The Email Sequence That Alex Berman Uses to Book Sales Calls With Billion Dollar Brands

Summary

Alex Berman’s agency (X27) gets leads for clients with billion dollar companies. In this interview on Inbound Success, he walks through his process and examples of copy used in cold outreach emails.

The techniques are as valid for smaller B2B clients as they are for the big Fortune 500s.

3 lessons…

  • Build up case studies in a specific vertical / niche. It’s much easier to get bigger clients when you’ve got a track record of working with companies like them. Also makes sure that you tailor any webpage to their industry. Don’t use the generic homepage lander.
  • The level of personalization needed isn’t easy to scale. So you should be selling something over $1000 to make it worthwhile.
  • Testing is critical. Keep testing subject lines and copy. Even when you’ve found a good open and reply rate, you could do better. So keep testing.

How does Alex Berman consistently get sales appointments and land deals with billion dollar brands?

This week on The Inbound Success Podcast, Experiment27 Chairman Alex Berman pulls back the curtain on the email strategy he uses to close deals with Fortune 500 companies. From identifying your target audience, to developing an offer and writing cold emails, Alex goes into detail on his campaign blueprint and shares how both he and his clients have used it to win business.

Highlights from my conversation with Alex include:

  • If you want to get in front of big brands, Alex recommends that you start by identifying industries where you've had strong performance or a great track record.
  • Then develop a "no brainer offer" for other businesses in that industry.
  • Alex says that enterprise level companies want to see that you've done work with other companies of their size and in their industry. If you can nail those two things, then cracking into big companies becomes much easier.
  • If you don't have a relevant track record, he suggests going after a smaller company in that industry and then gradually working your way up in company size.
  • Once you have identified the industry you are targeting and you have your no brainer offer, the next step is to build a landing page for it. Alex recommends creating four different variations of the landing page and testing to see which performs best.
  • When it comes time to email the target audience, use a short subject line. Alex says "Quick question" performs best for him.
  • The first sentence of the email is then a custom compliment aimed at the recipient (the emails are one-to-one). Alex has found that adding this in produces 10X the responses.
  • That is then followed by a one sentence case study highlighting work you've done for a similar company in the same industry, and a pitch to meet with the recipient.
  • Start by testing different subject lines with small audiences of 50 to 100 people to see which ones work best. The goal is to get a subject line that has an open rate of 80% or greater.
  • Alex generally strives for a 4% meeting book rate (so, four meetings or every 100 emails sent).
  • Alex likes to test different times for sending emails, but has found in general that Tuesday, Wednesday or Thursday at 10 am works best.
  • The strategy that Alex uses works best for companies that sell a product or service valued at $1,000 or more. Below that, Alex says that a company is better off using Facebook ads.
  • The biggest mistakes that companies make when implementing this strategy are outsourcing it, not customizing the emails correctly, and giving up too soon. It can take several tries at testing to land on a really powerful subject line and offer, and the best marketers are the ones that stick with it.

Resources from this episode:

Listen to the podcast to get the details on Alex's email campaign blueprint and learn how to use it to close deals with your target prospects.