Podcast episode
Part 1: Energize your prospecting with multi-channel mastery (Vin Matano, Sr. Account Executive IC-5 @ Demandbase)
30 Minutes to President's Club19 Apr 202328 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Download Vin's 5 Emails from Prospecting to Close 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 30MPC Training: 30mpc.com/training
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were featured in, and leverage that in your outreach. One example that I had was I was meeting with a CEO, and I read through their funding announcement where they wanted to 2x revenue and bring a new product to market. 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 multithreaded. So for example, one of the templates that I typically send to folks to become more multithreaded
In Direct mail
is called Listen Notes. It has all the podcasts you can search by name or any articles the CFO is maybe featured on. The next thing I'd look for is something about the business. And so that would be things you find in the 10k, funding announcements, things you can find on their website, in the news that can tie back into why your solution would help in that situation. “The third thing would be finding out something about the history of that account. Have they” ever chatted with us before? Were they a former customer? Did they evaluate you guys before? And then the fourth thing would be your CTA, your call to action. Keep it interest-based. Asking them, is this something that you find interesting? Is this something that you deal with on a day-to-day? Is this something you want to learn more about? That's an interest-based call to action. And they perform a lot higher than a typical time-based call to action.
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 are social channels. “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. 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.
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. I basically just want them to know my name. And by the way, I've put some time into building up my brand and my network. So if they do make it to my LinkedIn page, “it's kind of like a landing page.” It's like a resume that they can. Most cases, I'm trying to engage with them, share content with them just so they know who I am, and they feel like there's an obligation to reply to me.
If you guys remember that there was like a meme going on about red flags, like, oh, this is a red flag in a guy or an employer. One of my prospects made a LinkedIn post about red flags and it was about lead flow, red flags or whatever. And I commented on it, you know, laughed, whatever. The same day I sent her an email with red flags as the subject line. And then I said, Hey, I know that's a big red flag. And then I tied it into the demand based value prop. “So it's using the LinkedIn content. And again, I'm always just going back to email.” Like I rarely book meetings over these other platforms, but I do get responses on the other platforms, which is very important. I'm curious, you're taking five to 10 accounts and you're splitting these up above and below the line with your SDR. At any point, are you trying to change the voice, whether that is for your accounts above the line,