We used what I call the Trojan Horse Loom outreach strategy to scale our lead generation agency to $100k+/mo and generate millions across all our B2B clients, students, and partners.

Best part?

All it takes is a slight tweak in your cold email CTA to copy this strategy and start booking more meetings from email! In this guide, I'll show you:

• What the "Trojan Horse Loom Video Outreach Strategy" means
• How to execute it
• And how to get maximum replies and calls booked.

Here's the 3 step process you can follow to use Loom video pitches in your cold emails.

Ready? Let's GO.

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What is the Trojan Horse Loom Video Outreach Strategy?

The Trojan Horse Loom outreach strategy draws its name from the famous story of the Trojan Horse in Greek mythology.

Much like the Greeks used a wooden horse to infiltrate the city of Troy, this strategy "sneaks" into a prospect’s inbox, capturing their attention by posing as a helpful, value-driven outreach—allowing you to "get behind enemy lines" and pitch your service.

Here’s how it works:

Step 1: Pitching the Video in Your CTA

Recording a Loom video for every prospect isn’t scalable if you’re sending out a large number of emails. Here’s the trick: ask for permission to send the video. Use a simple line in your cold email like:

"Mind if I share a quick video explaining further?"

This way, you’re only recording videos for warm leads. If you send 1,000 emails and get 14 replies, that means you only have to create 14 videos—for people already interested.

This not only saves you time but also ensures you're targeting people who are open to learning more.

Step 2: Recording the Video

When it comes to creating the Loom video, keep it simple and valuable. You don’t need a long, elaborate pitch. Instead, focus on the following:

• Length: 3-5 minutes max

• Clear agenda: Start by outlining the key points you’ll cover. “In this video, I’m going to walk you through three ways to increase your landing page conversions.”

• CTA at the end: Close with a call-to-action like, “I’d be happy to hop on a quick call to explain further if you’re open to it.”

The goal is to provide enough value to show your expertise and build trust without overwhelming them. Avoid pitching your services, discussing pricing, or going over packages—save that for the call.

Step 3: Sending the Video

Even the best Loom video won’t matter if it never gets viewed. Here are some key tactics to ensure your video gets the attention it deserves:

• Embed the video thumbnail: Prospects are more likely to click if they see a sneak peek of the video - also TELL THEM to CLICK THE THUMBNAIL. I know, seems obvious. You'd be surprised.

• Include timestamps: Highlight key points like, "Check out 1:45 to see how I identified the conversion issue."

• Guide them to take action: Clearly spell out the next step. For example, “If this resonates, let’s book a time to chat.”

Here is what it should look like:

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If you don’t get a reply after sending the video, don’t panic. Set up a subsequence in your email tool to automatically follow up, and let the software handle the reminders. In the next section, I'll go over tips on how to maximize response rate.

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Maximizing Replies and Booked Calls

When done right, the Trojan Horse Loom Video can be a game-changer. But too many businesses make the same cold email mistakes that keep their cold outreach campaigns from being great. Here’s how you can maximize your response rates and book more calls using this approach.

1. Make sure your leads don’t bounce!

Too many people focus only on their outreach script without thinking about whether their emails will actually land in the inbox and be read. It doesn’t matter how good your message is if it ends up in the spam folder. That’s where ListKit comes in.

ListKit's sales intelligence has made waves in the market with its triple-verified leads, designed specifically to ensure your emails don’t bounce. Whether you're a sales rep, a small business, or a marketing pro, ListKit is the tool you need for fast and accurate B2B lead generation—without breaking the bank.

It's stupid simple to set up too. Watch my business partner and friend Daniel Fazio scrape 10,000 leads in 30 seconds using ListKit's intuitive search filters.

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Close your next client with ListKit

Pair this Trojan Horse Loom video outreach strategy with triple-verified emails and phone numbers from our 500M+ B2B database so that your scripts actually land in the inbox and close more deals.

Read our success stories here 🚀

Get triple-verified leads

7-day free trial No card required

Read next: How to Build a B2B Email List (And How to Leverage It)

2. Personalization is everything.

Mass emailing is dead. Forget sending out generic messages to thousands of people. Instead, take a sniper approach—each email should feel like it was written just for them. Reference something unique to their business—whether it's a recent blog post, product launch, or something on their site. Show you’ve done your homework and genuinely want to help.

Example: "Hey [Name], I just read your post on [topic], and I noticed a few things you could tweak to improve conversions. I’ve recorded a quick video showing what I found—mind if I send it over?"

Read next: How to Personalize the Sh*t Out of Cold Emails (at scale)

3. Lead with value through the video.

The beauty of this strategy is that it allows you to offer real value without pitching right away. Instead of launching straight into a sales pitch, lead with a Loom video that offers insights or suggestions they can use immediately. Give them something tangible that helps them solve a problem.

For instance: "I was checking out your site and noticed a couple of things that might be impacting your bounce rate. I’ve put together a short video with some actionable steps—mind if I share it?"

4. Context ties it all together.

Don’t send vague, general emails. Make sure your message, video, and B2B offer are specific to their business. Reference something real—something they’ve posted, published, or launched. This shows you’re serious and separates you from the generic cold emails they’re used to.

Example: "I saw your recent YouTube video on cold emails. Based on that, I created a landing page that could help you generate leads using your existing strategy—want me to send it over?"

5. Keep your CTA simple and clear.

Your Loom video works only if they actually watch it. Keep your call-to-action straightforward. You’re not asking them to commit to a call just yet—just to check out the video.

Something like: "Mind if I send you the video explaining how this could work for you?"

The easier the ask, the better your chances of getting a response.

6. Add free insights to build trust.

Offering free insights or assets can be a game-changer. You could provide a list of recommendations, or a small asset that shows your expertise. This builds trust because it’s clear you’re not just in it for a sale—you’re offering real value.

For example, I’ve had great success with: "I came up with five blog topics that would likely crush it for your SEO strategy—want me to send them over?"

7. Don’t be pushy—show relevance.

This strategy is about subtly positioning your expertise. If their business is already in good shape, don’t force a sale. Acknowledge what they’re doing well, and offer something relevant based on their circumstances. You’re here to offer value, not to push something they don’t need.

"Your site is already strong. If you ever need help improving conversions or optimizing your funnel, feel free to reach out."

8. Strategic follow-ups with case studies.

If you don’t get a response right away, make your follow-ups strategic by tying them back to a case study. Show them you’ve helped someone similar to them, and how the same approach worked for that client. Check out this YouTube video to learn how to book calls on autopilot by setting up a subsequence.

For example: "We worked with [client in their space] and helped them increase conversions by 20% using the same strategies I shared in the video. Think we can do the same for you?"

Read next: The Best Cold Email Follow Up Templates (2024)

This 3-step Trojan Horse Loom Video Outreach Strategy is almost guaranteed to increase your reply rates and help you book more calls. By offering value upfront, you’re positioning yourself as an expert worth engaging with, making it much easier to transition to a sales conversation.

“

You won't find higher quality leads anywhere else

- said Nick, a small business owner. “The platform is so easy to use and all the leads are triple verified so you don't have to do anything else after downloading them. Plug them into your software and you're good to go. Highly recommend it.”

Nick

Small Business Owner doing cold outreach with ListKit

Close your next client with ListKit

Pair this Trojan Horse Loom video outreach strategy with triple-verified emails and phone numbers from our 500M+ B2B database so that your scripts actually land in the inbox and close more deals.

Read our success stories here 🚀

Get triple-verified leads

7-day free trial No card required

Read next:

• (2024) The Absolute Best Times to Send Cold Emails
• How to do B2B Prospecting Right in 2024 (+ Tricks & Tools)
• Cold Calling vs Cold Emailing: Which One Should You Do?