Pipeline Builders #2

Welcome back to "Pipeline Builders"! We're thrilled to kick off the new year with our second edition, featuring perspectives from experts on a crucial subject for most sales teams: the outbound sales strategy. In this edition, we will explore the ever-evolving landscape of outbound approaches, addressing the changes in the outbound scenario.

"The outbound approach is not dead; it has evolved"

In light of this crucial insight shared by Gustavo Fran?oso, Partner & Head of Sales and Marketing at liveSEO Agency, this month's "Pipeline Builders" will delve into the realm of outbound sales.

Fran?oso provides valuable reflections on what needs to be done differently for companies to craft a successful outbound sales strategy, particularly focusing on the channels - incorporating WhatsApp, LinkedIn, phone, and email - to be used for this sales method. Among the points he discusses in his post, he emphasizes the need to use a lower volume of emails when approaching prospects. The channel that was once the primary method for outbound sales no longer yields as much effectiveness, mainly due to the new rules Google and Yahoo are imposing on email sending to prevent SPAM from so-called "bulk senders.”

Bulk senders are defined as organizations that send 5,000 or more emails per day via Gmail or Yahoo. If they don't comply with the new rules set, they can be blocked by Yahoo and Google. These new rules include: (i) email authentication; (ii) one-click unsubscribing; (iii) a very low spam complaint rate.

This was a recent topic addressed by our co-founder at Closer Contact, Jason Shum. In his post, he delves into these stricter rules that will be adopted starting this new year and how to mitigate these limitations. Among the possible solutions, Jason mentions the implementation of authentications using SPF, DKIM, and DMARC, as well as streamlining unsubscribe processes through automation. Additionally, he notes that more intelligent outreach based on signals of intent, a concept addressed by Fran?oso, remains crucial for effective lead generation.

However, it is essential to recognize that sending cold emails remains part of an outbound prospecting strategy. As Fran?oso points out, the key is to use a multichannel strategy, combining all the previously mentioned channels - WhatsApp, LinkedIn, phone, and email. Alisha Conlin-Hurd, Co-founder of Persuasion Experience, emphasizes that sending engaging emails that get straight to the point can indeed be part of an effective outbound sales strategy (in this post).

To send an engaging email in an effective outbound sales strategy, it is essential to have a clear subject line, which should be concise and compelling, giving the recipient a reason to open the email. It's also important to clearly communicate the value that your product can bring to the prospect and highlight the benefits rather than just listing features. The email should also have a clear call-to-action (CTA), clearly stating the next step you want the prospect to take. It is important to make that CTA specific and easy to follow. Finally, keep in mind that in our current times, most people read their emails on their smartphones, which turns into a vital point to ensure your email is easy to read on mobile devices. So, it is still important to keep the email as a complementary approach in the strategy you will adopt, but it is crucial that you have it clear how to make your email as engaging as possible.

Ultimately, the efficiency of the outbound sales strategy is not limited to the channels used by the companies. As highlighted by Roman Geugelin, co-founder of Pyne, in his post unveiling his B2B Outbound Strategy Cheatsheet, setting overly ambitious goals or hiring SDRs without ensuring a stable quantity of leads beforehand can undermine the entire outbound sales process, leading to a significant waste of resources and a negative impact on the overall bottom line.

In conclusion, facing significant changes in the outbound sales landscape, adaptability and diversification emerge as crucial elements for success. By incorporating insights from experts like Gustavo Fran?oso , Jason Shum , Alisha Conlin-Hurd ?? , and Roman Geugelin , it becomes evident that a multichannel approach, intelligent strategies to mitigate email restrictions, and the recognition of the importance of stable leads are fundamental. In this new landscape, the effectiveness of outbound prospecting is intrinsically linked to companies' ability to continuously adjust, explore various channels, and implement innovative practices for lasting results.