Podcast episode
Hall of Fame: Vin Matano
30 Minutes to President's Club24 Jun 202432 min
Description
FOUR ACTIONABLE TAKEAWAYS Pick 5-10 accounts per week and focus all of your energy on them. That might look like sending emails Monday and Wednesday, then going multichannel on Friday. Use email as your hub and other channels as your spokes with your CTA on the other channels pointing back to your email. The email channel can get flooded; get creative with other channels like Twitter. Vin was able to book a meeting off of a backward jump shot. Use email to keep threading throughout your sales cycle. One way to do this is through direct mail. PATH TO PRESIDENT’S CLUB Sr. Account Executive IC-5 @ Demandbase Strategic Advisor @ Aligned Strategic Partner @ Outplay RESOURCES DISCUSSED Join our weekly newsletter Things you can steal Download Vin's 5 Emails from Prospecting to Close 30MPC Training: 30mpc.com/training
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And initially that wasn't the use case. And we were able to uncover new use cases that helped us competitively to ultimately win the deal. Beautiful. What's number two? Number two, use direct mail to deepen connections. Direct mail should not be used just for top of funnel. You shouldn't rely on your SDRs sending Starbucks gift cards and trying to get meetings that way. “The way I'm using direct mail is for open opportunities to strengthen the relationships” and get more multi-threaded. So for example, one of the templates that I typically send to folks to become more multi-threaded before a call is given your role as VP of marketing, I'm sure you're most interested in X. If not, let me know there's anything specific you'd like me to add to the agenda. So with that, I try to send a book.
In Direct mail
You're almost like doing the 80-20 rule where you know you're so, so good there, text-based prospecting is the way to go. I'm curious about your LinkedIn approach because I feel like I understand the email one. I feel like I understand Twitter, but LinkedIn is a little bit different in that there's the social networking piece. What's your approach on LinkedIn? “My approach on LinkedIn is similar to the other channels.” And so if you remember what I said earlier, email is my main hub. It's where everything, the value prop, the call to action hook is going to live. I use all the other channels as ways to get their attention back to my email. And I use LinkedIn in the same way. And so what I'm doing on LinkedIn is I'm connecting with my prospects. I'm commenting on their posts. I'm engaging with them.