Targetingfoundation of cold email lead generation

by Piotr Zaniewicz, CEO @RightHello

Narrow target group

= same pain points to address in emails

= same email to all members of target group

“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?”

Sufficient target group for cold emailing?

More than 5.000 similar companies = “tribe”

Find verticals

to define target groups

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"

VERTICAL #2 = COMPANY SIZE

1-10, 11-50, 51-200, 201-500, >500

Different size =

different structure =

different buying process =

different decision makers

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

VERTICAL #4 = DECISION MAKER

"CEO", "marketing manager", “account executive”

Influences your whole email campaign

Target solution at their pains

Focus your messaging on them

VERTICAL #5 = MARKET"finance", "innovation", "restaurants", "automotive"

Most basic choice

Pro targeting tips

First group doesn't convert for a month?

Iterate, switch up verticals: Poland → France51-200 → 11-50

Can't find a converting target group?

Make sure your product/service is a viable business solution

Narrow down

Even when your target is 100k companies worldwide, segment it into 10-20k groups

Good targeting equals

easy personalisationand in turn

higher % of conversion

“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