In this technologically advanced era, there has been a revolutionary change in the way sales are done. The changes are well suited for salespeople as well as customers. Due to the Internet, it is possible to opt for multi-channel outreach.
Reaching out to customers through several channels such as email, phone, and social media can make sales reps close to the prospect during each phase of the sales process. As a result, multi-channel outreach is a practical approach for B2B sales.
Let’s take a look at the different channels for cold outreach and how you can use them effectively,
Cold email outreach involves sending targeted emails to find ideal potential customers interested in your product or service.
Cold emails are pretty effective in finding promising leads. Emails can be the primary channel for cold outreach as they are less intrusive. The main advantage of cold emailing is that you automate the whole process. Automation makes it easy to send 100 cold emails with a single click.
Here’s a step by step approach on how you can use cold emailing effectively,
1. Find an email outreach tool that has the features you desire. While there are many out there, you have to draw valid comparisons to decide which one will work best for you.
2. Create dynamic email templates. Before starting your campaign, you have to be ready with your email copy.
3. Collect contact details of target prospects. This one is an essential step.
4. Reach out to the prospects and close deals.
Social selling works in B2B as social networking platforms are tremendously powerful in making connections. You can use platforms like LinkedIn and send connection requests or messages to prospects to begin a conversation with professionals. LinkedIn is a significant source of B2B leads. You have 740 million LinkedIn users from 200 countries. The sheer number is enough to tell you that there is a lot of potential in LinkedIn outreach.
Here’s a step-by-step approach,
1. You have to find a reliable tool that automates LinkedIn outreach for you.
2. Make sure that it has all that you would expect such a tool to have.
3. Create dynamic messages and personalize them for every prospect.
4. You can leverage the power of LinkedIn InMail Templates for sales to reach out to people who seem to be promising prospects.
Cold calling may seem to be an old-school approach with a bad reputation, but it works when you combine it with other outreach channels. If you choose only cold calling, then it will give you a low ROI. Statistics say that you need to make 209 cold calls to generate one single appointment.
Therefore, it is better to call only when a prospect is warmed up and shows interest in your product.
Phone calls can work well for small and medium-sized businesses when you use effective cold calling sales techniques.
Here’s how to use cold calling effectively,
1. Create a list of prospects who will possibly use your product and reach out to them through email.
2. You can then call those who have given a positive response to your email.
There is nothing that can match the efficiency of SMS outreach. It has an open rate of 98%, and 90% of the messages get read in the first 3 minutes. It also gives a higher response rate than other outreach channels.
The fact that we use phones a lot has made SMS outreach a big hit. Mobiles have outdone desktops. What’s more, SMS is a channel that doesn’t require an internet connection, and there are no spam filters for it. You only need the correct number to make your message reach the intended destination. However, there are specific guidelines that you have to follow for SMS outreach as it is a highly personal approach.
Now that you have an idea of the main channels for effective cold outreach let’s move on to multichannel outreach and know what it is about.
Multichannel outreach refers to the process of reaching out, connecting, and engaging with prospects using several different channels.
Using multiple outreach channels gives prospects the options to choose from to engage with you and your product or service. Additionally, when you think of your prospect’s needs first, you can see your business grow.
B2B SaaS sales, you have to reach out to businesses that will find your SaaS product valuable for their business function. However, there is a need to deal with different types of customers, and they are categorized as:
1. Most aware – These are loyal to your brand.
2. Product aware – They know about your company but didn’t purchase from you yet.
3. Solution aware – They know that there is a solution for your problem but don’t know about your company.
4. Problem aware – They know about their problem but don’t know that there is a solution.
5. Unaware – They don’t know about their problem.
Some potential customers would be looking for a solution, while others don’t even know about its existence. Therefore, you can’t deal with everyone the same way.
Which channel you use for cold outreach depends on the preference of the target audience. You have to focus on the channels preferred by your ICP or Ideal Customer profile in your multichannel outreach strategy.
There are a lot of advantages of using a multi-channel approach to outreach, and they are the following,
Over time, outreach channels get saturated. Having multiple channels can reduce your worry as you have other options to your rescue. It can prevent your results from getting affected. By using more than one way of reaching out to prospects, you are not dependent on a single channel. In short, when one door closes for you, another one stays open.
When you try out new outreach channels, you might discover one that gives you a better return on your investment. For instance, if you used only cold calls to reach out to prospects, incorporating email can fetch you better stats.
The preferences of the two prospects need not be the same. For example, some people may like email, while some may prefer calls. When you give options to prospects, you can increase their chances of positively responding to you, which will get you a better outcome.
Before jumping on to the MultiChannel Outreach vs. Cold Email debate, let’s take a closer look at cold emailing.
By definition, cold emailing refers to reaching out to prospects with whom you don’t have an existing connection.
Essentially, it is a way to start and maintain a professional relationship with prospects in the current age. It is a means to begin conversing with those who know very little or nothing at all about your product or service. A cold email aims not to close the deal but to help the prospect and you progress from being strangers to business friends.
When the concept of cold emails was new, it was all about sending sales pitch-like messages to a massive group of people without bothering about personalization or segmentation. The copy-paste of messages at scale and the aggressive tone rendered cold emailing ineffective.
Over the years, cold emailing has moved beyond being a medium to pitch your offer. It is more of a relationship-building approach now. Rather than sending one-size-fits-all emails to prospects bragging about your product or service, you now focus on the prospect. You can get the prospect interested in your offering with hyper-personalized cold outreach.
As salespeople, you have to step into their shoes and see things from their point of view. Right from the first cold email, you must make the prospect feel that you are trying your best to understand their business and the challenges. It would be best if you then waited for the prospects to tell you more about their problems, and you can then show how your product and service can be of help to them.
You have to use the tactic of cold email personalization to win over prospects. There is a lot more to keep in mind while crafting cold emails. Let’s take a look at them,
It is the subject line that decides the fate of your email. Prospects would form their opinion about your business based on your email subject line. So, you must pay special attention to it. Personalize it as much as possible, sound like a human and evoke the interest of the prospect.
Instead of talking about yourself and the product/services you have to offer, focus on the recipient. Add a hint of flattery and show them that you have done your research well before reaching out to them.
Keep a non-sales tone in your sales pitch. Mention the benefits of your product or service instead of talking about its features.
Using a suitable call-to-action, you can direct prospects to do what you want them to do with your email. It can be booking a meeting, a call, or an in-person meeting.
The signature is an essential part of your cold email, and you should leverage its potential. It tells the recipient about who you are and where they can get more information about you or your company.
Cold emailing may be an effective way to reach out to prospects, but it is better when it is a part of a multi-channel approach.
Though cold emails are effective, they cannot help you achieve what you want to as a salesperson alone. The biggest drawback is that cold emails run the risk of getting lost in a cluttered inbox. Though you can try your best to make it stand out in the crowd, it is not a sure-shot way of reaching out to prospects.
From what we have seen so far when you ask which is better of the two, multi-channel outreach is the winner. You can see a better outcome when using a multi-channel approach than by only sending cold emails to prospects.
Here are some tips that will help you sharpen your multi-channel outreach,
In the beginning, it is better to focus on fewer channels and learn how to use them well. Once you master all of the channels, you can think of adding a few more to your toolkit. Until then, it is better to stick to a few. It is in line with the ‘Jack of all trades is a master of none’ saying.
You have to use cold outreach tools that can automate sending messages across different outreach channels.
It enables you to pause the sequence of messages as your prospect replies to any one channel.
You can analyze the campaign’s metrics to see what is best for you and make the necessary changes to your future campaigns.
When your outreach has a lot of channels, it can get overwhelming. It is not feasible to handle all of the activities manually. That is why you need to automate the process, as already stated above. There are many sales and marketing tools that help you with the automation of your outreach. The tools can also help you keep track of the results.
Many dedicated outreach tools, as well as all-in-one sales solutions, can come to your rescue. One of them is SalesBlink, a full-stack cold outreach automation platform.
SalesBlink is a sales outreach automation suite that helps you find prospects, automated outreach and assists you in the closing stage of the sales cycle.
The platform enables multi-channel outreach, a perfect mix of three different channels: email, call, and LinkedIn so that you don’t miss out on any opportunity to get booked. In addition, you can build campaigns with the right combination of each of the three channels.
You can use the cold email automation feature of SalesBlink and launch automated email campaigns with several follow-ups. This way, you don’t have to keep track of all the messages you have to send to prospects. There is a templates library having ready-to-use high-converting email templates.
Additionally, you can personalize cold emails at scale using the text and image personalization features. As you have already seen, personalization is essential in cold emailing, or else the prospect will have no interest in responding to you. However, using the first name tag for personalization is often overused, and that is why you have image personalization that fetches better results.
SalesBlink lets you track opens, clicks, and replies easily so that you can make the necessary changes in your upcoming campaigns.
There is also an unsubscribe option to enable recipients to opt-out of email sequences.
The software lets you connect with prospects more effectively on a personal level by automating your call sequences. Not only that, but you can also track the outcome of your cold call outreach. The best part is that you can sync it with other outreach channels to get the best possible results. In addition to that, you can manage everything on one platform.
It is best to use phone outreach and cold emails, and LinkedIn outreach to give the prospect more options to connect with you. Starting with a cold email is always better because it is a less intrusive outreach channel.
Using LinkedIn outreach, you can generate more qualified leads. We have already seen how powerful the social networking site is for professionals. You would leave a better impression on prospects through LinkedIn outreach. Using SalesBlink, you can create LinkedIn sequences and track the connection requests and replies. It is easy to sync with other outreach channels i.e., email and call.
So, SalesBlink helps you by enabling multi-channel outreach. However, the benefits of this sales automation platform don’t stop here, as you can use it for finding prospects and managing them with the built-in CRM along with predicting revenue.
Multi-Channel outreach is the in thing in this current Internet age. It involves reaching out to prospects through different channels. The most common ones are email, call, and social networking sites like LinkedIn. While individually, they may not give you great results but by combining them, you can get a better outcome. Multi-channel outreach is better than cold email on its own.
When you use multi-channel outreach for B2B sales, it gets tough to handle, and that is why you need to automate outreach. There are several tools like SalesBlink that can help automate the process for you so that you can carry out your outreach on a large scale.