Now this part is very important. In fact, it’s the most important part of the whole system. The High Value Collateral is what you’ll put within the email and what makes the approach so powerful. I’ve included something that I’ve used at a previous company but something totally different could work at yours.
The key is to create a piece of content that you’re creating ESPECIALLY FOR THE COMPANY you’re targeting that should be so valuable to the client that they’d be willing to pay for the information. Now the trick here, is to have the framework work for an entire vertical, but put it in a wrapper that makes it look like it was created just for that company.
If you watch the video above, the first part, and last part is me speaking generically into the camera. Only the middle part is custom tailored for the client. Additionally, the messaging in the middle is similar to all other tech clients I pitch so I can churn out these videos fairly quickly while still having the look and feel that I created it just for my prospect.
A few other examples of high value collateral could be:
– A whitepaper that challenges the very notion of how companies in their vertical do business and provides insight into how your offer is the solution. Make the front cover and a few words within the whitepaper tailored to the company itself (i.e. A finance white paper but the cover and some of the content inside is about JP Morgan).
– A slide share that outlines a day in the life of a consumer in their vertical and the issues they come across without having your solution in place. Again, make sure some of the content has logos and insights specifically geared to company you’re targeting.
– And my personal favorite, a video I created that shows where the missing opportunity is and how my product can help them make money.
Remember, think about scale and automation. How can you create a piece of collateral that will seem like it was tailor made for the person you are targeting but can actually be used or repackaged for others.
Step 4 – Craft your emails
Now this part is very important. You are going to want to craft 5-7 emails for your drip campaign. The most important aspect is the High Value Collateral within the email. This by the way is what makes this approach so powerful. It’s the fact that you’re including a piece of content within the email that’s so valuable the client may have been willing to pay for that information.
And this is what makes this approach so special and different.
You aren’t sending them some spammy drip campaign. Each email contains extremely powerful High Value Collateral that should blow the prospects minds if they see it.
Step 5 – Upload Into Drip Campaign
Next step, you’ll simply want to upload them into your sales automation software, in this case, ZenProspect. Upload the email along with the link to your high value collateral and watch the results.
Step 6 – Fire away and follow up!
As the emails are sent you will be able to track who has opened your emails and who has clicked directly within ZenProspect. Those who have opened and clicked many times are your hottest prospects. If you’ve used Wistia to upload your videos then you can also track how much of the video they have watched which gives you even more insights as to how hot they are for your product and your solution.
Expect to get some incredible responses when you use this approach. Not only will prospects reply and happily provide you a meeting with major stakeholders in the business … they will also compliment you on your approach and even ask you how you did it!