Step-by-Step Guide to Winning Outreach
Over the past five years, I’ve been on a rollercoaster journey, helping companies get new clients through lead generation strategies. The objective? To "grab attention in the crowded world of email." Let me walk you through my experiences and the lessons I’ve learned.
Genuinely Understand Your Audience: In the world of lead generation, the mantra is “Show Me You Know Me.” This is crucial for any email campaign, even more when your audience can instantly sense a sales pitch, so your approach must be different. It's about knowing them intimately and "poking the bear" with a strategy that doesn't just pitch but seeks to forge a meaningful connection. This is where genuine understanding and personalized communication make all the difference.
Setting Up Email Infrastructure: Setting up a strong email foundation is key, it's wise to set up satellite domains, limiting to two inboxes per domain to maintain efficiency. Once these domains are up and running, forwarding to your main domain, ensure they're properly authenticated. This involves setting up SPF, DKIM, and DMARC records, essential for email deliverability and security. These steps form the backbone of a successful campaign, keeping your emails credible and your main domain reputation intact."
For further insights on meeting and beating new sender requirements in 2024, you might find the article from EasyDMARC helpful: Marketer's Guide to Inboxing in 2024.
Prospecting and Data Gathering: I approach this in three crucial stages:
Accounts: This is where I identify potential companies that align with my ICP. It's about understanding which organizations would benefit most from my services.
Personas: Once I have a list of accounts, I delve deeper into identifying the key decision-makers or influencers within these organizations. These are the individuals whose challenges and needs resonate with what I offer.
Triggers: Here’s where it gets interesting. Triggers are specific actions or changes within a company that signal a potential need for your services. For instance, a company currently hiring could indicate growth and the need for additional resources or services. Tools like Clay or Blueprint are great for this kind of data. LinkedIn Post Engagement, identified through platforms like Phantombuster or TexAu, can reveal active and engaged potential clients. New hires, tracked via Clay, can indicate a shift or expansion in a company. Additionally, using technology with website traffic, identified through BuiltWith or SimilarTech, can unveil companies investing in their digital presence - a prime opportunity for many B2B services.
Crafting Personalized Content: in your lead generation strategy is about going beyond the superficial. Once you've identified specific pain points and triggers, it's time to create messages that genuinely resonate. According to Josh Braun in his blog post, the focus should be on 'poking the bear' - a metaphor for engaging your prospects in a way that stirs interest and prompts a response.
Tips for effective personalized content:
Focus on relevance: Tailor your message to address the specific challenges or interests of your prospect.
Start a conversation: Aim to engage, not just sell. Ask questions that invite dialogue.
Be human: Write like you talk. Drop the formalities and let your personality shine through.
Provide value: Offer insights or solutions that are immediately useful to your prospect.
Remember, the goal is to create meaningful relationships through thoughtful, relevant, and engaging content. Josh Braun's approach emphasizes the importance of understanding your audience and communicating in a way that connects authentically.
