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Hi all - so I'm still new in my role and at a start up that is also pretty new to the idea of Customer Marketing. I'm being asked to create templates for our AMs to do soft prospecting to our existing customers along with sequences for cold prospecting... I feel like I may be overthinking it but does anyone have any suggestions on the best way to create these templates? Is there a format I should be following or is this a simple Google doc with an email outline? Any help would be greatly appreciated!
Congrats on the new role! I've done this a bit and I would say my suggestion is thinking through the actions you're trying to drive first. A big part of this will be determined by your audience, and then that will help you determine how many emails you think you need and what cadence. Are you trying to drive them to new products or just educate them on current offerings? If so, that might change your structure. If expansion, what funnel stage are they? Do you need to drive more awareness of the product or have they already shown an interest? I think figure out your CTAs and cadence and then determine copy from there. I hope this is helpful!
Thanks ! This is helpful for sure! This will at least help me address foundational gaps I'm seeing too.
Congratulations on your new opp! In addition to what Katie said, I'd add to determine the content, thought leadership, hot topics that your target audiences really want/need to hear. You can get content ideas from customers, account managers, sales, support, product, SME's, etc . Then build from there. It's better to have a shell of an overall plan, short term and long term, and get buy-in from your internal teams before you start. One-shot emails without a long term plan with objectives usually fall short. Use some creativity in how you present info in the emails if your templates allow for it.
I've always written outreach sequences in a google or onedrive doc, gathered feedback/edits from SMEs or other marketers (like product marketing) and then plopped them into an outreach tool like salesloft, outreach, gong engage. If you aren't using one of those tools, perhaps you can research a free gmail plugin to give you some analytics on what's performing, getting opens, are they being used at all, etc.
It will be hard to verify if sales people are using the right cadences for your initiatives, IF they're using them at all, and how each is performing so you can iterate in the future without a tool.
Additionally, manually tracked outreach is just hard for the sales people (speaking from experience as I am working to get salesloft for our upsell team now, our sales team has it).
you just gave me something I didn't even think about - Product Marketing! They're also a new function here too (still a bit disjointed right now). Not only does that make more sense to get their take on positioning but this can bridge a gap we're seeing right now with syncing up!
We're currently using Hubspot to build out our sequences but it's a bit clunky. I'll check those other resources you suggested to see what we may be missing out on!
And you're right! We're running into a 💩 cluster with the amount of duplicates, one-offs and naming convention issues with the ones we had in the past so, yea, coming into it I'm seeing there's a LOT of improvements that need to be made if we're going to be able to truly do tests and campaign performance tracking
