It's crucial to establish the appropriate trusting relationship to close a sale. To convert cold contacts to hot opportunities, all sales communications need to align with the specific goals and pains of the target customer. And, to hit most of our sales goals, we need to build these relationships at scale: efficiently and in large volumes.
Many businesses target a few different tiers of accounts (either by opportunity / deal size or by product to industry/market fit). And, within those good-fit markets, there are multiple Personas involved in the buying process.
To convert cold prospects into customers, each account tier needs to be approached with email and call messaging that speaks to its specific goals and pains, varying by market or industry. And, ideally, messaging would change based on the buyer persona as well, changing by type of department or hierarchy in a company.
To build meaningful relationships at the rate most sales teams need to build them, sales teams need to work systematically to thrive.
Build Sequences and Automations to keep your and your team's time focused on the right activities.
Standardizing your outreach and testing it also leads to more meaningful insights backed by data, so you can measure success and make intelligent changes to your customer acquisition strategy to improve your conversion rates. In Apollo, it's easy to build automations that save you time while increasing the value of your touches.
1. Write Templates to standardize messaging & build A/B testing
You can use Templates in Sequences and in Gmail with the Apollo Chrome Extension.
With Templates, you can create email content that's reportable. You can use Analytics to learn what Templates have the highest Open, Reply, Click, and Interest rates. Knowing what subject lines, salutations, and body messages create more value for you gives you insight as to what works and doesn't work, so you can continually improve your messaging for higher conversion rates, based on data. And, that gives your gut a break!
You can re-use strong templates across Sequences and load templates in Gmail, streamlining open opportunity and conversation management with engaged leads.
Click into Templates in the Engagement section to start building Templates. Click the top right blue button to add a template.
You can create one-off templates in Sequences themselves. But, they won't show up in the report "Best Templates" where you can learn what templates have higher success rates. So, use Templates in Sequences where it counts!
Write targeted templates and sequences to most effectively educate your prospects on the value of your product offerings and schedule a meeting.
2. Build a Sequence with at least 5 - 8 steps
Build a Sequence with auto email, manual email, call, and wild card 'action item' steps. Load your pre-written templates in your Sequence email Steps to track what messaging leads to more revenue. Here's a guide on whether to link or clone a template.
Have at least 5-8 steps in a sequence to effectively engage contacts and educate them on your product offerings.
3. Add A/B testing Steps to your sequence
The best teams leverage A/B testing to learn what messaging is most effective turning cold prospects into paying customers. A/B testing allows you to create multiple versions of an email step to test specific parts of an email, like the subject line, opening line, body, salutation, image, or attachment. Apollo will automatically send the email templates to different and even groups of your prospects added to the sequence. After each template has been sent to at least 100 people, you can begin to see dramatic differences in open, reply, and interest rates. The template with the highest open rate may have the best subject line, etc.
To start getting rich content and messaging insights, click the lefthand "Add A/B Test" button to add and write an A/B testing Template in your sequence step.
4. Customize Sequence Rulesets to match your goals
Once your Sequence content is written and ready to go, you can do a last check to ensure your Sequence Rulesets will guard you and your team from accidentally automating your way into trouble, like emailing current clients that accidentally enter the new leads funnel or Do Not Contact people and accounts.
Also watch out for your email send limits in your mailbox settings. Apollo sends emails through your linked mailbox the same way you do, through your own server. Email providers put throttles on email servers to moderate security. To better understand and tune your send limits, use this Email Sent Limit Guide.
5. Turn your Templates & Sequence On
You have your Templates written and loaded. You're A/B testing at least 2 Templates for every email step. You're ready to turn your Sequence on and start scheduling some meetings! Toggle each of your Templates you want sent to prospects to ON. Then turn the Sequence on from grey to blue.
If contacts are already waiting in the queue in your Sequence, they will start in your sequence according to your Sequence step wait time and rulesets. Otherwise, you can Prospect, add leads to your Sequence, and prospects will start in your sequence according to your wait times and Sequence rulesets.
6. Add contacts to your sequence
You did it!
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