Historically, sales and marketing initiatives would operate in very different ways, with different agendas and goals. Horror stories of marketing and sales overlapping and creating rifts in your business’s KPIs and culture would keep every sales manager up at night.
When you think about it, sales and marketing working closely together seems like the most obvious thing in the world, doesn’t it?
If you are looking to grow your business, the productivity of your team plays a huge part in how quickly you can achieve your business goals. Productivity can be affected by may variables, including making sure your employees feel valued and appreciated, sharing results across different departments and making sure all goals are aligned.
Whether you’re an enterprise company with huge marketing and sales teams or a small business owner piecing everything together yourself, figuring out when a lead is ready to buy can be tricky business. Knowing this is the essential starting point for defining the roles and aligning of work between marketing and sales.
I won’t lie. Pipeline Generation Bootcamp (PGB), run by Sergeant Major Dan Tyre, was a daunting prospect. My role at work had recently changed to Business Development Executive — selling HubSpot and inbound marketing retainers.
So what do I mean by outreach email? Sales and marketers alike typically send hundreds, if not thousands, of emails per week. In some instances these emails are sent to people we don’t know very well, or don’t know at all! These can sometimes be referred to as 'cold emails', and a study by MailChimp shows that open rates for marketing and advertising sit around 18%, and response rates from under 2%. I personally recommend only sending warm emails.
Warm emails, put in simple language, are an email you send to someone that you have researched first. Your email contains something personal to the recipient, for example it might touch on a known pain point or a topic you know they are interested in. These things can be gleaned from social media channels such as Twitter, Facebook and LinkedIn.
With this in mind, I thought it would be useful to give you a guide to the anatomy of an effective outreach email so that you can move away from the old ways, the cold ways.
I think we have all had the misfortune of speaking with a salesperson that hasn’t taken any time to prepare for the call; trying to qualify you OUT as soon as possible, is completely focused on what their script says and doesn’t actually listen to a word you say in response.