Outbound With Value Asset
Lead outbound with a free value asset (report, benchmark, checklist) that earns replies by delivering standalone value before any pitch.
npx gtm-skills add marketing/problem-aware/outbound-with-value-assetOutcome
>=2 positive replies that reference the asset content in 1 week
Leading Indicators
- Asset link click rate
- Reply rate
- Asset-referencing reply count
Instructions
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Run the icp-definition drill to document your Ideal Customer Profile and identify the specific pain point that will drive the asset topic.
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Run the build-prospect-list drill to source and enrich 50-100 contacts matching your ICP from Clay and Apollo. Push to Attio.
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Run the value-asset-creation drill to produce a 1-5 page asset (checklist, benchmark, scorecard, or short report) that addresses the ICP pain point and delivers standalone value without pitching your product.
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Human action required: Founder reviews the asset draft, verifies all data, adds personal anecdotes. Host at a clean URL (Google Doc exported as PDF is sufficient).
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Send outreach manually from the founder's email. For each prospect: one personalization line about their company, introduce the asset, direct link, 'No ask -- thought it would be useful.' Send 10-20 per day over 3-5 days.
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Log each send and reply in Attio. Tag replies that reference specific asset content as asset-referenced.
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After 1 week, run the threshold-engine drill to evaluate: >=2 positive replies that reference the asset content.
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If PASS, proceed to Baseline. If FAIL, diagnose: low click rate means weak email copy; clicks but no replies means asset does not prompt action; generic replies means asset is forgettable.
Recommendations
Time
6 hours over 1 week
Play-specific cost
$0 (all free tiers)