Getting Into the IT Decision Maker’s Inbox

PRESENTED BY HENRY SCHUCK, CEO & FOUNDER

DiscoverOrg at a Glance

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The State of Outbound Prospecting 75% of Technology Execs have taken an appointment from a cold call or email

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

Using the Power of Email Objectives of the presentation:

Helpful tips on escaping filters and navigating gatekeepers

Crafting the most effective Subject Line

Compelling Email Body

Being CAN-SPAM Compliant

Goals of a Lead Generation PieceRecipient makes a decision about deleting your email in 2.7 seconds, plan wisely!

Start a dialogueCould be other interests, familiarity with product, etc.

Thought provoking questions to generate responsesEncourage a responseGet acceptance for offerBIGGEST MISTAKE: Focusing on your product or service instead of the offer

Image FAIL

Common Themes in Deleted Emails

Sending emails around long weekends

“Salesy” sounding emails Generic “firebomb” content

Key Readability TipsUse Arial 10pt - most readable size and font across Outlook and mobile devices.

This is important considering 46% of DiscoverOrg emails are opened on mobile devices.

Best Times to send emailMost 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.

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

Create CuriosityProvide Utility

Subject Line Goals: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

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.

The Body: The “MEAT” of Your Email Show you’ve done

homework First Name Bold relevant content

Tell why you chose them Use Social Proof

Say Thanks

What NOT to do

The Email Structure: The “Bones”

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

Account-based sales development strategy  SDRs engage 200-300 stakeholders per account.  SDRs schedule as many as 15 meetings per company. They engage 5-10x as many stakeholders in each opportunity and have seen a 35% lift in expansion opportunities within existing customers. Cloudera leverages DiscoverOrg to build thorough contact lists in their target accounts. SDRs leverage keyword searches relevant to their product in DiscoverOrg to target the buyers most likely to experience the pains Cloudera solves. Larger accounts often have 200-300 contacts. This wider level of engagement results in SDRs scheduling as many at 15 meetings in an individual account.

Lars NilssonVP, Global Inside Sales

“Selecting the right contact data provider is essential for executing enterprise outreach programs.”

Cloudera and DiscoverOrg

Download the full report

Cloudera’s Outbound Success

Cloudera’s Outbound Success

Offer Examples

GoodAppointmentDemo requestTechnology Briefing

TrialOffer to Send a Study

BadFor more information…To learn more….

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…

Mail Merge Linking Fields in Excel to Emails

Target Your Audience, Tailor your Message with DiscoverOrg

The Follow-Up What happens after sending? Wait it out? NO! Execute a cadence of Email and Voicemail. Email again

Insert our Cadence From SalesforceTrack your responses Average 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.?”

Build a Cadence 7 touches over 7 days: Day 1 – AM: Short and sweet email looking for a referral.  PM: afternoon – voicemail

Day 2 – Anytime: Call, don’t leave a voicemail Day 3 – AM: Call, no voicemail Day 3 – PM: Leave a voicemail Day 4 – Anytime: Send a funny email (theirs includes a bit about farm animals in Latvia)

Day 5 – Nothing Day 6 – Nothing Day 7 – Send a “break up email”

Source: WhatCounts!

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

CAN-SPAM & Compliance CAN-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 compliant Don’t use false or misleading header information Don’t use deceptive subject lines Give your location to recipients Give clear instructions on how to OPT-out, and honor requests promptly.

Thank You for Joining Us! Contact DiscoverOrg

805 Broadway St., 9th Floor Vancouver, WA

hschuck@discoverorg.com 360-783-6812

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