Cold B2B Email Outreach Strategy Sparklead Uses to Generate Leads

If you search for 'what is a cold outreach campaign,' you'll probably see something like 'Cold outreach is a sales strategy used by B2B companies to contact decision-makers who might be interested in their products or services. It's a way to connect with new customers directly and in a personalized manner, usually through email or LinkedIn.' However, in practice, the whole process is much longer and more complex than two sentences.

We want to move from 'talking' to showing how we launch cold outreach campaigns with clear examples and outlined steps.

So, let's begin.

Step 1: Define your goals

First and foremost, start by clearly defining the goals for your outreach campaign. For example, if your sales plan requires 20 meetings with potential customers, this becomes your primary objective.

With a conversion rate of over 10%, you will need to reach out to at least 2,000 prospects within a month to achieve this goal. With one salesperson on your team and four LinkedIn accounts or warm email addresses available for outreach, you can distribute the workload efficiently.

Document all necessary metrics and targets upfront, inform the responsible team members, and ensure everyone understands their roles. With this preparation, you can proceed to plan and launch the campaign effectively.

Step 2: Understand your ICP

Understanding your Ideal Customer Profile (ICP) is fundamental for building long-lasting customer relationships. If you're unsure about it, start by selecting a few industries or job titles.

At this stage, our team engages with clients to gain a thorough understanding of their business, target audience, and pain points.

In business-to-business sales, it's crucial to grasp the industry landscape and determine the primary channels for gathering data.

After identifying potential customers, we recommend narrowing down your search by considering factors such as:

• Lead location: Identify the region or country where leads that fit your business are located.
• Company size: Specify the employee count of companies suitable for your product.
• Revenue: Note the revenue range of businesses capable of purchasing your product.
• Industry: Name the specific industries you collaborate with.
• Sub-industries: Identify specific sectors or segments within industries.
• Average contract value (ACV): Determine the typical value of contracts your leads might engage in.
• Job roles: Specify the key roles within organizations that influence purchasing decisions.
• Audience size: Define the size of the audience you are targeting.
• Data sources: Outline where you gather information about potential leads.

Keep this information documented and tailored to the specific niche you're currently working in.

Step 3: Research and Data Enrichment

After completing the ICP, we recommend moving on to practical implementation by searching for contact data. The standard procedure involves finding contacts through social media outreach (LinkedIn Sales Navigator) and then enhancing the data using other specialized tools such as CRM systems, email verification tools, and data enrichment platforms.

• LinkedIn Sales Navigator: For searching and connecting with prospects on LinkedIn.
• HubSpot CRM: Helps manage contacts and track interactions.
• ZoomInfo: Offers detailed contact and company information for B2B sales and marketing.
• Hunter.io: Helps find and verify email addresses associated with a domain.
• Lead411: Provides accurate contact information and sales intelligence.
• Apollo.io: Offers sales engagement and prospecting tools with enriched data.

These tools provide additional information about the company and contact, such as email, phone number, and company size. The more contact details we have, the more personalized outreach message we can create for a potential customer.

Step 4: What should be done before writing messages

Before crafting messages for your outreach campaign, we recommend listing the pains that each ICP is expected to have. With this in mind, outline value propositions that you can address.

A prospect's pain point is a specific problem that potential customers of your business are experiencing.

A value proposition is what makes your product or service special or valuable to customers. It's the reason why they should choose you over competitors, and these reasons form the basis for your sales pitches.

When considering the industry and position title, you must understand prospect's business pain points to shape a more targeted proposal that meets the prospect's needs. This understanding helps attract higher-quality leads to your door.

Step 5: Your LinkedIn Messages Can Look Like This:

In outreach, the number of messages sent, and their frequency vary for each case as well as social media channels. Before creating content, establish a basic sequence and then make a tailored chain of messages for LinkedIn or Email. We recommend focusing on multichannel outreach.

Performing cold email campaigns is always an experiment with multiple touchpoints—sometimes it hits the target on the first try, and sometimes all the messages need to be rewritten completely with a fresh perspective.

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Note that creating personalized messages can lead to multiple sequences that outperform generic ones. Your efforts will be worthwhile.

Step 6: Outreach Campaign Tracking: Key Performance Indicators

Tracking is a key to your successful cold outreach campaign and further business development.

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These are the key metrics you'll need to start your first outreach campaigns. If you have a CRM, you can begin tracking right away within it.

The main thing is to stay consistent and input all data to avoid inaccurate results and disappointment in the campaign's effectiveness.

Step 7: Cold Messages that Covert in 2024

Writing messages that convert must be a part of your sales strategy. It isn't just about avoiding the typical sales pitch. Here is something to stand out:

Language.

Use livid language that don't make your recipient yawn. Personalize it to appropriate level. But don't go too far.

Add genuine value.

Busy prospects won’t engage with generic pitch. Offer something valuable right away—whether it's industry insights, a well-formed solution to their pain points, or personalized recommendations.

Keep it to the point.

Busy professionals appreciate brevity. Use short paragraphs and bullet points to convey your message quickly and clearly.

Always include a clear call to action (CTA).

Guide your prospect on the next steps—whether it's scheduling a call, downloading a resource, or visiting your website.

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If you want to improve your sales tactics and fine-tune your sales funnel, follow these steps for generating leads strategically:

Our team is ready to get you covered. Reach out to our Sales Manager, Yana Butryk, for a consultation.