# How to Create Account-Based SDR Playbooks
In the world of B2B marketing, the 'spray and pray' approach is a relic of the past. Account-Based Marketing (ABM) shifts the focus from quantity to quality, ensuring your Sales Development Representatives (SDRs) aren't just making calls, but are building strategic relationships with high-value prospects. A well-crafted SDR playbook is the bridge between your marketing strategy and closed deals, providing a repeatable framework for Australian businesses to win big.
Why This Matters for Your Business
An SDR playbook ensures your team speaks the same language, follows a proven process, and delivers a consistent brand experience. For Australian small-to-medium businesses (SMBs), where resources are often tight, this focus ensures you aren't wasting time on leads that will never convert. It turns your outreach from a cold pitch into a warm, value-driven conversation.---
Prerequisites: What You’ll Need Before Starting
- An Ideal Customer Profile (ICP): A clear definition of the companies you want to target (Industry, Employee Count, Revenue).
- A Target Account List (TAL): A curated list of accounts that fit your ICP.
- CRM Access: (e.g., HubSpot, Salesforce, or Pipedrive) to track interactions.
- Marketing Collateral: Case studies, whitepapers, or industry reports relevant to your target accounts.
- Your ABN: Useful for verifying business details and professional registrations if you are using specific Australian data tools.
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Step 1: Define Your Tiered Outreach Strategy
Not all accounts in your Target Account List are created equal. Divide your accounts into tiers:- Tier 1 (One-to-One): High-value accounts requiring bespoke, highly personalised outreach.
- Tier 2 (One-to-Few): Accounts grouped by industry or pain point with semi-personalised outreach.
- Tier 3 (One-to-Many): Scaled outreach using automated sequences with light customisation.
Screenshot Description: You should see a spreadsheet or CRM dashboard with a column labelled 'Account Tier' (1, 2, or 3) next to the company names.
Step 2: Map the Buying Committee
In Australian B2B sales, decisions are rarely made by one person. Identify the key personas within your target accounts:- The Champion: The person who loves your solution.
- The Decision Maker: The person with budget authority (often the CEO or Head of Department).
- The Gatekeeper: The person who manages the Decision Maker’s schedule.
- The Influencer: Technical or legal staff who provide input.
Step 3: Develop Your Value Propositions by Persona
Your SDRs shouldn't say the same thing to a CFO as they do to a Marketing Manager.- For the CFO: Focus on ROI, cost savings, and Australian tax compliance (if applicable).
- For the Manager: Focus on time-saving, team efficiency, and ease of use.
Step 4: Build a Multi-Channel Cadence
A playbook is more than just phone calls. A standard 15-day cadence for an Australian SDR might look like this:- Day 1: LinkedIn connection request (no pitch) + Personalised email.
- Day 3: Phone call (leave no voicemail).
- Day 5: LinkedIn message sharing a relevant Australian industry article.
- Day 7: Phone call + Voicemail.
- Day 10: Email with a relevant case study from a similar Australian company.
- Day 15: The 'Break-up' email.
Step 5: Draft High-Impact Email Templates
Create templates that follow the '3x3 Rule': Spend 3 minutes finding 3 personal facts about the prospect to include in the first two lines. Ensure the tone is professional but approachable—avoid overly aggressive 'US-style' sales tactics which can be off-putting in the Australian market.Step 6: Create Phone Scripts with Objection Handling
Don’t give your SDRs a rigid script to read. Instead, provide a 'Talk Track' that includes:- The Hook: Why you are calling (referencing a specific trigger event).
- The Value: One sentence on how you help.
- The Ask: A low-friction request (e.g., a 10-minute discovery call).
- Objection Handling: Prepare responses for common pushbacks like "We already have a provider" or "Send me an email."
Step 7: Define 'Trigger Events'
Teach your SDRs to look for reasons to reach out. In Australia, this might include:- ASX announcements for public companies.
- A company winning a government grant or contract.
- Key personnel changes (found via LinkedIn).
- Opening a new office in a different state (e.g., moving from Sydney to Brisbane).
Step 8: Set Up Your CRM Tracking
If it isn't in the CRM, it didn't happen. Configure your CRM to track:- Call Disposition: (Connected, Busy, No Answer).
- Email Open/Click Rates: To see which templates are working.
- Meeting Booked Rate: The ultimate KPI for an SDR.
Step 9: Establish the Marketing-to-Sales Handoff
Define exactly when an account moves from 'Marketing Qualified' to 'Sales Development Active'. Ensure marketing provides the SDR with the 'context' of why that account is being targeted (e.g., they downloaded a specific whitepaper on Brisbane property trends).Step 10: Review and Optimise Weekly
Set a 30-minute meeting every Friday to review what worked. Are people picking up the phone at 10 AM on Tuesdays? Are emails getting more clicks on Thursday afternoons? Adjust the playbook based on real-world data.---
Pro Tips for Success
- Localise Your Content: Use Australian success stories. A prospect in Perth is more likely to trust you if you've helped a business in Adelaide rather than one in New York.
- The 'Video' Advantage: Have your SDRs record a 30-second personalised video (using tools like Loom or Vidyard). It stands out in a crowded inbox.
- Respect the 'Do Not Call' Register: While B2B numbers are generally exempt if the call relates to their business function, always be respectful and remove people immediately if they ask.
Common Mistakes to Avoid
- Being Too Scripted: Australian prospects value authenticity. If you sound like a robot, they will hang up.
- Ignoring LinkedIn: LinkedIn is arguably the most powerful tool for Australian B2B sales. If your SDRs aren't active there, your playbook is incomplete.
Troubleshooting Common Issues
- Issue: Low Email Open Rates.
- Issue: SDRs can't get past the Gatekeeper.
- Issue: Prospects say "We don't have the budget."
Next Steps
Now that you have your playbook framework, it’s time to fill it with high-quality content. Start by drafting your Tier 1 email sequence and testing it on five accounts this week.If you need help building a high-performance lead generation engine or want us to review your current ABM strategy, our team at Local Marketing Group is here to help. Contact us today to book a strategy session.