getting into the it decision makers inbox

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Henry Schuck Co-Founder & CEO @HenryLSchuck Getting Into The IT Decision Maker’s Inbox DiscoverOr g P: 800-914-1220 info@discoverorg .com www.discoverorg. com CONTACT US: 2011, 2012, 2013

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Henry SchuckCo-Founder & CEO@HenryLSchuck

Getting Into The IT Decision Maker’s

Inbox

DiscoverOrgP: 800-914-1220

[email protected]

CONTACT US:

2011, 2012, 2013

60% report that a Cold Call or Email has bumped a new vendor into consideration

75% of IT Execs have taken an appointment from a cold call or email

DiscoverOrg Study Jan. 2013 of 1,000 F5000 IT Mgrs, Dir, VPs

Using the Power of EmailObjectives of the presentation:

Helpful tips on escaping filters and navigating gatekeepers

Crafting the most effective Subject Line

Compelling Email Body

Being CAN-SPAM Compliant

P: 800-914-1220 [email protected]

CONTACT:

Goals of a Lead Generation PieceRecipient makes a decision about deleting your email in 2.7

seconds, plan wisely!

Start a dialogue

Could be other interests, familiarity with product, etc.

Thought provoking questions to generate responses

Encourage a response

Get acceptance for offer

BIGGEST MISTAKE: Focusing on your product or service instead of the offer

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CONTACT:

Getting Stuck?Remove these items to stay out of the spam filter

Graphically rich

Complex HTML Message

CAPITAL LETTERS

Promotional word(s) such as “free”

Symbols (!)

Attachments

Run your email through a SPAM Score

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CONTACT:Pro Tip: Run Your Email Through a SPAM Score

Common Themes in Deleted Emails

Sending emails around long weekends

“Salesy” sounding emails

Generic “firebomb” content

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CONTACT:

Now’s Your Chance!Key Readability Tips:

Use Arial 10pt - most readable size and font across Outlook and mobile devices.

This is important considering 36% of DiscoverOrg emails are opened on mobile devices.

Best Times to send email

Most emails are read between 8 and 9 am and 3 to 4 pm on Tuesdays and Thursdays.

Prospects will be most engaged during these hours as well.

P: 800-914-1220 [email protected]

CONTACT:

Crafting Your Subject Line This is the most important part of your email! People are busy but they are drawn by the subject line. You want to make sure to cover these areas:

Create curiosity

Provide Utility

Subject Line Goals:

Tell prospect why you chose them. Request for a specific actionRelevant to prospects wants and needsHow product can benefit them (mention pain-points)Never more than 50 characters, not words.Only 27 characters display on an iPhone Subject Line

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CONTACT:

Successful Subject Lines“Can we talk March 12th?”“Connect with key IT Decision Makers”“<Company Name> <Person’s Title or area> Information Security”“Should we talk?” or “Can we set up a call?”

“<John> - Can I get 15 mins?”

“Following Up”For emails after the initial email

“Widget Corp.”Good since Widget Corp. is a competitor or the recipient or a company that would otherwise be familiar to the person.

“John Smith”If John Smith is a mutual contact or internal referral, or if it is someone at the organization you’ve spoken to previously.

CONTACT:P: [email protected]

The Body: The “Meat” of your Email

Show you’ve done your homework.First Name (informal salutation)Bold relevant content

Tell why you chose themGive them Value.

Highlight Sphere of InfluenceExpress gratitude – A little thanks goes a long way.

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CONTACT:

What Not To Do

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CONTACT:

The Email Structure: The “Bones”

Informal SalutationShort SentencesMultiple BreaksBullet/key points175 words or less.Keep it above the fold.

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CONTACT:

The Action: “Next Course”

Encourage Action!

Create Sense of Urgency

Give Offer

Concrete Response Request

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CONTACT:

Offer Examples

Good

DiscountDemo requestTrialDownload

Bad

For more information…To learn more….

CONTACT:

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Concrete Response

Don’t leave it up to the recipient to make the next step

Sense of Urgency:“I will call you tomorrow at 3pm, let me know if that works..”

The Close:“I look forward to your reply (name)”“I’ll give you a call on…(day)”“I will be in your area on Friday…

CONTACT:

P: [email protected]

Mail Merge – Big Picture

• Linking Fields in Excel to Emails

CONTACT:

P: [email protected]

Target Your Audience, Tailor your Message with DiscoverOrg

CONTACT:

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Pro Tip: Watch a full-length tutorial on creating a mail merge using Word 2007 and DiscoverOrg here

The Follow-UpWhat happens after sending? Wait it out?

NO! Execute the dynamic duo of Email and Voicemail.Email again

Track your responsesAverage of 300% increase on responses when sending follow up emails.Get an internal referral

• “John – Thanks for the response. Do you know who would be charge of Storage at XYZ Corp.?”

CONTACT:

P: [email protected]

Internal Referral

“Don’t sell to the CIO or VP level? Send them an email asking for a referral” – Aaron Ross – Predictable Revenue

Subject: Can you point me in the right direction?Email Body:

[First Name],I'm sorry to trouble you. I know you’re the <Title> at <Company> and was hoping you would be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function such as “Networking” or “Information Security”] and how I might get in touch with them?Thank You,Henry

CONTACT:

P: [email protected]

CAN-SPAMCAN-SPAM does not prohibit the sending of unsolicited email for commercial purposes – what it does require is that companies stop sending emails to recipients who have indicated they want to “Opt-out.”

Be compliantDon’t use false or misleading header informationDon’t use deceptive subject linesGive your location to recipientsGive clear instructions on how to OPT-out, and honor requests promptly.

Pro Tip: Read the complete compliance standards CAN-SPAM P: [email protected]

CONTACT:

THANK YOU

CONTACT:

Questions?

Ask in the questions box in GoToWebinar, or contact [email protected]

Or via Twitter at @DiscoverOrg

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