Getting Into the IT Decision Maker's Inbox
Download as PPT, PDF3 likes1,210 views
This document provides tips for crafting effective emails to IT decision makers. It discusses using DiscoverOrg to target the right audience and personalize messages. Key recommendations include using an informal salutation, highlighting value, expressing gratitude, following up with emails and voicemails, and requesting internal referrals. It also covers best practices like structuring emails above the fold with bullet points, offering next steps, and complying with CAN-SPAM regulations. The overall goal is to start a dialogue, encourage responses, and get acceptance for offers through compelling subject lines and email bodies.
![Internal Referral
“Don’t sell to the CIO or VP level? Send them an email asking for
a referral” – Aaron Ross – Predictable Revenue
Subject: Can you point me in the right direction?
Email Body:
[First Name],
I'm sorry to trouble you. I know you’re the <Title> at <Company> and was
hoping you would be so kind as to tell me who is responsible for [insert your
biggest pain point here that resonates with your ideal customer; OR insert
function such as “Networking” or “Information Security”] and how I might
get in touch with them?
Thank You,
Henry](https://image.slidesharecdn.com/gettingintotheitdecisionmakersinbox-141009124547-conversion-gate02/85/Getting-Into-the-IT-Decision-Maker-s-Inbox-23-320.jpg)
Getting Into the IT Decision Maker's Inbox
- 1. DiscoverDiscoverOrgOrg Getting Into the IT Decision Maker’s Inbox Henry Schuck Co-Founder & CEO -@HenryLSchuck
- 2. DiscoverOrg at a Glance
- 3. The DiscoverOrg Difference Every DiscoverOrg profile is personally verified every 90 days providing accurate: Decision maker org charts Direct dial phone numbers Verified email addresses Technology backgrounds Relevant personnel moves IT Projects and initiatives Revenue and IT Budget intelligence LinkedIn and CRM Integration Physical and HQ address locations SLA Guaranteed Accuracy Our data is guaranteed 95% accurate and is backed by our Quality Assurance team with a 24 hour turn-around time for any data verification requests.
- 4. 60% report that a Cold Call or Email has bumped a new vendor into consideration 75% of IT Execs have taken an appointment from a cold call or email DiscoverOrg Study Jan. 2013 of 1,000 F5000 IT Mgrs, Dir, VPs
- 5. Using the Power of Email Objectives of the presentation: Helpful tips on escaping filters and navigating gatekeepers Crafting the most effective Subject Line Compelling Email Body Being CAN-SPAM Compliant
- 6. Goals of a Lead Generation Piece Recipient makes a decision about deleting your email in 2.7 seconds, plan wisely! Start a dialogue Could be other interests, familiarity with product, etc. Thought provoking questions to generate responses Encourage a response Get acceptance for offer BIGGEST MISTAKE: Focusing on your product or service instead of the offer
- 7. Getting Stuck? Remove these items to stay out of the spam filter Graphically rich Complex HTML Message CAPITAL LETTERS Promotional word(s) such as “free” Symbols (!) Attachments Run your email through a SPAM Score
- 8. Image FAIL
- 9. Common Themes in Deleted Emails Sending emails around long weekends “Salesy” sounding emails Generic “firebomb” content
- 10. Now’s Your Chance! Key Readability Tips: Use Arial 10pt - most readable size and font across Outlook and mobile devices. This is important considering 36% of DiscoverOrg emails are opened on mobile devices. Best Times to send email Most emails are read between 8 and 9 am and 3 to 4 pm on Tuesdays and Thursdays. Prospects will be most engaged during these hours as well.
- 12. Crafting Your Subject Line This is the most important part of your email! People are busy but they are drawn by the subject line. You want to make sure to cover these areas: Create curiosity Provide Utility Subject Line Goals: Tell prospect why you chose them. Request for a specific action Relevant to prospects wants and needs How product can benefit them (mention pain-points) Never more than 50 characters, not words. Only 27 characters display on an iPhone Subject Line
- 13. Successful Subject Lines “Can we talk March 12th ?” “Connect with key IT Decision Makers” “<Company Name> <Person’s Title or area> Information Security” “Should we talk?” or “Can we set up a call?” “<John> - Can I get 15 mins?” “Following Up” For emails after the initial email “Widget Corp.” Good since Widget Corp. is a competitor or the recipient or a company that would otherwise be familiar to the person. “John Smith” If John Smith is a mutual contact or internal referral, or if it is someone at the organization you’ve spoken to previously.
- 14. The Body: The “Meat” of your Email Show you’ve done your homework. First Name (informal salutation) Bold relevant content Tell why you chose them Give them Value. Highlight Sphere of Influence Express gratitude – A little thanks goes a long way.
- 15. What Not To Do
- 16. The Email Structure: The “Bones” Informal Salutation Short Sentences Multiple Breaks Bullet/key points 175 words or less. Keep it above the fold.
- 17. The Action: “Next Course”
- 18. Offer Examples Good Discount Demo request Trial Download Bad For more information… To learn more….
- 19. Concrete Response Don’t leave it up to the recipient to make the next step Sense of Urgency: “I will call you tomorrow at 3pm, let me know if that works..” The Close: “I look forward to your reply (name)” “I’ll give you a call on…(day)” “I will be in your area on Friday…
- 20. Mail Merge – Big Picture • Linking Fields in Excel to Emails
- 21. Target Your Audience, Tailor your Message with DiscoverOrg Pro Tip: Watch a full-length tutorial on creating a mail merge using Word 2007 and DiscoverOrg here
- 22. The Follow-Up What happens after sending? Wait it out? NO! Execute the dynamic duo of Email and Voicemail. Email again Track your responses Average of 300% increase on responses when sending follow up emails. Get an internal referral • “John – Thanks for the response. Do you know who would be charge of Storage at XYZ Corp.?”
- 23. Internal Referral “Don’t sell to the CIO or VP level? Send them an email asking for a referral” – Aaron Ross – Predictable Revenue Subject: Can you point me in the right direction? Email Body: [First Name], I'm sorry to trouble you. I know you’re the <Title> at <Company> and was hoping you would be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function such as “Networking” or “Information Security”] and how I might get in touch with them? Thank You, Henry
- 24. CAN-SPAM CAN-SPAM does not prohibit the sending of unsolicited email for commercial purposes – what it does require is that companies stop sending emails to recipients who have indicated they want to “Opt-out.” Be compliant Don’t use false or misleading header information Don’t use deceptive subject lines Give your location to recipients Give clear instructions on how to OPT-out, and honor requests promptly. Pro Tip: Read the complete compliance standards CAN-SPAM
- 25. THANKTHANK
Editor's Notes
- #3: A quick overview for those unfamiliar with DiscoverOrg or our growth and advancements - marketing, finance, Europe datasets in the last year - Marketo, Eloqua and SF.com integrations; free Google Chrome extension - over 18,000 companies and 400,000 decision makers profiled now - all still updated within the past 90 days or less - celebrated by users for outstanding customer satisfaction on G2 Crowd
- #4: Here is how we stay tops in the hearts of users