In the world of Australian B2B sales, the old 'spray and pray' email method is officially dead. If you’re trying to land a contract with a major Brisbane firm or a national tier-one client, a generic template will land you straight in the bin—or worse, the spam folder.
Personalised outreach is about shifting from 'What can I sell you?' to 'I’ve done my homework, and I know exactly how I can help you.' This guide will show you how to build a bespoke outreach strategy that actually gets a response from the people who matter most to your business.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- A Shortlist of Key Accounts: Don't try this with 500 companies. Start with 5 to 10 high-value targets.
- LinkedIn Sales Navigator: While not strictly essential, it makes the research phase 10x faster.
- A CRM or Spreadsheet: To track your touchpoints and avoid embarrassing double-ups.
- A Thick Skin: Even the best outreach doesn't always get a 'yes' on the first try.
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Step 1: Define Your 'Ideal Customer Profile' (ICP)
Before you write a single word, you need to know who you are talking to. In the Australian market, relationships are everything. Are you targeting QLD-based construction firms with over 50 employees? Or perhaps boutique law firms in the Brisbane CBD? What to look for:- Revenue size: Is the company large enough to afford your services?
- Industry quirks: Are they dealing with specific Australian regulations (like recent changes to the Fair Work Act)?
- Growth stage: Have they recently received funding or announced an expansion into a new state?
Step 2: Deep-Dive Research (The 'Stalking' Phase)
This is where most people get lazy, and honestly, it’s why most outreach fails. You need to find a 'hook'—a reason for reaching out now. Where to look:- LinkedIn Activity: Look at what the decision-maker has posted or commented on recently. Did they share an article about Brisbane’s infrastructure boom? Mention it.
- Company Annual Reports: If it's a public company (ASX listed), read the 'Chairman’s Letter'. It literally tells you their priorities for the year.
- Google News: Search the company name and click the 'News' tab. Did they just win a major award or open a new warehouse in Logan?
- Podcasts/Interviews: If the CEO was a guest on a podcast, listen to the first 10 minutes. They usually mention their biggest challenges.
Step 3: Identify the 'Value Gap'
Now that you know what they are doing, identify where they are struggling. This is the 'Value Gap'.For example, if you are a digital marketing agency and you see a key account is running Google Ads that lead to a broken landing page, that is a massive, specific gap. Bringing this to their attention (politely!) shows you aren't just selling; you're auditing and helping.
Step 4: Craft your '1-to-1' Subject Line
If your subject line looks like marketing, it won't be opened. It needs to look like an internal email from a colleague.- Bad: "Our Digital Marketing Services for [Company]"
- Good: "Question about your [Specific Project] mention on LinkedIn"
- Great: "Thoughts on the [Specific Industry Trend] impact for [Company Name]"
Step 5: Write the 'Relevant' Opening
Skip the "I hope this email finds you well." It’s filler. Start immediately with the research you did in Step 2. Example: "Hi [Name], I caught your interview on the 'Brisbane Business Podcast' last week. Your point about the labour shortage in the QLD construction sector really hit home—it's a challenge we've been seeing across the board lately."This proves within two seconds that you aren't a bot.
Step 6: Connect the Dots (The Pivot)
This is the trickiest part—transitioning from your research to your service without sounding like a salesperson. The Pivot: "The reason I'm reaching out specifically is that we recently helped [Similar Company] solve [Problem] by [Your Solution], which allowed them to [Result]. Given your focus on [Their Goal], I thought this might be relevant for you." Common Mistake: Don't list 20 features. Focus on ONE specific outcome that aligns with their current goals.Step 7: The 'Low-Friction' Call to Action (CTA)
Most people ask for a 30-minute meeting right away. That’s a huge 'ask' for a stranger. Instead, ask for interest or a simple 'yes/no'.- Instead of: "Can we jump on a 30-minute Zoom call on Tuesday at 10 am?"
- Try: "Would you be open to me sending over a 2-minute video showing how we handled that specific issue for [Similar Client]?"
It’s much easier for a busy person to say "Sure, send it over" than to commit to a meeting.
Step 8: Multi-Channel Follow-Up (The 3x3 Rule)
Don't just send one email and give up. People are busy, and your email might have arrived right as they were heading into a board meeting. Use the 3x3 rule: 3 touchpoints across 3 channels over 3 weeks.- Day 1: Personalised Email.
- Day 3: LinkedIn Connection Request (with a brief, non-salesy note).
- Day 7: Follow-up email with an additional piece of value (e.g., "I saw this article and thought of our conversation about X").
- Day 12: A quick phone call. (Yes, the phone still works in Australia! Just be brief and respectful of their time).
Step 9: Use Personalised Video (The 'X-Factor')
If you really want to stand out, use a tool like Loom or Vidyard to record a 60-second video. Pro tip from experience: Hold up a small whiteboard with their name written on it at the start of the video. It proves the video was made just for them, and the 'open rate' on these is astronomical compared to plain text.---
Troubleshooting Common Issues
"I'm getting 'Opened' but no 'Replies'" This usually means your 'hook' was good, but your 'Value Gap' or 'CTA' wasn't compelling enough. Re-evaluate if you are actually solving a priority problem for them or just a 'nice to have'. "I can't find their direct email address" Use tools like Hunter.io or Apollo.io, but always verify them. If you're stuck, try the standard Australian corporate format:firstname.lastname@company.com.au or firstname@company.com.au.
"They told me they already have a provider"
Don't get defensive! This is actually great info. Reply with: "That’s good to hear—[Competitor Name] does solid work. If you're ever looking for a second opinion on [Specific Niche Area], I'd love to stay in touch. Mind if I send you our quarterly industry report?"
Summary & Next Steps
Personalised outreach is a marathon, not a sprint. It takes longer to send 10 highly researched emails than 1,000 automated ones, but the conversion rate on those 10 will almost always be higher.- Pick 5 targets today.
- Spend 15 minutes researching each.
- Send your first '1-to-1' email using the structure above.
If you’re finding it hard to identify your 'Value Gap' or need help building a list of high-value Brisbane accounts, we can help. Contact the team at Local Marketing Group and let's chat about your B2B strategy.