THE NEW WORLD OF COLD OUTREACH - Automation, GDPR and Leveraging Data

Growth marketing is what I
do, but my daughter is what I
love :)
I’m Alex
Chicago IL, by way of
Steamboat CO.
Me :)
alex@right2revenue.com

COLD
OUTREACH
AUTOMATION, GDPR and LEVERAGING DATA
THE NEW WORLD OF

I’m going to cover:
1 1:1 messaging - being ‘omnipresent’ and human-like.
2 How data protection laws are creating opportunities.
3 How to gain and leverage accurate data.

State
of the
union

{ }1One-to-one outreach
How to be omnipresent and human-like.

51% of marketers say
enriching contact data
quality is their most
significant barrier to
achieving email marketing
success.
(Pepper Global, 2014) (Source: https://www.hubspot.com/marketing-statistics)
(Autopilot, 2015) (Source: https://www.hubspot.com/marketing-statistics)
“ “

How can we create one-to-one
cold outreach experiences:
1. Keep your audiences specific.
2. Leverage existing social APIs.
3. Utilize dynamic text.
4. Perform your outreach across multiple channels.

The wrong way...

Conventions or events
1. Gather the list of attendees,
2. Enrich the data,
3. Start serving retargeting ads,
4. Segment the data into type of relationship,
5. Begin Linkedin or other social impressions,
6. Email those in the segments needing meeting
requests.
1
Use case:

Recruiting
1. Choose your recruit profile,
2. Copy URLs from CSE or Linkedin SN,
3. Serve retargeting ads (thought leadership),
4. Begin LinkedIn connection requests,
5. Send “are your in transition” LI messages,
6. To those who reply, send an email with a full
intro to the job and ask them to apply.
2
Use case

Prepping a new audience for a campaign:
❏ Define your audience and purpose,
❏ Map the impressions and messages,
❏ List the criteria you need,
❏ Gather and verify the data,
❏ Enrich the data by adding a {{ personal_field }}
❏ Write your copy using the custom fields ^,
❏ If anyone is in the EU, make sure they are NOT in an
OPT-IN requirement state.

Know your audience...

Day 7
Start your email
sequence
Day 1
Building the audiences
with specific data
Day 3
CRM retargeting -
valuable thought
leadership content
Day 5
Social profile
impressions -
Connecting, following
etc...
Day 6
Introductions -
Messaging to those
who have interacted

Enrich data Retargeting Introductions - MessagingConnecting, following etc...
A cold sequence…

Day 7
Start your email
sequence

How to be both automated and ‘human-like’
1. Dynamically customized messaging copy.
2. Recipient at the center.
3. Initiate a dialogue not a sale.
4. Provide value from first contact onwards.

More than 60% of
marketers use mass email
blasts to stay in touch with
customers, however, only
13% are using automation
software.
(Ascend2, 2016) (Source: https://www.hubspot.com/marketing-statistics)
(Statista, 2015) (Source: https://www.hubspot.com/marketing-statistics)
“ “

The right messaging, at the right time,
to the right audience.

{ }2Data protection trends
Opportunities for higher engagement..

What marketers need to know about the
General Data Protection Regulation (GDPR):
1. Applicable on EU citizens personal data.
2. Applies to you and your third party processors.
3. The fines can be $20M or 2% of worldwide annual rev.
4. Customers have rights: access, edit, erasure and
transfer.
5. Redefine the scope and purpose of processing all data.

What’s great about the GDPR?
1. Increased consumers confidence.
2. Less noise everywhere.
3. Abiding means valuable and precise
marketing only.

Segmented email campaigns have an
open rate that is 14.32% higher than
non-segmented campaigns. And,
Click-throughs are 100.95% higher in
segmented email campaigns than
non-segmented campaigns.
“ “
https://mailchimp.com/resources/research/effects-
of-list-segmentation-on-email-marketing-stats/ alex@right2revenue.com

{ }3What now?
Gaining, using and protecting data...

Cycle of outreach
data:
1. Acquisition
2. CRM
3. Cleansing
4. Action
5. Analysis
Analysis-analyze
thenumbersandadjust.
Act on it -
program
m
atic ads,
em
ails, phone...
Data acquisition -
website, store, third
parties...
CRM-getthisdata
intoyoursystem
correctly.
Cleansing
-
clean and enrich
the data.

Where does email go from here?
1. Programmatic action on tone and text
analysis.
2. Being able to fully-complete purchases in the
body of an email.
3. Fully-dynamic (Ai-written) text based on
average conversation and data set.

Data gathering or enrichment action items:
❏ Gather data only after you know why/what.
❏ Verify and scrub to keep data accuracy high.
❏ Only collect and maintain what you need.
❏ Internally - run a data mapping exercise.

Campaign action items:
❏ Have your team add an automated social
impression to any audience they are after.
❏ Segment audiences based on Opt-In vs
Opt-Out countries/states.
❏ Seperate your cold campaigns into another
dashboard/tool.

“Organizations able to shift to
this abstract level of marketing
will pull away from the pack.”
https://litmus.com/lp/email-marketing-in-2020

THANK YOU

THE NEW WORLD OF COLD OUTREACH - Automation, GDPR and Leveraging Data

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