Hey there, it’s Isaac from Leads to Earnings. Welcome to the newsletter.

(est. 3 minute read)

Today I will be going over:

• How we’re increasing interested replies with segmentation

• Why B players don’t just turn into A players

• I will also share a few cold email links and tips.

Hopefully you enjoy it.

Actionable Cold Email Tip

In talking to dozens of B2B owners every month, you aren’t simply looking for more leads or more pipeline or more sales calls.

You want more qualified pipeline, qualified leads and sales meetings that actually turn to revenue.

Key word: “qualified”

The definition of qualified is dependent on your exact business and ideal customer profile but the reality is everyone wants more qualified leads.

Nothing worse than hopping on calls with people who are an awful fit or have no intention to buy.

This is why I’ve been creating campaign segments for my client campaigns. This means building personas and scoring the lead lists for fit.

The benefit of building personas helps you create highly specific segments so you can easily split test your messaging and targeting. Then you score your leads based on fit to prioritize your follow up and personalization efforts.

Here’s what I mean:

Instead of building a list of Founders and Go To Market leaders at B2B SaaS companies, break this down into subgroups based on role responsibility.

If you’re thinking, “This sounds like more work.” You’re right, but trust the extra upfront leg work will pay off.

I recently implemented this for a client with a solid offer in a competitive niche. They went from a very middle of the road 5% interested reply rate to over 10% interested reply rate, a 2x increase.

Let me explain:

This specific client works with go to market teams, which means they have sold to both sales and marketing leaders.

Before, we had a single campaign were sending to go to market leaders.

Our results were hit or miss, so I broke it down further into smaller sub groups. This forced me to get super specific with messaging and targeting.

I did this by reviewing sales calls from customers that actually closed, customer success interviews and case studies.

Then I consolidated our results by role with the below data points.

• Job title

• Goal relating to the client’s service

• Current problem state

• Implication of current state

• How client solves the problem

• Additional benefits

Once I knew what each segment cared about, it was so much easier to create offers that resonated with the audience.

I did this by developing copy that speaks directly to the target segment’s pain points and their desired dream end states.

For example, a marketing leader cares more about influenced qualified pipeline and a sales leader cares more about reducing sales cycle length.

Contacting a marketing leader about reducing their sales cycle length is less relevant than sending the same message to a sales leader.

Writing messaging that aligns the persona with their current pain points resulted in more replies, more interested replies and better message-market fit.

So next time you’re wondering if your campaign could perform better, dig into your segmentation.

Develop your copy based on these unique data points and see how many more interested replies you get.

And if you want a training on how to score your leads so you can stop hitting up bad fit prospects, I recently dropped a step by step guide on my YouTube channel (LINK).

Useful Bits

• Tweet of the Day: (link)

• Case study: Adding a 240k/ARR Client for a Marketing Agency (link)

• Quote of the week: “Don’t worry about failure; you only have to be right once.” – Drew Houston, CEO of Dropbox

• Quick bite-sized pointer: My biggest hiring mistake was bringing on "good enough" talent. It set my team back months because I was making excuses for them, hoping they would pick it up soon. If they aren't a fit in the first 30 days, they won't be a fit at day 180.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac