KnightoftheJaguar

Director of Business Development

Converting outbond campaing into demos

Hello folks! I've been thinking about a problem in outbound campaigns - curious to hear your thoughts.

Our outbound cold emails can usually grab the prospects' attention (good open rate), but are often not enough to provide all the relevant information required to make them reply or book a meeting.

These prospects either take no action (lost opportunity) or respond to request more information, resulting in a back and forth with the SDRs and loss of momentum.

How do you see this problem? Any way to address it?

Cheers

💌 Cold Emailing

☁️ Software Tech

🛠 Tools

12 comments

Sort by:

oldcloser

Arsonist

💀

Document the conversion failure. Find 4 or 5 examples so you don't look like you're just hating on the SD team. Then, if you can find the data, make a case for email replies being your best converting leads.

Then, just plain ask for the email replies. They do tend to convert best among any other source.. anywhere.

Sunbunny31

Politicker

Sr Sales Executive 🐰

Open rates can be misleading. Some of them can be the prospect’s email security systems. We’ve found other actions to be a better benchmark for success, such as click through.

CuriousFox

WR Officer

🦊

Oh I didn't even consider the email security 🤔

braintank

Politicker

Enterprise Account Executive

Spot on bunny

Sunbunny31

Politicker

Sr Sales Executive 🐰

I didn’t know about that either until our savvy ops person filled us in. Clicks are actions you want. Best: outreach. But a click at least let’s you know a person took an action, and it was because of your email content.

JudgeMeOnMyLosers

Fire Starter

Senior Account Executive

Is emailing the only source of outreach your SDR’s are relying on for lead gen? That’s the first thing I would want to know.

The second is the content being sent—what’s generating the highest response rate? After how many touch points? It takes at least 8 touch points at times before prospects even agree to a meeting so it’s important to not let the team get discouraged and remain persistent in their approach.

The third is exactly what @oldcloser said - take a look at the SDR’s replies to prospects requesting info. Offer up some support or discernment after viewing.

Lastly, what’s the incentive for the SDR? Is the commission provided for activity targets only? Is it for booked meetings? Is it for show rate to meetings? Are they wanting to get promoted to a higher sales position? As a sales person, I always partnered with my SDR’s not only for lead gen but to assist them in their growth.

Hope this helps!

oldcloser

Arsonist

💀

Yep to this. Much to dig into, but seemingly a process change is necessary if there's this kind of leakage. Besides, it's not realistic to think that an email, or series of emails, will yield booked appointments, not often anyway. If they could, you wouldn't need an SD team at all.

If not a direct handoff to sales, it's SDR training. But something's gotta give. If I were watching this from a sales or sales management seat, I would be losing my mind.

Pachacuti

Politicker

They call me Daddy, Sales Daddy

I would guess that while your email opening is compelling enough to get people to look at it, its overall value isn't enough to get them to respond or care.

I would reach out to those who have opened the email, but not responded, with a call. Don't tell them you know they opened the email (that's creepy) and start asking them some questions.

oldcloser

Arsonist

💀

Hi Spanky,
I know you've opened my last 3 emails. I also know what time it was and which browser windows you had open while you were ignoring me. Howzabout I tell your wife, huh?

Tuesday at 2 any good, buddy?

CPTAmerica

Opinionated

President/CRO

You can't lose what you don't have. I wouldn't suggest sending an email constitutes and opportunity.

Keep outreach short, personalized and prospect focused.

Fenderbaum

Politicker

Retired Choirboy🪕

I hate to go campaing. Who wantsa sleepa in a sleeping bag?

Maximas

Tycoon

Senior Sales Executive

So,why not then adding more information in case they might be interested to give em a hand about what else or next steps to be taken to push the sales cycle(A direct no. to call/ask them to request meeting if they're interested).
And the keyword to me is the Followup particularly for those you managed to get their attention already to take things further with em!

Bravado is a community of trusted sales professionals endorsed by their customers.

Products

The War Room Jobs Salary Guide Tech Sales U

Company

About Us How It Works Blog Bug Bounty

Contact

Press Careers

If you are hired as a contract sales rep by a Bravado customer, we may ask you to prove access to the employee email account provided to you by that customer. This data will be shared with customers to track your sales productivity; customers can use this data to confirm you meet the minimum activity requirements to pay out your ramp stipend and commission.

KnightoftheJaguar

Converting outbond campaing into demos

12 comments

Related posts

Converting a NO to YES after demo

Do you do your own demos, and why or why not?

Do you do your own demos?