The video angle
Record once. [First Name] is the only variable — swapped by Sendspark at send time. When recording, speak directly to the universal pressure of a new executive's first quarter: the need to show momentum fast, earn credibility from their team, and make decisions that look smart 6 months from now. Don't pitch a product — pitch credibility and relevant context. Script: "[First Name], congratulations on the new role. The thing I hear most from leaders stepping into a seat like yours is [the most common pressure for this executive level — tied to what you solve]. I'm not here to pitch you anything today — I want to be a useful resource. Scan the code and see how others in your position have approached this. Two minutes — that's all it'll take."
Automation & CRM triggers
- Data sources: ZoomInfo new hire signals + LinkedIn Sales Navigator job alerts + Google Alerts set on target account names — triangulate for accuracy
- CRM Trigger: new contact added to a target account + seniority = VP or above + start_date < 10 days ago
- Tier logic: VIP send for ABM Tier 1 accounts, Standard for Tier 2. Do not send to accounts outside your target list.
- Simultaneous: Slack fires to AE + AE manager with the executive's LinkedIn profile and a brief on the account
- Post-delivery: AE gets a 14-day outreach sequence pre-loaded in their sales engagement tool — they activate it, they don't build it from scratch
The QR landing page
An executive-specific landing page — not a product page. A brief 'state of the market' insight relevant to their function (2-minute read, genuinely useful), 2–3 outcome-focused case studies from comparable companies, and a 'schedule an executive briefing' link — explicitly framed as a briefing, not a demo.
Follow-up sequence
- Day 3 post-delivery: Message from YOUR senior leader to their senior leader — executive-to-executive on LinkedIn or via email. Not the AE. Not an SDR.
- Day 5: AE email — reference the box, frame it as: 'I put together some context for your first quarter — not a sales pitch, just relevant material.'
- Day 10: Share one insight or piece of content tied to something the company has publicly announced or the exec has posted about. Show you're paying attention.
- Day 21: Final outreach — offer to be a resource, not a vendor. 'Happy to be a sounding board as you get into the role — no agenda.'
Reading the signals
- QR scan = schedule an executive briefing within 24 hours. Send the invite from a senior person on your team — not a coordinator.
- Landing page viewed 3+ times = sharing it internally. Escalate to your own leadership to make the outreach. Peer-to-peer.
- LinkedIn connection accepted from YOUR senior leader = the door is open. The relationship is now between your leaders — protect it.