PROSPECT GEN

Getting Started with Cold Outbound Email

Introduction

Creating new sales opportunities and growing your revenue is HARD work. From identifying the right contacts to securing contact information, then generating interest, all while following up continually along the way… Whether a prospect is ready to buy or not, it is highly important to connect with them, and introduce your product or service – otherwise, how will they know you even exist!

We all know that constant sales-to-client follow-up messaging, or outreach to the wrong prospects can be highly inefficient and waste resources. That’s the problem that our sales leadership team and our reps faced every day in our sales prospecting process. From all the hours spent identifying prospects to all the purchases of stale and poor lead data to identifying and learning how to use technology systems. And then after we finally thought we figured it out and became more comfortable, dealing with all the mistakes based on human factors surfaced…

To address this pain and eliminate it, we built ProspectGen AI (www.prospectgenai.com) and used it for ourselves – to have a focused and automated sales prospecting process to create warm interested prospects delivered right to our email. This allowed us to put sales prospecting on autopilot, add other modalities into the mix, and keep our business operating smoothly and efficiently. We feel positive that we can do the same for your business!

Creating the Raw Materials

With access to over 300+ million records of data, and 20+ billion data points, we are uniquely positioned to provide you the right raw materials to start

  • Generating the Initial Prospect List

The first and critically important step is to identify your optimal buyer. A bit counter-intuitive, but an approach that we find useful is to focus on what makes you, or your firm/product/service unique. This is basically the messaging that you use with regularity to drive sales for your business. Once we have a firm appreciation of this information, we can then begin working toward building a target potential customer audience.

Building a target potential customer audience is much different than behavioral targeting using Google, or other similar services. Whereas behavioral targeting is focused on displaying an ad to the right person at the right time – our targeting is focused on displaying the right message to the right person at the right time. This is a subtle difference but makes a significant amount of difference in execution. Our targeting requires a detailed understanding of your customer and the sub-segments of a market that your approaching. What this means in practice is that instead of identifying keywords that show a person’s intent to purchase, we need to derive keywords that allow us to pinpoint an initial buyer audience.

With these keywords in mind, we can create a custom algorithm for you. This algorithm will be used to query our over 300 million records and return the most viable set of results.

  • Enriching the Prospect List

Since we now have an initial prospect list built according to your target potential customer audience, now it’s time to enrich the data with additional meaningful data from across the web. This can be information gleaned from social networks to gain a better appreciation of a personality to specific up-to-date information such as occupational data, or other meaningful information. The rationale behind this is that the more personal the messaging is, the better the chances are of a response. Our system takes care of all of this based on our initial discussions.

  • Validating the Data

So now we have the right data with the right information, but this is only 50%! The other half depends on how correct the data is. To make sure your campaign works for you, not against, you need to verify email addresses. This is an absolute key factor in these sales.

Delivering email to the recipient’s inbox is a key indicator of a successful deliver ability process. The email deliver ability rate is the ratio between the number of emails that got into the recipient’s inbox to the number of emails sent. In fact, it’s so critical that you should never accept a deliver ability score below 90%. Too many bounces and your server reputation is at risk. Not to mention the more email bounces, the fewer replies you get, resulting in the wasted effort!

Coming up with the Connection Strategy

Data without context is just text on a page. By using best practices and cutting-edge demand generation research, we are able to create campaigns that return results

  • Identifying What Works for You

As we mentioned at the beginning of this guide, we need to get to the bottom of how you generate interest in your firm/product/service that results in sales. What do you say in order to generate the order, and who do you engage with? By obtaining a keen understanding of your business we can to do a better job on your behalf. Spending some time upfront to gain this knowledge will pay dividends in the long run.

  • Creating Optimal Campaigns

Email marketing is still either the number 1 or number 2 (depending on which study you consult!) way to reach prospects with an incredible ROI. There are many ways to make your outbound campaign successful.

We use best practices relevant to your industry/segment/customer for first-step and follow-up nurturing emails and we further configure this information based on factors that work in your sales process.

Sometimes our best practices can be counter-intuitive – for example, a fair number of our clients think that leading with “who you are” or “about us” works – it doesn’t! Not even close. It’s good to approach the messaging with an open mind.

That said, all our campaigns are tailored to adhere to the seven general rules of compliance with the CAN-SPAM Act along with our best practices to avoid spam filters.

  • Configuring Your Set-up

We’ll test your email deliver ability score that will show where your email account and domain currently stand. The value ranges from 0 (bad) to 10 (excellent). The higher your score is, the less chance that you will get noticed by filters. Based on where your score stands, there are a set of updates that we will make to increase your score.

After this, we’ll need to add our marketing automation systems SPF record to the domain. Then we’ll start configuring the email accounts (we’ll need you to create one for us with a full name of a reference able sales individual). You and our firm will have access to this account. We’ll tailor the number of outreaches per day, toggle the sending timing of emails over the course of that day (all emails need to be sent in a delayed fashion), and we’ll specify what happens when a contact has or hasn’t replied to the email. All unsubscribes will be managed automatically without the need for spam triggering footers but in full compliance with regulations.

Management for Results

By harvesting and measuring the right data, we are able to continuously improve our results as we generate more and more points of information

  • A/B Testing

The first and critically important step is to identify your optimal buyer. A bit counter-intuitive, but an approach that we find useful is to focus on what makes you, or your firm/product/service unique. This is basically the messaging that you use with regularity to drive sales for your business. Once we have a firm appreciation of this information, we can then begin working toward building a target potential customer audience.

  • Creating Optimal Campaigns

Within the first few weeks, after campaigns are launched, responses will begin to be received. Don’t be alarmed if you see a number of no’s or not interested replies first - this is normal! We need to start receiving the “no’s” before the “yes’s.” The more alarming thing is to see no responses which are an indication that our prospect list is not optimal and/or our message is wrong – in which case, we’ll be quick to adjust.

It is your responsibility to respond to interested prospects as they come in so we need to make sure that checking this inbox becomes part of your daily routine. We will provide our best practices, and are available to provide guidance on possible response options.

For example, many no’s are actually opportunities to sell! We cannot tell you how many times we have seen hard no’s go to great customers – it happens. Another best practice, always respond to a prospect within 48 hours! Any more time and the prospect has a high probability of going cold.

  • Configuring Your Set-up

While we are managing your account daily and weekly, and our support team is available to handle your questions on-demand, we look to send formal reporting out once a month. This reporting will consist of the number of campaigns running and a number of people reached along with the deliver ability rates, open rates, reply rates, interested reply rates, and opt-outs. We’ll be ready to engage with you on any of these points. It's our intention to never stop iterating, and working with you to continually be adjusting our targets, messages, and responses in order to generate the most qualified prospects!

Next Steps

Summing up – using algorithmically derived, enriched, and validated data in a refined marketing automation system with the best of the breed, cutting-edge campaigns is a viable pathway for your business to generate warm and qualified interest for selling your products and services. The next best step is to take action. With this information in mind, we can work together to move expediently through it, and right to generating results.

Get In Touch

484.262.9374

Headquarters

116 Research Drive
Bethlehem, Pa 18015