Last Updated 1 week ago
If you are reading this article, chances are bright that you are interested in improving your cold email campaign reach or B2B Cold Emails reach, But Before starting our topic about what to learn about a company before sending them a cold email, let’s see whether we actually need this research. Let’s not think like a cold email sender rather think like a cold email recipient. We all get emails asking or “just checking” if we need something: Maybe you need a digital marketing service? Or a whiteboard animation video? Or a new software?
How many people do you think ever respond to such B2B Cold Emails?
No point in guessing this, we all know that the “just checking” emails sent to hundreds of prospects will not bring you many responses, so forget about valuable business relations. In fact, this may bring a ban on sending anything from your email provider or a spam report from some of your prospects.
So now you know why you need to research a company before approaching them
If you do your research, you’ll be able to develop the right approach and check if your client is actually in need of your solution. This changes the entire equation, instead of “just asking” you can actually propose some value in advance. And this will improve the chances of success.
Start your research with Linkedin, To begin with, you obviously need the names of those companies and their websites. After that, you will also look for other profiles, on social media and business or marketing platforms, which will get you to know a company better.
So first of all, there are a few basic facts to consider:
- their size,
- how long they’ve recently been on the market,
- the business model they operate in,
This info will serve as your filter for the right prospect
Subsequently, you’ll acquire more information that can be more aligned to your specific email campaigns, like:
- the number of their customers,
- their most significant competitors
- their target group (who are they marketing and selling to),
- the topics they write about on their blog and social media,
- the types of job positions they recruit for,
- the awards/prizes they’ve got,
- the publications they created or co-created,
- the characteristic/unique features of their website, product, or service etc…
- Although you don’t need to accumulate all info, the key is to focus on the information that will allow you to:
- a) validate that this is actually the company you want to do business with,
- b) create a cold email marketing campaign that will be individualized enough to draw their attention and offer some real value in order to get a response to your B2B Cold Emails.
- If you are planning to contact the companies via cold email, the information you should be looking for will rely upon the campaign you are planning to create later.
Tools to Use while your research
- I’ve used Excel and Google Spreadsheets, and both will work fine if you organize your spreadsheet well.
- To collect your prospect’s data straight in your CRM, It’s important, to collect there also the specific information you’ll need to use as personalization snippets in your email copy.
- Another good tool is Google Alerts to collect information about upcoming or ongoing events at companies that might be interested in your offer.
- Off course, the research is time-taking, and it also doesn’t guarantee that you will get a reply to your B2B Cold Emails. But be assured that it will multiply your chances to get a positive response in order to start a mutually beneficial B2B relationship.
I feel you should not just close your eyes and hit “send” for B2B Cold Emails, but spend some time in knowing your prospects. Try to know as much as you can about them before you start devising your sales email copy. My tips to research your prospect will definitely help you create messages which will get thumbs up from your prospect group and always have a virtual business card attached that includes your business name, contact information, and website. You’ll look professional and legit.