Performance-based lead generation where you only pay per booked call.

Hey, friends. What's up? In this video, I'm gonna show you a banger case study that we've built with Airpay over the last sixty days, and I'm gonna show you exactly what Airpay is, what we've done for them, what they've struggled with, etcetera. We're gonna cover the entire thing. So let's get straight into it. I'll share my screen. I have a full document prepared. We have screenshots. We have the campaigns. We have the winning scripts. We have everything. Right? So let's get straight into it. So how we rebuilt Airpay's cold email system? Airpay is a dental SaaS company that automates insurance verification for practices across the United States, and we've worked together since October twenty twenty four, so it's almost two years, right? And this case study covers the setup we inherited from them, what they've already tried, the system we've built, and the current results from the last sixty days. So keep in mind, we've been working for the last two years, and in the last sixty days, slightly before that, we switched over to Email Bison, and that has tripled our results, so that's pretty awesome. So what kind of challenge did they have challenges did they have? Their emails were landing in spam, the sending setup was completely hooked, there's no way any of their copy would have worked, because I was looking at a setup where they had multiple domains like a couple, right, they had fifteen email addresses, and they were all sending from their sub domain, which is terrible if you've ever watched any of my other videos. So the entire thing was super risky because that basically meant using their sub domain, meaning email dot airspace dot com. Right? Something like that. That would basically put their domain reputation at risk. Meaning basic emails like sending invoices to customers, etcetera, would have landed in spam if they kept doing that for the remainder of their campaigns. Right? So we stopped doing that immediately, but I'm gonna get to the solution that we've implemented later. Their copy was not converting, obviously, but because there is no way. They they weren't landing in in the primary inbox. They were only landing in spam, meaning their response rate, not even a positive response rate, their response rate was zero point zero two percent. So basically no one responded. They didn't land in in primary at all. Right? And on top of everything, volume was way too little. Like we had fifteen inboxes. Even if you if you push them beyond their limits with fifty emails a day per inbox, you would, at max, in that case, get seven what's that even? Fifteen? Yeah. Seven hundred and fifty emails per day, which is nothing. Right? So even if you landed in the primary inbox, you didn't land in spam, that's just very limited daily volume. And in general, their infrastructure was super fragile because they were also using a news tether tool, like Mailchimp, for example. I don't I don't remember if it was Mailchimp or Chimp or something else, but they were using a newsletter tool to send out these cold emails, which also goes against terms of service with something like Mailchimp. Right? Yes. No warm ups. I think they had warm ups in a in a third party tool. Everything was mixed up. Like, was it was horrible, basically. Yes. And they only had a list of personal Gmail addresses from these dental practices that they were targeting for their software, right, which was which basically only had their email address. They didn't have any first names, they didn't have any addresses, they they didn't have anything about them. I literally got a list of twenty nine thousand unverified personal Gmail addresses, which I had to target, and we didn't even know whether they were actual dentists. That was the situation. So so they have tried sending from their main domain, using this newsletter software for cold email, writing super broad copy that was also way too long. They included images in there, links, etcetera, and that very unspecific list. Right? So that was the struggle. They basically didn't get any results, so we came in. And in the beginning, we used Smart Leads. In general, we use that as an agency. We switched away from Smart Lead now because especially we had also problem problems with with the Air Pay campaigns, but we switched away from that to a private cold email infrastructure, and this is the solution that we've implemented since, I think, May of this year, and that has really pushed the results. So now we're using a private called email infrastructure with Email Bison, which you need to apply for, and you don't get in there if you don't know what you're doing, basically. We know what we're doing, so we got access to it, and we build dedicated sending domains, warmed inboxes, super strict sending limits, and daily health checks to make sure that their infrastructure is healthy. Right? Because if it's healthy, we can actually land in the primary inbox. If it's unhealthy, we'll land in spam and no one will see the offer. Even if the offer is perfect, no one will ever see it. So that is amazing. And then on top of that, we've scraped the entire US for dental practices, And we've verified using AI that they're all dental practices. Amazing. That is super nice. On top of that, that's just like a a nuance thing. We've also separated the campaigns into different types of email addresses, so we can see which one of these connects best. So we sent only to Gmail addresses, only to Outlook addresses, only to addresses with spam filters behind them, right, like Proofpoint, Barracuda, etcetera. Little technical, but we did that just to see like which of these campaigns performs best, because if Gmail outperforms the other ones by a lot, right, in terms of response rates, that basically means that the other ones are marking our emails as spam. So if we keep emailing them, we'll just ruin our reputation. So what we did was we pushed away those ones, and we focused on Gmail inboxes only, and that's what we've been doing, and that in itself has improved response rates to the woo, like easily tripled just because of that. So we have a triple because we've moved to a cold email infrastructure that is private, and then on on top of that, we had another triple which just came from targeting the right types of accounts, and with that, all the way back then, we started testing out new and new scripts, right, and that gave us this winning script loop, which is base It is exactly what it says, right? So we started testing twenty, thirty scripts at a time at high volume, we kept sending them out to see which of these performs best, right? Because now, we actually landed in the primary invoice, meaning our scripts were actually being read, which is in itself for most people running cold email is a is is is the seventh world wonder, like, is it is wild. Is it the eighth? Doesn't matter. But now that people read our emails, we can now test which of these works best. So as soon as we find out what the winners look like and what the losers look like, we can throw away all the losers, keep the winners, and then build a system that writes email copy that only looks like the winning ones and looks nothing like the losers, right? And we keep doing that, and the more volume we push, the better scripts we get. And we get a lot of different scripts that look very different from one another, but they all work, right? So here you can see a screenshot from our early days in Smart Leads. These were really just the beginning campaigns or a couple of beginning beginning campaigns. This predates the move to email Wysen. And and even then, like back then just because of switching, we already, like, you can see like point six percent response rates, fifteen percent positive, one point something percent in terms of response rates, sixteen percent of those positive, right? Similar story here. So this already was way better than what they've been doing, but since then, results have improved crazily. And like, here are some screenshots that we got from responses when we were running with Smart Lead. So we're saying, hello there. Just came across your practice online. Are you spending a lot of time on checking your patient's insurance eligibility? If so, I can send you a video showing how RPA saves our clients four hours per day on average by automating insurance verification. Do you want me to send it over? So that's the entire angle. We're offering a demo. So if you're a software company, this really works really really well. You can offer a demo just so you get a couple hands raised. Right? Because as soon as you have that, they will just tell you, yes, I'm raising my hand. You'll go ahead, send the demo, and immediately double dial them, which this is exactly what RPA is doing, and it works super well because their booking rates are between fifty and eighty percent right now. Wild. Completely wild stuff. So this works really really well because like their sales reps also are super quick on the phone, they immediately just get back to leads, and speed to lead is like the eighty twenty. So we have a couple other ones. General reminder, have you had a chance to check this? Yeah. These are just a couple of follow ups. Yes. So similar script to to the one that we just saw and a follow-up which then brought either just yes. I took a look at it. Does Airpay integrate with Curve Dental, which is a practice management system. Right? So this stuff also works. Yes, please. I'm not a practice owner, but I consult dentists, and your service can be a resource. So even partnership angles can make a lot of sense. Right? Send your information on website and fees. Thank you. Works. Yes, please do. Same script as before. Ah, slightly different. Hey hello there, just came across your practice online. And you're seeing like we're testing similar, like, we're testing these scripts. We're changing a couple lines just to see, like, what performs better. Are you spending a lot of time on your on on checking your patient's insurance eligibility? This is the exact same as before. Right? The only thing that changes is this offer line. If so, I can send you a video showing how RPA automatically verifies insurance eligibility for eighty four percent of patient cases. Different offer, apparently also works. Similar story here. So and then on top of that, it's a pretty clean sales handoff in this case. Usually, what we do is we have this paper call offer where we run this for your software company, right, and we do everything, basically. The only thing that your reps has to do or or your AEs is literally jump on the meetings that we've booked for them on their calendars, and you would just pay us per call that we book. In AirPage's case, they have a sales team with SDRs, and they wanted them to handle all the leads. So what we did was we gave them a very easy way to respond to the leads, and get notified whenever a lead comes in, right, so they can immediately handle them. These are just a couple notifications that we had on my mail app, on my iPhone. So I'm just, like, going through those. They all look the same. Right? Yes. And you can see, like, Austin Frank, their head of sales, was out of office when some messaged it. But this is basically how it looks. Right? And now now to the results of this last sixty days. Let me just show you the screenshot. So we've sent over one hundred thirteen thousand emails to fifty six thousand people, got six hundred fifty replies, and one hundred twenty six positive responses. At times, we were sending a little over four thousand emails, which is still not full scale. I'm just using this scale because we can recycle the people that we're reaching out to every thirty days. That's pretty cool. Like, that's that's just a strategic decision. We could also send out forty thousand. Like, if your TAM allows it, we can also send a million a month. That that's not a problem. Right? But this is what we're running for Airpay right now because it makes a lot of sense with the list size that we have, and this is just wild. Like, their LTV per client is crazy high, and then getting almost one hundred thirty leads in the last sixty days with these booking rates and close rates that they have is wild. It is wild. Right? So bottom line, we had a couple of campaigns that we're all performing. Let me actually just jump to the to the campaigns like we have. This is actually like sourced straight from email advice and using our internal AI, and I also have a couple campaigns prepared so we can just click through them. Let's actually do that. So recent campaign data board, these were the best performers from the last sixty days. So we have this one, it's a write back. So these were these were dental practices that were once texted to or reached out to. Right? And we didn't like we, AirPay, AirPay didn't have the integration for their specific practice management system. So now we texted them back, which a lot of people appreciated. Right? We got almost one point six percent response rates on two thousand seven hundred people, and then seventy thirty three percent of those responded positively. And just two emails as you can see. We don't send out that many emails because we don't wanna spam people. Right? So this is one campaign. Another campaign is the recycle of the other one. After thirty days, we just recycle once again. So we have contacted eight hundred people, one point five percent response rate, and again, we got thirty percent of those positive again. Super nice. Then we have a master campaign. Six thousand people, around three follow ups per person, one point seven percent, thirteen percent. This is like this is still an exceptional campaign, by the way. Even if it was four percent, it would be really, really good. Really good. But this is like fourteen percent positive response rate. This is wild. So next one, Airpay Dental, LizKit. It's just another data provider that we use. Again, similar story, still a solid campaign. And then we have this one, ten thousand people contacted, point eight percent response rate. This is also including not only Gmail accounts, but also Outlook ones, which is why the response rate is lower. Right? And in this case, still twenty five percent. Every fourth person that responded was a positive response. Wow. Yes. So that's that. Those are these campaigns. So at Tots, we get eleven leads per one thousand people contacted. Wow. And in the median, it's around three, I guess, or two point four. Still crazy. That's super nice still. So, yes. And then we have I'll show you the copies that we're using, obviously. So we have these leaderboard for all the steps that we've been using, and one step is basically a script, right, and we pulled them straight out of email by some. So winner number one, the Open Dental write back that you just saw. So, hey, first name with a fallback in case we don't have the first name. Quick bit of news, Airface automated insurance verification write back to Open Dental is live. It updates eligibility status right inside Open Dental for you along with max deductible history PDF and more. No manual entry. Worth a quick walk through. I can send the calendar link. Just tell me what works best. And then one follow-up. This should just follow-up. Right. So checking on the note above, feel free to pass me along to a team member if it is irrelevant. Would it save your team time if we drop the PDF benefits breakdown straight into your open end for you? And this is the entire thing, like, we're we're offering stuff. We're offering stuff. We make it easy to say yes. Right? This is the main goal of cold email. You're not gonna sit there and just like close people on the first email. That's not gonna happen. You just give them something, be it a service based heat magnet, a video, a PDF, whatever it might be, right? Something that's actually quick to consume, it's valuable, it's nice, and it's easy to say yes to. Right? So that's the first winner. Second winner, hey first name, is your front desk drowning in verification work? If so, we build software that auto verifies eligibility over every night. We recently helped SOH Dental free up four hours per day per practice. They run their course twenty five practices in twelve states. Can I send you a video showing out worse? Banger. Pricing version, have a couple versions of these. Is your front desk drowning in verification work? If so, we built a software that auto verifies eligibility overnight. We recently helped SNR. That's exactly what we had. It's just a couple hundred bucks a month per location. Done. Short follow-up. And by the way, this is a thing that I like to do. I just like, I I take the exact same script, and then I remove parts of it, and I just put it in there as follow-up. Verse. It just works. Right? Winner three, the morning scramble. Hey, first name. Does insurance verification all also waste your front desk whole morning? If so, we could run the next day schedule overnight automatically for you for a couple hundred bucks. Can I send you a video? And by the way, just to have some context on that, in America, apparently, I'm in Germany, so I wouldn't know. But America, if you go to the doctor and you don't have sorry, and you you you usually have like three dental cleanings a year, etcetera, Your doctor doesn't know unless they call your insurance carrier. So the front desk, whenever you schedule appointments, all appointments for that day, for every single patient coming in, they have to contact the insurance carrier and see, like actually ask how many dental cleanings does this person, does John have open this year? Because if he is over his limit, right, over his actually, like, usage, I guess, of his dental cleanings, he would have to pay himself, obviously, because the insurance won't cover it. But you will never know unless you ask, and sometimes you don't reach these people. So you're just giving that person the service, and it might just be that he walks out the door, you won't get the money back from the insurance company because he already used all this all the three cleanings this year, and you will not be able to reach this person. So you just lost revenue and you wasted an appointment. Huge struggle. This is why they go through the entire thing every single morning and call everyone manually and takes like four hours a day. It's wild. Right? So let's keep going. Winner four, had a quick question. Is your team still checking insurance by hand the day before? We can run the whole next day schedule for you overnight, help SRH Dental, etcetera. Mind if I send it to you in the video? Very short, non spammy offering value. This is exactly what it is. And by the way, I've I've recommended AirPay to use free trials as well. They said they they didn't really like the idea. It's all good. But if this was running on free trials as well, man, these campaigns would perform even better. It just makes sense for software to have a free trial, if it's possible, of course. Like if you have to onboard them for a month, etcetera, of course it doesn't work. But yeah, winner five, benefit exhausted after treatment. Hi, first name. How does your team find out a benefit was exhausted only after the treatment is done? We checked for that overnight on the whole next day schedule and flag it before the patient sits down. Mind if I send a two minute video? Right? And here are a couple things from from, like, people responding back, and then the reps handling the response. Right? So this is actual response handling from the reps. So someone says, please send the video. Austin says, hey, here's the video with the link, this is a hyperlink, what practice management software does your office use? Make it very easy for them to to just like have a Let's have conversation, right? Email is for conversation, it's not for closing. Sales calls, demos are for closing. Email is for conversation. So please send the information for review. Hi, Richard. Here's some video explainer. What practice management system do you use? Happy to set up a few minutes to answer any question you may have. Thanks. Easy. What a nice campaign. Isn't this nice? I love this campaign. I'm also recording this video because I want more clients like Airpay. Airpay is a dream client. Airpay is amazing. If you're seeing this, I love you. Like, amazing client. Amazing client. They let me do my stuff. They respond to the leads. They handle the leads, they have a nice product, it helps people, it's amazing. If you have something like that, check the first thing in the description, because we can do this for you too on a pay per call basis. But yeah, real response pair three, yes, it definitely does, I'll be interested in knowing more about your company, etcetera. Hi, Milinda, we'd love show you how that works and talk about the cost, which we'll be open for a quick demo. I'll just go through these. Do you also have x, y, and z? If so, please share information, that'll be awesome. Hi, Dana. We work for whatever and whatever. What practice management software are you guys on? Please share more details. Here are the details. Let's jump on a quick demo. I can show the platform, talk about pricing. Right? As you can see, we're we're handing pricing on the call. Let's just jump on a call. Quick. We'll just give you the pricing because it's it's gonna be individual. Right? I love for you to work with our financial coordinator, Ariana, so that we can learn more. My team left a message for Ariana this afternoon. Feel free to send over Ariana's email so we and we'd be happy to coordinate the time to chat with her for a few minutes and learn more about practice. Amazing reps, they're just doing their job. Like this is textbook. This is how our reps work, this is how their reps work, it just works. Right? Would love to schedule a demo slash walkthrough straight from the first email. Can you please send me your calendar link? Here's the time to schedule with me. And you see like all the all the messages, they look different from one another. They are personalized. They're quick, they're frequent, they're personalized, and they're always available. This is what good follow-up looks like. This is actually how it looks like. Right? For the info. What's the additional cost? It costs a hub couple hundred bucks a month. Feel free to set up a couple minutes so we can go through a formal quote and etcetera. Done. We have insurance training x Wednesday, the twenty ninth. Maybe we can go over that with Neil. This is someone cc'ing another one. Is that training with Open Dental? We're partnering with Open Dental. I'll just try giving the office a call. Feel free to schedule a couple minutes to chat using this thing, and I'll be happy to answer any questions. Pair ten. It's the last one. Oh, sorry. Penultimate one. Sure. Can you include pricing? Every offer is different. Yes. However, we charge a flat monthly fee. No contract contract or shut up fees. Are you available for a quick demo? Amazing works. Like, this is amazing work. I can showcase showcase Airpay, and then talk about pricing after learning more about your offers. And then the last one, sounds interesting. We use Eaglesoft and Vine, which are competitors to Airpay. Vine may have a similar feature, so let me know how your software is different. We pull more carriers and fuller breakdowns. Simple response. Here's a quick video on AirPay, here's the link to schedule a demo. Done. Done. This is the case study, and if you want us to run this exact type of campaign for your software company, you go to leadarc dot I o slash offer, You check this out, you watch the video, you read this, you book strategy call. That's how it works. First thing in description, looking forward to seeing you on a call. Take care.

Hey friends. So in this video I wanna show you our exact strategy that we used to book two hundred and thirty plus qualified demos in just ten months for a software business that we've worked with in the logistics space. And I'm gonna break down all the challenges we had, how we solved them, and how this led to like five to almost ten million dollars in ARR, attributed revenue, for outbound. Which is insane, right? And so to give some context to what was being sold, it was a software as a service that was going to help with all sorts of logistics and fleet related things, and the management of that whole thing. And we were targeting small businesses, but also mid market companies, and we had some enterprise customers as well that we gained through the strategy that was a combination of cold email, LinkedIn and cold calling. And so I want to just give you a brief overview, so you can maybe get some ideas on what you can implement for your own software business. Because I've seen these things work for like other clients as well that we've had, also in the software space, and it's pretty much applicable to any software, no matter what type of software it is. Right? Because it's all foundationally the same, the customer is just different. And so the challenge we were facing here, let me write this down in bed, is that we had a, or let me say, relatively small TAM. So what we did is we divided this whole thing into SMB and mid market. Alright? And for SMBs, like small businesses, the TAM was big enough, like the total addressable market, we had enough companies to run a volume play. And volume is most often than not, or more often than not the solution, it always is. So here we could just find a way to do more, and that was about it. So we found a way to do more dials, more cold emails, and didn't really go on the whole personalization route, because there were so many of these businesses, some of which were local, some just like smaller businesses. There were so many of them in the whole region that we didn't need to like make every message count. Because there was just enough, right? And so you could do more of this like spraying approach. That doesn't mean the messaging was irrelevant, but I'll get to what scripts we used in a second. But it just means we have more chances. And then we had another issue which was for a mid market the TAM wasn't as big. Like we had five thousand companies max, and twenty percent were already customers, right? Or like competitors' customers. And so we needed to find another strategy for that part of the sales team, because the whole sales team was also split into two parts. So how do we do this? Well, there were two strategies, I'm gonna start with the SMB outbound strategy. So how did this look like? Because we had volume on our side, all we really needed to do is be relevant, and send a lot of volume. That was pretty much the thing. If we did these two things, then we would win. That was what I knew, and that's what we ended up doing. So in an email script, we we try to keep it very short, so we'd say something like, hey John, I'm gonna give you a simplified version because I can't reveal too much about the product, because NDA and all that stuff. But you basically started with a relevant question. So we said, are you struggling, or are you currently struggling with keeping track of all your shipments? If so, we built this software that automates x y z. Can I send you a video showing how? This was basically the entire email. And now the only thing we really needed to do is make sure that this first line is relevant. Because relevance beats personalization. You don't need to tell the people which school they went to, that doesn't really matter. What matters is relevance. That's the only personalization you meet like you need. And you can do this at scale. Which means this email could go out exactly like this with a few variations of the first line depending on what industry the small business was in. And that was about it. Because this will just adjust to that first line, and this is a video showing how it works. And so in our email platform, sequencer, we could just make different variants for like different segments of that market, which you set up once and then you just blast. Alright? So you are relevant here, and here, and it's a very short email, and then you have the video strategy. And now what usually, and and we also had another variation where you just sent worth a quick chat. Right? These were the two variations that we ran. To be honest, I don't have enough data to tell you like which of these closed more deals. What I do know is that can I send you a video showing how just got like double the positive responses? So if we assume that then it it also attributed more revenue. So I just use this to be honest. And then you draft up an email like this that is extremely relevant, but short to the point, and you send that to the entire market. We did this because the SMB market, the average ticket size was like under ten thousand dollars in ARR. Which means, like, having high effort for these people was just not worth it. That was just not worth it. Later on we also implemented a self checkout, but that's another thing, you can close these people via email fully. But we'll we'll get to that part. And so once they want the video, we made one short five minute like VSL that was per segment. So we didn't make it personalized to each person, but we made it personalized per segment. So if they were in a certain industry, we used their language in that five minute video. The videos has a very simple structure. It's basically like, hey, so and so, you're probably struggling with x, which is relevant to their industry. And then you go into the part, like the first feature of your software, and you explain it with outcomes, not as a feature, and you take the most important one that they have. So not just a random feature, but if you notice in all your demos that people ask for one thing all the time, that's the thing you should solve right away in that video. So you can literally say a lot of or like you'd even name a number. Two hundred of our customers found this really important, so I'm gonna start with that. Boom boom, this is how it works, this is a problem, this is solution, that's how it solves it. Done. We've done this for x y z, you name five to ten customers with slides for each one that shows a quantifiable result that is specific. And then you go into some other features that may be important for them, and just say, hey, if this is relevant, just use the link or the button here. You can use Tella to record these videos and actually include a CTA button. Tella is way better than Loom, for we use for all of our internal videos, for YouTube videos, for everything. It's just amazing because you can have a CTA button in the video. So they watch it, and they can book a call right away. And you can link this to your demo funnel to whatever you have. Right? And then also in the email where you send them that video based on like they send you a positive response to this, and you say, okay, yeah, send me the video. In that email you send them that link as well, and you also suggest times. So that's what you can do. And you record that video, and you just say at the end, hey, if this is at all relevant, I'd love to show you how this will work for you specifically if, like, just press the button, pick a time, it's really easy. So this is what you do there. And then for the mid market strategy, we had something similar in terms of what we give the people, but it was way more diversified. So in the SMB we were also doing cold calls, but they weren't really researched, And then in the mid market segment, we did personalized call email, which means we actually typed them out by hand, based on recent events that we followed on LinkedIn, and their website. For example, if they had a new job opening for a position that was relevant to this, we draft an email specifically for that, and then call them up with a personalized script as well. So we'd used to do a cold call that is research. And we used to in the first line immediately say, hey I just saw that you recently switched positions for this, do you mind transferring me to the person in charge? Something like that, right? You immediately get to the point and you show that you researched. And then even when you reach the person you say, hey I just saw you started this new position, and I wanted to ask you how are things going so far? Simple as that, because they tell you, yeah, I just got started, I had really nice conversations, especially with job changes, so you can try the strategy. We literally just go on a long term play. With mid market companies, your goal is not to immediately book a meeting, because you have multiple decision makers, you need to multi thread, you need to find multiple people, which you can only do if you network your way in there. So your first call shouldn't be a straight pitch. They're gonna wanna know what you're actually doing, and you can tell them that. But starting your conversation with a simple like, how are things going for you so far? I heard a lot of times, especially when people are starting out, x y z is a challenge. How's that for you? And then you just have a conversation with them, like hey, we do this, do you mind if I just send you an email, no pressure at all, just so you have it, and we can like call again in thirty days from now when you're a bit more relaxed from all the catch up word you have to. Ninety nine percent of people said yes. And then you call them again, and they're like, ah yeah, I remember you. And then you ask more about their visits, about their specific problems, the impact of those problems. Right? Any events that you have, like critical events, any decision criteria that they have, which is the SPICED framework by the way, you didn't notice. So you're gonna do these things, because then you enter the company as a stranger, but you start knowing people. You know this guy and then he says oh yeah, I also talked to Sarah who does this part. And now suddenly you have two decision makers, because the stuff your software solves is split across departments, which it was in this case. We have multiple departments, we have finance, logistics, stuff like that. Which means that if you were to cold call a person without being personalized at all, and you just pitch in a straight demo, sometimes it works. But that's not how you get a big account. And using this strategy, we book meetings with like Airbus, Lockheed Martin, all these big companies using this. If I send them a simple cold email, and then didn't call them, and I didn't connect with them on LinkedIn, which is by the way, third step, connect on LinkedIn, and actually engage with their posts with relevant stuff. If you don't do this, you're never gonna get into the big companies. And there are some exceptions to that, if you have the right signals and you send like cold emails, automate, that worked. But if you really want the big big accounts, you're gonna need to do this. At least that's what we did. And so the strategy for this one was similar with the CTA, because we literally just send said, can I send you a video showing how it works? Right? That was the the first milestone we had in this thing. So we introduced ourselves, and we had a chat, and then we said, do this. Can I just send you a quick video? I made it specifically for you. And that's the difference between these two segments, is literally here we had a per segment personalized, here we made it for the person. So in the video you immediately start on the person's LinkedIn or their website, so they see within the first second, oh this is just for me, this is special, This person actually put time into doing something for me without asking for anything. That's why this works. Alright? I promise you the video strategy crushes everything else we ever did. And so, because we only had a few companies in here, doing this personalized full approach made way more sense, which is how we got these accounts. Because doing this, you can't really get a like you can't burn the lead. That's impossible. Because you're doing stuff for them. Here, people will just unsubscribe. That won't happen if you do this. Especially if you call. Cold calling is extremely underrated if you wanna reach big accounts. That's just the truth. Alright? If you have good data tools, you can reach executives at pretty big companies, and pitch them your stuff, which on email would be very hard. So this is how we split up the the strategy itself. This was just way more, more channels, more a long term play, and more personalized. And then the next thing, the next problem we have, because now we solved the the time allocation issue. Right? And we got positive responses from both segments, but we wanted to book people. And the booking process for both, the improvements we we did there, were pretty much the same. That's why I'm just gonna write this down here. First of all, times over calendar links. What does this mean? And there's a caveat to this. But suggesting two to four times in your cold call or LinkedIn message, email, whatever you do. Just saying, hey, I have time this week, does tomorrow or Friday at two or four PM work for you? Works way better. And the difference crazy. Works way better than just sending a calendar link. Now, only sending a calendar link will lead to people just, you know, saying yes to the video and then never booking. That's what happened. The best combination is you do both. But I see so many people, and that's why I wanted to say this, only send calendar links and never send times. And that's where your booking rates are low. Okay, so this is fix number one. You do both. You can say as a PS statement to your reply: Hey, by the way, to make life easier, here's my calendar link. Done. Right? Very simple. And then you give people options. Also, phone number and signature. So many times this gets overlooked, but it's so important, because people are gonna have questions. And it's impossible for you to give all the information, especially if you have a software with multiple features and add ons and all this stuff, right? It's impossible to give them all the information that they need to make a decision in one video and two email. So if you don't give people a way to ask their questions and get answers immediately, then that question will become too much of a resistance for them to take action, which means they won't take action. So you putting the phone number in the signature and literally saying, questions, question mark, call me, or call or text me. Phone number. It works like you don't know how many calls we got just because the phone number was in the signature. It's that important. Same thing on your website by the way, put a phone number there. One of, like, some of the biggest leads we ever got, some of the biggest companies came through the website number. Because people searched up a solution, and they had a phone number immediately to ask their question. And people were full with questions when they booked when they when they called. Never once was someone there and just said, hey, I wanna book a call. They had questions. And there was a book a call button right next to it, but they chose to call, because booking is, thirty minute demo was too much for them. You need to give people the information that they need, because the demo is not the first step. The demo is never the first step. The first step is them evaluating if it's worth their time. So you need to make it worth their time. And you do that by sending personalized videos, giving them times and calendar links, actually making personalized, giving you their personal phone number. Message me on LinkedIn, on iMessage, Whatsapp, call me, I don't care, whatever is more convenient for you, I'm available. Just give people the options that they need no matter how much operational complexity this adds on your end if it makes it simpler for them. Alright? Because that's how you get paid. And then third thing was speed to lead. And this is extremely important. Let me show you something. So this is our internal master inbox software that we use for our clients as well. And you can see that the booking rate within five to fifteen minutes was about eighty four percent. And the booking rate after an hour was like floating at around twenty on average. Which literally means, let me go back here, you can 4x your business by just getting speed to lead right. Which means even if you hire two people to call, iMessage, and email every single lead within five minutes, it's gonna be a worth like you will get a return on investment. Hundred percent guarantee. So we were noticing that a lot of people were responding, but we hate we like we had no proper response handling thing. We had Salesforce, but Salesforce UI is just messy. We all know this, it's complicated, which is why we built this software that literally gives us a reply handling function, so that we can handle all the leads properly for our clients. And we noticed that people are getting back to these, like, two days later. And also for inbound, like, price requests, demo requests, we our speed to lead was at, two to three days. Which means the booking rate was at, like, fifteen percent. And so after we implemented our speed to lead system, which literally just meant make a template for an iMessage that comes from a iPhone, so a blue message that's personal. Make a template for an email with that personalized video, no matter which of these markets you have, and double dial with a call, all within five minutes. You can get eighty percent booking rate, which means if you get ten leads, eight of them will book. Think about that. That's insane if you're running high volume. Let's say you get one hundred positive responses from cold email, because you send ten thousand a day, or more. That's what we do for our clients. You could book like eighty of them. Eighty. That's eighty sales calls. Sixty of those are gonna be qualified. Done. This is what it means to get speed to lead right, and that's why it's so important. Speed to lead is incredibly important if you're gonna do anything, any action item from this video, get this right. Trust me. This is one of the most important thing. The next thing we realize is that people who booked more than, I think, thirteen days out, never bought anything. Never. The first demo from interest to the first demo was more than, like, two weeks out. The close rate was like five percent. Whereas if they booked within two weeks, it was around thirty, which is optimal. So limit booking window, and analyze all of your customers that you have now, by who spent the most, complained the least, and stayed the longest. Alright? You're gonna filter them and you're gonna find like your top twenty percent, and then you're gonna see okay when did they book? What do they have in common? That becomes your qualification criteria, and what you should do to improve your efficiency of your entire outbound sales is to just not spend as much time on people who are not in that top twenty percent. Simple as that. You can have that top twenty per segment if you have multiple, that's fine. But the eighty bottom percent, you can have a separate funnel without a video, without any of this stuff, because it's just not worth your time. Your sales reps are falling behind because their CRM is cluttered, because they're spending the same amount of time for a high intent mid market company, and a low qualified SMB who wants some free stock. They're spending the same amount of time, you have no lead scoring, you have nothing. And that's what we implemented, we filtered all the customers, we looked at all the data that we collected, extremely specific, and we found what commonalities do the best customers have. They booked within fourteen days, they had this many, like, employees in this area, so on and so forth. They booked the second call this many days from the first call. All of this stuff that you should collect, can find, filter, and then find your best customers, and then, guess what? You're gonna give your SDRs and AEs clear qualification criteria as to who is high intent and low intent. And then you can literally score your leads in two buckets. Priority, not a priority. Keep it simple. Don't make medium, low, high, extra high, ultra, whatever. Priority, not a priority. That's it. And then your CRM suddenly becomes very clear, and you can give each rep a daily task. Work on your priority leads first, until they are on zero and you have no tasks open, and only then even look at the other one. Don't look at the low priority ones until all the high priority ones are dealt with. This is how you get more revenue. Alright? And so for this whole SMB thing, we had a strategy where we just bought like twenty domains with three inboxes each, which like spreads out. Looks something like this, right? This is our email system overview. We had multiple domains and inboxes, and then we have this platform and a database that we pulled from multiple sources, including our own like eight hundred million people database and all the stuff that we already have internally. To basically get responses, and then we train the entire SDR team to follow speed to lead with the correct messaging, following the principles of making it personalized, fast, and human. Alright? And so if you do all of these things, you set up that that infrastructure for your lower market customers, then that just helps in terms of revenue. Because you can't really do much like personalized stuff for low paying customers. It's just not worth it. Alright? Anything with under like five thousand dollars in ticket size should be self checkout anyway. By the way, if you don't think that works, Tesla is selling cars on self checkout, so this stuff worked. Apple is selling stuff worth tens of thousands on self checkout to consumers. So yes, you can do this, you just need to get it right. And I was talking about qualification, and that's the last point I want to talk about. Qualification needs to be binary. We had a whole sales team, that was constantly arguing if a lead is qualified or not. Because we had an SDR and AE split, and STRs were only like supposed to book qualified demos, and the whole thing of qualified was constantly changing, because everyone had a different perception, because our qualification criteria wasn't clear, and so we switched it up to literal binary numbers. If they have ten plus employees, it equals qualified. Which means, if they have nine employees, not qualified. There's no discussion here. It's a number. You can't argue about a number. So if you have qualification, like you have frameworks, you say okay, let's use the SPICED framework: Situation, pain, impact, critical, and decision. Alright? You have all this criteria per thing, or you have BANT. Right? Budget, authority, need, timing. You have these criteria per per, like, segment in that framework. You need to make it binary. As soon as it's not binary, and it's something that you can only base on like intuition or feeling, then people are gonna start arguing. Which also means if you incentivize the right way, like for example if you pay your SDRs only per qualified demo they book, and then you don't have clear criteria, and then the account executives are like yeah this isn't qualified. But the SDRs get paid based on what the AE now says. That's terrible. Everyone should be in control of their salary. Which means, if you want to incentivize people to book qualified stuff, you can pay them per qualified demo, but you need to make the criteria binary. So it cannot be argued. And you can find this criteria by analyzing your entire customer base, by who spend the most and playing the least data logs. And arguably who got the best results from your product, that's also important. So this is the thing we did. We had a relatively small TAM, so we did a personalized outreach strategy, and we had a bigger TAM where we did a semi personalized outreach strategy without all the, like, direct SDR involvement. We improved the booking process because we included times and not just calendar links. We included phone numbers, which means we got like hundreds of calls per month more. We got speed to lead right, which 4x our booking rates. And we limited the booking window, so we only got the best customers, and no one argued anymore because the qualification criteria was clear. And this is how we booked two thirty demos with a nice closing rate, we fixed the entire sales motion, all in ten to eleven months for the software company. By the way, if you want us to book these sales demos for you, fully done for you, without really, like without you really needing to do anything, you can click the first thing in the description, we'll get you qualified calls on your calendar, it's fully done for you, you only pay per book demo, we clearly define who's qualified and who's not, We give you the warm introductions, handoff notes for your AEs, we integrate it all in your CRM and much more stuff, just click the first link. We sent like twenty million cold emails so far, booked thousands of demos. We teach like eighty one people in our community how this stuff works, I have a bunch of clients. You can all see the results on that page as well. And yeah, we can do this for you, just see if it's a fit, go on a quick call, and yeah, if you like more of this stuff, then just subscribe, and like, and I'll see you in the next video.