This document summarizes a webinar about filling your sales pipeline with cold emailing. The webinar discusses choosing pipeline coverage as the best key metric, aiming for a 5:1 coverage ratio to account for deals that don't close. Cold emailing is identified as the best tactic for generating enough opportunities to achieve the coverage ratio. The webinar provides tips for writing effective cold emails, including keeping them short, simple, mobile-friendly and focused on one thing. It also recommends booking a consultation to get started with a cold emailing strategy.

1. How to Fill Your Sales
Pipeline with Cold
Emailing
with Rod Sloane
Founder Sales & Marketing Alignment Group : @rodsloane rod@rodsloane.co.uk

4. Questions
Please go to the Questions Button and just send me your
name so I know that I can hear you. ie “Yes..Rod Sloane”
Please ask any questions or add any comments as we go
along and I will read them out.

5. About Rod
Worked in Sales, BD for IBM, CA, BAT & BT
Author 2.5 books, Sales & Marketing Alignment Podcast
Creator/Coach “90 Days to Fill your Sales Pipeline”
Lead two LinkedIn Groups with over 175,000 members
Most viewed BrightTALK Q1 2016 Marketing Webinar
Married, live in London, play tennis & support Blackpool FC

7. How to Fill Your Sales
Pipeline with Cold
Emailing with Rod Sloane
What to expect today

8. The Big Picture : The Result

9. The Big Picture : The Result
“On this webinar, I’m going to walk you
through a complete step-by-step method
for overfilling your sales pipeline with all the
prospects you want using cold emailing.”

10. Is this you?
“You are on the right webinar if you are
Director or Founder who provides high
quality B2B SaaS, technology or
professional services solutions and services.

11. Is this you?
“You are on the right webinar if you are
Director or Founder who provides high
quality B2B SaaS, technology or
professional services solutions and services.
You are now struggling to fill your sales
pipeline and finding it increasingly difficult
to consistently hit your monthly and
quarterly revenue goals.”

12. Some Background

13. Some Background

14. Some Background

15. Some Background

16. My Intention:
You are confident that you can
FILL YOUR SALES PIPELINE so
that you can ACHIEVE YOUR
REVENUE Goals each quarter in a
smooth manner.

17. Today’s Agenda
The Best Key Metric to manage your Sales Pipeline

18. Today’s Agenda
The Best Key Metric to manage your Sales Pipeline
Best practices for encouraging a response to your email

19. Today’s Agenda
The Best Key Metric to manage your Sales Pipeline
Best practices for encouraging a response to your email
How to engage prospects in your email

20. Today’s Agenda
The Best Key Metric to manage your Sales Pipeline
Best practices for encouraging a response to your email
How to engage prospects in your email
Ways to structure content for maximum impact

21. Today’s Agenda
The Best Key Metric to manage your Sales Pipeline
Best practices for encouraging a response to your email
How to engage prospects in your email
Ways to structure content for maximum impact
Low cost tools to make your emailing easier

22. Imagine that you had only one
metric to manage your own or your
sales team performance….
Which would you choose?

23. Vote 1
Best Single Sales Metric

24. Lee Levitt
Director, Customer Strategies & Engagement
Oracle Corporation

25. Lee Levitt
Director, Customer Strategies & Engagement
Oracle Corporation
“It's easy... Pipeline coverage is a
canary in a coal mine. It gives you
advanced notice that things are
changing.
Pipeline coverage is the amount of
business in your pipeline relative to
your quota for the period. On
average, organizations run a
pipeline coverage ratio of 3:1.”

26. Lee Levitt
Director, Customer Strategies & Engagement
Oracle Corporation
“It's easy... Pipeline coverage is a
canary in a coal mine. It gives you
advanced notice that things are
changing.
Pipeline coverage is the amount of
business in your pipeline relative to
your quota for the period. On
average, organizations run a
pipeline coverage ratio of 3:1.”

27. “80% of your forecast
will say NO to you!”
Rod Sloane

28. What happens when 80% don’t close?

29. What happens when 80% don’t close?
How do you feel?

30. Your
Sales Pipeline is
too small
Increase it x 5

31. “You want a Sales
Pipeline Coverage
of 5:1”
Rod Sloane

32. Reasons for 5:1 Pipeline Coverage
No Decision
Budget changes
Decision deferred
Add your own!
Prefer in House
Prefer existing supplier
Personnel Changes
You mess up!

33. How are you going to
create a Sales Pipeline
Coverage of 5:1?

34. Webinars?
Cold Calling?
Referrals?
Inbound Marketing?

35. Only one tactic is
proven to generate the
number of opportunities
you need for 5:1 Coverage

36. A simple proven tactic that
works….

37. A simple proven tactic that
works….
Cold Emailing

39. I want to help you
get started
“Get some mojo back into your sales
pipeline!”

40. Book 20 minutes with Rod
https://calendly.com/rod

41. Grown 1500% in 3 years

42. Grown 1500% in 3 years
What advice would
you give
businesses keen on
growing fast?

43. Grown 1500% in 3 years
What advice would
you give
businesses keen on
growing fast?
Make selling
easy.

44. Grown 1500% in 3 years
What advice would
you give
businesses keen on
growing fast?
Make selling
easy. Be relentless about
going out and finding
customers.

45. Where are you?
Time
Revenue

46. Vote 2
Where are you?

48. Does it work?
Is it worth the effort?

50. This is not a mass mailing

51. My Goal was to
add more quality
opportunities to
my pipeline

52. What do you want?
The Result

53. Do I have to be a
skilled writer to get
what I want?
No

55. “Write hard
and clear
about what
hurts”

56. “Write hard
and clear
about what
hurts”
Simple,
direct and
unadorned.

57. Your Enemy
● No interest
● Too complex a message
● Spam filters

58. Kiss
Keep it
Simple
Stupid

59. I want to help you
get started
“Get some juice back into your sales pipeline!”

60. Book 20 minutes with Rod
https://calendly.com/rod

61. Email Anatomy
1. Subject Line

62. Email Anatomy
1. Subject Line
2. Name

63. Email Anatomy
1. Subject Line
2. Name
3. Body

64. Email Anatomy
1. Subject Line
2. Name
3. Body
4. Signature

65. Email Anatomy
1. Subject Line
2. Name
3. Body
4. Signature
Simple, Direct and Unadorned

66. Weak Emails

67. Poor Emails
Hello,
I just discovered this and suggest you see this immediately...
There are over 16,000 woodworking plans that comes
with step-by-step instructions and detailed photos.
Cool thing is, I've been quietly using this software for
the past 2 months to build my outdoor woodworking projects!
Here's why its so cool:
- Over 16,000 Woodworking Plans
- With CAD/DWG software to view/edit plans
- Step-by-step instructions with photos
- High quality blueprints and schematics
- Lifetime members area with woodworking videos
You'll love it.

68. Poor Emails

69. Weak Emails?

70. Mobile?

71. Weak Emails?
Subject : More Website Leads
Jack
Can you direct me towards the person responsible for your SEO and Website?
Thanks
Rod Sloane
WebSite Consultant
www.YourGreatWebsite.com
t: +44208 740 0497

72. Weak Emails?

73. Rod’s Reliable Recommendations

74. Rod’s Tips
1. Keep it Simple and Short...text only

75. Rod’s Tips
1. Keep it Simple and Short...text only
2. Make it about One Thing only

76. Rod’s Tips
1. Keep it Simple and Short...text only
2. Make it about One Thing only
3. Mobile friendly

77. What additional tools
will you need?

78. What additional tools
will you need?

79. How much new
qualified pipeline do
you need this month?

80. How much new
qualified pipeline do
you need this month?
X 5

81. April 2016 is the most important
month in the most important quarter
in the most important year in your
company's history! JFDI!

83. I want to help you
get started
“Get some sparkle back into your sales
pipeline!”

84. Book 20 minutes with Rod
https://calendly.com/rod