follow-up rules:

• Watched >75%: HOT -- follow up within 24 hours with a specific meeting request
• Watched 25-75%: WARM -- send the text follow-up (Email 2) immediately instead of waiting
• Watched <25% or did not watch: let the sequence continue on schedule

Update Attio contact records with video_watched: true, video_watch_pct: {percentage}.

Output

• Personalized Loom videos recorded for each prospect in the batch
• Cold email campaign launched in Instantly with embedded video thumbnails
• CRM records updated with video engagement data
• Priority follow-up queue based on video watch behavior

Triggers

Run this drill for each new prospect batch. Typical cadence: 1-2 batches per week of 10-25 prospects each at Smoke/Baseline level, scaling to 50+ per week at Scalable level.