The current market is increasingly dynamic and competitive, but even in this changing and evolving environment, there’s something that doesn’t change: we must have a clear objective for our products or services, hand in hand with the target audience’s needs. Getting it is feasible if you apply a go to market strategy.

Also known as G2M, a go to market strategy bases its efforts and planning on introducing a product or service to the market, analyzing its effectiveness in short periods, and applying analysis of different levels that favor the company and the consumers. Also, reducing operating costs and offering solutions to existing problems.

From a technical point of view, it establishes a clear route that begins with the manufacture of the product, goes through its mobilization routes, establishes and selects the points of distribution and sale, and ends at the time of purchase or acquisition by the target clients.


Amid this process, the team in charge of setting the route mentioned above must conduct research, analysis, and development so that each economic factor or use of resources is effective, in addition to carefully selecting the public to which the product or service is aimed.


What do you need to create a go to market strategy?

In a G2M, the brand must have a team of specialists in specific areas, united in a single objective and focused on a single product.


Let’s explore each of the areas individually:


  • Research: The research area’s function is to analyze the market and the ideal audience. According to the existing market reality, a problem and its immediate solution are visualized, in addition to the resources and options that the public involved in this dilemma has.
  • Development: It is responsible for giving functionality to the product concerning previous research. This group works closely with every other company area to balance the proposal with the final objective and the company’s capabilities.
  • Resource management: According to the reports obtained from the investigation, the team in charge of managing resources in the company sets the necessary limits to advance or take a turn in planning. It segments the available resources according to the need and stability of the product, thus establishing its viability.
  • Finance: This group is in charge of balancing the brand’s budget according to the metrics established as successful, giving the green light to each necessary expense.


How to create your go to market strategy?

Knowing the areas to be covered by the brand and the clear objective of introducing a product to the market, these are the three steps crucial to this process: market analysis, market segmentation, and product positioning. Each has detailed tasks to accomplish in a go-to market strategy.


First step: Market analysis

To begin a go to market strategy, you need to know every detail of the market in which you will compete. No matter your brand’s size, the focus goes on the product and the problems it can solve. To carry out this step, you will need to base de procedure on the following:


  1. Product analysis

In an increasingly broad and competitive market, verifying the opportunities you have as a company to solve existing problems is crucial to success. Depending on the size of your resources or brand, you will be able to approach the development of a product that meets the final goal: selling it.


  1. Target analysis

Once the existing problem has been identified, you must identify the product’s target audience and get to know it in depth, from its economic scope to its geographical purchasing possibilities. For a go to market strategy, the selected audience must be as specific as possible, and you should avoid generalizing or opting for the masses.


  1. Product message

Like any sale, the way you execute your strategy is vital, and bringing a clear message to the consumer is key in the process. This step requires a lot of detail and attention, establishing simplicity as the basis of everything so that it can be understood quickly to provide the customers with the solution they are looking for immediately.


Second step: Market segmentation

The geographical distribution, product’s cost, and execution times for each step are established at this point, with the most immediate commercial routes, the most massive points of sale within the specific public, and the income that allows for promoting some point of the strategy if necessary. To achieve this, you must apply the following:


  1. Competitor analysis

Knowing every step of your competitor will allow you to overtake them. While attracting new customers and gaining the attention of external audiences is part of any sales process, changing a buyer’s mind in your favor is an important achievement in the marketplace. The keys at this point are to avoid the most successful routes in similar products and offer a different message or benefit within the service you are selling.


  1. Budgets and risks

As it is a specific product, the invested budget will be prioritized and used more carefully. The risks should be evaluated in great detail and minimized as much as possible to give the project financial freedom, according to what your company can afford.


  1. Set achievable goals

Once the risks, investment, and market have been analyzed, it’s time to set goals. In a G2M, the periods must be shorter and more precise than in other situations. This is due to the fact that it is a single product, and the objectives must be set realistically with established metrics.


Third step: Product positioning

The final process or step involves launching the product in a simulated way, generating actions that make it possible to theoretically test the outlined objectives and process the data according to the analyzes carried out previously. Purchasing ads within a social network or creating an intrigue campaign are usually good additions that reinforce the strategy applied in the G2M.


In the same way, the sales strategy and any other strategy oriented to the product’s marketing tend to be dynamic in the face of the variables that can occur with the product already on sale. You should pay special attention to the audience’s reaction to which it was directed and use these results to make the necessary adjustments for the final push that the project needs.


In conclusion

The most important thing in a go-to market strategy is to specify that the whole path of the product is the true focus, and only its guarantee or feasibility will give way to more strategies, actions, or changes within the investment or venture carried out. With this, excessive efforts and expenses are filtered into B2B or traditional marketing campaigns to position or strengthen a brand.

There was a time when most businesses saw content as something that customers engaged with only during specific phases of the buyer’s journey. Today, companies realize that the concept of sales enablement is imperative for their success. As a result, more and more companies acknowledge the critical role that high-value content plays at every stage of the buyer’s journey, particularly the selling process. Recent surveys indicate searches for “sales enablement” have grown by 51% since last year and continue to rise despite all odds.


So, what is sales enablement anyways?

Sales enablement can be best explained as a strategic approach that aligns a business’s sales, marketing, and operations with equipping the sales team with the right resources, tools, and processes, which would lead to increased sales. It allows marketing and sales to create shared goals and interests. By working together, they identify the pressing concerns and questions of the customers that might be raised during the buyer’s journey and then involve the marketing team to create content that will provide the most benefit to your organization.


Why is having a sales enablement strategy so important?

Companies have been noticeably chasing goals more competitively with greater pressure to achieve sales than ever before in today’s aggressive business environment. If your sales team does not have the right tools, information and resources, the chances are that they will run into obstacles and challenges. To overcome this predicament, sellers today need readily available access to internal resources, data about the product they’re selling, and insight into their potential customers. Additionally, sales leaders need to understand how sellers use the information and what resources drive results. This is where an effective sales enablement strategy is beneficial.  


Recent studies also indicate that the buying behaviours have significantly shifted over the past few years, resulting in significant friction while decision making and the resultant lengthening of the deal cycles. All this evidence has convinced sellers that their current sales strategies, content and tools may not be enough to get the job done. Revisiting and revising your sales enablement strategy is what needs to be done to increase sales.


So now that you understand the basics of sales enablement, let’s look at some quick yet effective tips for creating a modern and evolved sales enablement strategy so that you can increase your sales and improve win rates in no time.


Tips for creating modern sales enablement strategy 

  1. Bringing sales to life!

The more buyers interact with a company, the more opportunity sales representatives get to outshine competitors. The trick is to bring the sales content to life. To ensure an engaging and successful buying experience, both the sales and the marketing teams need to be prudent with their content copy and design. Not only this, but sales reps must make sure that every interaction with the client counts. The content copy itself should reflect a high level of expertise and must speak directly to buyers’ needs by offering a challenge-based narrative. 


The design of the content also plays a pivotal role, especially in today’s new hybrid business environment. Linear and static presentations just won’t cut it anymore. Your designs must be animated and interactive to draw the buyer’s attention and speak to them directly. Ease of access to pricing and other relevant information should be a priority!


  1. Effective Collaboration and communication

Developing a sales enablement strategy and implementing it works best if you have a dedicated sales enablement team. In fact, by doing so, companies have 67% more chances of becoming better at closing deals.


However, a successful sales enablement strategy requires the zeal and enthusiasm to collaborate and communicate proactively. There needs to be ongoing communication between the sales reps and the marketing team. Suppose your company’s sales enablement team doesn’t encourage teamwork, collaboration and feedback. In that case, the entire framework of the sale enabling strategy can fail, thus resulting in wasted time, money, and resources.


  1. The Importance of Differentiating Content

While sales and marketing are the two major players but revenue team of a company must also help in aiding and facilitating every step of the process. The best way to do this is by creating differentiating sales content. Companies must focus on creating content for buyers and personalizing it. They need to concentrate more on telling stories that buyers want to hear instead of sending across messages that the company thinks are important. More importantly, businesses must clearly and consistently communicate the value of their product to buyers.


Part of creating differentiated content is conducting manual audits at regular intervals. Companies and businesses must keep an eye on which content is working and what isn’t. They must determine whether the content is helping the team to move the deals forward or not and contributing to the revenue earned. If the content is no longer relevant or not enabling the sales team in any way, then it should be updated or discarded altogether.


  1. Delivering the right justifications

Since buyer executives and finance decision-makers need financial justifications. Thus, the sales enablement teams must leverage different ideas to keep them engaged. This may include customer case studies, ROI calculations, third party proof points etc., which demonstrate a clear influence on revenue, productivity, costs and risks, and by quantifying the value through the cost of inaction. Nonetheless, the buyer must understand and value the economic impact of the purchase in consideration to render it worthy and of value.


Moreover, Organizations, especially the sales enablement team and sales rep, must proactively look for opportunities to tout what would happen if buyers don’t act or miss out on sales. This could be anything from cost savings to process improvement to even risk avoidance.


The bottom line!

Remember! A successful sales enablement strategy improves the entire content process, increases collaboration, enhances alignment, and unlocks insights that lead to better-informed business decisions. Being interactive, value-focused content and creating a platform beyond just content management might sound a bit overwhelming, but it is vital for success. Sales enabling teams that can personalize and create an almost mesmeric and captivating buying experience are the ones who will own the future. Thus companies should try to harness the power of modern sales enablement strategies to differentiate themselves and shine through with larger buying committees. 


The importance of having a well versed Sales Development Rep / Business Development Rep has never been more clear than now.

In 2021 having a representative to head your sales and business development out reach is vital to your company’s success. Without a proper outreach strategy you will struggle to bring in new business and new accounts. This is where having a knowledgeable and skilled Sales Development Rep / Business Development Rep comes into play.

These are the 10 Skills Every Sales Development Rep / Business Development Rep (SDR/BDR) Needs in 2021.

In this article we’ll take a a look at some these most important aspects of sales & business development and how you can implement these within your outreach teams.

There are many factors that can determine the success of a company’s outreach strategy. Having a knowledgeable and skilled Sales Development Rep / Business Development Rep makes that success easier to obtain.

I hope this article can serve as a guide to help you get started with the 10 Skills Every Sales Development Rep / Business Development Rep (SDR/BDR) Needs in 2021

With a good foundation to start off of you can build off of this list and grow and expand your company’s current outreach strategy.

This is a list of the top 10 Skills Every Sales Development Rep / Business Development Rep (SDR/BDR) Needs in 2021. I came up with this list on the fly in less than 5 minutes. If you feel that I have missed something go ahead and leave some feedback in the comments below.

1. market research

As companies become more and more competitive the skillset of a sales development representative/business development representative must expand from basic outreach to being able to develop a comprehensive sales strategy from the ground up.

The first place you, as a Sales Development Rep / Business Development Rep should start, is with market research.

Being the on the frontlines of your company’s outreach strategy it has never been more important to know your target market in depth by gathering information about your target buyers’ needs and preferences.

As a Sales Development Rep / Business Development Rep having an edge in market research puts you ahead of the competition. It is a very important component of business strategy and a major factor in maintaining competitiveness.

Knowing your audience means knowing how to better personalize and segment your outreach strategy. This is a big advantage over your average Sales Development Rep / Business Development Rep who is most likely doing only basic outreach functions totally overlooking the importance of performing proper market research first.

This will allow you to better build out your outreach strategies through multiple channels and multiple touchpoints. You will put yourself in a position to target more qualified leads and in turn raise your conversion rate. This not only increases your bottom line but saves you time as well.

2. prospecting & Data Scraping

One the first functions that one must be well versed in when building out a sales campaign from scratch is prospecting and data scraping.

Rather you use a CRM or a spreadsheet finding prospects that fit your product or service as well as their direct contact information is the most important starting point for any outreach campaign.

Think of prospecting and data scraping as the foundation of your house. Without a strong foundation you can’t build a big luxurious house. The same goes for your sales outreach campaigns.

You must first do your due diligence in prospecting. What good is a list of prospects if the contact information is incorrect or your prospects don’t match what you are trying to deliver.

The objective of sales prospecting is so that you, as a Sales Development Rep / Business Development Rep, have correct and updated information when performing your initial outreach. You want to be able to get in touch with a decision maker as quickly as possible and prospecting correctly makes that part of the process so much easier.

3. lead generation & Appointment Setting

Now we get to the outreach itself which all starts with generating leads. Rather you are setting appointments for a sales closer to closed down and convert or you are  handing off a hot lead to an account manager it all starts with lead generation and appointment setting.

There are multiple ways to go about this and there many different approaches and strategies one can take when performing lead generation. Here is an article in which I take much deeper dive into the ins and outs of lead generation. You can read it here.

There many different channels and touchpoints you can and should use when trying to generate leads for your purposes.

These can channels can range from your typical cold calling to emailing or social media and much more.

The main idea here is that you are taking a prospect who has either no knowledge or limited knowledge of your product and/or service and creating awareness and building some interest.

You want to be able to move these leads down your pipeline and into the hands of your sales closers or account managers. An informed lead with some general interest is much easier for your sales team to close and convert than a totally cold lead that has never been approached from anyone from your company. This is why appointment setting is so vital.

Again, this is the initial step of actually performing your outreach and it is highly recommended that you utilize more than one channel.

Now each strategy will ultimately be determined by your product and your target market so keep that in mind. You want to be where your potential customers are.

4. calling skills

This should be on the first skills that a Sales Development Rep / Business Development Rep learns. Personally, I and many other successful sales executives, have built our careers off of cold calling.

The thing that makes calling, specifically cold calling, much easier as a Sales Development Rep / Business Development Rep is that you yourself are not trying to close a sale on your first call. You are just trying to get your lead to agree to take a meeting with your closer.

Typically these calls are short and are use to create awareness, build interest, ask questions, and determine that the lead is a good fit for your product or service.

You shouldn’t read a script as it can make you sound robotic and inauthentic. However, when first starting out you should have some kind of guide or call outline until you are able to get the flow of the call down.

I highly recommend watching some Grant Cardone or Jordan Belfort videos as the provide some great insights and tips on how to perform a great cold call and on how to set appointments that stick.

If you have the extra money to spend I would say Cardone University or Jordan Belfort’s Straight Line System are well worth the investment. Those course can greatly enhance your ability on the phones and the stronger your ability the more confident you will feel.

I would also suggest getting some kind of phone system and not dialing off of your personal phone for a couple reasons. One, you can get a local line if you are reaching out to companies not in your geographical area which is often the case. Two, you are probably not going to want leads and potential customers blowing up your personal cellphone.

5. email outreach

This a skill that anyone who wants to be a successful SDR/BDR needs to learn and master. Pairing great calling ability with knowledge on email outreach will make you that much more effective as a SDR/BDR.

There are multiple ways to go about email outreach. There is the cold email blast, opt-ins, and email follow ups.

However you choose to implement your email outreach you should know how to craft an eye-popping headline, attention grabbing content, and a CTA that gets your leads to take action.

Email outreach can also provide a great jumping off point for your calls too. For example you can lead into your call with “Hi (Lead’s Name), this is Lance from XYZ company. I actually sent over an email a few days ago, just checking to see if you had a chance to check it out and wanted to get your thoughts on it.” It is also a great way to follow up an initial call.

In any event email outreach is a very important skill that any SDR/BDR needs in 2021 in order to stay competitive. For more information on this I’ve written an in depth post about email marketing which can be found here.

Also if setting up a CRM specifically for email automation and segmentation I highly recommend you checkout the following:

There are others such as MailChimp and ConstantContact. However, in my experience the 3 listed above provide the best value for email outreach purposes.

6. linkedin expertise

I mentioned social media above and for a more in depth look at performing outreach across different social media platforms you can read a comprehensive article I put together here.

Now that article is geared more towards marketing for bloggers but there are a lot of principles and strategies that can be incorporated into your outreach strategy.

The main social media channel you need to get to know as a SDR/BDR is LinkedIn and Sales Navigator. This is another great channel for finding your target audience and sending personalized segmented messages.

I have incorporated LinkedIn and specifically Sales Navigator into many outreach strategies in the past with great success. Sometimes you will find this is one of the best ways to get in touch with decision makers depending on who your target audience is.

Sales Navigator has a few different monthly subscription plans geared towards individuals and teams but is well worth the investment.

There are also several training courses provided on Sales Navigator so even if you aren’t too knowledgeable in LinkedIn and Sales Navigator you can be within a few hours.

Being an expert in LinkedIn is just another way to give yourself a big advantage as a SDR/BDR. It is an important channel that should be implemented in your outreach strategies.

7. crm certifications

Knowing the ins and outs of different CRMs as a SDR/BDR is imperative. Although you could potential start with a spreadsheet through Google or Excel, at some point you need to learn how to operate a CRM.

So, what is a CRM? A CRM is a technology for managing all your company’s relationships and interactions with customers and potential customers. A couple of the most known CRMs being Salesforce, mostly geared towards large enterprises and HubSpot which mostly geared towards startups and smaller sized businesses.

Outside of the major CRMs there are options to choose to from. Some of these being multipurpose CRMs for storing contacts, logging calls, and creating email segments and some are built for a more specific purpose like email marketing.

When it comes to email marketing our favorites include:

Whichever route you choose to go with when it comes to CRMs there is no debate that this technology is a must have  for any modern outreach strategy. The good news is it is every easy to get the training and information you need for free online.

A couple of great examples of some free CRM courses include HubSpot Academy and Salesforce Trailhead. It is a good idea to spend some time learning the ins and outs the 2 biggest CRMs out there right now and a certification or two doesn’t hurt.

8. closing ability

Although your main focus as a SDR/BDR may be to generate leads and set appointments for your sales team the ability to close sales on your own just adds that much more value to your skillset as a SDR/BDR.

In my experience if you are a SDR/BDR but also possess the ability to close this leads to bigger opportunities, raises, higher commissions, and bonuses. Being able to execute a sales campaign from the very start all the way through the close makes you a very valuable asset to many companies.

This helps increase your bottom line and your value while at the same time allowing your client or employer to cut down on operating costs by allowing one person to take on more of the overall sales strategy.

If you are well educated on your product then selling shouldn’t be too difficult for you.

A this point it is assumed that you’ve already done the hard legwork like cold calling, generating interest, and setting appointments. Why would you not want to profit off of that by executing the most glamorous part of the process by asking for the sale?

If you want to learn how to be an excellent closer rather its over the phone or in person I highly recommend two of my favorite salespeople Grant Cardone and Jordan Belfort. Grant Cardone has Cardone University while Jordan Belfort has his Straight Line system. In my  opinion both are incredibly effective.

9. lead nurturing

Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.

A successful lead nurturing program focuses marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need to build trust, increase brand awareness, and maintain a connection until prospects are ready to make a purchase. That’s why it’s crucial to nurture relationships with buyers through a strategic lead scoring system.

Additionally, lengthening sales funnels fosters independence within prospects, creating a greater need for well-crafted lead nurturing programs.

Marketing automation platforms like CRMs can allow marketing teams to develop flexible, adaptive communications at scale by forming a lead nurturing strategy.

In doing this, you create a pathway through which you not only create relationships with potential customers, but also maintain those relationships while the prospect moves through the buyer’s journey at their own pace.

10. great customer service

Finally, the last aspect of a great SDR/BDR that can separate you from your competition is delivering great customer service and a great overall customer experience.

Being able to build and execute a comprehensive sales strategy from the ground up while being able to close adds incredible value to your skillset. Providing exceptional customer service gives you even more of an edge.

Although this skill may usually be more closely associated with account managers and less so with SDR/BDR roles the ability to do this makes you an even more valuable asset.

Providing exceptional customer service doesn’t mean only providing customer service up to the point of the sale. It also means following up with your customers and ensuring that everything is running smoothly with your product or service.

Having all these skills and putting it all together will make you stand out above your competition when it comes being a great Sales Development Rep / Business Development Rep.

You may not use all of these different skillsets for a single campaign but the ability to do so makes you stand out and gives you the ability to perform multiple functions for your client/employer.


10 Skills Every Sales Development Rep / Business Development Rep (SDR/BDR) Needs in 2021

– Lance Ulin

Let’s CEO

What is “lead generation”? Why is it vital to driving sales?

Wikipedia defines lead generation in marketing practices the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads.

For our purposes we will be exploring a couple different types of lead generation including prospecting and list building. We’ll take an in depth in dive in how you should go about finding prospects and locating necessary information.

“You are out of business if you do not have a prospect”

– Zig Ziglar


Google Sheets

This is typically the starting point for all lead generation campaigns.

Opening a new google sheet is as simple as typing “google sheets” into google search. Start with a blank sheet so that you can set up your columns after you decide which data you will include.

The great thing about Google Sheets is that it is an easy and free way to store your contact until you’re ready to migrate to a CRM and even then Google Sheets still have their place.

Another useful function Google Sheets can preform is that it can continue to manage contact information of prospects you have not yet added to your funnel yet while you reserve your CRM for all of your leads that have made it into your funnel.

Setting Your Criteria

Before you perform any searches or input any data you need have a criteria by which to score your prospects to ensure you are sourcing leads that fit your project.

For instance, maybe you are need companies that are only a certain niche, say AI or Machine Learning for example. Let’s also say you need companies that are financially strong in either they are receiving large amounts of funding or have a lot of revenue. Now lets say you need to specifically target C-suite decision makers for your project.

Now you have a criteria to go off of and you have a way of determining which prospects to pursue. This will also come in handy later when deciding on what tools to use.

After you have a defined criteria you then need to know what pieces of data you’ll be collecting.

The most common data collected when prospecting is:

  • Date
  • Company
  • Location
  • Website
  • Contact Name
  • Title
  • Email
  • LinkedIn
  • Outreach Status
  • Notes

Now you are ready to move on to setting up your tool selection to begin collecting your data.

data collection/Tools

Now that you are ready to begin collecting your data you need to know what tools work best to collect each piece of information.

We’ll use the example above of the different data columns you’ll list on your Google Sheet.


-Pretty straight forward, look at your calendar or your phone and add the date


-This is the first piece of information you should be looking at

-If you need resources for finding lots of similar companies I recommend business directories

-Here are a few major and reliable directories:

  • Crunchbase
  • Zoominfo
  • Rocketreach
  • Owler
  • CraftCo


-In some cases you may need to find all locations of a given company

-Here are the most reliable resources for this:

  • explore the companies website, usually listed under “contact us” or “about”
  • CraftCo usually has all locations listed
  • check the comapny’s LinkedIn page on the “about” tab
  • Google: “company name” locations

-If you happen to come across conflicting information the company website should be your first resource


-You shouldn’t have any problem finding a company website

-If for whatever reason you are having issues locating the website:

  • Find the company on a directory, the website should be listed there
  • Locate the company page on LinkedIn, the website will be listed under the “About” tab

Contact Name:

-In order to locate a prospect name you must already have a job title in mind

-For the example of above we used c-suite executives like CEO, COO, CTO, CMO, CFO, ect

-Tool = LinkedIn Sales Navigator

  • open and login to Sales Navigator
  • preform a search using your selected job title and defined criteria
  • you’ll now see thousands of matching profiles nearly all which could be qualified leads


-If you can’t tell if a prospect title matches your target title click on the profile and check status

-Keep in mind that some titles are interchangeable or almost identical

-If you are unsure of a specific job title consult Google


-This one kind of depends on job title

-For our example we are tracking down decision makers

-Tool =

  • start by typing the website into search bar on the home page
  • a list of suggested emails will populate
  • enter the name of your contact into the smaller search bar that now appears
  • an email will display with either a colored dot or a green checkmark
  • green checkmark = email is correct and verified, simply copy and pate into your sheet
  • colored dot = email is likely a match but can’t be verified

-What to do if can’t verify or find an email

-In the event does not return a matching email with a green check there are 2 other scenarios that occur.

  1. found a likely match but can’t verify the email
  2. failed to return any results

-In the case that can’t verify email

  • copy the likely email and paste into’s email verifier
  • will either verify and confirm the email as valid or it will show “accept all”
  • “accept all” means the domain accepts any combination therefore it can’t be verified
  • copy and paste the email into Google and use quotes to seeif anything turns up
  • as a last ditch effort you can try manually sending a msg to the likely email


list building/scrubbing

And what is list building? A simple yet accurate definition would be that list building is a process of developing a database of prospects who would be interested in the kind of products or services that your business offers.

I’m sure that some people will relate list scrubbing to email lists only but it can be applied to any list you need to maintain.

For our purposes list scrubbing would be more closely defined as an audit to your list where you go through and throw out old or outdated information and update your list with current correct information.

It is important that all your data be organized, uniform, and accurate. This makes the process of uploading your lists into your CRM much easier and contacts in your CRM are so much more important than contacts on your Google Sheet.

Essentially when you add contacts into your CRM you are adding prospects into your funnel and thus changing the status of a prospect to lead. However, this is done after you have performed some kind of initial outreach to the prospect and marked the prospect as an MQL (marketing qualified lead) meaning the prospect matches your criteria and they are now aware of you.

and with that…

I will touch more on CRMs, funnels, outreach, segmentation, and automation in the next article!

Stay tuned…


Lance Ulin

Let’s CEO




Unleash the full potential of your marketing campaigns by utilizing a comprehensive email marketing strategy!

Try our recommended products for email marketing!

ConvertKIt  »   GetResponse  »   Aweber

The pace of innovation and the number of resources available to marketers today is nothing short of incredible.

An astounding 1,876 companies across 43 different marketing categories, including SEO, social, video marketing, sales enablement, mobile analytics, and dozens more exist according to VentureBeat.

What’s more, many of the categories didn’t exist in the report just one year earlier.

But just one category continues to perform well year after year: email marketing.

WHAT IS email marketing

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.

It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.

It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.

the importance of email marketing

Email is a big part of our lives as professionals, individuals, and, yes, even consumers. Think about this, how many people do you know without an email address? There’s a good chance that you can count these people on one hand.

According to Radicati Group, more than half of the world’s population uses email as of 2019. And this number is expected to increase up to more than 4.3 billion by 2023.

Data from Pew Research also shows that 92% of adults in the United States use email. And, 61% of these email users are checking and sending emails on an average day. This presents a great opportunity for businesses of all sizes to reach their target market, no matter what their audience looks like.

By adding email marketing to their list of digital marketing strategy, businesses can improve their reach and visibility. Thus, allowing them to engage and convert more leads consistently.

Not only does email marketing allow you to take advantage of the prospect of reaching a large group of people… …but this medium can also offer benefits that other digital marketing tactics can’t provide.

Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the right leads are getting the most impactful information at the most effective times.

Perhaps one of the greatest reasons why email marketing is so important is that your competitors are using it. In fact, Marketing Land reports that of the 1.45 million emails sent per month, 1.38 million of these emails are sent by U.S. companies.

Here’s another interesting figure, 85% of Gen Z say that they prefer to use email over other modes of communication. And this percentage will definitely grow once they start having jobs. This means that if you want to remain competitive in the digital marketplace, you need to start using email marketing to reach your audience.

history of email marketing


how it works

Sign up for an email marketing tool

Email marketing is a process can be fully automated with the help of a good email marketing tool. If you try to use your personal account to email hundreds of people and manually keep track of the results won’t work, so your first step is to select which platform to use.
An email marketing platform will help you to:
Create an email list Add users to your list using a number of methods
Send emails to your audience
Provide you with reports on how many people open your emails and interact with them
Provide you with different options to segment your audience based on specified criteria
Create retargeting audiences on Facebook based on your email list
Automate various email marketing tasks such as sending a welcome email to your subscribers
Make sales directly from an email message
Create email funnels to redirect users to pages/products/actions you want them to take
The most popular email marketing tools to consider are:
Hint: I’m using ConvertKit for the last 10 years for all my email marketing needs. It’s a complete platform with great features and it’s a leader in email marketing software.

Create an email marketing strategy

As with any type of digital marketing campaign, the first thing to do is to create a strategy.

Having an email marketing strategy in place before running any campaigns will help you to:

Decide how email marketing will be used in conjunction with the other online marketing campaigns you’ll be running Decide which email marketing platform to use and figure out your monthly costs

Decide on the strategies to use to grow your email list

Decide when to use automation and what kind of messages to send and when

Have the right reporting mechanisms in place to measure the effectiveness of your email campaigns

Build your email lists

For email marketing to work, you need to have a BIG list of active subscribers so the most important task in your strategy should be how to grow your email list.

As mentioned above, it’s not only a matter of adding random people to your list but people who manually registered to receive your emails.

Growing and maintaining an email list is tricky but with the right approach and tools, it can a valuable asset for your business.

The best ways to increase your email subscribers are:

Publish great content on your site – if your content is not what users want, whatever technique you use, it won’t help you get more subscribers.

If, on the other hand, your content provides value to users, your email list will grow faster.

Give them incentives – Free eBooks, trial offers, and other ‘gifts’ are great incentives to offer to users in return for their email address.

Make it easy to subscribe – Having the position of your signup buttons in places that users can easily spot (on both desktop and mobile), will make a difference to the number of people that can sign up for your emails.

Automate your tasks

Email marketing automation is a strategy that sees marketers send triggered or timed promotional emails to subscribers on their mailing list. It enables online marketers to send out personalized messages to both prospects and customers on a schedule or when specific conditions are met.

One of the biggest benefits of email marketing is that it’s a process that can be fully automated.

When we refer to email marketing automation, we mean sending targeted emails to your users based on the actions they take when they receive your emails or actions they perform on your site.

The most common email automation tasks are:

Welcome emails – Sending a welcome email to users as soon as they subscribe to your list

Email campaigns – Sending them a series of emails (replicating a sales funnel)

Abandon cart emails – Sending emails to website visitors that added a product to their shopping cart but did not checkout

Cross-selling / Upselling – Suggest products to customers based on their purchase history

Review/Feedback forms – requesting feedback/reviews from customers X days after they made a purchase

A final word on email marketing

Monitor and improve performance with A/B testing.

Clean up and maintain your email lists.

Email is used by 50% of the world’s population.


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