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Targetingfoundation of cold email lead generation
by Piotr Zaniewicz, CEO @RightHello
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Narrow target group
= same pain points to address in emails
= same email to all members of target group
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“Hi {name},
I’m writing to you because I really liked the projects showcased on {company}’s website, and I know it’s very hard to find new clients in {industry}.
I’m Piotr from RightHello, we provide lead generation services and we’ve already helped companies similar to {company}, like {case study
link 1}, {case study link 2} .
Do you have 15 minutes this week to talk about your needs on Skype?”
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Sufficient target group for cold emailing?
More than 5.000 similar companies = “tribe”
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Find verticals
to define target groups
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VERTICAL #1 = COMPANY TYPE
“What type of company could use our value the most?”
Could be just "service companies" or
"service companies founded less than a year ago with a site based on Wordpress"
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VERTICAL #2 = COMPANY SIZE
1-10, 11-50, 51-200, 201-500, >500
Different size =
different structure =
different buying process =
different decision makers
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VERTICAL #3 = LOCATION
"Poland", "Eastern Europe", "New York State"
Start with the markets where you’re already present
First cold email campaigns convert best in your native language
Easier to brag about your portfolio when addressed companies recognize your past clients
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VERTICAL #4 = DECISION MAKER
"CEO", "marketing manager", “account executive”
Influences your whole email campaign
Target solution at their pains
Focus your messaging on them
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VERTICAL #5 = MARKET"finance", "innovation", "restaurants", "automotive"
Most basic choice
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Pro targeting tips
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First group doesn't convert for a month?
Iterate, switch up verticals: Poland → France51-200 → 11-50
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Can't find a converting target group?
Make sure your product/service is a viable business solution
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Narrow down
Even when your target is 100k companies worldwide, segment it into 10-20k groups
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Good targeting equals
easy personalisationand in turn
higher % of conversion
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“To convert 10 decision makers into clients, you need to approach 1000 properly targeted companies, or 10.000 poorly targeted companies.”
Full article on righthello.com/how-to-get-leads/
Thanks for reading!
Piotr ZaniewiczCEO @RightHello