Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com

by Aaron Ross

Step 3: Run Outbound Email Campaigns The primary tool used by your outbound prospectors to get in front of new prospects is mass emailing. First, use email to generate internal referrals to the right person(s) at the target company. Then follow up on the responses and referrals with phone calls. Ideally the reps are sending these mass emails through either your Sales Force Automation system (like Salesforce.com), or through a marketing automation system that integrates to your Sales Force Automation System. On any given day, the rep should send 50-100 targeted mass emails with a goal of having 5-10 responses per day (assuming about a 10% response rate). “Targeted” mass emails sounds like an oxymoron. Here’s how they’re targeted: filter your list carefully according to the specific kind of account or contact you want to touch. Examples of filters include: Vertical (retail, finance, high tech, etc) Revenue Geography / Territory Employee count Business model (B2B, B2C, agency) Last Contact Activity Date Last Account Activity Date Contact Title (CEO, Director of Marketing, etc.) Virtually anything else you are tracking So even if you have a database of thousands of names, an SDR can segment down their total prospect pool into small groups that can be messaged with highly relevant information. Writing Your Emails