- February 28, 2023
- Posted by: Gopal Krishna
- Categories:
In my earlier post, I talked about 💡 “20 Point” Checklist :-
1. Data (contacts/leads)
2. Email “Warm-up”
3. Outreach (sequence)
4. Data-analytics
5. Templates
6. A/B Test
7. Multi-channel Outreach
8. Ease of Use
9. Buying “Intent Data”
10. Content Leverage
11. Integrations
12. AI /ML
13. Dedicated Advisor
14. World-class Customer Success Team
15. Pricing / Subscription Simplified
16. Price Vs. Value
17. Define First. Measure Next (Quality & Quantity of Leads)
18. Commitment / Guarantee
19. Follow the Process
20. Help the Vendor, Help You
✍️ In this post, I am elaborating on 1 – 10
1. Data (contacts/leads) – ensure to have records running into tens of thousands both in terms of Total Addressable Market (TAM) and Target Account List (TAL). This may be less for niche segments and smaller markets. Also ensure 90% or more data quality.
2. Email “Warm-up” – to protect your domain reputation due to large scale cold email campaigns in order to minimize your emails landing folders other than Inbox like; Spam/Junk, Promotions, Social.
3. Outreach (Sequence / Cadence) – email sequence or cadence automated to reach your buyers at scale. This must also include best practices in terms of number emails per outreach, day, timing and tracking.
4. Data-analytics – real-time visibility into outreach/campaign performance users’ behavioral analytics like open rate, forward, click thru, replied.
5. Templates – cold email reach-out by the industry, buyers and geography. The whole point is to use/re-use templates that give you better results rather than learning the hard way. However, this is not be confused with A/B Testing, as mentioned below.
6. A/B Test – to divide outreach with at-least “2 campaigns” to test, measure and improve performance! If you have 2000 buyers, split into 1000 each and track the behavioural analytics and double down on what works best!
7. Multi-channel Outreach – does the vendor provide option/flexibility for email, social media (LinkedIn), targeting, re-targeting, bot on website options with data-analytics to track the leads and conversions across different channels.
8. Ease of Use – so that regular users with no prior experience can use the tools enabled with video explainer, collateral for self-learn and little help as needed.
9. Buying “Intent Data” – to narrow your outreach to those customers/buyers who have exhibited purchase intent i.e. to prioritize your TAM to TAL
10. Content Leverage – make use of different content pieces like eBook, Whitepaper, Case studies across the channels and sales cycle stages.
#data
#analytcs
#sales
#marketing
#outreachprogram
