B2B Messaging -Part IV

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

Today’s post is just to reiterate one single fact.

If you see the picture above, all those apps on the phone screen are to help you. But all those apps are also sending out push notifications to interrupt what you are doing.

Then there are the actual phone calls that come on the phone which interrupt the person reading her emails and after that she gets called into a meeting. Your email which had just reached before she got interrupted by one of the above, now becomes one of the 20 emails which she has to look at when she against starts looking at her mail.

Now look at the challenge for the email in the job that it has to do. The job of the email is to only to get a response from the recipient for you to start a conversation

But to that job,

  • It has to avoid all the Spam filters,  which can quarantine it.
  • It has to stop itself from being labeled a Marketing Mail and
  • It has to attract the attention of the recipient among all the distractions listed above and more

A lot of sales books I have read tell about the time of day and days when you should write a cold email. My team has tried a lot of these ideas in various permutations and combinations. I have not been able to figure out statistically if I can confirm or contradict these theories.

What I have however found is that the shorter the cold email is and the more focused it is, the higher is the possibility of getting a response.

If the job of the email is to only get a response for you to be able to start a conversation and your product/ service is clearly identified for a single target market then crafting the message will become a little easier.

Till next time.

Carpe Diem!!!

B2B Messaging – Part III

differentiation, Marketing, messaging, Positioning, Product Management, Sales

Continuing from where I left yesterday you only have a fraction of a second before the person presses the delete button on your mail- assuming it even reached her.

To be able to do this, you have to be a wordsmith so you can continuously reduce the unwanted words and reorganize them so that the right nuance is brought out in your mail .

But even before that you have to think completely in terms of that person’s interests and keep your interests aside.

Assuming you have followed me up to now , you have segmented your market, then identified an economically viable niche and then isolated that one person who would seek you out

While I have stated all the assumptions in one paragraph, we have complete departments whose only job is to continuously figure this out and keep improving on the definition of the ideal customer.

But if you have done the above work, kept your self interest aside, placed yourself in that ideal person’s life you can list out a lot of things where you can directly touch a cord.

Within that, my experience in B2B has been that if you are selling something to a department which sits on the cost side then it always takes a longer time.

On the other if you sell something which can increase revenues then it moves faster. As Dean Jackson says everyone in an organization is entitled to bring in money but for spending money you have to cross multiple levels of approval.

So see how you can get your offerings to work for the marketing side.

Till next time.

Carpe Diem!!!

B2B Messaging- Part II

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

Yesterday we spoke about the challenges when sending an email to a prospects.

Unlike consumer products,where you can build a large list of prospects with opt-ins, when you are starting off something new, you also have to buy lists. You have to send them cold emails.

As I have mentioned earlier also its always better to go to existing customers first with your new offerings or you should go to your partners’ customers with your new offerings.

Howevr whe you are working for a company, the pressure for getting more and more prospects into your funnel is very high and therefore sending cold emails becomes imperative.

Mind you, there are other media as well, like Linkedin which you can use. There’s however a price to be paid.

If you are starting out a new company or a new division of a company or starting as the new marketing head, then getting funding can be tough since any Paid advertising or SEO takes time to get you actual leads and a lot of companies may not have that kind of patience for giving you funding

So if you are in that kind of a situation email is the only medium which you can use.

But as we mentioned yesterday, the email has to pass through so many filters before it even reaches the recipient. After it reaches her mailbox, it only has a fraction of a second before she either deletes the mail or just ignores it.

Which means the message has to be so focused, simple and should not in any way even remotely look salesy. So all the fancy home emails are out.

On a mobile where the screen real estate is so small you cannot waste it on showing graphics.

The message has to be pure text and should look like it has been only written for her – the recipient. As Dean Jackson says it should be all cheese (only the customer’s interest) no whiskers (our interest)

Till next time..

Carpe Diem!!!.

B2B messaging

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

I believe marketing is Marketing irrespective of what you sell. I keep telling my team, irrespective of what we are selling, we are selling to people.

Which means the psychology of influencing remains the same, whether you sell chips, or you sell dresses, or you sell technology services.

What I have found a little different is the medium of communication or the method of getting the message across for different markets.

By far the best way and also the most effective method in B2B especially for technology companies is email.

However the challenge is that because it is virtually free, it also gets abused. Therefore companies put filters on their email systems which block any mail which even remotely looks like spam or labels the mail as Marketing Mail if its seen as being sent in bulk.

If your mail passes the spam filter and does not get labeled as a marketing mail, then you only get a fraction of a second to attract attention, when someone sees your mail on their hand-held, before they move to the next mail.

This makes the challenge exciting and frustrating.

As Dean Jackson says, you need to look at the email as a conversation you have while standing in the line at Starbucks. You cannot be in a preaching mode when you write the mail. It has to be for that one person to whom it is addressed.

In future posts I will give examples of major learnings I have had sending hundreds of thousands of emails while prospecting for technology companies.

Till next time.

Carpe Diem!!!