Why Email

There are a combination of multiple methods (Adds, mail, LinkedIn, etc.) being used today, but most of them amount to back-loading work.

• Back-loading work - People typically buy a list and spend a majority of time A/B testing messages and trying to incorporate automated touch-points via multiple channels.

We are front-loading the work. This means we will be focusing time contacting the right people who’ve already been primed to want to speak with you.

• Prospect selection
• Data mining

The primary channel we will focus on for success is email. 

This doesn’t mean we won’t engage on LinkedIn or recommend a phone call for follow up, but there are reasons to use email as a primary channel.

• Email is easier to track.
• No one owns it. It’s a protocol.
• Relying on a tech company is risky when playing the long game.
  • Think SEO or policy changes (e.g. Facebook and LinkedIn).
  • Advertising costs can fluctuate based on the market.
  • There is value in inbound and advertising through these channels but it’s not great for the long game.

Email is where business has been done since the 70’s. It’s where we go throughout the day to get things done, respond to people, and even track our calendars or appointments.

Social media is where people go to look at videos and scan to content - it’s less connected to day to day business.

We are looking to solve a hard problem: convincing a skeptical decision maker to have a conversation with you and entering your sales cycle when they are ready. This requires a creative approach and optimization each month - automation or ‘set it or forget it’ will not work.

We will focus on batching up work. Running distinct campaigns in sequence or asynchronous. Instead of backloading the work, we will be front loading the work by identifying those people who are already primed to talk to you based on close business and personal commonalities.