“My top of the funnel is starting to work, Ton!” was the first thing a CEO from my Mastermind program told me Friday evening.
“You know,” he continued with a smile, “We have been spending 1000s of $ on Google ads each month – and got just crickets. I was fed up with it. So I decided to take a radically different route. Marketing hated it, but ….it’s working”
“So what changed?” I asked.
“Three simple emails…” he replied
So I asked him to elaborate, and this is what unveiled:
🔥 – Each email focuses on ‘the one thing’ that keeps his ideal buyer up at night.
🔥 – In the first email, he inspires them to reflect on the consequences of having this problem.
🔥 – In the second email, he’s triggering the same problem but adding three additional points about why they should care.
🔥 – In the third, he repeats the pattern but adds one compelling example of a peer that solved this already.
They subscribed to ZoomInfo to build a high-quality list around one particular niche – and from there, with 100 companies per week with a short, plain text email.
𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁: between 5-10% conversion, i.e., appointments each week, at a fraction of the cost. Practically zero.
👉 – Connect with your ideal buyers where they are (every one of your buyers has an email)
👉 – Be 100% focused on helping them to solve their most valuable & critical problem.
👉 – Be genuine – show empathy, and offer a helping hand.
𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂 𝘁𝗼 𝗿𝗲𝗳𝗹𝗲𝗰𝘁 𝘂𝗽𝗼𝗻
What conversion you are seeing from your SaaS demand generation activities?
What if you’d make each message all about what’s keeping your ideal customers up at night?
Be Remarkable – surprise, and hit the right nerve.
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