The Lean Marketing Playbook for SaaS: How to drive more leads for your software company with content by Behan Jordan

Author:Behan, Jordan [Behan, Jordan]
Language: eng
Format: epub, azw3, pdf
Published: 2021-07-07T00:00:00+00:00

A reminder of your goal: To start conversations and book calls

The call to action to use in every email of your sequence is to reply or to proceed to the next step of a trial or call. This is where the lines get a bit blurred between marketing and sales. They have opted into your funnel and you want to keep adding value but also give them an opportunity to proceed.

My advice is to make your emails (read on for the exact templates) as personal as possible and sign them from someone at your company who would really appreciate their reply. This could be a founder, a sales leader, a sales development rep, or one of your support team. To remove friction from the process for them, make it exceedingly simple. They can simply reply and start a conversation with a human, or they can take matters into their own hands.

If the next step in your process is a discovery call or a demo, offer them the chance to book it themselves. I love a calendar link for that — I use ScheduleOnce. A lot of people also use Calendly and others. Give your prospect an opportunity to choose a time that's convenient for them based on the window that you have open for sales calls.

When someone replies, the automation stops

If somebody replies to one of your emails with a short question or what-have-you, they have indicated an extra level of interest. Your series of emails should immediately stop. Your email tool should do this by default. You can keep them on a newsletter list, but the automated sequence has done its part and it’s time for the humanized sales process to take over.

From there it's imperative that you move them into some kind of a sales process where that follow-up becomes the role of the salesperson. Of course, their reply might be something to the effect of “don't send me these emails anymore.” Either way, the automation stops. If they don’t actually unsubscribe themselves then you may choose to manually remove them from your lists, but the good news is that your sequence won’t keep arriving in their inbox. Any reply stops the drip.

If they reply, that’s a win

Any reply that you get is a win. Sure, they might be opting out of your list because they're no longer interested. We’re designing our content to avoid having that happen, but if it does, we can live with that. We want to be driving sales leads and keeping accurate stats. If someone decides the content is not relevant to them, they’re filtering themselves out for you. They’ve voluntarily helped clean up your data. Try not to take it personally.

Most of the time when you get a reply, it will be a question or it will be a direct reply to what you are saying in the emails. This will make a bit more sense when you see the drafts of what those look like (keep reading).

Building your six email automation

Let’s dig into it.

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