Hey, it’s Ryan from The Growth Center.

In last week’s email, I broke down the 5 main reasons why most B2B SaaS companies struggle to book demos from cold email.

Here’s the full edition in case you missed it.

The 5 main reasons are as follows:

1. Incorrect Sending Infrastructure

2. Emails aren’t getting delivered

3. Low quality lead lists

4. Messaging not effective for cold prospects

5. No Appointment Setting protocol in place

With these in mind, I want to give you 6 actionable steps you and your team can take to start increasing the amount of qualified calls you book for your SaaS company from cold email.

Cold email is a great channel, but it only if you apply best practices that modern business development and sales teams are using.

Here’s the breakdown:

1. Build a Modern Sending Infrastructure

If you are still using your main work email address to send cold outreach messages from… 

It’s time to make a change.

(Before you completely ruin your company domain reputation and start permanently landing in the spam folder)

Purchase secondary domains and professional Google and Microsoft accounts from a platform like Zapmail to use specifically for cold outreach, instead of your main work email address.

Then, upload the email accounts into an email sending platform that is designed for cold email specifically (like SmartLead or Instantly)

To maximize email deliverability for our clients, we leverage a privately hosted email sending platform that gives our clients their own dedicated IPs and sending environment.

But nonetheless, a great place to get started is using a tool like SmartLead or Instantly.

Do not use your CRM to send cold outreach campaigns from.

2. Double Verify All of your Lead Lists

Use a tool like ListMint.io to double verify all of your lead lists.

Don’t just download a list from a tool like Apollo.io or Seamless.ai and start sending to it.

Your email bounce rate will be extremely high and it will affect your domain reputation.

You must use a verification tool before you start sending emails.

3. Monitor your Inboxes Each Day for Deliverability

Before the day begins and at the end of the day, do a quick check on your inboxes and domains.

Are there any issues? Any inboxes disconnected?

I would also recommend using a tool like EmailGuard.io to run inbox placement tests at the end of each week, to ensure your domains are healthy.

4. Work on Crafting a Short, to the Point Value Proposition Statement

As I mentioned, a big reason why SaaS teams aren’t getting results from email outreach is because their messaging is off.

In other words, they aren’t able to convey their offer’s value proposition in a clear and concise way.

Here’s a simple exercise you can do to help you with this:

• Write down the top 2 pain points your product solves

• Write down the top 2 desired outcomes your product helps your customers achieve

• Write down a description of a prospect who would be a perfect fit to use your product

Then, combine this information into a value proposition statement, using this formula:

We help {prospect’s job title}’s {solve X problem} and {achieve Y desired outcome} using {Z product}.

Example:

We help HR Directors reduce employee dissatisfaction and achieve a 50% increase in employee retention in 90 days using our workforce engagement platform.

5. Create Appointment Setting KPIs

You need to set Key Performance Indicators (KPIs) for the person on your team who is responsible for setting appointments.

(If that’s you reading this, then you need to hold yourself accountable to these metrics)

• Reply back to new leads in 10 minutes or less

• Aim to achieve a 40% or greater MQL to booked call rate

• Aim to achieve a 90% or greater first call show rate

6. Commit to Consistent Improvement Each Week

Lastly, understand that this does not all happen overnight.

You and your team must commit to consistent improvement, week over week.

The results of committing to building a sales pipeline can be game changing for your company. But only if you do the inputs required for success every day.

Tool of the Day

ListMint.io – Use ListMint to verify and clean your outbound lead lists to ensure maximum deliverability and engagement.

Quote of the Day

“How you do anything is how you do everything” - T. Harv Eker

Start applying what I outlined in today’s email, and watch your results from your outbound motion improve!

Cheers,
Ryan

PS - If you run a B2B SaaS company and you want a free consultation on how you and your team can implement these 6 steps, book a call with us here