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?