checkThe best comment was picked

Content In Cold Emails 

Whats up FTSers.


I'm having a back and forth with my marketing team about how to use content to generate meetings. Marketing is of the mindset we should be sending content in a "thought you'd find this interesting" frame. I think that can be valuable for sparking engagement, but for the sake of earning meetings I feel like sending unsolicited content feels like a homework assignment from someone the prospect doesn't know/trust.

I think in the context of a personalized message "I saw your post about X and it made me think of Y content" it can work - but it still seems that would be making it too much about our company, and not enough about the prospect.


What do you all think? Have you had luck using content in cold outreach?


Dan

Dan DeCoste
Business Development, Manager at Custora
Bravo
Becc Holland
Head of Sales Development at Chorus.ai
Dan DeCoste I agree with you - looks like you've got some great instincts!Lower down the funnel, during the meaty sales cycle, content can be great. But from my perspective, the more content you give them or information about what you do in prospecting efforts, the less likely they are to actually jump on a call, because they got all of their quest...See more
Marked as best answer by Becc Holland
Bravo
Reply
7 months ago
tom martin
President-Founder at Converse Digital
I think you're both right -- using "thought you'd find this interesting" is a great way to gain entry into a prospect's world without being selfish or making it all about your company and what you can sell them. But I think you're addition of "I'm sending this because you posted something or liked something online that leads me to believe you will ...See more
Bravo
1
Reply
7 months ago
Travis Wheeler
VP of Sales at Springbot
We've had decent success generating meetings through marketing outreach. We try to center our content on known pain-points that resonate with our prospects  (for us, it's different based on size or platform, so segment  your messaging as much as possible to different types of prospects). That's typically something that should at least generate enou...See more
Bravo
2
Reply
7 months ago
Jonathan Ivanco
Founder & CEO at Modacta
Only use content from 3rd party sources if you're sharing (preferably one that cites your a piece of company content). If this is too advanced get your marketing department thinking about how to make that happen. Because it pays off 100x more than other types of content, which brings me to my next suggestion.Why not flip the script? Why not work wi...See more
Bravo
2
Reply
7 months ago
Katy Huff
Sales at The Hustle
I agree with you. Sending an email of "thought you'd find this interesting" seems half-hearted. Your personalized message approach sounds way better to me, especially being able to tie the content to something they said. You could also try including it as a P.S. Maybe something like "P.S. I saw your post on twitter about the threat of discount cult...See more
Bravo
1
Reply
7 months ago
Spencer Bradley
Senior Director of Sales & Business Development at Solutions Review
In my opinion, personalized email messages is the way to go.  When trying to further promote your products and solutions on a broader more high-level overview type way, targeted content can be very useful.  However, when trying to set initial sales appointments with prospects, personalized emails have performed particularly well for me and my team....See more
Bravo
Reply
7 months ago
Jason Brausewetter
Managing Director at Gain
You have to do both - use content to provide some value without an "ask" and then also "ASK" for a meeting.  Providing content is a great way to get you known to the prospect. But, I do not care what anyone else says, no prospect has ever come back and said this is an unreal piece content, I want to have a demo.  You need to ask!  
Bravo
Reply
7 months ago
Join #flip-the-script to comment on this post