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Outbound Email Strategies

Outbound cold email has become an increasingly difficult channel to produce meetings over the past decade. Back in 2010, you could get just about anyone to respond to you if you mentioned something cool about the college they went to in an email. Hell, I got Mark Cuban to take a call with me because I told him his stance on HTML5 was stupid and APIs were king via an email (who's laughing now, Mark?).


Fast forward to 2021 and we're seeing high open rates, but low CTRs, and even lower booking rates from cold-email alone. So here is my question: how are you currently strategizing with your teams to build a solid outbound pipeline? Is ABM the key with hyper-personalization...or are you still into the spray and pray method via your S/BDRs?


πŸ”Ž Prospecting
πŸ‘‘ Sales Strategy
πŸ’Œ Cold Emailing
10
CoorsKing
WR Officer
+13
King of the Coors Knights
Hyper personalization. If they do not have a legitimate pain I have found, I don't reach out. We spend hours a week researching (investor reports, press releases, etc).Β 
Re
RedLightning
Politicker
+7
Mid-Market AE
Relevance is king. Find a way to be relevant to them either as a person or persona.Β 

Look to repeat that Cuban scenario, but maybe not as combative. Find a good outreach trigger and reference that. It's easier said than done in some industries but the info is generally available if you look.Β 
poweredbycaffeine
WR Lieutenant
+10
Bean Juice Drinker | Sales Savant
You've identified a tactic, but I'm looking for strategic advice.

ABM (account-based) vs Large Audience campaigns, for example, would be two different strategies.

What does your team employ as a strategy?
Re
RedLightning
Politicker
+7
Mid-Market AE
I've never put something like that together. Only done it as an IC.Β 

ABM strikes me as sales with a marketing tech stack
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Nairobi
Politicker
+7
BDR
My company is doing spray and pray but it’s because my manager doesn’t know what the hell he’s doing... My mission is to create our outbound strategy which I don’t mind but that makes we wonder like is this my job as a BDR or shouldn’t that be the job of management?
poweredbycaffeine
WR Lieutenant
+10
Bean Juice Drinker | Sales Savant
It should be the job of management--push back on being charged with that job.
3
Anyone using outreach have any good starting outbound templates ?
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