I made those cold emails warmer 🙌

Recently we started prospecting for a client who sell their product to biggest of the organizations in the North America region, with ACV of $1.5 to $2 mn and sales cycle of 6 to 9 months.

This was a highly interesting project for me personally because of the sheer complexity and the size of the deals involved.

We started off with an existing in-house approach of running ads on LinkedIn (not something we usually do), nurturing those leads, and escalating to a demo. Sounds simple, right? We shut it down in 1 month. This process is too exhausting and time-consuming, not something if you quickly want to create some interest and demo your product to qualified people.

And then we did what I had been waiting to do. Going out cold. However, the people we wanted to go after were Directors, VPs, of top organizations with enterprise-level email systems which more often than not are quick to send unsolicited emails to spam, and we didn't see a lot of engagement in past experiments.

We had to make this work, this is when we decided to combine LinkedIn Messaging with Emails, we crafted a very simple message which fits on the screen without scrolling with a simple ask- "do you want to discuss this further on email?"- no 30-minute call, no Calendly link, no landing page- nada.

This worked because we broke the monotony, didn't come off as too intrusive, took it slow, and most importantly it was human.

Next, we saw excellent results of these emails with almost everyone replying. If I had to guess it was because-

a. we had already built trust on LinkedIn.
b. we kept the ask even simpler in the email, short and intriguing copy.
c. nudge them to check their spam folder, a genuine nudge.
d. no calls!

All in all, we saved on the massive LinkedIn ad spends, built a faster, more human-centered outreach process which now drives quicker results at close to zero cost.

I will be sharing the funnel and more about this process in the next issue of my newsletter :)