You can't say cold email doesn't work for you if...

You can't say cold email doesn't work for you if...

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⛔️ You product pitch or list out features

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⛔️ You put nothing about the buyer in your email

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⛔️ You send a novel you couldn't pay your buyer to read

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Cold email isn't dead, it's just changed.

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There's no easy button. You can't spray and pray. And you can't rely on the sequence to do all the work for you.

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Outbound Squad has trained 200+ sales teams in the last 5 years.

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And the core problem behind low email reply rates?

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The messaging.

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There's nothing in the message that shows the buyer:

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- You know their world

- You reached out on purpose

- You work with their peers

- You won't waste their time

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Here's what it takes to build world-class messaging:

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✅ 1/ Build a messaging team

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Get no more than 10 of the best people together to build common messaging. This should include a few of the best AEs, marketing, customer success, sales leaders, product specialists, etc. And make sure to assign a single person to own messaging.

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✅ 2/ Live workshop messaging by persona/vertical

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Run live workshops to work out messaging together. At a minimum, messaging should be created for each specific persona. For enterprise, messaging should be created by persona AND industry.

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A healthcare security leader speaks a different language than a SaaS security leader.

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✅ 3/ Build a messaging matrix

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This is what the end product should look like:

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Personas → Priorities → Current Solutions → Problems/Impact → Desired Outcomes

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Now you have something that can easily be repurposed into talk tracks and emails.

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This video shows a specific example of what a great messaging matrix looks like.

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This exercise should be done at the org-level and will provide the foundation behind great emails, talk tracks, etc.

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Marketing should NOT own sales messaging. Sales needs to own sales messaging. And everyone needs to collaborate together for this to work.

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This video is a snippet from the cold email course going live next week with 30 Minutes to President's Club.

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You'll find my very best stuff in this course. It's exactly what we've taught sales teams at Shopify, Gong, Zoom, Rippling, and much more.

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Join the waitlist here to check it out: https://www.30mpc.com/course/cold-email-course

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