FREE PROSPECTING FRAMEWORK
Accelerate your Prospecting effort
Table of Contents
TL; DR
In the B2B SaaS industry, maximising sales success requires focusing on two key metrics: pipeline coverage and pipeline conversion.
To improve pipeline coverage, invest in targeted lead generation, effective prospecting, and sales-marketing alignment.
To enhance pipeline conversion, implement rigorous qualification, comprehensive training, personalisation, streamlined processes, and data-driven insights.
These strategies help SaaS companies thrive, outperform competitors, and achieve sustainable growth in a dynamic market.
In the ever-evolving landscape of sales prospecting, two key methods have long been at the forefront: email and cold calls.
However, as these channels continue to grow in popularity, email, in particular, is becoming increasingly crowded. In this blog post, we’ll explore the challenges of email prospecting in today’s environment and why traditional email sequences may not be the path to success.
The Crowded Email Channel
Email marketing has been a go-to method for businesses to reach their prospects and customers for decades.
But as the digital world continues to expand, email has become a crowded channel, and it’s about to get even more congested. Here’s why:
1. Information Overload
People receive an overwhelming number of emails daily, from promotions to newsletters, and work-related communications.
In fact, the average office worker receives 121 emails per day, and this number is expected to increase.
As a result, getting your prospect’s attention becomes increasingly challenging.
2. Spam Filters and Promotions Tab
To combat email overload, email service providers have implemented stringent spam filters and promotions tabs, making it harder for your emails to land in the primary inbox where they have a better chance of being seen.
3. Increasing Competition:
Businesses are recognizing the potential of email marketing, leading to more companies vying for the same prospects’ attention.
This intensifies the competition and reduces the visibility of individual emails.
4. The Rise of Automation:
New software tools now allow businesses to connect hundreds of mailboxes with multiple email addresses in each inbox.
This contributes to the noise in the email channel, making it even harder for individual emails to stand out.
The Pitfalls of Rigid Email Sequences
To navigate the crowded email landscape, businesses often turn to email sequences.
These predefined series of emails are intended to engage prospects and nurture them into customers.
However, traditional email sequences have their limitations:
1. Lack of Personalisation:
Most email sequences follow a rigid, one-size-fits-all approach.
They lack the personal touch that can make prospects feel valued.
Personalization is crucial in building genuine connections with potential clients.
2. Predictability:
Prospects are savvy and can often recognise automated email sequences.
This predictability can make your outreach feel disingenuous and less likely to convert.
3. Inflexibility:
Email sequences often lack flexibility, making it challenging to adapt to the unique needs and responses of individual prospects.
A more dynamic approach is often required to address the diverse concerns of your target audience.
4. Ghost Touchpoints:
When mixing calls and emails in a sequence, it’s essential to be aware of “ghost touchpoints.”
These are touchpoints that get skipped or can’t be linked back to your outreach efforts.
Prospects may receive a call, miss an email, or vice versa, leaving gaps in your prospecting strategy.