Business owners are encouraged and rightly so to expand their social media presence; to “be everywhere” so interested companies can find them. While you are waiting to be found, I suggest taking a proactive approach and find them by adding ICE to your marketing cocktail.

1. ICE
Intelligent Cold Email
What is better than “right place at the right time”? When on a sales call, sales people look around and
knock on some doors to extend a friendly hand. By doing so they know they increase the odds of being
in the right place at the right time.
For a business owner that sells products and services to other business, ICE exponentially increases the
odds of right place right time. Why?
ICE is:
Intelligent. You identified ALL the companies that currently use or may be interested in your products
or services in your geographic territory. That is not an easy task but when done correctly your message
will be received by the right audience. You identified ALL (by title) the individuals who are either
decision makers or influencers and would have an interest in your message. You keep your message
short, compelling, and respectful of their time and consideration.
Cold, like a cold sales call, your audience does not know you. I found that friendly warms up cold and
always leaves a good impression.
Email, a delivery method that allows you to knock on 100,000 doors and extend a warm hand, maybe at
the right time, in the time it takes to read this post.
An Intelligent Cold Email outreach campaign creates new opportunities and orders, the day you send it.
ICE should produce a 10% open rate with 3% of the readers visiting your website and 1% placing an
order or booking an appointment to consider it.
To create an effective Intelligent Cold Email outreach campaign in your marketing portfolio follow these
seven steps:
1. Target Businesses; Identify all businesses that need/use your products or service.
2. Target People; Identify titles of people within those businesses that are the decision makers you
wish to contact.
Business owners are encouraged and rightly so to expand their social
media presence; to “be everywhere” so interested companies can find
them. While you are waiting to be found, I suggest taking a proactive
approach and find them by adding ICE to your marketing cocktail.

2. 3. Purchase a list (data mine), from a reputable dealer, that matches the target criteria you set in steps
1 and 2.
4. Create an account with an email marketing service to deliver your ICE campaign and provide the
reports and valuable information generated by your ICE campaign.
5. Create and deliver a series of 2 custom emails per month. Mind mapping a message and delivered
through a series of outreaches with the goal of compelling the contact to reach out is very effective.
Subject Lines are critical to the success of your campaign. You cannot be in the right place at the right
time if your contacts do not open your email.
6. Keep you emails, short, sweet and to the point. Mobile friendly is a must, 55% of emails are viewed
on a mobile phone. View your email on all screen sizes before sending.
7. Use email campaign reports to contact individuals who showed interest in your email. Thank readers
for visiting your website, stay in touch, encourage, follow up and follow up some more. The information
you gather from your ICE campaign reports fills the top of your funnel with verified contacts that have
demonstrated an interest in your company.
Summary: Know your marketplace. The names of the companies and the individuals within those
companies who use or could use your products and services and reach out! Companies who have never
heard of you will visit and some will order. Increase your odds of being in the right place at the right
time, add ICE to your marketing cocktail.
For more information, including actual ICE campaigns and results please contact:
Steve Hirst
Founder, MA`AT Inc.
Sales made amazing!
2406 New Market Square South
Bensalem, PA 19020
215-313-5360 www.maat.net
Happy hunting!