What's up, it's Zayd.

I get asked the question: "How do I build a reliable outbound engine without spending a fortune?" at least three times a week. And after building and exiting two appointment-setting agencies and now running Valley, I've seen what works (and more importantly, what doesn't) when it comes to early-stage outbound.

So in this week’s newsletter, I’ve decided to finally dig in. Let’s make the Ultimate Handbook to Outbound Sales for a Pre-Series A Startup.

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Zayd’s Picks

My favorite finds of the week.

• Build a referral engine that grows customers while you sleep (link)

• The drop marketing strategy that got Beehiiv 250k impressions (link)

• How to build a lead magnet prospects can’t resist (link)

• The outbound blueprint in 2024 (link)

• GTM strategy to go from $0 to $5M ARR (link)

• The one phrase making prospects tune you out (link)

• The step-by-step process to grow a business in 2024 (link)

The Pre-Series A Outbound Playbook

Start With the Founder

There’s no way around it and there’s no way to sugarcoat it. As a founder, you need to be in the trenches.

Why? Because:

• You understand the product better than anyone

• You can iterate on messaging in real-time

• You'll learn what resonates with prospects firsthand

• The close rates are typically 2-3x higher

Founders should spend at least 2 hours per day on outbound. I went into detail about this in the letter about what Harvey Specter taught me about outbound, but TLDR—you need to be prepared, sharp, and ready to close.

Build Your Target List (The Right Way)

Most founders cast too wide of a net. Instead, think precision and thoughtful curation over speed.

Start with just 100 accounts that fit these criteria:

• Clear, immediate pain point your product solves

• Budget to pay for your solution

• Quick decision-making ability (avoid enterprises early on)

• Similar to any existing customers

The Research Phase

Read, learn, ask, analyze. Know the answers to all of the questions that you’re going to be asked when prospects are trying to poke holes. And know everything there is to know about who you’re targeting.

For each target account, understand:

• Recent company announcements

• Leadership changes

• Funding rounds

• Tech stack

• Competitor relationships

This isn't busy work – it's ammunition for relevance.

Craft Your Message

The biggest mistake I see? Writing novels in cold emails. Keep it quick, short, sharp, and impactful.

Your outreach should:

• Be 3-4 sentences max

• Lead with their specific pain point

• Include proof you've done homework

• End with a clear call to action

The Follow-Up Strategy

Follow ups need to go deeper than “just nudging the above.” They need to add new value. Don't just "bump" or "circle back," provide additional information about how you can help solve a problem that they have been struggling with or touch on something new that you’ve learned through additional research.

My proven sequence:

• Day 1: Initial outreach

• Day 3: Add social proof (case study)

• Day 7: Share relevant content

• Day 14: Introduce new angle

• Day 30: Break up email

Focus on the Right Metrics

Early on, forget about:

• Number of emails sent

• Connection request acceptance rate

• Open rates

Instead, track:

• Meetings booked

• Show-up rate

• Pipeline generated

• Close rate

Focus on the numbers that actually matter.

Tools & Tech Stack

You don't need a complex tech stack–keep it streamlined but effective:

Essential tools:

• LinkedIn Sales Navigator ($80/month)

• Calendar tool ($15/month)

• CRM (free tier of HubSpot/similar)

• Email finding tool ($49/month)

That's it. Total spend: ~$150/month

Common Mistakes to Avoid:

• Hiring SDRs too early

• Using generic templates

• Focusing on quantity over quality

• Not personalizing outreach

• Giving up after 2-3 touches

Remember: Outbound at the early stage is about learning and iterating, not just booking meetings.

How I Can Help?

Let me book sales calls for you while you’re perfecting your outbound strategy. Seriously.

I built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.