Cold Email

• Because the ICP is defined as cold email is a serious contender when reaching out to future prospects
• Tools needed:
• Warmupinbox (Or Lemlist)
• Apollo
• CRM (HubSpot Free)

• Targeting
• Once you have the specific buyer persona matched to the specific recipient within a company that matches your ICP, you can personalize most of your campaign from that document.
• Research -> Job Story -> ICP -> Buyer Personas

• All you need is the name of the prospect and the name of the company and you can create a personalized message that speaks to that prospect’s needs. This means you only need some basic research to personalize your messages rather than having to construct each campaign from the ground up using new research.
• Finding The Best Way To Approach Your Prospect
• Step 1: Decide Who You Want To Contact
• A good place to start is with pain point described in your job story. Figure out who is responsible for alleviating that pain point.
• Example: "When I need to increase the number of qualified candidates for managerial positions,..."
• Since you are talking about job candidates this would probably be handled by people with job titles like: HR, Chief Happiness Officer, Chief Human Resources Officer, VP of HR and Vice President of People among others.
• Working under them you will find people with job titles like: Recruiter Job Posting Specialist, Human Resources Specialist, Recruitment, and Social Media Coordinator.
• Working above them would be people with titles like: CEO, COO, and Head of Operations.
• Step 2: Generate Prospects
• Generate the prospects based on the ICP
• Step 3: Match Your Approach To Your Prospect
• At this point you are going to be searching not just for a company that matches your ICP but a specific person to contact. There are a few ways you can go about this and you should always be testing your approach.
• Direct Approach
• The most basic approach is target the decision maker.
• Example Email:
• Hi {First Name}
• One quick question to a fellow {head of sales (or any title)}. I'm curious, how do you handle extending your customer base at {company name}?
• I'm asking as we have created software that gets it done instantly - so you can triple the efficiency of your team.
• Will you or someone on your team find 15mins this week to see the platform in action?
• Add a little addition to the end of the email. A sentence politely requesting that if our content is not directly relevant to you, could you please pass this information onto the right decision maker.
• Top Down Approach
• Bottom Up Approach
• For companies large enough to have end users, decision makers and executives filing separate roles in the buying process, use the three musketeers approach where you use each approach simultaneously to target executives, decision makers, and end users.
• The first step to personalization is to create a separate campaign for each approach you use with a certain ideal customer profile.
• You are going to get better results the more you target.
• If the company has 50 employees or fewer, the C-suite is where decisions are made
• Example: If you are selling marketing automation software, you should target the VP of marketing or chief marketing officer. For companies with over 50 employees, jobs become more specialized. For those companies, it is best to target a marketing manager or even a regional marketing manager if it is a really big company.
• Once you have your ICP defined you will want to warm up your emails. Use something like warmupinbox.com. NEVER use your main domain for cold email sending. Buy secondary domains like example.net, example.xyz, etc etc. Set the forward rules so if a user types in the URL they go to your main site.
• The warming up will take 2 weeks at least. This is needed so your emails don’t go to spam. Give it time to warm up.
• Once it's warm, then you will want to start sending your emails.
• Your chances of getting a response are higher when you keep the first email short and sweet. End the email by asking them if they want to see a video demo. If they say yes, then you send the video.

Bonus:

Learn how to properly set up a demo call by clicking below ⬇️

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