A strategy to enhance the impact of your cold email outreach

Seeking to schedule a meeting with a newly positioned prospect? Here's a strategy to enhance the impact of your cold email outreach.

During the inception of MX Suite, I found myself inundated with messages congratulating me on my recent appointment. However, there's a crucial aspect we often overlook when crafting such emails.

Typically, we lead with our "trigger" – the acknowledgment of their new role. Yet, this approach is commonplace. Consequently, when a prospect scans their inbox, all they glimpse is the familiar phrase "congrats on your...". It's no surprise they might swiftly delete such messages en masse.

The initial lines of our cold emails present a prime opportunity to set ourselves apart.

Here's how:

1. Analyze their previous role. What stands out as similar or different?

For instance, are they now overseeing a larger or smaller team? Are there new responsibilities or a shift in focus from individual contributor to leader? Will they be engaging more closely with a different department?

2. Examine their previous employer. What are the notable similarities or differences?

Consider factors such as company size (enterprise, mid-market, small business), funding stage, ownership structure (public, private, family-owned, PE-backed), and their position within the market (disrupter or established player).

3. Evaluate their sales approach. What similarities or differences exist?

Assess whether their sales strategy is product-led growth or sales-led, involves a single buyer or a consensus-driven process, and the nature of the buying group's function. Estimate average deal size, sales cycle duration, and whether they operate in a highly regulated industry.

4. Look for any clues regarding their motivations for joining.

Did they have prior connections with other members of the leadership team? Were they formerly a customer advocate? (Check for case studies.)

Now armed with this information, we can craft a more tailored opening line.

Consider this scenario: you're targeting a Chief Marketing Officer who previously collaborated with their new CEO at a company that successfully transitioned to higher-tier markets. They previously marketed to Chief Revenue Officers but are now targeting Chief Information Officers. Their current company is in the Series A stage, with a smaller team and likely a more modest budget.

A potential approach: "Noticed your past collaboration with Steve (CEO) at BlueChip. Perhaps he brought you aboard to aid in Beta's shift upmarket? It appears you'll now be focusing on CIO outreach. Would you find it helpful if I shared a list of niche events attracting enterprise-level CIOs?"

Is this the ultimate cold email? Not necessarily. Do you need to employ this level of customization every time? Probably not.

However, does it showcase to a high-value prospect that you've invested significant thought into their circumstances compared to a generic message asking for their business? Absolutely.

Human beings appreciate thoughtfulness, even in cold email interactions. Sometimes, that initial impression is our only opportunity to engage effectively.