1. How to narrow down your search for companies and contacts 2. How to create an authentic outreach email 3. How to follow up 4. A/B testing to increase open and reply rates 5. Tools to help you along the way

1. How to Achieve a 52%
Reply Rate on Cold Emails
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2. Today’s Speakers
Jason Vargas
MD, Outbound Sales
Manny Medina
CEO
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3. /"
The Proof
340 emails sent
"
302 opens" 177 replies"

4. /"
1. Finding the right prospect
2. Creating an authentic outreach campaign
3. Outlining sales cadence
4. A/B test optimizing for opens and replies
5. Tools to help you along the way
The Process

5. 1. Finding the right prospect

6. /"
Revenue Employees Technologies
Funding Alexa Rank Business Type
Know your target

7. /"
Niche Persona Popular Points
of Pain (PPP)
Want Need
-B2B SaaS
companies
-Dedicated
outbound sales
team
-$50-100M in
revenue
-50+ employees
on LinkedIn
-$2M+ in funding
-VP of Sales
-Director of Sales
Operations
-SDR Manager
-Wasting time
-Wasting money
-Missing quota
-Looking bad in
front of the CEO
-More
qualified leads
-More efficient
sales team
-Deeper
understanding
of target
prospect
-Targeted lists
-Accurate
sales data
h#p://predictablerevenue.com/blog/a7sell7ideas7not7stuff7matrix!
!
Sample buyer persona matrix

8. Definition:
An action taken by a
prospect that suggests
that they are in the
market to purchase a
particular product in
the near future.
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Signals
of intent

9. /"
Signal: started a free trial
Tip: Know which prospects are trying your competitor’s solution by
seeing which websites have added your competitor’s technology each day.

10. /"
Tip: If you have LinkedIn Premium, use the ‘Save to Contacts’ feature to
keep track of customers when they change companies.
Signal: new leadership

11. /"
Signal: using a complementary product
Tip: Know which prospects are using a product you integrate with, and
create a campaign to target these users.
!

12. 2. Creating an authentic outreach campaign

13. /"
LinkedIn Outreach
• Connect with prospect
• send prospect a short,
personal note
• reference this note in
your first email the
next day
Step 1:
Create a human
connection

14. /"
1. Intro line: reference
LinkedIn connect
2. Value proposition:
use a signal of intent
3. Close: who would
you recommend?
Step 2:
Draft personalized
email
3 key components

15. /"
If you received this email, would you respond?
Step 3: Self test

16. /"
Tests
• Clarity: Is it clear what
we do and what I’m
asking for?
• Authenticity: Do I
sound like a human?
• Actionable: Would you
respond?
• Spelling: (duh)
!
!
!
!
Step 4:
Friend test

17. /"
To-do list
• Create email templates
around buyer personas•
• Settle on a cadence
for outreach touches
• Test, test, test!
Step 5:
Templatizing and
Scaling
1
2
3

18. 3. Outlining sales cadence

19. Number of touch
points
• No less than 3
• No more than 7
• We see doubling or
tripling or quadrupling
of reply rates with
follow-ups after the
first message
• Mix phone calls with
emails if you can

21. Mix Your Touch
Points
• Phone calls
• Emails
• inMails
• Tweets
• Think about how you mix
these channels to
approach your prospect

23. Reply Follow-Ups vs
New Threads
• We see equal reply rates to
simple bumps to existing
threads as we do with new
threads
• Don’t hammer on your
prospect with tons of
information. Follow-ups as
replies on the same thread are
great.
• When your emails feel
personal people appreciate
when you follow up on email

24. Timing of your
messages
• Think about when does your
prospect actually read emails
and inMails and phone calls.
Time of day?
• Think about when you read
emails!
• Think about spacing between
touch points. How long do you
wait?
• Don’t be too aggressive! Start
spacing it out, give them time
to breathe.

25. Be Personal
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• Try personalizing messages.
• Follow-ups can be more
generic, but your initial
messages can contain
personalization. Something
about them or their company
that obviously isn’t mass mail
merge possible.
• We see 20%-30% improvement
in conversion rate when email
is personalized
• Try flattery. We saw a jump
from 2% to 7% reply rate on
two different templates, the
only difference was a single line
of flattery.

26. 4. A/B Test Optimizing for Opens and Replies

27. Be Consistent
• Work your prospects
consistently
• Use the same process
across every contact
• You will need data on what
works and what doesn’t.
Walk away knowing what
works and what doesn’t.
• You can then test one
process vs. another
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28. Watch For Subtle
Feedback
• Watch feedback from your
prospects through their actions.
• What do they open? What do they
not open?
• What messages are they replying
to and which aren’t?
• When are they opting out? It’s an
indication you were irritating them,
or weren’t personal enough. High
opt out rate (over 10%) is good
data, it means you need to re-
evaluate your approach.
/"

29. Start A/B testing
• A/B testing is simple! In any
given touch point, give half
the prospects one email, and
half the other. It could be as
simple as a different subject
line. It could be as simple as a
line of flattery vs not. Or
personalized vs not.
• You should have at least one
A/B test in a sequence.
• You can continue to iterate on
your process over time.
• Get 150 or more data points
before drawing conclusions
on any given touch point.
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30. Effort vs Touch Point
• Understand how many
touches you need to drive
engagement, ie reply rates
• What touch points drive the
highest replies
• Try interspersing valuable
content in your follow ups.
Does it work?
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31. 5. Tools to Help You Along the Way

32. /"
Lead Generation and Intelligence
Access professional
profiles
Uncover new targeted
accounts and contacts
Outsource your sourcing
Verify email addresses

33. /"
Communication
Follow up reminders
and send emails later
End-to-end sales
cadence and
automation
Email templates and
tracking
/
Email drip campaigns

34. /"