Here are three battle-tested sequences for MSP outreach. Copy them, customize them, and start booking meetings. Each sequence is designed for a different prospect scenario with specific timing, channels, and messaging approaches.
Standard
21 days • 9 touches
Warm Lead
14 days • 7 touches
Enterprise
28 days • 12 touches
Sequence 1: The Standard Prospect
For net-new prospects with no prior relationship who fit your ICP. This is your bread-and-butter sequence.
| Day | Touch # | Channel | Action |
|---|---|---|---|
| 1 | #1 | Value-focused intro email | |
| 2 | #2 | View profile | |
| 4 | #3 | Phone | Call #1 (reference email) |
| 4 | #4 | Connection request | |
| 7 | #5 | Different angle, case study | |
| 10 | #6 | Phone | Call #2, leave voicemail |
| 12 | #7 | DM after connection accepted | |
| 16 | #8 | Value-add (resource/insight) | |
| 21 | #9 | Break-up email |
Email #1 (Day 1)
Subject: Quick question about [Company]'s IT
[Name],
I work with [industry] companies in [City] who've outgrown their IT setup but aren't ready for a full internal team.
Curious if you're seeing any of the common pain points — slow response from your current provider, security concerns, or just not having someone proactive watching the network.
Worth a 15-minute call to see if we can help?
[Your Name]
Call Script (Day 4)
"Hi [Name], this is [You] from [Company]. I sent you an email earlier this week about your IT setup — did that land? [Pause] Reason I'm calling: we work with [industry] companies like [similar company] who were dealing with [pain point]. They switched to us and [result]. Is that something you'd be open to exploring?"
Break-Up Email (Day 21)
Subject: Should I close your file?
[Name],
I've reached out a few times and haven't heard back — which either means the timing isn't right, or IT isn't a priority right now.
Either way, I'll step back. If things change, I'm here.
All the best,
[Your Name]
Sequence 2: The Warm Lead (Trigger Event)
For prospects with a recent trigger event — job change, company growth, funding, tech stack change, etc. These are warmer and need a faster cadence.
| Day | Touch # | Channel | Action |
|---|---|---|---|
| 1 | #1 | Trigger-specific email | |
| 1 | #2 | Connection with personal note | |
| 3 | #3 | Phone | Call referencing trigger |
| 5 | #4 | Follow-up with relevant resource | |
| 8 | #5 | DM with value | |
| 11 | #6 | Phone | Call #2 |
| 14 | #7 | Final check-in |
Email #1 - New Role Trigger
Subject: Congrats on the new role
[Name],
Saw you just took over as [Title] at [Company] — congrats.
The first 90 days usually surface a lot of IT questions. We work with [industry] companies in [region] and help new leaders get their arms around the tech situation fast.
If it'd be helpful to have a quick conversation about what you're inheriting, happy to chat — no pitch, just context.
[Your Name]
Sequence 3: The Enterprise Target (ABM)
For high-value accounts with longer sales cycles and multiple stakeholders. This is an account-based approach with personalized touches.
| Day | Touch # | Channel | Action |
|---|---|---|---|
| 1 | #1 | View + engage with content | |
| 3 | #2 | Research-backed intro | |
| 5 | #3 | Connection request | |
| 7 | #4 | Phone | Call to primary contact |
| 10 | #5 | Case study (relevant industry) | |
| 12 | #6 | Engage with another stakeholder | |
| 14 | #7 | Direct Mail | Handwritten note + small gift |
| 17 | #8 | Phone | Call #2 |
| 19 | #9 | Different angle (security focus) | |
| 22 | #10 | DM to second stakeholder | |
| 25 | #11 | Phone | Call #3 |
| 28 | #12 | Strategic break-up |
Pro Tip
Sequence Variations by Company Size
Adjust your sequence based on the target company size:
SMB (Under 50 employees)
- • Shorter sequence (14-17 days)
- • Owner/decision-maker often same person
- • Phone is highly effective
- • Faster decision cycles
Mid-Market (50-250 employees)
- • Standard 21-day sequence
- • May need multiple stakeholders
- • LinkedIn for mapping org chart
- • Case studies very important
Enterprise (250+ employees)
- • Longer sequence (28+ days)
- • Multiple stakeholders = multiple threads
- • Direct mail differentiates
- • Account-based approach essential
Email & Call Templates
LinkedIn Connection Request (Day 4)
Hi [Name], came across your profile while researching [industry] companies in [City]. I work with similar companies on their IT — thought it might be worth connecting. No pitch, just expanding the network.
LinkedIn DM After Connection (Day 12)
Thanks for connecting, [Name]. Saw you're leading [function] at [Company] — impressive growth you've had this year. If IT ever becomes a bottleneck, would be happy to share how we've helped similar companies scale without the tech headaches. No rush, just planting the seed.
Value-Add Email (Day 16)
Subject: Thought you'd find this useful
[Name],
Not sure if you saw my earlier note, but wanted to share something useful either way.
We just published a quick checklist on [relevant topic] that's been popular with [industry] companies: [link]
No ask — just thought it might be helpful given [reason it's relevant to them].
[Your Name]
Voicemail Script (Day 10)
"Hi [Name], [Your Name] with [Company]. Sent you a couple of emails about [topic] — wanted to make sure they got through. We've been helping [type of company] with [value prop]. Would love 15 minutes to see if it makes sense to talk. My direct line is [number]. Or just reply to my email. Thanks."
Key Takeaways
- ✓Standard sequence: 21 days, 9 touches — your default
- ✓Warm leads: 14 days, 7 touches — faster cadence for trigger events
- ✓Enterprise: 28 days, 12 touches — multi-stakeholder ABM
- ✓Adjust by company size: SMB (faster), Mid-Market (standard), Enterprise (longer)
- ✓Each touch adds new value — never repeat the same message
- ✓Direct mail differentiates you from email-only competitors
Don't reinvent the wheel. Use these sequences as your starting point, measure what works, and adjust based on your market. The key is consistent execution across channels.