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Uncovering A Marketing Secret: Email Personalization At Scale

Uncovering A Marketing Secret: Email Personalization At Scale

Email personalization at scale requires a well thought out, organized workflow. No ifs, ands, or buts about it!

The more personalized your emails are, the more valuable they will be to the recipient, and the better your response rate will be.

Example of email personalization at scale

The inverse is true as well – if your emails aren’t personalized or relevant to the recipient, you have a greater chance of having recipients mark your email as spam and that will burn out your domain and your results will tank.

When sending emails, you are sending your message to people who all fit different profiles and have different needs:

market segementation for cold email outreach
Draft your emails to speak to each persona in your recipient list at the same time | Source: Shutterstock

Emails are an effective way of reaching your audience and speaking to them directly. When you’re talking directly to your audience or customers, it’s best if you personalize the conversation.

Doing it for a few prospects can be easy. But what if you have hundreds or thousands of prospects or customers who you are reaching out to, you need a well thought out process to do email personalization at scale successfully.

This article will help you learn how to manage email personalization at scale.

Let’s dig in.

Why Email Personalization at Scale Matters?

It’s easy to send out a random templated email to your customers. However, that may not get you the results that you’re looking for. It might be opened at all and sent to the Junk folder directly. Customers need only a few seconds to decide whether they like your marketing message or not.

Case in point — emails that have a personalized subject line are 26% more likely to be opened.

Moreover, about 70% of millennials are frustrated because of irrelevant emails. By leveraging email personalization at scale, you are able to engage the recipient of your email on a one-to-one basis, driving more engagement because the reader feels that you are speaking directly to them.

Email personalization statistics
Image via SmarterHQ

It is not only millennials who demand personalization. Nine out of 10 consumers (91%) are more likely to buy from brands that personalize their offers and recommendations.

If you’re not personalizing your emails and communications with your customers, you’re already falling behind in the game, and subsequently, your competition.

There are numerous examples of brands that have benefited from personalization, and Amazon is a prime example among them. Every email that it sends includes personalized recommendations for the customers.

Personalized email from Amazon
Source: Amazon

How to Achieve Email Personalization at Scale?

What’s in a name? That which we call a rose by any other name would smell as sweet”… Romeo knows what’s up! Adding your customer’s name in your emails is the simplest personalization you can do.

But there’s a lot more to email personalization at scale than just that. You need to truly dive into the psyche of your audience and understand them.

To do this, you need to pull together data about your prospects and customers. Once you have this data, you need to make sense of it and figure out how to personalize your emails for your customers.

But gathering all relevant and reliable data, crafting an effective email that leverages that data, then sending that personalized email to the right people at the right time can be a huge challenge. As long as you have the right tools and the right strategy, this can be done.

So, let’s take a look at the different methods to help you achieve email personalization at scale.

1. Utilize Behavioral Analytics

To personalize your emails, you need to first understand your customers by figuring out their preferences. While you can figure that out by carrying out surveys and asking your customers, behavioral analytics can help too.

Here’s how to collect behavioral data:

  1. Segment your audience into different buyer personas. In your email outreach, you may want to speak differently to a CEO prospect versus a Director level person because they have different pain points. Segmenting your audience will help you craft the right message for the right recipient.
  2. Understand the customer journey for each persona. Does your prospect have purchase authority or do they have to ask a supervisor? Knowing this upfront will help you personalize your message more effectively.
  3. Track customer behavior for each persona. Looking at open rates, response rates, click-through rates, and other parameters is a great way to track customer behavior for each persona. As they click through to your website, UTM tracking helps in driving prospects from emails to your website so you can see their path to purchase more effectively.
  4. Create an icebreaker for each contact that is a point that would be relevant to them and feel personalized. Have your researcher look at blogs each prospect on your list wrote and make note of it in the spreadsheet where you are keeping your outreach list. Create a column in your spreadsheet where you can add an “icebreaker” which is a reference note about the person that you can relate with them on when you reach out to them. Write it in such a way that it drops naturally into the message of your email. Note which posts on their blog that they posted and take a snippet from it. Then when you send an email you can include copy like “I love your post on {{topic x}}. It really spoke to me.” This turns into a very personalized email and shows this was not an email sent to everyone. You want to show them that you took the time to research THEM so your message becomes genuine and well informed.

Boosting Your Conversions via Email Personalization at Scale

Did you know that you can personalize images in your emails to increase conversions?

Segmenting your audience and using behavioral analytics to gather insights can help you understand how to effectively personalize emails.

Imagine receiving a cold outreach email that includes a personalized image to grab a cup of coffee together so you can pitch them. Businesses see a 2x increase in conversion rates when this type of email personalization at scale is implemented.

email personalization with images in email
Email personalization with images: “[{Yourname}], let’s grab a coffee and I’ll tell you how we can help you.” Source: Lemlist

2. Establish a Team

To achieve email personalization at scale, you also need a dedicated team in place that can oversee your transition from a traditional email marketing approach to a trigger-based approach.

The idea is to ensure that the transition is smooth and gets implemented without a hitch. Your team should include:

  • A Campaign Manager who is managing the entire program
  • An IT Staff Member
  • One or more SDRs – Sales Development Representatives who are sending out emails and replying to recipients who want to learn more. Their goal is to schedule as many sales appointments as possible.
  • A researcher who is building your list using tools like LinkedIn and other market research tools. This is an evergreen process.

Bear in mind that this team would need to continuously work together to improve your email personalization results.

3. Employ Technology

Finally, you can’t go anywhere without technology and automation when you’re planning to do email personalization at scale.

Image Source: Giphy

The right technology can help you create numerous personalized variations and triggers that wouldn’t be possible manually. At the same time, email marketing automation enables you to send out such emails on autopilot when the actions related to the triggers take place.

Some of the email automation tools you can check out are:

  • Mailshake
  • Hubspot
  • Woodpecker
  • Mixmax
  • Lemlist
  • Active Campaign
  • Clickfunnels

Conclusion: Personalize Your Emails at Scale Now

Email is an important marketing channel and personalization is a great way of getting the best out of it. Consumers demand personalization from brands and if you’re not delivering it, they may end up going to your competitors.

To wrap up, you should utilize behavior analytics, analyze customer usage, set up a dedicated team for personalization, and employ technology to achieve email personalization at scale.

However, doing all of this yourself can be challenging. It always helps to work with experts. We, at SSC, have a dedicated team of professionals who can help you with this and many other things. So get in touch with us now.


How A/B Testing Can Make or Break Your Cold Email Outreach Strategy

How A/B Testing Can Make or Break Your Cold Email Outreach Strategy

Cold emails form an important part of a B2B lead generation and marketing strategy. But cold emails are no secret codes to success. When you’re doing outreach through cold emails, you need to have a strategy in place. But the key here is to ensure that your emails appeal to the receivers. The only way to find this out is through A/B testing them.

A/B testing helps you find out what exactly gets most of your receivers to open your email and take the action that you want them to. This makes it a critical component of cold email outreach that helps in optimizing your emails for better results.

So, how can you perform A/B testing on your emails?

Let’s find out.

How to do A/B Testing for Your Cold Emails

A/B testing is an elaborate process that’s aimed at testing each element of your email like subject line, email body, call-to-action (CTA), and more, to figure out what works the best. Based on these tests for every element, you’ll be able to find the best combination for your cold emails.

So, let’s dive right into how you can do it.

1. Setup a Champion and Challenger System

If you’ve already been conducting cold email outreach for a while now, you may have an email that’s performed the best. You need to fix this email and all its elements as “champions” as they’ve given you the best results until now.

Then, you need to pick up each element and come up with a few alternatives. Each of these would be a challenger that would “challenge” the champion.

The idea is to test out each variant of the elements while keeping all the other elements constant. If it’s the challenger that outperforms the champion, it’ll become the champion. But if the champion performs better, you can move on to another challenger and conduct the same test again.

Think of them as two gladiators (one reigning champion and the other, a challenger) battling it out for you to determine which one’s better.

champion challenger a/b testing strategy

This champion-challenger or A/B test is a continuous process. You need to go on testing regularly so that you can constantly improve your results.

2. Test Subject Lines

Subject lines are extremely important for all emails, especially cold emails. You won’t be a known sender for the email receiver and this means that you need to try harder to get their attention. As a result, the only element that will determine if the email will be opened or not would be your subject line.

After all, don’t we all want to stay away from spammy emails that seem to “shout” at you, like the one below?

Example of a spammy subject line

That’s why you need to A/B test your subject lines continuously to figure out which ones are delivering the best open rates. The idea is to intrigue your receivers and grab their attention so that they open your emails.

The Hustle does a good job at this. All their emails have catchy subject lines that instantly grab the attention of the receivers and nudge them to open them.

Some of the variations that you can use are:

Subject Line Length

  • Short
  • Long

Capitalization

  • Title Case
  • Uppercase
  • Lowercase
  • Sentence Case

Subject Line Components

  • Emojis
  • Personalized Words (Name, Company Name, etc.)
  • Promotional Words

3. Test Email Body

The email body is yet another important element of cold emails and it determines if the receivers will dwell on your email long enough to see the call-to-action (CTA)

Just like the subject lines, you’ll also need to use the champion and challenger method for A/B testing the body of your email.

The idea is to come up with the most engaging cold email possible.

Some of the aspects that you can vary across the email body are:

Body Length

  • Short
  • Long

Tone

  • Humorous
  • Casual
  • Conversational
  • Serious, etc.

Personalization

  • Name
  • Product Choices
  • Addressing Their Problem, etc.

Visuals

  • Images
  • Videos
  • GIFs
  • Infographics, etc.

4. Write Informed Conclusions

Finally, the conclusions of your emails are essential elements and need to be extensively A/B tested to figure out which ones work the best.

That’s because this is the spot where you’re going to put up your CTA which will determine if all your efforts until now will bear fruit or go in vain.

The email’s conclusion needs to be crisp and actionable so that the readers get inclined to take the action that you want them to. Similarly, the CTA needs to be just as attractive to get them to click on it.

Some of the elements of the CTA that you can vary are:

  • Position
  • Button/Text
  • Button/Text color
  • Color of text in the button
  • CTA text content

For instance, note how Rachel from HubSpot has sent a cold email to set up an appointment. The CTA in this particular email is a text CTA that’s placed above the fold. It’s also colored blue to make it pop out. Finally, the text content clearly describes what the receiver would be doing on clicking it.

A/B Testing: An Example

A great example of an A/B tested email is one from Shane Snow. He sent out an email to 1000 executives and A/B tested various elements to figure out which ones gave the best results possible. Here’s the email he used:

Image via Fast Company

He A/B tested the email’s subject line to figure out which one had a greater impact on the receivers. The two subject lines he used were:

  • Quick Question
  • 15 Second Question for Research on Annoying Emails

This had a direct impact on the email open rates. 51.2% of the receivers opened the email with the shorter subject line. On the other hand, only 48.8% of the receivers opened the email that had the longer subject line.

The subject lines also had an impact on the action taken by the receivers. About 66.7% of all the replies came from those emails that had the shorter subject line as compared to 33.3% for the longer one.

Final Thoughts on A/B Testing

A/B testing is an integral part of any email marketing strategy and if you’re not doing it, you’re not utilizing your marketing budget to its full potential. You need to adopt the champion/challenger framework and start optimizing your subject lines, email body, and CTAs to get more clicks and revenue.

However, we know that this process can be challenging, especially with other marketing tasks. That’s why we have a team of experts who can help put your plan together and optimize your email campaigns. So, reach out to us now.

Managing Productive Teams Remotely

Managing Productive Teams Remotely

When the COVID-19 pandemic hit, companies were forced to shift to a work from home model or stop working altogether. Widespread lockdowns imposed by governments meant that employees could no longer come to the office or meet face-to-face.

This meant that businesses had to change their approach and strategies to suit the work from home model. Meetings were replaced by video conferencing and regular communication required companies to adopt solutions like Slack, Trello, Microsoft Teams, and Zoom, among others.

So, if there’s one thing that we’ve all learned through this pandemic, it’s how to use digital solutions to manage both your tasks and teams remotely while ensuring great productivity.

We understand these things well. SSC is a truly global company and we’ve got team members in 7 countries — all working remotely. Over the years, we’ve learned some important lessons about managing remote teams from focusing on work-life balance to nurturing relationships with each other. Here’s what we’ve learned so that you can implement it in your organizations too.

Strategies to Manage Remote Teams Effectively

Over the course of the pandemic induced remote working tenure, we’ve learned several things about how you can make your team productive even while working remotely.

Here are the key strategies that we employed to make the most out of the situation:

1. Engagement is Key

When you’re under a single roof, it’s easy to engage with your team. You may meet them for conversations regularly and even the employees may interact with each other multiple times a day.

However, these things change when you go remote. Everyone’s at a different location and this may lead to lower engagement. That’s why you need to put in a special effort to engage with your team and encourage them to communicate regularly too.

We leverage Asana to manage our tasks and Skype to communicate and engage with our team. Some of the other things that we prioritize while working remotely are:

  • Constant and open communication to avoid communication gaps.
  • Clear deadlines to ensure that things are completed on time.
  • Realistic workloads that can be completed in stipulated time and don’t hamper the team’s work-life balance too.
  • Constant prioritization of work and being flexible when needed.
  • Clear communication lines with clients to deliver services that match their expectations.

This has helped us smoothly transition into this new normal.

2. Daily Huddles

In an office environment, it’s easy to get everyone aligned on a common goal. You’d typically interact with most of your key members regularly. However, when you’re working remotely, it’s essential to make this a daily ritual.

We followed the practice of having daily huddles with the key team members. This helped us keep each other updated on things to ensure that we were all aligned and on the same page.

3. Regular Team Meetings

Just as it’s important to get your key team members aligned regularly, it’s important to get your team involved as well. This is where team meetings come in handy. Here are the advantages of hosting such meetings:

  • They help you interact with your team in real-time and engage them
  • You can share your goals and vision with them
  • Helps bring your team together around the goals

We hold management team meetings twice a week to ensure that we’re all on the same page. Our team works across 7 countries so we factor in the time zones and also the times when people are working to decide on meetings. To manage all the projects and tasks, we leverage Asana which helps with the smooth functioning of our company with a globally distributed team.

4. Share Success Stories

When you’re working remotely, it can be easy to get demotivated. In fact, about 8% of remote workers face motivational issues, according to a study. One of the core reasons for this is that you may lose a sense of purpose or goal when you’re not working with your team around.

managing remote teams
Learn to manage your remote team productively!

This is exactly why you need to give sufficient impetus to boosting the morale of your team. One approach that we find very helpful here is that of valuing each individual in the organization. To showcase their importance, we explain how they contribute to the overall goals of the company. Yet another strategy that works extremely well for this is sharing success stories, and more importantly, celebrating those successes.

We regularly share even the smallest of success stories and celebrate them together, virtually. This has helped us keep the team’s motivation levels high.

5. Encourage Break Out Meetings

Break out meetings are an essential component of growing your business, irrespective of whether you’re working remotely or in the office. They work as a great way to engage your team and also get them to think and learn by discussing things among themselves.

Platforms like Zoom support breakout meetings and have helped us conduct numerous such breakout meetings throughout the year.

6. Put the Onus on Your Team

A great way to boost the trust that your employees have in your company is by trusting them to work productively. For this, you should get them to measure their performance and report it, instead of the other way round.

This sort of self-assessment not only reinforces your trust in them but also helps them figure out how much effort they’re putting into work. Such an assessment and realization can improve their productivity and push them to do better.

7. Share New Ideas

Yet another strategy that’s worked for us is sharing new ideas. We not only shared new ideas but also encouraged the team members to come up with theirs too.

Not only that — it’s also important to face and solve all the challenges together — as a team.

This sort of participation from the team gives them a sense of purpose and also helps the entire team tide over the problems together. This can dramatically improve the productivity of your team as well.

It’s equally important to expect and welcome mistakes. To deal with them, we, at SSC, hold meetings about them. The purpose behind these meetings is to figure out the root cause of the mistakes so that we can avoid them in the future. We also discuss various challenges faced by the team during management calls to figure out how to face them, just like the Avengers do.

8. Encourage Play and Team Fun

When your employees are in the office, you’d likely have sessions or days when the team could have some fun. Even something as simple as a coffee break would work as a great way for your team to bond.

While managing a remote team, you should ensure that you encourage the team to spend some time on play and fun. Even a virtual coffee break would be a great idea.

At SSC, we take fun and play as seriously as we take our work and that’s why we have dedicated activities to keep our team from over 7 countries engaged. Some of the activities we do are:

  • Weekly virtual stretching classes with a personal fitness instructor.
  • Monthly activities for team building like a virtual cooking class with Gordon Ramsey.
  • Sending out quarterly swag boxes to make everyone feel special and a part of the team.

This helps our team bond better and also keeps the spirits high.

9. Combine Video and Text

Video meetings can be a great way to have some face to face interaction with your team. However, it’s not practical to do video meetings all the time. You need a platform that can help your team members interact among themselves and also as groups. That’s why you must strengthen your team’s communication by using some messaging tools like Slack or Microsoft Teams.

Utilizing tools to maintain proper communication is key to remote management

These tools can allow your employees to communicate with each other and also allow them to coordinate among themselves. They also help them manage day-to-day processes.

Final Thoughts

By driving your team’s engagement, measuring its performance with clear metrics, and sharing your team’s successes, you will get your team aligned around a common goal. This will help you measure the team’s overall performance and success.

You must also encourage your team to engage among themselves, have some fun time, and also support them with a text messaging and collaboration platform.

Do you have any questions about managing remote teams? Ask them in the comments below and we’ll answer them.

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Breaking Down Cold Emails: Elements That Drive Engagement

Breaking Down Cold Emails: Elements That Drive Engagement

Sending cold outreach emails to introduce yourself to new sales prospects are challenging to get right. But when you nail it, it will mean a lot of difference for your business.

Email marketing is one of the most reliable methods of marketing your brand and generating sales. Numerous brands leverage cold emails to grow brand awareness, drive lead generation, and generate sales.

More than 4 billion people use emails today and they provide an extremely high ROI of up to $42 for every dollar spent. In the past 12 months, the conversion rate of a cold email is 15.11%, making it a powerful marketing tool.

Unfortunately, not all email campaigns end up becoming successful. Sometimes they end up in the Junk or Trash folder for some reason or another. If this happens to most of your emails, then Houston, we have a problem.

Numerous factors need to be considered to ensure your email marketing campaign’s success, but the most important element is the email itself. You need to write and format your cold emails in a way that will captivate your readers and get them to notice your brand.

So, let’s take a look at some of the most important elements of cold emails that you must consider.

Important Elements of Cold Emails

Here are the major elements of cold emails that you should ace when dealing with cold emails:

1. Personalization in Cold Emails

Personalization was an advantage in the past, but now it’s a necessity. Over 91% of consumers prefer to buy from brands that personalize their recommendations and offers. Amazon, eBay, and other online retails store are great in this aspect.

Around 70% of millennials say that they are frustrated when they receive irrelevant emails. Most of them do not even bother to read the email and send it directly to the Trash. To avoid sending your emails to the Junk folder, you. need to personalize your cold emails and get the attention of your prospects. That’s elementary, my dear Watson.

When we say personalization, it’s more than just adding the name of the receiver. You also need to know about the receiver’s character and craft a highly relatable cold email.

Find a particular element that’s common among your group of prospects, then send out a personalized email to them that they all can relate to.

Rand Fishkin from SparkToro has a great way of going about personalization. Note how he’s added that the email is his personal one. This would prompt the reader to reply to the email.

Example of personalized email by Rand Fishkin
Personalization in your cold emails will break the ice and speak one to one with your prospect | Source: Email

2. Subject Line

The first thing your reader sees when he or she receives an email is the subject line. Readers won’t click on your email if they don’t like the subject line. Here are some tips to keep in mind when writing the subject line:

  • Make it short and sweet. You need to write crisp, clear, and interesting subject lines for all your cold emails so the receivers would be inclined to click on them to open your email.
  • Make the subject lines short because about 42% of people check their emails using mobile devices.
Percentage of email users using mobiles
Image via Litmus
  • Your subject line should be relevant to the content of your email. Irrelevant subject lines may lead the readers to mark your email as spam.
  • Personalize the subject line by using words like “you” and the receiver’s name. These can improve the chances of them opening your email.
  • Having an emoji in your subject line can also push more people to open your emails. 🎉😇

3. Establish Your Credibility

When you’re sending a cold email, remember that the receiver doesn’t know you or your brand. That’s why it’s critical to establish your credibility through your email.

Mention your brand name because it is possible that some people may have heard about it than your name.

Some of the other tactics you can use are:

  • Add links to your website and social media pages.
  • Insert links to case studies.
  • Mention some testimonials in the email or provide a link to them.
  • Talk about some prominent customers.

4. Company Name in Email

Another way of establishing your credibility is by sending cold emails through your company email and not from your Gmail or Yahoo Mail. This looks unprofessional. Your prospects might think that your business isn’t a well-established one since it doesn’t have an email address of its own.

Next, add the company’s name on the sender’s name too. For instance, you can add both the company and employee names.

In this example, note how Vidyard sends emails with the sender name “Tyler at Vidyard.”

Using company name in sender name example

5. Call-to-Action (CTA)

No cold email is complete without a hard CTA that tells your receivers what action to take. In the case of cold emails, these actions could be:

  • Set up a meeting or a quick call.
  • Head to your landing page and signup.
  • Register for a webinar or event.

Whatever the purpose of your cold emails may be, your CTA must be present in the email and should highlight the action that needs to be taken.

Here are the things you should remember when creating your CTA:

  • Use a color that contrasts against the other text or background.
  • The color of the text should be in contrast with that of the button.
  • CTA must be placed prominently.
  • CTA should explain the action that needs to be taken.

For example, here’s a great CTA in an email by Adjust and Tyroo. The CTA clearly says RSVP Now for the event.

CTA example for RSVP Now
Image Source: Email

Start Sending Cold Emails

When you’re sending out cold emails, make sure that you leverage all the best practices carefully to improve your campaign’s chances of success. However, there’s a lot more to cold emails than just that.

You need to:

  • Address the pain-points of the prospects and explain why your product or service solves them.
  • Trigger an emotion that leads to the prospect clicking on the CTA.
  • A/B test your emails for perfection.

Our experts at SSC can help you with all of this and a lot more. We can craft powerful strategies and campaigns that can drive your brand growth. So, talk to us now for a customized quote.


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A Targeted Approach to Lead Generation with SSC

A Targeted Approach to Lead Generation with SSC

Whether you have a B2B or B2C business, lead generation is something you can’t do business without. It’s one of the most important parts of the buyers’ funnel and if not done well, you might end up wasting your marketing budget without getting many conversions.

A strong lead generation strategy helps you attract new prospective customers at the top of the funnel (ToFu) and can also strengthen the middle of the funnel (MoFu), which, in turn, delivers great conversions of your sales prospects into new customers.

marketing funnel for lead generation process
The Marketing Funnel | Image via Skyword

There are numerous options for investing your (finite) marketing budget such as paid search, paid social ads, content marketing, and cold email outreach. Given the budget constraints, it can be a challenge to determine where to put the money.

As marketers, you’d want to have larger marketing budgets so that you can spend lavishly on each channel, but that’s what marketing’s all about right — spending money where it delivers the best ROI possible.

Among these channels, on a dollar for dollar basis, cold email outreach is the fastest way to:

  • Identify your ideal customer profile and validate your assumptions about who your ideal customer profile truly is
  • Test what messaging is resonating best with your prospects
  • Generate sales calls to build your sales pipeline
  • Grow your revenue

But how does it match up against paid search?

Let’s find out.

Paid Search vs Cold Emails: A Comparison

Paid search involves creating ad campaigns for search engines such as Google. To launch them, you need to select the right set of target keywords for which you want your ads to appear and also put up a CPC bid. Through it, you can drive traffic to your landing page and generate leads.

On the other hand, cold emails involve sending out targeted and personalized cold emails to your prospects. Each email would have a call-to-action (CTA) that nudges the readers to take the action you want them to for becoming your leads.

But how do these stack up against each other?

Let’s take a look at them.

Lead Generation with Paid Search

lead generation with paid search
Lead generation through paid advertising | Image via Google

While lead generation is slightly affordable for B2C companies, B2B companies can find it challenging. The reason? You guessed it — high cost per click (CPC).

If you’re a B2B company, you’re likely spending at least $4 per click to your website. That may not seem like a lot in the beginning, but when we bring in the conversion rate into the picture, things change.

Let’s say that you’re converting leads at 3%. That brings your cost to $133 per Sales Qualified Lead (SQL).

But that’s just half the job done. You’ve generated a lead and are yet to convert them into getting a scheduled appointment, which would turn them into a Marketing Qualified Lead (MQL).

Let’s say that, on a good day, you’re able to convert SQLs to appointments from Search at 50% (that’s rich, but follow me on this). That would bring the cost of your MQL to $266.

Taking it a step further, let’s say that the show rate from scheduled appointments to actually showing up for the call is 75% (also rich, but we’ll be generous for the point of illustrating the comparison of paid search versus cold email outreach). This would bring your cost to $354 for someone to show up to your sales call. That’s just the bare minimum, right?

Finally, let’s say that you’re able to convert 30% of these into a sale. That would bring your cost per sale to a staggering $1180. Your product would need to be pretty expensive to cover up for these costs.

Lead Generation with Cold Email Outreach

lead generation with cold email outreach
Lead generation through cold email outreach | Image via ActiveCampaign

Now that we’ve seen how costly each sale can be with paid search, let’s take a look at how cold email outreach fares.

Let’s say that you are sending out emails to 100 new people per day (2000 prospects per month). You send out a sequence of emails that has 5 steps in it — meaning, you’ll send your first email on day 1 of the sequence, the 2nd email on day 3 of the sequence. Similarly, you’ll send the 3rd email on day 5, and so on. But, in all, you’re targeting 2000 people in the month.

So, the total number of cold emails sent out altogether would be:

2000 people x 5 emails = 10,000 emails being sent in the month

Let’s now bring the email open rate into the mix. Assuming that your open rate is 40%, you’d get about 4,000 opens.

However, not everyone who’ll open your emails will book appointments. Let’s assume that your rate to book appointments is 1% of the total number of prospects that you reach out to. That brings your total scheduled appointments to 2000 x 0.01 = 20 scheduled appointments.

From these 20, let’s say that 75% of them show up. This means that 15 people would get on your sales call.

For consistency, we’ll take the conversion rate for these sales calls as 30%, just like in the case of paid search. This would mean that you’d get 4.5 sales, but let’s round that off to 4 to be on the conservative side.

The cost for the cold email outreach program is $3500 per month and you generated 4 sales during that duration. This would bring your cost per sale to $875 per sale which is drastically lower than $1180 per sale. It translates to a 25% discount from paid search. Also, the CPCs in paid search are often much higher than $4 per click, which would drive your costs up further.

Conclusion

Lead generation is an integral part of any sales funnel, and more so for B2B businesses where the cost of acquiring a single customer can be pretty high. You could leverage both paid search and cold email outreach for driving your lead generation efforts. However, the best way of going about it is by having a targeted approach.

We, at SSC, can help you with exactly that and this will help you generate a higher ROI and reduce your cost per sale. From developing your ideal customer profile (ICP) to driving conversions, we do it all.

So, get in touch with us now.