Bison Payments Discovery · Prepared by MarketerHire
Outbound Review · Email Sequences

Outreach Sequences
Discovery Questions

A working list of questions for the Bison team as we review the three live cold-email sequences. The goal: understand the strategy, mechanics, and results behind what's being sent today — so we can decide where to optimize and where to rebuild.

3Sequences
6Themes
17Questions
What we reviewed

The three sequences currently in market

All three lead with the same core differentiator — quiet, behind-the-scenes funding with no personal guarantees, no customer interference, and fast access to working capital — grounded in oil & gas credibility. The questions below clarify how they're targeted, sequenced, and measured.

Apollo Sequence
3 emails — Introduction → Pain-Point Follow-Up → Breakup. Working-capital angle for contractors & businesses.
Bison Intro Sequence
3 emails — Introduction → Checking In → Breakup. "Your customers never get a call from us — ever."
New Lead — Email Only
3 emails — Oilfield Intro → QuickPay Intro → Signing Off. Invoice cash without bank or factoring hassle.

Grouped into six themes. The compliance-sensitive section is flagged — those claims may need legal review before we adjust the copy.

1

Strategy & Targeting

  1. 01Who is each sequence for? What defines the segment that gets Apollo vs. Bison Intro vs. New Lead — Email Only?They currently read as three takes on the same audience.
  2. 02Where do the lists come from, and what's the ICP — industry, company size, and role/title of the recipient (owner? controller? AP)?
  3. 03Is the geography/vertical strictly oilfield + contractors, or broader?Some copy is oil & gas-specific, some isn't.
  4. 04Are these all cold, or do some go to warm/inbound leads?The "New Lead" name implies a trigger — what fires it?
2

Sequencing & Cadence

  1. 05How many days between each email, and how many business days does a full sequence run?
  2. 06Are these email-only, or is there a parallel call / LinkedIn touch?The "Email Only" label implies the others aren't.
  3. 07What happens on a reply — does it route to Camae, a rep, or a calendar link? Is there a booking link at all?None appears in the copy today.
  4. 08Are sequences A/B tested, or is this the single live version?
3

Messaging & Claims

Compliance-sensitive
  1. 09Are "No personal guarantees," "Next-day funding," and "No rigid credit limits" always true, or underwriting-dependent?If conditional, we may want to soften the language.
4

Mechanics & Deliverability

  1. 10The missing names and subject lines — are those just doc placeholders, or how are they actually going out?
  2. 11Are these sent through Apollo for all three, or different tools?The names suggest different systems.
5

Measurement & Intent

  1. 12What are current results — open, reply, positive-reply, and meeting-booked rates per sequence? What's the benchmark or goal?
  2. 13What does "success" mean for these — booked calls, applications started, or funded deals?
  3. 14How long have they been running, and at what send volume?Determines whether we optimize or rebuild.
  4. 15Can we get access to all of these metrics?
6

The Shared List & Prior Activity

  1. 16From the list that was shared, how many contacts have already been reached — or is that list independent of these sequences?
  2. 17Have we done anything beyond email with these lists (calls, LinkedIn, retargeting, direct mail)?

Next step

Once we have answers, we'll map each sequence to its audience, tighten the copy and claims, and set a shared definition of success — then decide what to optimize and what to rebuild.