We always say that Marketing (usually our Digital team) provides “air cover” for our BDR outreach. What do we mean? Digital runs paid ads as well as organic social around specific topics and to specific audiences befor and during BDR outreach to that same audience.
When Marketing promotes a specific topic or content piece, BDRs need to match content, context, tone and intent. Otherwise, the prospect may feel like they entered a different conversation.
Let’s say your campaign is about staffing services for manufacturing firms specializing in microchips. Your Digital Team just ran an ad talking about the high demand for microchip manufacturing experience. The white paper includes 5 questions to use in a screening interview to know if your candidate should be passed to the next step. The BDR shouldn’t be opening with “I wanted to introduce myself.” They should be saying, “Being in the microchip manufacturing industry” (confirming this with research), “we saw you engaged with our Recruiting in Technical Manufacturing guide. Curious if any part of that stood out.”
This isn’t about regurgitating marketing copy. It’s about meeting the prospect where they are.
To do this well:
- Give BDRs access to the campaign brief
- Make sure the BDRs understand this specific persona (both in terms of the person as well as the company)
- Include a cheat sheet with pain points and CTA
- Provide messaging starters, not scripts
Consistency does not mean uniformity. It means making the experience feel seamless. The message should change platform to platform, but the intent should never feel disjointed.
When messaging lines up, it feels less like a funnel and more like a conversation.