DEVIL IN
THE DETAIL

With email as our primary weapon of choice, we take incredible care and attention to keep that weapon sharp.

Google Core Web Vitals, IMAP email protocol testing, inbox reputational warming, landing page CRO (conversion-rate-optimisation), dedicated tracking domains (CNAME) for in-email click tracking.

We’re obsessed with the technicals because 1% less emails delivered = 1% less success for our clients.

We don’t just hold a license for 1 major B2B data provider, we hold multiple (and we’re constantly testing new ones).

We need to build the most accurate and targeted prospect contact lists every single month, so we invest heavily in all incremental data sources, and pool them centrally, allowing our research team to build the best lists possible.

When you pull a list of 3000 contacts from a number of different data platforms, it’s a mess.

This is why many ‘B2B lead gen’ companies end up sending emails like this:

”Hi {FIRST NAME} I hope this finds you well!

I would like to do business with Rockwell Holdings LLC. “

OK. Ignoring the obvious first name error.. referring to their company as “Rockwell Holdings LLC”, who talks like this in a genuine email?

You would probably refer to the company simply as “Rockwell”, it’s much more familiar and natural.

Take for example, the well-known magazine ‘Cosmopolitan’, we would probably just refer to them as ‘Cosmo’. It’s informal, creates familiarity and will increase the chance of our outreach being taken seriously.

Making thousands of nuanced changes on a set of data takes judgment, time, market knowledge, and a process which cannot (currently) be done with AI.

Our team spend hundreds of hours every month sorting through thousands of rows of data, one cell at a time, checking name formats, updating/shortening/abbreviating company ‘Nice Name’ fields, plus adding extra ‘dynamic fields’ based on our specific research and/or the chosen outreach strategy for any given campaign.

It’s a main ingredient in our secret sauce, consideration and time.

Once an email outreach campaign is live, our Linkedin team begins manually connecting with hundreds of contacts per week (via our client’s nominated Linkedin account).

We do this manually because Linkedin does not like bots.

We have a specific Linkedin schedule which kicks in after the 1st cold email (in a sequence) has been sent.

The process looks like this:

1. Prospect receives 1st email

2. Prospect receives Linkedin connections

3. Prospect receives a 2nd email (polite chaser), reminding them to review the email, and referencing that you are connected on Linkedin

4. Prospect receives a message on Linkedin, summarising the reason we’re getting in touch (in 1 short sentence).

If at any stage, the email or Linkedin message is responded to, we have a process to remove subsequent chasers and avoid any embarrassing overlap.

It sounds simple enough, but doing this at scale requires careful management and planning.

We’ve made all the mistakes, and have created a harmonious workflow to handle all of these challenges at scale.

We are part of your sales team after all.

If your business uses Slack, we want to be on there.

If your business uses Teams, Monday, Google Hangouts, or even if they send messenger pigeons to each other, we want the same.

We may need to share updates, ask for information or advice on qualifying a response, and we like to be accountable and contactable, instantly, every day.

Sales progress develops in realtime, so we’ve found that being fully integrated with our clients’ teams is the best way to be successful and create a long-lasting profitable partnership all round.

Communication is king.