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.
part of this. Number one, how are you keeping track of the messaging that you've sent to these prospects already? And then number two, let's say that first email doesn't land. What do you do next? “So the way I'm keeping track of it is I'm working closely with my SDR and we tier out our accounts,” which we can talk a bit more about how to tier out accounts. And essentially I'll choose anywhere from five to 10 accounts that are my core focus that week. And so I'm only focused on those five to 10 accounts. And I know that my entire week is focused on them. So if I reach out to that account once on Monday, I'm reaching out again to them on Wednesday. The accounts that I do focus on,
I talked about this on the previous time we connected. If the email is a really great email, the value prop is there, the hook is great, but they haven't opened my email yet, which I can check with an outreach. I will resend them the same email and just change the subject line. So I'm reusing some of my content, some of my wording. I can use majority of the email across all personas at the account and just change up “the first paragraph, which is about that person.” So that's how I'm getting to maximize my efforts. And then if I do hit a wall where I feel like, Oh, maybe I'll just put a template on them and get some touch points. That's when I stop because then that's when I have nothing else to say. Today's show is brought to you by ConsenSys, which helps your demo keep selling even when you're not in the room. Before I show a demo, I set it up like it might have to work without me.
I really don't cold call, which I am trying to force myself to do more of, but I do see a lot of success over email. I average a 24% reply rate, which is well above the industry standard. If I don't see any success over email, my next channels to leverage our social channels and by social channels, yes, I do mean LinkedIn. I don't mean connecting and pitching them. “I will connect with them, engage with their content, comment on their things.” So they see my name, I get their attention and hopefully I just redirect their attention back to my email. That's always the goal. The other platform that I would leverage is Twitter, which we can talk more about, right? Twitter is good for two reasons. One, it allows me to grab more data that I can use in my email. And again, my email is where everything lives. My call to action, my value prop, that's my hook.
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.
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