B2B Messaging – sequences

Marketing, messaging, Positioning, Product Management, Sales, segmentation

The job of a cold email is to get a response to validate the quality of the database. That’s it. As I have been ranting, over the last few posts, therefore these mails have to be extremely short and to the point.

Once someone responds, you can start a sequence of mails. Dean Jackson has a very interesting term called “offering cookies” to educate and motivate propsects.

However one key thing I have noticed in B2B marketing is whenever you are launching or marketing a new product, there is a lot of resistance/inertia in the mind of the prospects to change.

The reason for this is the amount of sanctions and approvals, people have to take, from multiple stake holders to get a new thing in place. So people don’t like to bother about software or solutions or technologies which will, at best, offer some incremental change. This is even more true if its for an internal process. So one basic thing to keep in mind is to see how your product or service can dot he job differently and therefore give a dramatic improvement of an internal process.

If its for a customer facing item they may still be open to things which are incremental, if they think, that it will help in better customer acquisition of customer retention. Therefore in these situations, more than the technology part, you should look at the impact on business in your communication.

To work through this inertia or resistance you will need to keep sending a sequence of mails to increase the awareness of the product/service, to drive in a wedge of dissonance with the existing setup that they have and to share case studies on how other adopters have used your product or service.

I have seen cases where we have targeted prospects for more than year – which means at least 18-20 touches, before they even thought of talking to us.

There was a time when people would offer whitepapers as magnets to pull prospects to see their level of interest. Today in the technology/IT arena everyone is offering so much content via YouTube and other social media channels that putting “gates” to see the level of interest can be worthless. This is however my opinion.

As I tell my team, I am also telling you – the market is the final judge. Pls test and see what works in your market. If offering whitepapers via “gates” helps gauge the level of interest of a prospect in your market, by all means go ahead and do it.

However doing a sequence of touch points /messaging is absolutely imperative in B2B marketing. So don’t get disheartened if even after sending out 4-5 mails you don’t get a response.

Till next time.

Carpe Diem!!!

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