How to fill a pipeline
that actually converts.
The multi-channel outbound playbook that drives qualified prospects to free tools, then converts them to paying customers. Cold email, LinkedIn, social DMs, video, direct mail, events — plus the sequencing layer that ties it all together.
The 4-email sequence
that gets replies.
Gift → Value → Prove → Last ask. Every email leads with a free tool or insight. Never a generic "Hi there, I'd love to schedule a call." The trick: make each one useful even if they don't reply.
Hey Tyler — built something this week that I think you'll use.
It's a free tool that generates your direct Google review link in 30 seconds. No more "go to the gear icon, then click..." instructions for clients. Just a clean link you can paste into SMS, email, anything.
Here: reveo.com/tools/google-review-link
Full disclosure — I built it as a lead magnet for a thing called Reveo (automates post-close review asks for LOs). But the link generator is genuinely free, no catch. Use it whether or not Reveo's for you.
— Eric
Hey again — in case you missed the first one.
One more free thing since we're talking reviews: a 5-page playbook on asking realtor partners for mutual reviews. It's how Tyler Shearer at Gesa turned 3 realtor partners into 38 reciprocal reviews last year.
reveo.com/playbooks/realtor-mutual-reviews
No signup needed. Just paste in a browser.
— Eric
Last one, promise.
Scoop Soldiers (pet waste management, 14,948 customers) was averaging 3 new Google reviews a month. Classic service business problem — great work, no one remembering to review.
They turned on automated post-service review asks with Reveo. 60 days later: 47 new reviews/month. Same customer base, same team, zero new work.
Case study here (no gate): reveo.com/stories/scoop-soldiers
If this kind of lift is useful for your team, happy to show you how it works. No pressure.
— Eric
Hey Tyler — closing my file on you unless you tell me otherwise.
Three options:
1. "Send a demo link" → I'll send one.
2. "Not now, try in Q3" → I'll hold off and circle back.
3. "Never" → promise I won't bug you.
Whatever you reply, thanks for the time.
— Eric
Connection request +
warm follow-up.
Two-step move: connection request with NO pitch (just reason), then post-connection value message. Never pitch in the connection note. Never auto-DM the day they accept.
60-second Loom
walking through their site.
Most powerful differentiator. Open their Google Business Profile on camera. Show them their own review link is buried. Then show them the free tool fixing it in 30 seconds. Personal. Specific. Unignorable.
0:00–0:10 · Hook
"Hey Tyler, Eric from Reveo. Made this quick video for you because I was checking out Gesa's CDA branch on Google."
0:10–0:25 · Problem (show their screen)
"So here's your Google Business Profile — and when I click 'Write a review,' it takes like 4 steps to get to the actual review form. That's the moment 70% of borrowers bail."
0:25–0:45 · Solution (show tool)
"Built a free tool that generates your direct review link — no multi-step navigation. Watch: *demos tool* — and now it's a link you can paste in any SMS."
0:45–0:60 · Soft CTA
"Link's in the email. If reviews are ever a priority, Reveo automates this across FUB. Otherwise, enjoy the tool. Talk soon."
For prospects who've
already engaged.
⚠️ Never cold-text B2B without consent. SMS is reserved for prospects who submitted a form, downloaded a tool, or attended a webinar. Reply rates are insane — but so are the regulatory risks.
Still the highest
conversion-per-touch.
3% connect rate is brutal — but when you connect, 40% convert. The winning formula: phone after email opens. They've seen your name, now your voice closes.
You: "Hey Tyler, this is Eric from Reveo. I know this is a cold call, so can I have 30 seconds?"
(Wait for yes)
You: "Sent you an email last week about a free Google review link tool I built for LOs. Reason I'm calling: wanted to make sure you got it before I closed your file. Did you get it?"
Outcomes:
→ "Yes" → "Great. Worth 10 minutes to see how we automate the ask?"
→ "No" → "Ah, let me resend. Best email for you?" (Re-engages)
→ "Not interested" → "Totally fair. Can I close the file? Or would Q3 be better timing?" (3-option close)
"Hey Tyler — Eric from Reveo, 208-555-0123. Reason for the call: sent you the free Google review link generator last week. Wanted to make sure it got to you. I'll text you a link to it. No need to call back — just wanted the door open. Talk soon."
The ultimate
pattern interrupt.
Everyone's email inbox is a warzone. Handwritten cards with a printed QR code to a free tool = breakthrough. Expensive per unit ($8-15) but 4x the conversion of cold email for enterprise targets.
Tyler —
Built a free Google review link generator for LOs this month. Figured you might use it before we ever talked. QR on the back.
If Reveo ever makes sense for your team (post-close review automation), you have my email. If not, enjoy the tool — no strings.
— Eric
Reveo · Coeur d'Alene, ID
Warm intros through
existing customers.
The highest-converting channel period. When Scoop Soldiers refers another pet-waste operator, close rate is 78%. When Tyler intros another LO, 65%. Treat existing customers as a sales channel, not just retention.
Hey Tyler —
Month in, you're on a good roll. 14 new reviews, 3 automated realtor-partner sequences running. Solid start.
One ask: if any of your Gesa colleagues or other LOs in your network might benefit from what we built, would you be open to a warm intro? We offer $200 per referred LO that books a demo (plus 2 months free credit on your side when they become a customer).
Zero pressure — if no one comes to mind, this didn't happen.
— Eric
What you send Tyler (for him to forward):
Subject: Quick intro — Reveo
Hey [friend's name],
[Tyler intro]. I've been using a tool called Reveo for the last 60 days — automated post-close review asks + realtor partner sequences. Added ~20 reviews/mo to my Google profile without extra work.
Eric (cc'd) runs the place. Might be useful for your team too. I'll let you two take it from here.
— Tyler
Pre · At · Post.
The 3-phase playbook.
Trade shows, industry conferences, local networking. The money's not in attending — it's in the 2-week pre-event outreach and the 2-week post-event follow-up. Most people only do the middle.
Hey Tyler — saw you're speaking at NAMB Prolific in Vegas next month. I'll be there with the Reveo team.
Quick ask: worth 15 minutes over coffee between sessions? We just shipped the AI Template Generator for LOs and I'd love your honest read on it — happy to show you real output live. And genuinely curious about your talk.
Calendly: reveo.com/book-eric-namb — I blocked Wed/Thu 2-5pm.
— Eric
Tyler — great talking yesterday at NAMB. Your line about "rate-lock psychology" is going in our product positioning — you're right, that's the real pain.
As promised, here's the AI Template Generator link I demo'd: reveo.com/tools/ai-template-generator. Free to use 3 times without signing up.
If we should move forward with the pilot conversation, I'm free Tues/Wed next week. Otherwise stay in touch.
— Eric
30-day integrated cadence.
The actual sequence that works: hit prospects 6-8 times across 4 channels in 14 days, each touch pointing to a different landing page.
40+ templates. 9 channels. 1 playbook.
Use this playbook for your own B2B pipeline AND as a template library your customers use for their outbound. Double duty = double value.
Where the decision
makers actually scroll.
Instagram for visual-heavy service businesses (pool, pest, lawn, cleaning). Twitter/X for SaaS + real estate. Facebook for older demos + local business groups. Always engage FIRST (like, comment), then DM 48 hrs later.