It feels nasty when you’re working for lead generation ROI so hard that you start sacrificing your integrity. But you need more leads for your company – what can you do?
You’ll ask why that’s relevant. It’s because I saw an interesting discussion on inbound.org lately. This time, the community of marketing pro’s tackled a specific case of using cold emails in business.
The full discussion is in this link. What I want to do in this article is add my two cents to the topic, since it is quite close to my heart and wallet (cold email lead generation is what we do at RightHello).
Like business in general, any marketing strategy can be done ethically – or not. And you’re completely in control of that.
Many founders around the world want to build software companies that constantly have new projects queued up and always deliver high quality.
Few will come out on top – the competition is strong, there are never enough clients and great developers are a diamond dozen.
But successful companies show that you can thrive in this tough environment. I’ve spoken to founders of market leading, go-to software development companies in B2B, some with hundreds of employees on-board.
Here’s what I learned about the road to building a strong software company from founders of 4 companies – Arkency, Netguru, Polcode and Software Mill.
One of the articles I was meaning to write for a long time is an inside, first-person look into what a properly executed cold email campaign looks like.
What happens between organising a campaign and swimming in a sea of leads?(exaggeration intended)
I’ll give you a hint – a bit of grinding, disappointment with your initial results, a bit of iterating, and finally achieving cold mailing nirvana:
Knowing how to achieve predictable results, and understanding of the mechanics and limitations of this strategy.
I’ve had a chance to talk to Wojciech (CEO) and Anna (New Business Manager) from Polcode. They’re a Polish software dev company founded in 2006 that based their growth on clients abroad. Now it’s a powerhouse of software development with over 100 people on-board.
All founders think their companies are the bomb – but sometimes harsh reality hits home, and hits hard. You’ve created something great, but no eager clients are knocking at your door to buy!
I’ve been talking to a lot of entrepreneurs lately – and even when we don’t intentionally do it, we always end up talking about sales. Scratch that – problems with sales, to be precise.
These problems usually come from bad decisions, and those stem from a lack of clear direction. You focus on everything else and in the meantime you forget that sales should be your main concern.
Looking for markets with low competition doesn’t make sense – if only a chosen few can make money there, then why bother? Looking for a holy Graal type of nitche that you’ll win over is pointless because having competitors can only benefit you.
The thing is that it’s nerve-wracking to watch your competitors’ wonderful ads and marketing campaigns when you’re not doing much of that and focusing on delivering quality results.
That’s awesome – and it might mean that you don’t need to increase your marketing budget to sell more. You just need to learn to highlight the specific benefits customers will get from working with you.
Easiest way to get your first clients is to look for them in your local market – and we all do that, even though the reality of emerging markets can eventually eat your company up.
You have to deal mostly with oldschool businesses that don’t like to work on a time&material basis, and try to control everything you do as if you’re not the expert. And you know that not too far away there are clients who can pay you 2-3 times more (which, for instance, is about the exchange rate of $ to PLN) and who will be easier to work with.
A lot of founders face a big dilemma whether they should focus on rapid growth, or build an organic business that most probably won’t become huge. That’s the same dilemma SoftwareMill’s team had to face, and they’ve come up with an interesting alternative for growth.
I’ve been running sales at RightHello for over 2 years now. I finally found some time to share the story of building our startup sales process from the ground up. It’s a typical blood, sweat and hustle story (hustlers don’t cry). It seems like a good time to write about it, since we’ve just had 5 record-performance months in a row.
Let me give you a bit of context, and I’ll move on to describe how we set-up a sales process that has generated 80k $ of new revenue last month only (this month prognosis is 87.5k $). I know, to some folks in the SF bay area that’s pocket money, nevertheless it’s a huge success.
Looking for customers is a challenge that never stops, and it’s stressful as hell because a lack of customers is why companies fail. I also know that sometimes founders all too easily miss the most obvious solutions that are right in front of us.
Cold mailing is one of the strategies that founders refuse to acknowledge (especially in Poland, where it takes one mention of cold mailing to instantly be called a “spammer”).
It’s powerful – but also has it’s limitations. In this post I’ll try to explain if you should be doing cold mailing – or looking for another way to find new customers. Let’s go!
Thanks for reading our blog where you can find a lot of articles about sales, cold emails, lead generation! Just want to let you know that you can now subscribe to RightHello’s first ever, 4-day email course –Hacking Business Growth.