Many go-to-market professionals at tech startups use cold emails, with mixed results, for lead generation. However, keep the buyer's journey stages in mind if you plan to do the same and want to stay contextually relevant. Learn why cold emails appeal to sales professionals at tech startups, how to send more successful cold email campaigns for the right buyer’s journey context, and what effective cold email marketing campaigns promote.

1. Cold Emails
and the
Buyer’s
Journey

4. Email

5. All too often,
when sending
cold emails
the copywriter or sales
development rep tries to take
the recipient from a stranger
(pre-awareness) -- and
accelerate them into a bona
fide decision-stage sales
opportunity.

6. Begging on
one knee

7. This
premature
obsession
with begging
for a 15-minute meeting is
what dooms many a cold email
campaign, as it’s akin to
proposing marriage on a first
date.

8. Baby steps

9. Instead, more
successful
cold email
campaigns
focus primarily on generating
awareness- and
consideration-stage leads
rather than insisting on a one-
on-one meeting or demo

10. Cautionary
Note
Remember, at this point, the
prospect knows nothing about
you, your company, and your
products/services.

11. eBook,
Webinar, or
Free Event

12. In the
awareness
and
consideration
stages of the buyer’s journey,
effective cold emails would
typically promote
downloadable content or
upcoming events.

13. WHAT KINDS OF COLD EMAIL CAMPAIGNS HAVE YOU FOUND TO WORK BEST IN THE
AWARENESS AND CONSIDERATION STAGES OF THE BUYER'S JOURNEY?
LET ME KNOW IN THE COMMENTS.

16. Enroll in
Go-to-Market Strategy 101
(Free 7-Day eCourse)
www.gotomarket101.com