CODEX VIII
The Flashbang
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Disclaimer
Dear reader, please implement responsibly. Reps using these techniques have
achieved promotions, paid off houses, bought car & waltzed their way into the
President’s Club. Proceed with caution.
Boom
Cracking target accounts
The problem I have a unique ability to solve (paired with the rare willingness to
share) is how to proceed when you have a limited patch, territory, or named account
list, and you must gain access.
Opening new business in a target account is a mythical skill.
Your CRO and VP of Sales will know who you are if you're a reliable safecracker.
Opening a mega-deal at an enterprise account is probably just as hard as closing
one. But there are many closers and not very many specialists who can do this.
Of course, there’s social selling and strategic calling.
Kyle Porter the other day mentioned how if he were trying to get into a named
account, he would call low in the org, build a case for himself and then take his
findings to the C-level, sharing with them insight about their business they didn't
know before.
This is completely accurate. But somewhere along the way, you're going to hit a
patch where you don't have the phone numbers, not even a direct dial company
number (it seems like a lot of places don't even do this anymore), the job titles are
obfuscated, and there are no social media profiles to be found. Legend has it that
Facebook does not permit employees to talk about their job. You'd have to imagine
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a similar policy at many F100 companies. There's no strategic advantage to sharing
who does what; if anything, it would give the competition too much information.
The Hit List
Making a list — the right way
So you pick up a list of 10 accounts.
You must get in.
You’re selling some kind of obscure software that is not in the marketing or sales
realm; it’s something technical. You might be going after network engineers, AI / ML
leaders, or risk management titles. After checking every database, all you have is a
guess of an email address for your desired targets.
How do you proceed?
The first thing I'd do is build a list in Sales Navigator. Go into the account and start
getting slick with your boolean searches.
Boolean operators: AND, NOT, OR
You're going to want about 30 potential stakeholders.
Get granular and look at job descriptions in the Jobs section on LinkedIn. The
recruiting department was nice enough to use internal language to describe
functions. It does not have to be just job titles you're searching. The body of their
profile might have a snippet that reveals who you're looking for.
Sure — we're on LinkedIn, so you should probably go ahead and try to connect with
these folks and spend your InMail credits, but ultimately let's imagine they're ghosts
online and you're not going to find them on LinkedIn. I highly recommend sending
the InMails anyway because it pings the email address they signed up with (usually a
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personal email). Even if it's a work email, your name is showing up in their life a few
extra times.
Pull the Pin
Implementation
I ran this as a manual process, but you're certainly open to using a sequencer.
However, ENT mail servers are smarter than the average bear and may block your
mainstream pixel trackers.
Pick the top 5-8 likely targets and make sure, if you're running manual, you have
open tracking software, like Yesware, installed over your outbox
Run the JMM cluster sequence: day 1 email, day 2 bump, day 3 bump with calls
every other day on all contacts. After the 2nd cluster, or even after the first bump
of the second cluster, look back at whether they’re opening your email or not
If they are NOT opening your emails, swap them out for another person off the
list during cluster 2. If they are opening (especially high opens, 3+), go to their
LinkedIn page again and look at the "people also viewed" list on the right
Start hitting those people both on LinkedIn and with emails.
In the email, it's an easy one-liner:
Who's in charge of risk management,
does [Prospect] head that up?
And include the Venn diagram. I haven't talked about the Venns yet, but here:
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The Venn diagram should also be the first or second bump email on your first spear
in the cluster. You should even vary this as you’re firing. Maybe every other contact
gets thoughts first, with the alternates getting Venns first.
This means if they had been opening your emails, they saw this thing already.
Suddenly, their friends at work are getting blasted with it. I'm trying to get them
to talk to each other about me.
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Aftermath
Seeing results
If you continue this exact pattern relentlessly, the account will open.
Your emails must be short and to the point, bounce to the top of their inbox every 24
hours, and be outcome-oriented. I'll make a separate post about how I'm
personalizing those emails.
But it's not deep and doesn't take me a long time. Quick version:
Does the prospect know anyone I know
Does the prospect have a work history with any of my clients
Recent media, social media, blog content authored by the prospect.
Consider this a reimagination of Personalization at Scale. A “Personalization
Evangelist” trainer advocated for prospect authored content as the most important.
The only problem is that there’s a narrow set of prospects who author content
unless you’re selling to sales and marketing. The rest of their 5 buckets have shown
diminishing returns in extensive A/B testing. The original personalization scheme
also omits referrals and work history, both major relevance levers.
So think about it — this will get you some kind of an answer. It might not be a yes,
but at some point, they have to turn off the crop circles forming in their email server.
Please don't write to me saying, "isn’t this going to be annoying" because no, it's not.
No exec is ever frustrated with getting too many emails about a way to make more
money or solve a problem they're trying to figure out.
There you have it.
PS: Find Codex 5, it shows the personalization strategy in more detail.
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