01: How to write CTAs that drive SQLs

Hi folks!

As a GTM and RevOps specialist, CTA is one of my favorite topics.

A solid outbound email or LinkedIn message is incomplete without a great CTA. (For novices and jargon-haters, CTA = Call to Action)

In this edition, we’ll dive deeper into writing CTAs that convert. Examples included. If you haven’t subscribed yet, here’s your chance to receive tactical pipeline-building nuggets every Wednesday.

What are CTAs?

A CTA is anything that prompts the user/prospect to take action.

A CTA could be as simple as a button (like the one above). Or it could be an embedded link that takes the prospect to your calendar, website, or LinkedIn profile. The end goal of any CTA is to push the reader to engage with you.

The Contrarian Approach to CTAs

Most outbound folks think they always have to talk about booking a meeting in their CTA.

In 2023, this used to get a mid-to-heavy response.

In 2024, things changed.

→ Clay entered the picture. → Tools like Factors, RB2B, LeadPipe are making your segmentation stronger. → Ocean.io helps you duplicate your current customers.

With such laser-focused resources, it’s tough for generalists to shoot a bunch of mass emails with a meeting link as a CTA and get calls in.

(unless your offer is extremely unique and provides upfront value)

Changed dynamics require you to engage your prospects first. Nobody has 30 mins to hop on a "coffee chat” anymore. Give them something intriguing.

Types of CTAs that get you SQLs

(apart from direct “Book a Call”)

Firstly, every new outbound campaign that I launched in 2024 had a signal-based trigger attached to it. (As opposed to exporting lists from Apollo and uploading them into Smartlead.)

There are majorly 3 types of CTAs that have performed well (tried and tested):

a) Link-based CTAs

For Spear Growth, I ran a campaign for an SEO offer. Each outbound email had an embedded link to a custom report.

CTA: Here’s a sample report for <company name>. <name of SEO professional> can utilize it to analyze if <company name> is on the right track. Open to getting the full report?

Results:

Now here’s the catch.

Because this was a link-based CTA, it helped me understand the buying journey of these prospects.

In total, I got 30+5 leads. Prospects who responded positively - I asked them for a call to set up a custom report.

Now prospects who clicked the link were redirected to this page 👇

From here on, even though they didn’t respond directly to the email, they requested access.

Thus, we used “clicks” as a low-entry point CTA. And all 30 people were added as leads. We could chase them to book calls. :)

b) Open-ended CTA

When I used to run Salesparky (outbound for B2B SaaS and service-based businesses), we kicked off a campaign about podcasts.

Targeted audience: B2B SaaS companies who don’t have podcasts.

Offer: we (client) do end-to-end management and launch your podcast.

CTA:

<first name>, provided the above stats on acquiring users through podcasts, do you think you can benefit from one as well?

Results:

Most of the responses included meeting suggestions.

Or follow-up questions on the service.

IMPORTANT: don’t use open-ended CTAs if your email doesn’t help them rethink their current situation. It will end up becoming a vague email.

c) Choice-based CTA

Not all first emails are going to fetch you SQLs. Luckily, we can always send another email.

And let’s be honest. Some people SUCK at follow-up emails. I’ve been there too, I swear.

What worked for me and my clients is to offer options:

When you aren’t getting a response, offer them various options.

Email Body:

Mostly when I don’t hear back from VPs like you, it’s one of these:

1. Not interested.

2. Interested but forgot to reply.

3. Not a priority, check back in 3 months.

CTA:

Just shoot a number <first name>, and I won’t bother again.

Results:

This way, you get the maximum out of each campaign.

Test Now 🎲💡

That’s all for today! If you’d like me to critique your outbound system, feel free to reach out on LinkedIn.

If you found value here, please take a moment to share it with the community.