🕵🏻‍♂️ B2B cold outreach

Written by Adechina ODJO, Content Marketer @Trenches

In the B2B space, doing cold email can feel like navigating a tricky terrain. Some businesses have cracked the code, while others are still figuring it out.

In this newsletter, we're here to guide you through the ins and outs of successful cold outreach. Think of it as your roadmap to making meaningful connections and getting the responses you're after.

We'll start by giving you the lowdown on the current state of B2B marketing. Then, we'll lay out the essential things you need for successful outreach and break down the three layers of personalization that can make your approach stand out.

But wait, there's more! We'll show you how to craft personalized messages that get noticed.

So, buckle up! We're about to make the sometimes daunting world of B2B outreach a whole lot more manageable and, dare I say, exciting.

I. The State of B2B Marketing

Andrei and Vlad spoke with over 220 companies facing long and complex sales cycles. Here are the top challenges these companies encounter:

1. Lack of alignment among sales, marketing, and client success teams.

2. Low response rates to outreach campaigns.

3. Difficulty targeting the relevant decision-makers.

Following an in-depth analysis of replies, we identified common mistakes leading to these issues:

1. A one-size-fits-all approach: sending messages with minimal personalization. This approach undermines the effectiveness of your outreach efforts. And the truth is, no software can help you get positive replies if you keep sending the same generic messages to all your target accounts.

   Take a proactive approach instead: personalize your messages for better engagement. In case you’re wondering how to do that, read on for valuable insights.

2. Prospecting only decision-makers: This is particularly crucial when selling to mid-sized or enterprise companies, as the presence of a buying committee complicates the process. In such scenarios, navigating past gatekeepers and capturing the attention of decision-makers becomes exceptionally challenging. 

   A valuable tip is to start building relationships with individuals from your target accounts and the buying committee before even launching your outreach campaign. This proactive approach will establish a solid foundation for smoother communication and increased chances of success.

3. Broad market targeting: if you ever want to spend your time wisely on the accounts that are most likely to derive significant value from your services, it is highly recommended to articulate a clear ICP (Ideal Customer Profile) to concentrate on.

4. Lack of market positioning and Unique Value Proposition (UVP): an effective UVP tells your ideal customer why they should buy from you and not from the competition. In other words, it provides your company with a unique differentiation.

5. Lack of warm-up and nurturing programs: Build awareness before outreach because you're much more likely to get a response from a company or a person who already knows you than from someone who doesn't.

II- Essentials for Successful Outreach

1. Ideal Customer Profile and Account Segmentation

Not all customers and prospects are cut from the same cloth. So, depending on the revenue potential of the companies you are reaching out to, you need to personalize your outreach.

That means, logically, dividing your customers and prospects into different groups based on their distinct needs or common characteristics.

This strategic segmentation ensures your outreach hits the right notes with each group, increasing the chances of meaningful connections.

2. Account Research

Account Research is a crucial step in successful cold outreach. Instead of casting a wide net and reaching out to everyone, it's better to seek a fit between you and your prospects. 

Many companies focus on quantity (and justifiably so). They build extensive lists and send out mass emails in the hopes of snagging a few responses from the sea of recipients.

But the crucial question is: what happens after exhausting that initial account list? Will they repeat the cycle, chasing another 5,000 emails and waste it again? 

Look, you’d be better off breaking free from the numbers game and focusing on smaller, well-researched account lists for better return on investment (ROI) and actual results.

3. Tier Personalization

Successful cold outreach is all about tailoring your messages to fit the potential need of each company. 

Picture it like this: Tier 1 includes companies with the highest revenue potential, so go ahead and craft messages that are 100% personalized for them. Meanwhile, for Tier 2 and 3 you can use a more broad approach with vertical-based and job role personalized messages. 

Whether it's through email, LinkedIn, or direct mail, the key is adjusting your strategy to match the characteristics of each tier.

4. Creativity

Creativity is a key player in the game because it allows you to bring originality to the table and gain a competitive edge. It's all about thinking beyond the conventional and devising an approach that breaks through the clutter.

Imagine you're in the business of selling personalized fitness plans. Instead of the typical outreach email, get creative. Send your prospects a fun and personalized workout GIF that not only showcases your fitness expertise but also injects a dose of humor. This not only grabs attention but also communicates your message in a memorable and enjoyable way.

In a sea of generic messages, this innovative approach can be the key to making a lasting impression and sparking genuine interest. Remember, creativity is your secret weapon in turning ordinary outreach into a remarkable experience.

5. Multichannel Follow-up Cadence

It's essential to diversify your communication channels. Why? Simply because some companies have strict email filters that might block your messages from reaching their inbox.

It's like trying to deliver a package to a house with a locked gate. In such cases, branching out to alternative platforms becomes crucial. Think of it as knocking on different doors to ensure your message gets through.

A multichannel follow-up cadence implies that you're not solely relying on email. By exploring various communication avenues, like social media or direct calls, you increase your chances of making a connection and getting your message noticed.

III. How to Personalize Your Outreach and Get Replies?

The key to getting those sought-after replies lies in the art of personalization. It all starts with a thorough analysis of your prospect's interests, hobbies, places of origin, alma mater, or any distinctive details. 

Consider this example: Andrei discovered that a potential client was an avid cyclist, frequently embarking on cycling adventures in France and Belgium.

Taking inspiration from this insight, Andrei tailored a proposal that seamlessly linked the world of cycling to the realm of B2B sales (see the image below). This thoughtful and individualized touch not only captures attention but also establishes a connection that goes beyond the ordinary. 

By infusing personal elements into your outreach, you pave the way for engaging conversations and, ultimately, securing those sought-after replies. You don’t just make your message heard but truly resonant.

For Tier 2, aim for semi-personalization by tailoring your messages to various roles within the buying committee. The same stellar service can be presented in diverse ways that resonate with different job functions. 

It's like customizing a fitness plan to suit various fitness goals. So, even if you're offering the same service, adapt your messages to fit different roles within the buying committee.

Remember, B2B doesn't stand for Boring To Boring. Break free from the mundane and unleash your creativity. Your goal? Capture that contact's attention in a way that stands out from the crowd. So, think outside the box and watch your outreach efforts transform into compelling conversations.

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See you in Trenches 😉

Adechina ODJO