The future of cold email...

🥶 The future of cold email outbound

Welcome back to The Outbounder 👋 your weekly guide on the latest outbound news, strategies and insights from industry professionals.

This week we’ll be looking at the future of cold outbound in the wake of last week’s cold email news…

Let’s dive in 👇

Last week’s news on cold emailing shocked many B2B companies that subscribe to the ‘predictable revenue’ growth model.

What used to be as simple as:

1. Buying a lead list

2. Writing copy

3. Sending cold emails at scale

4. Booking meetings

This approach has been upended, as Google and other email service providers (ESPs) are about to implement strict abuse rules for workspaces.

On social media, there's been a widespread display of panic, anger, fear, and other negative emotions as sales leaders and business owners all chime with their opinions.

While some are calling it the end of cold email…

I see a distinct opportunity.

An opportunity for everyone to get better at what they do, level up their skills and ultimately give the prospect a better experience.

Because a better experience for the prospect = more sales for businesses that want to put in the actual effort.

And…

The best thing is that this can all still be automated…

Over the past week, I’ve been researching, thinking, testing and tweaking what I think will be a major game changer and solution for B2B outbound in the next year.

Here’s how I see it going:

1. Businesses better understand their ICP.

The days of spray and pray cold emails are coming to a close (and fast…). The future is going to force businesses to really understand their ICP. This means that you don’t just help B2B businesses… You help CMOs of B2B payment processing companies in the USA with between $1.5-$7 million annual revenue that suffers from 3 major pain points.

The companies that nail their ICP win with cold emails as this is the catalyst that dictates the direction of all your campaigns and methods.

How do you understand your ICP better?

• Pay for their time

• Interview your best-performing clients

• Ask ChatGPT

• Attend conferences

• Attend online events

• Analyse client comms for keywords and common phrases.

• Analyse winning & losing sales calls for common themes.

2. Offer focussed outreach.

Once businesses have a deep understanding of their prospect and key stakeholders, it’s much easier to create an offer around your service or product. An offer should be focused on solving (and improving on) the major pain points your prospects face.

A good offer has one or all of the following attributes:

• Increases revenue

• Increases profit

• Decreases expenses (considerably & without complexity)

• Saves time (increases efficiency)

• Easy implementation

• Isn’t operationally complex (loads complexity onto service/product supplier)

The first four should be obvious…

The last two are attributes I don’t see a lot of businesses talking about.

Most prospects are busy, often overworked and time-constrained.

Your solution might 5x their business and allow them to live their dream life, but if it isn’t easy to implement & is operationally complex to execute on you can expect to close new deals at a much lower rate.

Businesses should focus on creating smooth, low-effort, low-friction implementation & ensuring that operational complexity is loaded onto themselves and not their clients.

3. Buying signals.

At any one time, 3% of your total available market is ready to buy a solution.

10% are aware and will be ready within the next 6 months.

This implies that reaching out to 90% of your TAM not ready to buy could waste an email, harm your reputation, and increase your risk of landing in the spam folder.

The future of automated outbound relies on complex business intelligence to provide buying signals for your ICP.

Once buying signals have been established, you are free to outreach.

4. Automation

With buying signals triggering your outbound efforts automation is going to be key in order to strike while the iron is hot.

When a new signal is acquired future businesses will enrich that information with company name, domain, key stakeholders, information about the stakeholders, AI analysis of key information then use 5-15 data points to craft a highly personalised cold email which can be passed into your email automation platform (I use instantly).

The future

Using the system above is highly beneficial for everyone in the B2B world. Prospects are receiving fewer emails and the emails they do receive are tailored to them with real solutions to their problems. Businesses get higher quality leads with real buying intent while avoiding the spam box.

Right now, I’m looking for 1-2 new businesses that want an advanced system like the one I described above.

We’ll build out the infrastructure for you, create the automation, write the copy, nurture leads and book high-quality calls (with actual buying intent) directly onto your calendar. All you (or your team) need to do is close deals.

Since we are currently in beta testing, you'll benefit from a significant discount on our standard retainer.

If you’re interested in finding out more and getting ahead of every other B2B business, reply to this email or book a call with me using the link below:

https://calendly.com/advancedclient/30min

👇 Our recommendations

• Advanced Client - Would an additional 2-4 high-quality sales calls with your ideal client profile benefit your business (Without long-term contracts or expensive monthly retainers)? Talk to our team today.

• Instantly - need a tool to launch high-volume cold email campaigns without headaches? Claim a free trial here.

• Waalaxy - Automate your LinkedIn outreach and grow your account with ease. Get a 1-month free trial here.

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See you next week 🫡