How A Speaker Outbound Strategy Enhances Session Content

Introduction

Crafting and curating high-quality content typically starts with your call for content, but securing the highest quality speakers that can create a ripple effect through your audience and brand is about running a systematic speaker outbound process. 

This isn't just about sending out invitations and waiting for responses. It’s a strategic, targeted process known as speaker outbound. Amelia Ibarra, SVP and GM at SaaStr, has spent the last seven years refining this approach, making SaaStr a standout in both event quality and content syndication. In our recent discussion, Amelia shared her comprehensive approach to speaker outbound—from initial outreach to maximizing content post-event.

Part 1: What is Speaker Outbound?

Speaker outbound is the proactive, strategic outreach to potential speakers, treating the process much like a sales campaign. Instead of relying solely on inbound submissions through Calls for Papers (CFPs), event content teams take a hands-on approach, identifying and reaching out to ideal speakers to curate a high-quality program.

The Sales-Oriented Approach

Amelia emphasizes adopting a sales mentality in speaker outbound. "Good outbound is good outbound," she notes. “If you're good at outbound for sales, you can be good at outbound for speakers.” This means reaching the right person at the right time with a compelling, personalized message. The approach involves identifying target speakers, crafting tailored outreach, and demonstrating clear value for their participation—not just what the event offers, but how it benefits the speaker.

Key Challenges in Speaker Outbound

1. Standing Out: "These people… whether they're CEOs, VPs… they're getting pitched all the time by salespeople and other events," Amelia explains. Breaking through the noise requires personalized, thoughtful outreach.
2. Balancing Inbound and Outbound: Managing CFP submissions while proactively sourcing speakers can be resource-intensive. "Even at our scale, we still need to go outbound," she says.
3. Consistency and Follow-Up: Keeping track of outreach, follow-ups, and responses requires a well-organized, programmatic approach. “You need to be very programmatic about it… I literally copy-pasted what worked for our outbound sales team.”

Benefits and Impact of Speaker Outbound

1. Curated Content: Direct outreach allows teams to align speakers with specific event themes and goals. "If we really want the best speakers, we have to try and get them ourselves," Amelia asserts.
2. Diversity and Inclusion: Proactively sourcing speakers helps meet diversity goals and introduces new voices. "We’re very big on inclusivity goals… we want folks to feel like they’re learning from different voices."
3. Stronger Relationships: Building personal connections with speakers can lead to long-term partnerships and repeat engagements. “It’s all interconnected… it’s a flywheel for speakers, for content, for marketing.”

Part 2: Approaches to Speaker Outbound

Effective speaker outbound requires a blend of strategy, organization, and persistence. Amelia shared several tactics that SaaStr uses to ensure success.

Where to Source Speakers for Outbound

1. Existing Networks: Leverage past speakers, sponsors, and attendees.
2. Industry Events: Identify standout speakers at other conferences. "We’ve had team members attend other events, see someone speak, and think, 'That person might be great for SaaStr.'"
3. Content Platforms: Look for thought leaders on LinkedIn, podcasts, and blogs.
4. Community Recommendations: Tap into your audience for speaker suggestions.

The "Sales" Strategy: Target Lists, Time Blocking, and Outreach

1. Create a Target List: Define your ideal speakers based on event goals, audience needs, and industry relevance. "We do it by category: how many CEOs, how many on AI, demand gen, marketing… We also track 'new voices' who haven’t spoken at SaaStr yet."
2. Block Time for Outreach: Dedicate focused time for research and personalized outreach. "I say spend an hour on every great speaker you want.”
3. Craft Personalized Messages: Highlight what’s in it for the speaker—whether it’s audience exposure, networking opportunities, or content promotion. "Make it more about them, not about you.”
4. Follow-Up Strategically: Track opens and responses, and tailor follow-ups accordingly. “If they opened it 20 times, I’ll follow up saying, 'Hey, is this of interest?'”

Running A 365 Open Call For Content

SaaStr keeps its CFP open year-round, creating a continuous pipeline of potential speakers. This approach allows them to:

1. Balance Inbound and Outbound: Use CFPs to supplement targeted outreach. "It’s a balancing act… but we do submissions 365 days a year.”
2. Build a Content Reservoir: Keep a list of promising submissions for future events. “Some folks submit early in the year, and if it doesn’t work for September, we see if May works.”
3. Align Submissions with Outbound Goals: Identify gaps in the program and use outbound to fill them.

Part 3: Using Speaker Outbound to Develop Session Content and Align Speakers to Program

Speaker outbound doesn’t just secure speakers—it enhances the quality of event content. Amelia highlighted several benefits of integrating speaker outbound into content development.

Aligning Speakers with Event Goals

By proactively selecting speakers, event teams can ensure that session topics align with audience interests and event objectives. "You have to start immediately after they agree… treat it like getting a verbal commitment in sales—you need to follow through to get the signature.”

Enhancing Speaker Engagement

Once a speaker agrees to participate, SaaStr’s team provides tailored support, from prep calls to on-site assistance. "Do as many prep calls as they want, not as many as you want. Some want zero, and that’s fine… others might want more.”

Building a Content Flywheel

Speaker outbound sets the stage for a continuous content cycle. By aligning speakers with content goals from the start, teams can easily repurpose sessions into blogs, podcasts, and more. “It’s all interconnected… you’re building a content ecosystem that feeds itself.”

Part 4: Why Speaker Outbound Drives Higher Quality Post-Event Content Syndication

The Value of Post-Event Content Syndication

Post-event content syndication extends the life of event sessions, reaching broader audiences and maximizing ROI. Amelia describes SaaStr’s approach as a 365-day content flywheel, where every session contributes to ongoing content efforts. “You can’t syndicate your content unless you have good recordings. That’s where it starts.”

How SaaStr Syndicates Content

1. High-Quality Recording: Amelia personally tests every stage setup to ensure top-notch audio and video quality. “I test every stage myself… I’ll literally talk about whatever, just to make sure it sounds good.”
2. Content Prioritization: Sessions are ranked based on relevance, speaker prominence, and audience interest. Time-sensitive topics are released first. “I rank sessions 1 through 3 before the event even starts, based on slides and abstracts.”
3. Omni-Channel Distribution: Content is repurposed into blogs, podcasts, video snippets, and social posts.
4. Measuring Success: SaaStr tracks engagement metrics, content views, and overall impact on community growth.

Connecting the Dots: From Speaker Outbound to Content Syndication

Speaker outbound isn’t just about filling an agenda—it’s about building a content ecosystem. By aligning speaker selection with content goals, event teams can create a seamless flow from outreach to program development to post-event syndication. “You’re not just getting a speaker—you’re creating long-term content that keeps giving back.”

Conclusion

Speaker outbound is a powerful tool for event content teams, offering benefits that go far beyond filling slots on an agenda. By treating speaker outreach like a sales process, personalizing messages, and aligning speakers with content goals, teams can elevate event quality and drive long-term value through content syndication.

Amelia Ibarra’s approach at SaaStr provides a proven roadmap for success—one that transforms every stage appearance into a cornerstone of a dynamic, ever-evolving content flywheel. For event marketers looking to enhance their speaker strategies, embracing speaker outbound is a game-changing move.

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