{"id":5977,"date":"2020-11-04T10:06:36","date_gmt":"2020-11-04T16:06:36","guid":{"rendered":"http:\/\/kmbrian.com\/blog\/?p=5977"},"modified":"2020-11-06T08:28:59","modified_gmt":"2020-11-06T14:28:59","slug":"build-lists-to-generate-leads","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/build-lists-to-generate-leads\/","title":{"rendered":"How SiteCare Builds Better Lists to Generate Leads in Any Industry"},"content":{"rendered":"

SiteCare<\/a>\u00a0is a business lead generation agency based in Atlanta, Georgia that serves clients worldwide. What makes SiteCare unique is what its VP of Digital Strategy, Jason Bagley, calls creating a \u201cYES list.\u201d<\/p>\n

The basic premise of a \u201cYES list\u201d is only chasing down prospects that you\u2019re truly thrilled to work with, that make you say, \u201cyes, yes, yes, I want these clients,\u201d instead of settling for companies that may be a mediocre fit. Bagley and his team at SiteCare help clients curate such a list and spend extra time prospecting so they can bring warmth to their cold emails and book their dream client meetings.<\/p>\n

Like most lead generation agencies, SiteCare relies on a strong software stack to make them more efficient. I sat down with Bagley to learn more about how SiteCare leverages the power of Mailshake to send better emails, generate more leads, and ultimately book better meetings.<\/p>\n

Spend Critical Time on List Building<\/h2>\n

Bagley and his team recognize that their B2B client base isn\u2019t selling hundreds or thousands of products or service packages each month. On the contrary, they\u2019re looking for 5-10 more meetings a month.<\/p>\n

That kind of targeted focus means prospecting is more important than ever. It means sending targeted email campaigns with about 400-600 emails each month versus thousands or tens of thousands.<\/p>\n

Seeing results on a smaller scale requires deep prospecting. A recent client of SiteCare’s is a digital marketing agency that tried time and time again to reach big car brands like Mercedes-Benz.<\/p>\n

For eighteen months, they sent email after email, and each campaign fell flat. After hiring SiteCare to take over their email lead generation efforts, they were able to book the meetings with Mercedes-Benz after just one campaign.<\/p>\n

The difference? You guessed it: better<\/em> prospecting.<\/p>\n

The agency didn\u2019t get their targeting right and sent emails to the wrong people at the company. They also didn\u2019t quite nail the messaging in their emails because each email was self-centered on their agency and not on what they could bring to the table for Mercedez-Benz.<\/p>\n

SiteCare spent extra time prospecting, reinvented the email copy to be more solution-oriented, and tried out some simple subject lines. Sometimes the smallest details make all the difference.<\/p>\n

Formulate the Right Approach<\/h2>\n

With SiteCare, every project begins with some sort of benchmarking.<\/p>\n

<\/p>\n

This entails a test campaign of sorts to see how many opens, replies, and leads Bagley and the SiteCare team can receive in their first campaign. Bagley stresses that those metrics only matter to his team: \u201cClients rarely care about open rates and reply rates. They care about how many meetings you can bring them.\u201d<\/p>\n

Benchmarking is crucial to formulating the right approach because even the best product or service will fall flat if clients aren\u2019t opening or replying to emails.<\/p>\n

Another key area Bagley and his team dig into is whether the company is pushing the right service offering or product line. Often, their clients have 2-3 items they\u2019re pushing and have a general idea of their \u201clead product or service\u201d that will get their foot in the door.<\/p>\n

Yet, it\u2019s often a secondary focus item that really moves the needle on finding opportunities and facilitating meetings.<\/p>\n

For example, one of their clients is a managed IT service provider that ran some campaigns centered around helping companies navigate working remotely during the pandemic. The message roughly read, \u201cEveryone\u2019s remote now, and we\u2019ll look after your teams by making sure everything is operational and secure.\u201d<\/p>\n

While it seemed like a logical value proposition in today\u2019s climate, the campaign ended up falling flat. However, when they switched gears to push domain and email security services alongside a \u201cdigital health score,\u201d it evoked an emotional response that had people replying and setting up meetings at a rate they\u2019d never seen on their own.<\/p>\n

Evoke Real Emotion With Your Emails<\/h2>\n

Bagley\u2019s not shy about pointing out bad emails. He says, \u201cGo look at your inbox. I\u2019m sure it\u2019s full of awful cold emails with people just rambling on about themselves.\u201d The hard truth is that nobody cares about you or what services you provide. They care about themselves and their problems, and your message should be custom-tailored to understand and solve those problems.<\/p>\n

That\u2019s day one stuff, and lots of people understand that, so you need to write your emails with a more direct approach. Evoke some emotion and say things that they\u2019re not expecting a typical prospecting email to say like:<\/p>\n

\u201cAt the end of this email, I\u2019m going to ask you for a meeting, so prepare yourself for that.\u201d<\/p>\n

Or<\/p>\n

\u201cI\u2019m waiting for your profanity-filled reply.\u201d<\/p>\n

Say something that shows personality and will make them do a double-take. Bagley says he sometimes gets emails that say, \u201cI\u2019m not interested, but I love your emails.\u201d Beyond evoking emotion, it\u2019s imperative that your emails follow a structure that\u2019s relevant, keeps their attention, and compels them to reply.<\/p>\n

Two such approaches are:<\/p>\n

Problem\/Solution Emails<\/h3>\n

Show that you\u2019ve done your research and truly understand what sort of problems they\u2019re probably worrying about:<\/p>\n

\u201cListen, I know what it\u2019s like to get close to the end of the month, and you don\u2019t have enough money to pay your staff\u201d or \u201cI know what it\u2019s like to not have enough leads in your sales pipeline.\u201d<\/p>\n

Once you have their interest, you slide in that you have ideas that can help them.<\/p>\n

Deposit\/Withdrawal Emails<\/h3>\n

Just like a bank, to make a withdrawal, you need to make a deposit first. For complex products or services that are harder to sell, you have to keep being useful and provide value again and again until you\u2019ve earned some trust.<\/p>\n

Here\u2019s what that looks like in action:<\/p>\n

\u201cI\u2019ve got two things I\u2019d like to show you that can help you get more sales leads. One of them is actually this email I\u2019m sending you.\u201d<\/p>\n

Naturally, they want to know what the second thing is and notice how you\u2019re not asking for a 30-minute meeting. You\u2019re just looking to evoke enough interest to earn a reply and start the conversation.<\/p>\n

Bagley finds this approach works really well, even if you haven\u2019t done the actual research. When they reply, you can take two minutes to comb their website to look at what the company does and come up with a couple of ideas they can try.<\/p>\n

The Results<\/h2>\n

Bagley and his team at SiteCare have tried other email marketing software and found Mailshake to be the best value for their business. Yet, he stresses that even the best email marketing software won\u2019t save you if you\u2019re sending weak emails.<\/p>\n

He explains further by saying, \u201cthe problem is rarely that you\u2019re not sending enough emails or that you\u2019re not using Mailshake correctly; it\u2019s that your emails aren\u2019t compelling enough and you\u2019re not targeting the right people.\u201d<\/p>\n

If Mailshake works for industry pros like Jason Bagley and SiteCare, then chances are it\u2019ll work for you too. Reach out to our team at Mailshake to <\/strong>start a conversation<\/strong><\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

SiteCare\u00a0is a business lead generation agency based in Atlanta, Georgia that serves clients worldwide. What makes SiteCare unique is what its VP of Digital Strategy, Jason Bagley, calls creating a \u201cYES list.\u201d The basic premise of a \u201cYES list\u201d is only chasing down prospects that you\u2019re truly thrilled to work with, that make you say, …<\/p>\n","protected":false},"author":3,"featured_media":6066,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[31],"tags":[],"jetpack_featured_media_url":"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/11\/SITECARE-1.jpg?fit=1138%2C493&ssl=1","yoast_head":"\r\nHow SiteCare Builds Better Lists to Generate Leads in Any Industry<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"http:\/\/kmbrian.com\/blog\/build-lists-to-generate-leads\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"How SiteCare Builds Better Lists to Generate Leads in Any Industry\" \/>\r\n<meta property=\"og:description\" content=\"SiteCare\u00a0is a business lead generation agency based in Atlanta, Georgia that serves clients worldwide. 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