Part 1 – The Call To Action
As we discovered the first post of the series on getting results from cold b2b emails (found here) the goal of a cold introduction is absolutely not to make the sale. Too many cold emails (especially the first one) go for kill shots. They make huge mistakes like:
- Selling the reader on a service they have never heard of
- Going for the sale immediately
- Discussing pricing
- Talking way too much. (People in general, but especially a cold audience, are not interested to read about your company, its culture, how cool it is, or how long it’s been around. They haven’t heard of it. They don’t care.
What they do care about is money and results. It’s OK to name drop, show statistics, and value — but only when done in the right way.
This leaves us wondering.. Well, what is the goal?
Through the years talking to clients, colleagues, friends , and leads; I’ve found there are quite a bit of misconceptions and bad information floating around about how B2B email campaigns, and B2B marketing in general is supposed to perform & how to effectively see results from your outbound efforts. This is especially an issue today, when the bulk of content around outbound email campaigns is from the B2C world, which makes sense.. As it is a much more populated industry.
We simply can’t compare the results/efforts/technique of an e-commerce store selling hoodies for $44.99 to a B2B service/product that has a LTV of $6,500. Not only can we not compare the results of these email campaigns, but, the only thing they really have in common is that they are both using the power of email. From the style of the email, content, sales goal, approach and follow up, it is a completely different game.
Each email you send to a B2B prospect in an email marketing campaign should be written with a clear objective or goal, and that objective or goal is rarely going to be the prospect handing over payment for goods & services on the first introduction. A very common mistake marketers and salespeople make is going for the killshot right away, as if they were in front of the client in person at their office. BUT the issue is..They aren’t! They are overlooking huge key factors. By the time you are in your leads office, they have already agreed to sit down with you, they are familiar with you & your company, they know they might need your product/service.. YOU ALREADY HAVE THEIR ATTENTION!
In a cold email, everything is the opposite…