How To Generate B2B Sales with Cold Email Marketing | Stuart Waters | Skillshare

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How To Generate B2B Sales with Cold Email Marketing

teacher avatar Stuart Waters, MailChimp Pro Partner, Kajabi Partner

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Collating Your Data


    • 3.

      Verifying Your Data


    • 4.

      Writing Your Email Script


    • 5.

      Email Subjects & Scheduling


    • 6.

      Building Your Sequence


    • 7.

      Adding a Calendly Link


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About This Class

Welcome! My name is Stuart and I specialise in Email Marketing and Automation. I feel that email marketing is still one of the most effective ways of generating sales; especially for B2B. I have put together this course as I know so many people just don't know where to begin to find leads for their business. I have tried and tested this approach many times and I always find it the best way to generate B2B sales online.

The course is for all skill levels and is broken down into the following sections:

1. Where to find my data - I will show you the best places to buy and build your cold lead email marketing list

2. Verifying your data - this is an important step - if you keep sending emails to out-of-date/incorrect email addresses, then it can damage your sender's reputation. I will show you how to only send emails to accurate data.

3. Writing your cold email scripts - I have written the templates for these for you, please see this free pdf attached for you in the project description below.

4: Sending schedule and subjects - We will work through how to improve your open rates with the best sending times and email subjects.

5. Building the email sequences - I will show you how to build your email scripts within MailChimp - however, the same logic applies to all other platforms too.

6. Creating your Calendly link - The best way to sell B2B is still over the phone or via Zoom, I will show you how to get people to book appointments with you and how to create/link your new Calendly link to your website and emails./

Meet Your Teacher

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Stuart Waters

MailChimp Pro Partner, Kajabi Partner

Level: All Levels

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1. Introduction: Hello, my name is Julia, and if you've seen my other videos on here or my website, you will know that I just do a lot of marketing really. I help freelancers and sport small businesses, especially with digital marketing. Email marketing is a big part of that. And one thing a lot of them are asked me at the moment is actually help with the business-to-business cold email marketing. So this means emailing people who don't yet know you exist. They haven't heard you at all before. They don't even know you have their email because you're probably not meant to. And we want to convince them to buy your products or service, get in touch with you basically, so you can sell to them. And cold email marketing used to be much, much bigger before or the GDPR rules were brought in before anyone really knew what event marketing was. Many people would buy millions of e-mail addresses and just send out bulk lots of data. And of course that it places a lot of people off. And I wouldn't recommend going absolutely crazy and buying loads and loads of data. But I do appreciate sometimes we're a new business. We have no other choice. So we'll look through how to find that data, where to buy it, what data is good, how much data should get. And then we will look at working on or e-mail scripts. So that essentially is the texts and copy that you're going to send emails in your cold emails to your potential customers. We will also look at creating your candidly account, because the best way to sell to coal people is to chat to them first, right? So if you're asking for them to spend money over the Internet straight away without knowing who you are, that not gonna do it, especially in a business-to-business. So with a candidly account, we can then link that to our emails and they can simply book a call when suits them. And then also, we'll look at validating your data and then building the sequence within a MailChimp or another e-mail platform. And then we will press Go, and then we can look at your results. So that's enough for me for now. I think the best place to get started. 2. Collating Your Data: Now for our data, we are probably going to have to buy this. I mean, you can scrape through loads and loads of different email addresses and try and collate some different bits of data. Which I mean, if you can do it, it's cool and it is more ethical. But other people have already done that for us. We don't have to pay too much for it, which is great. It's who I love to use is people per hour. So we're going to go into pay per hour. Now. You will see here, make it bright ideas happen. Access global talent on the freelance website trusted by over 1 million businesses worldwide. So this essentially is a platform for freelancers to do work, and it's also for like businesses or this is a place for freelancers to sell their services or supplies for businesses or read other freelancers to search for people to help them with certain jobs. You see here people who are avid size and graphic design, people do e-mail marketing. I do a lot of stuff on here. This is how I got started. So I mean, if you are a freelancer, I recommend it for doing our own services and work as well. But for this project, we're going to want to create an account as a buyer. So we're gonna go into people proud at rather. And we're going to click on Sign up. So as to make an account is super easy. This can be changed later, but we're going to say I want to hire a freelancer and you can sign in with Facebook or with an email. So you enter your details and you'll get an e-mail verification. Make a second one, and then assign up. Great. I've signed up. Easiest that I want to find a freelancer. And what I would suggest, and what I suggest is just typing in here in the search bar. You can type in things like data. And then it comes out with different then it comes out with different freelancers who specialize in data. So you have other authors as well. So some people made offers data scraping research or 500 email addresses for £60. As you can see, a lot of these are quite nice and cheap. So I can maybe go a bit more. So sales database. So some of these databases have already been created for you. So there's anything you really see, anything that stands out, then you can purchase it. All this people again, lead generation and experts. And all our recommend doing is sending a message. So I click on Contact and you can type in what you're looking to do. So you can say are looking for a new project, which means to get done. So then we can type in. I need data collating for people in the leisure industry, for example. And then in your message, just say, Hey, I'm looking for x amounts of data. I'm looking for people who are managers who work in the leisure industry to really break it down as much as you can, then see what price you can get. You can probably negotiate slightly, but you can normally get quiet. She's normally quite good. You get a good price. And then once you've done that, you can actually agreed to the terms and conditions. And you can click send. And if you want other people to pitch on it as well, which I recommend really. So you can make this public, this job advert public. If you click now, or you can choose up to 24 hours if I should, doesn't apply or never. And then that will just mean other data entry researchers and experts can also send you a message about that job. And they can show you what they can do with it as well. Which is brilliant. And then what happens is you send what happens is you send your message when she replies back. You then have a proposal. And then once they reply. So this is another job that I've asked someone to come towards me for. One, they reply, you receive a message like this. So this is going on another one, my paper, our accounts was looking for telesales expert. And they send you a message and also proposal. So if you're happy, you can click Accept and then you pay the money that they asked for into an escrow account. And that money will not go to the seller straight away. It will go into escrow, so no one can touch it, and you only pay and lose that money once both parties have said it's completed. So people are is extremely safe. It's so it gives us such peace of mind because, you know, they're not gonna run off with the money, which unfortunately it can happen. So they send it over. Everything will be in this chat. There will send you the attachments of your Excel. And then you receive a spreadsheet a little bit like this one. So I have an Excel format will have different names. So this is one for universities that I've acquired for someone. And it has all this kind of major normally is so much information you don't need all of it. The main bits we need the names, positions, company, et cetera. But that is all we instill route to get. There. 3. Verifying Your Data: The platforms don't especially love cold data. So, which is why we want to get it checked first. I sound like a bit of a doctor. But we want to get our data properly validated first. So before we get into Mailchimp or other remote platforms, what I would recommend doing is using this tool. This tool is called E mailable. So it's email, nice and easy. And we would want to sign up. And all this tool does, it just allows us to validate the data. We've gotta make sure it's legit. So I've clicked Sign Up. I've signed in through Google. I mean, again, you just type in your standard information. You don't need me to do this. We're going to click Get Started. And they give you some free credits straight away, which is cool. All we need to do is wait for it to come through. And we just want to validate our email. Once you've clicked on the e-mail and validated, it takes back into the platform and then click Get Started. You see already links of loads of different bits of data and stuff, which is really cool. Or we can upload the data we bought. A click to Upload. We will choose our CSV and then it imports. So you've got 20 emails ready here. We want to click Verify. I'm just trying to small batch now because I haven't paid for this. I'm going to credit to the moment. Here we go a 100% deliverable, which is brilliant. And so if you know as lucky and you have a much bigger database than this, it will then tell you which ones are and deliverable, which ones have risky, unknown, duplicate, It's et cetera. And we just want the delivery ones. So just go back. We click on deliverable. If we start adding anything else, then melting, we're like it. As I said, I don't really like you add cold data as is the disc. Normally we can only get aware that with this tool. We can say, okay, it shows you all these liver, one of these 100% deliverable ones here. And we can click on exports on the left-hand side. New export. And then we can choose what we want to have. So we can choose guaranteed delivery. We can choose maximum reach, only bad emails, custom. So we probably worth either doing guaranteed delivery or maximum reach. You want to be a bit more risky. The things that Mailchimp, I would probably just honestly suggesting guaranteed delivery and be really boring and safe. You could always export ones that are risky, unknown afterwards. But if you do start to get loads of balances and stuff, the merchant might close down your account. It's completely up to you. And you click, download a CSV, and then you download again. And now you see you've got a lovely new CSV file, which is oh, claim, which we can now add in a male chimp. 4. Writing Your Email Script: Having all this lovely data is very well, but what we're gonna do with it. So if we don't have anymore scripts, the data is completely useless. And I'm sure if you, because you're on this course, you probably have a very good idea of what your business is and what you want to pitch to different businesses. But if you're looking to try and get them to buy something straight away, then I would change your strategy. So I would strongly suggest trying to offer something for free, such as a free consultancy called a free audit, anything like that, where it gets them on a call with you. Because then when you're in person with them, that's when you can really do the selling. You can build that relationship and that trust, which is something an email can't really do if it's the kind of e-commerce email we sent to hundreds of people trying to get them to buy as now a new dating app or something, then that's more of like an impulse buy. But this is not going to be like that business. The business is normally bit slower, more about building relationships. So anything we can have, which we could offer for free to get them on the phone with you, then that'd be perfect. Audits. I was at say free audit. It's free or it's always sound good. There's nothing to lose the people. So luckily, I have done a bit of a blue pizza moment and I've created lots of lovely humans scripts for us. So I wouldn't recommend you're sending one email, says to everyone because if you send one email, it might be the most important email there they're going to receive, but they might just not see it. They might be busy picking up the kids from school. They might be watching the football, they might be doing anything. There's a million things distracts us. Especially these days with all the technology we have. And we get so many e-mails that it's so easy to miss things. So what I suggest is creating an email sequence. By sequence, I just mean a sequence of emails. So basically, they'll get their introductory e-mail a few days later. They might get another reminder with a little bit more information or testimonial. And then you might want to say like a goodbye message to someone. I would probably recommend three males. I mean, I've tried various different methods. I've tried and tested sending about eighths, which just starts to annoy people. I've also tried it with maybe even two. And then you don't quite get enough response. I think three is quite a good mix. Of course, these are just templates and suggestions. For your own business. You might want to change a lot of things. There's just kind of just a place to get you started. So I'm going to put these emo scripts into the course as well. So you can just have a look for and you could enter the information for your company within any bit where you sit. 5. Email Subjects & Scheduling: So now you've written your sequences. We're also going to want to write our subjects. So as subject lines of the email, I mean, and what we can do, we can add these at the top of our scripts. So for the first one, subjects. So this is just knows what, this is all gonna be added into e-mail marketing software. Subjects. I often like to ask questions. So again, there's not really any right or wrong way with it. Asking a question, which is something to do with what you're trying to sell is always helpful. And keeping it nice and short. Don't use emojis because for this kind of email, we're going to want to make it look pretty text-based and not like a newsletter template. Subject could be. Are you currently making the most out of your telephone system or something like things about there might be struggling. So maybe are you struggling with your recruitment? Or even things like, how can I help with your team training? Those kinds of questions. Again, I didn't have to think too much about it. We can always see from the results if we're doing well or not after, and we can always test and try again. So I might keep this first one for now. And we also want to say on this script, when are we going to send this? So, I mean, are we going to send this to them straight away? Is it gonna be a week after we add the main? When is it? So I'm going to say schedule. And we're going to send this mediately after we add contacts, he platform. So this assumes we add the contacts in. They will receive this. And we can even change and choose what times wanted to go out. So I would add normally add people in around 11 o'clock in the morning is quite a good one, or between 130 and 3PM. But again, there's no real right or wrong way. There's a lot of myths about the different times its work best, but they completely vary for each sector. So again, it's all, it's all down. So your sector and what results you see. If you find you're getting great results, sending at 930 or midnight and keep doing it. And then for the second email, the subject, I think it's always best to keep it the same so they might recognize this. Now, the only difference I would do is literally just type in RE, RE, or you can't really make the most of telephone system. So it adds to make it look like his reply to the previous conversation. And for the second email, I would normally scheduled it. Again, depends on your business, but I would probably say let's do a week after. So we can send this seven days that Craig David, after we add contacts to platform. And for the third and final email, subjects, we're going to say goodbye for now. I think I always find it just creates a little bit of a weird psychology. And it would people feel like, Oh no, don't say goodbye. I want to see what you got. They didn't feel that they want to feel like they're missing out. So I would recommend trying it. I know it sounds a bit cringy. And we want to send this seven days after the second e-mail or 14 days after we first add the context of the platform. So now we've got all our subjects and we know when we want to send them. Now it's time for the rule of thumb bit. We're going to add our data and our sequences into an email marketing platform. And this is where everything really gets real. 6. Building Your Sequence: Now I'm aware that I do have a lot of Mailchimp videos, and I don't really want this to be another male chimps tutorial. So I'm not going to go over this too much with Mailchimp because there are the platforms available and there are, they often do the same thing. We don't need too much for this. It's going to be very simple designs. I recommend keeping the email was pretty much text-heavy to make them look like they're more personable. We don't really want to go for the newsletter kinda styled template with loads of big images is about as keeping things simple. Keeping this nice and clean. We just want to make sure we have the automation elements to this. Mailchimp doesn't love cold data, as I mentioned numerous times already. So there are the platforms. I mean, I've used Constant Contact recently. This one which has been really good, similar kinds of things. But it doesn't matter. They're all the same as long as your data is good and you don't try and add too much at a time. So I would suggest if you've got an e-mail database of about 50 thousand, don't add all of them in at once. Try it in smaller batches. If you add things like 50 thousand data all at once, the platform is going to know pretty quickly that you haven't been scraped like being finding and scrolling through contacts online. And you definitely don't have permission for all of them. So when it asks for permission, if you have permission, say yes. And then just upload a small amount at a time, which is what we want. And all of the platforms are going to follow a similar kind of a method for uploading. So with Mailchimp, we would go to audience, import our contacts, and upload a file. We'll click Continue, will find a file and we just need to make sure it's CSV. So if we download it as a balanced with e-mail verification tool that we've used. We will definitely be a CSV because they know where you can upload this. And we'll click on Continue to organize. So we're going to say that's described. Continued to tag. We might say, for example, input one is just for your own input one. So you're going to have to add this is going to make it easy to organize later on. And with no shimmy match up all your columns to the Mailchimp fields. And again, this is exactly the same in any other system. So all this is doing is picking out all the different columns which we have in our database. We click on the orange, recognize it here, firstName. So now we can say firstName, MailChimp is matched up to firstName in the spreadsheet. Again, I've got a whole course on just audiences in Mailchimp. If you would like to click on that for a really detailed session on this. Again, click on the orange last name. So it's picking up already, which is great. We don't want any, we can just leave it. Skip it. Position. Doesn't have position. If it doesn't have a field you really want. When click on create a new field. We can type in position. Confirm, we can choose what type box is, so that'd be text. Confirm. We might want to say I can't, I'm not bothered about these other columns. When you buy the data, there's always millions of bits a day, so we don't need all of it. We're not females anyway. It might be useful some reporting, But I personally don't bother with all of it. And I go, and I will go to click finalize import. And we'll click on Complete important. That is as easy as that. Add your contacts. Again with things like Constant Contact, the same rules apply. It's nice and easy. There's always matching up fields by uploading a field, by uploading a CSV file. And in Mailchimp, we would go to our automation. So in other platforms, it could sometimes be in campaigns. So if there's not an automations tab on the left, try campaigns. It was something like Constant Contact or maybe active campaign. So look out for the two Mailchimp now we would do and create a journey, which is another word for sequence. We click on Create journey. We'd call this B2B, business to business. And we choose how they will start. We want our sequence star. When someone signs up to this list, you can change different starting points. You could even be more specific with it. So you might want to say only people who matched the certain campaign conditions. Might want to say people who match the tag is tagged input one. Because in, because then we make sure that if other people are joining a merchant account, they're not going in, they might be joining for completely different reasons. So this just makes things nice and secure. So you can have up to five filters. So we'll click Save. And because we're importing this data, we're going to say, okay, tick this box because we want to include important contacts. And again, every other platform is going to ask you, if you want include important contacts. They're going to ask you if you have permission to e-mail them, just always say yes. And you can choose what conditions you want to start. And then we want to add a journey point. And we will choose to send an email. So we're gonna say two. And that'll be from, in my case, brand or at marketing. You might want to say your company name. You might want to do sometimes is write my first name and then a dash and then company name. Check or even are using. And then it's asking for our subjects. So we have worked and I subtracted two already. So we would simply go back to our script sheets. And we can copy and paste this. And we can paste this into our subjects and save. We can schedule it. So every day as soon as possible. Again, it doesn't really matter that much because we are adding this in any way. And it sends immediately. So you can either wait and send the time you really want to, or you could even choose and say, Okay, I can't, I'm not actually around tomorrow at 11 o'clock, but I really want to send it then. I'm a church of sunlight that we can choose. I'm going to add it in now, but I only want to send it between 11 AM and 1115 AM. And save. It means that if you add the contacts in after that time, it will wait until the next day to send it. And you can even choose what days you want as well. So I only want to send it on Tuesdays. For example. You can untick the neighbors. You don't want it to send that to choose days. Friday, Sunday. Then we want to choose our template. So in this instance, we're going to create a template yet we're going to create this as a, as a simple texts one because we want to make this look as basic as possible. We want to make it look like we have written every single email ourselves. We don't need anything fancy. And this, again, if you want to really understand how to build militant templates, then I've got a nice little course and that as well. But for this, we're not gonna build anything too complicated because it's gonna be a text base. So we're going to copy. All of this. Will leave the bottom bit and I'll explain why in a second. What I would suggest when copying pasting into Mailchimp. What I often like to do, I like to remove any kind of formatting on it. So if we type a way to remove the formatting is if we go to Notepad, we paste everything here. And then we copy it from Notepad itself. So as a clear formatted bit of kit, we can now go into a text box. So I'm going to leave this textbook. I'm actually can delete everything from this. Drag another one in. I know how it's going to look smaller. And now I can, I can do Control V or I can paste by right-clicking, you can paste. And all my text is coming through. What you do want to make sure, of course. You don't want to make sure you don't have. We will. Xxx and website is LinkedIn. Blank LinkedIn. You don't have your x, x, and y's and all my generic kind of texts I've got in here. So just be careful and I'm sure you're not stupid like I am, but you will go through and change all of this. And, you know, I mentioned leaves a bit the bottom. That's because I would suggest making the bottom look a bit like an e-mail footer. So we could add another textbook block at the bottom. We can go back into our document. And we're going to just again, we want to type in our name, our positions or company name. We want to paste it. If I did copy it, right, Try again. We want to paste it in here. We want to copy and paste this into our merchants and play type in that you might want to add a logo at the bottom. So we can make it just look like anymore template. Again, if you only have added the image, we can squeeze this, make it smaller. If you go on settings, you can align this to the left. And we can add your company name, your email, and web site rather, I can speak into the web address field. C might want to type in. You're just, so it looks really pro and legit. And you might want to space all this out a little bit. What I might recommend is adding some divider tools just to space things out. You can get rid of the border So it's all clear. Image and add one to the top as well. We might make that clear. Once you're happy with this. We can save this as a template, a simple text, B2B. So we can now use this going forward again, so we don't have to worry about any design. This will be ready for the next two emails as well. Song or returns a campaign. Once you've got everything you need in there. I'm aware of my links still free at the moment, so don't worry about that. And again, all we're going to want to do is add another stage to our, to our journey. We click on the plus and we're going to click on a time delay. And again, every single automated kind of email marketing. So we'll have the same kind of thing. You can just choose how long you want it to wait for. In this case, it's gotten me already delay from one week. Perfect. I've got another course on customer journeys. If you want to learn more about making more detailed, you can look at that later. And we want to click on the plus again. We guessed it. We're going to add send email. And this time we're going to add one or two subjects. Again. I'd add in, RE, copy and paste it. It's easier. Preview text. I mean, I personally just leave it for this. All it basically does mean that just gives another secondary subject to the email. And this time I want to select my template because we've already got a nice save one now. And I can click on simple texts, B2B. And this will show exactly the same stuff as last time. And all I'm gonna do. Because my second demo script now paste. Because we've got this. We can paste it in here. And you see it keeps all the same formatting because we've cleared everything, all the dodgy styles that you're getting word in our notepad. One thing I forgot to mention with the first email, which you want to make sure you do. We want to make sure it goes to a firstName. So after deer, instead of just typing in FirstName, we click on merge tags and then firstName, so that this base just picks that all the parts of the data that we've got. So you're going to see sometimes it goes a bit big. I don't know why it does that. So what you wanna do, just make sure it's all the same size. We make it both 14. And that's brilliant. If you want to test and see the firstName is working, you can click on preview and test preview mode and then enable live merge tag info. So you can see the names of common cross. Brilliant. So I'm happy with that. We then want to add in another time delay for another week. And then we want to add in our final email. So again, send e-mail. We'd enter our subjects with select our template. We would choose same template again. And we can then copy and paste the text. The same logic applies. So once you're happy and you built, you know, you've got your texts ready. You've got your campaigns ready. They're all here for you. The only thing that we're missing the moment is a course. Our Canvas, which I'm going to show you. 7. Adding a Calendly Link: Before we make our emails live, you will notice we haven't added in our Canvas a link here. So to do that is really nice and simple. And I will show you as well the code you need if you'd like to add your candidly as part of your website. So you can essentially send a page of your actual domain, which then has an account linked into it. Which is quite cool. So if you do have a candling account, you can just sign in. If you don't create one when seconds by clicking login with Google. But because I have a count, I'm going to click in login. And I'm going to create an onclick event type. So this is basically an ongoing meeting and people can create, I want to create a one-to-one. So I'm going to click on that. I'm going to call my events free, con, Salton Sea, call Stewart Brand remote location. So if you create an academy account, you probably already connected to Zoom. So I would probably choose Zoom. Right, scription about it. So high. Looking forward to seeing how I can help you with your ex, etc. Here you notice we've got our candy link, so you can choose how that looks as well. So we're going to click Next. We're gonna choose how many days in advance I can book it. I'm happy that choose or your scheduling, which you do with your county as usual. Now you notice is ready to simple as that, it's ready. So if we click on this link, we've got our academy page. If you do want to add this to a website instead, all you gotta do is, I mean, depends, we have your website, you might have it on WordPress, Qajar be, et cetera, is create a new page. So I've got my anchor job is I'm gonna bring this across. You create a page, make it blank like this. Maybe add your logo at the top. And then we want to add in a code block. So you see my coach, Abby, I've added in the code block here. And all you have to do is you copy the code that I've got and where it says source. So after the two speech marks in-between the two, you would delete that. And then you would just paste. And then you would paste the new form that we have here. You see straight away free consultancy called shirt brown remote. And it's picked up that all the times. It's got a title, it's got descriptions. It really is that easy to add. Then what we wanna do, we wanna get the link of that page on your website. So my case sure. Inquiry call. This comes up with Academy page, but on your domain, so it just looks way better. And all we would need to do is we just want to go back and check your e-mail campaigns. Edit. And we want to paste this text into the campaigns where you need to. So I could say paste that. And you don't want to select it. And just click on the link and make sure you have got a link associated to it. So you can paste it in. And then you go. Once you have all this ready, you click Continue. You click continue. And you turn, you turn the thing up. So you notice mine is pause because I use my I'm using my job if my ultimate team has at the moment. So you just need to make sure you purchase the plan that suggests, no worries about £20 a month is quite good value. And then you can upload content to that.