1. Welcome!
Be sure to join the audio portion of the meeting. See Audio in
the GotoWebinar control panel.
Ask questions by typing questions in the Questions area of
the GotoWebinar control panel.
 The Magic 5 of Content Based Email Campaigns that Drive Sales

2. Your Hosts:
Craig Klein, CEO, SalesNexus.com
 18 years as a sales executive. Hiring, training
sales people. Developing lead generation and
business development campaigns.
Michael Halper, CEO, Launch Pad Solutions, Inc.
 Author of “The Cold Calling Equation”. 20 years
as a frontline sales, marketing and customer
service leader.

3. Email Marketing to Drive Sales?
 Need more leads
 Trouble identifying good prospects
 Costly/Difficult to connect with prospects
 Email Marketing Minefield
 How to build lists?
 What and When to send?
 How to drive meaningful results – Leads!

4. The Magic 5 of Effective Content Marketing
Campaigns
 5 Pains
 5 Qualifying Questions
 5 FAQs

5. Today we‟ll discuss…
1. Define Your Target
2. Define Your Customers‟ Pains
3. Creating Your Content
4. Develop Qualifying Questions
5. Develop FAQ Emails

6. B2B Sales
An email is not expected to generate a sale
An email is expected to generate
interest, engagement, a conversation or a “lead”

7. Your List is Your Life Blood
You want emails that get results but…
• You want them to build your brand
• You do not want them to annoy customers
• You want prospects to look forward to your emails
and share them
• Today you‟ll learn how to send effective emails that
aren‟t spam.

8. Content Marketing
Creating engaging content that your audience finds
helpful, informative and entertaining
Where do I start?

9. Where do I start?
Most busy business owners and sales executives…
1. Begin with great intentions
2. Find it difficult to write compelling articles
3. End up with very “sales-y” sounding emails

10. The Magic 5 System
• Create 5 educational “content” pieces to email to target contacts
• Create 5 qualifying questions to set the bar for sales engagement
• Create 5 FAQ emails that answer the questions all buyers ask

11. Several Content based
Emails allow interested
prospects to Self
Identify.

15. Step 1
Who is your target?
#1 factor for success.
Be as specific as possible.

16. LeadFerret
search
• Title
• Revenue
• Employees
• SIC Code
• Location
500 contacts
with emails ea.
month

17. Step 2
Define the Pains You Solve
This is the outline of Content Pieces
• One for each of the most common “Pains” your service
addresses
• Could be blog post, whitepaper, video, ebook, other
people‟s content
• Emails “sell” the Pain and the Piece.
• Click a link to access the content.

18. Example: 5 Ways Pipeline Mgmt Grows the Bottom Line

19. What is your customer’s Pain?
Why do they buy?
To fix ??? (that‟s the Technical Pain)
Because it costs ??? (that‟s the Business Pain)
Why do they lose sleep? (that‟s the REAL Pain – emotional!)

20. Three Levels of Pain
Personal Pain
• Income Low bonuses, commissions, compensation
• Career No recognition, no promotions / career path
• Work Environment High workload, poor work–life balance
Business Pain
• Revenue Low revenue / market share / close rate
• Costs High cost of goods sold / labor cost
• Customers Poor delivery of services
Technical Pain
• Processes Slow, broken, or manual processes
• Systems Poor system or employee performance
• Employees Lack of reliability

21. In-depth Pain Training Next Week
• What is pain
• Three levels of pain
• Six pain symptoms
• Four tactics to uncover pain
• SalesScripter
www.salesscripter.com

22. Pain > Headline/Title > Subject Line
Pain = Working late to handle billing new clients
Headline = 3 Ways Inefficient Bookkeeping Kills Profits of New
Businesses
Subject Line Examples…
“Working late again to bill new clients?”
“You choose – bill new clients or spend time with family?”

23. Pain > Headline/Title > Subject Line
• Pain 1 = Subject 1
• Pain 2 = Subject 2
• Pain 3 = Subject 3
• Pain 4 = Subject 4
• Pain 5 = Subject 5
Example: 4 Ways to „avoid pain #1
Example: How XYZ Corp. Fixed Pain #3

26. Step 3
Create your content! A few tips…
• Schedule Time to Work on It!
• Articles on other sites
• Video interview – you or a customer
• Customer stories – case studies, testimonials, “don‟t let this
happen to you”
• Comparison of options/competitors
• Book recommendations

27. Step 3
Writing the email…
• Sell the content, not the solution, not your company, not
your product!
• Make them hurt! Make them feel the pain! Remind them
how, when and where it hurts!
• Has this happened to you?
• Is Pain 4 costing you $$$ / time / jobs / customers ?
• Make them click to read the content. Include only “teaser”
amount of content in the email

28. Step 3

29. Step 3

30. Step 3

31. Step 4
5 Qualifying Questions
• Write 5 questions that softly qualify the prospect
• Goals
• Gather information
• Try to determine if there is any level of need and fit
• Identify if the prospect is the right person to talk to
• Does it make sense to meet or keep talking?
• Examples
• How do you feel about your current level of leads that you are producing?
• What systems are you currently using to automate and track your email marketing?
• Is your email marketing database separate from your CRM database of contacts?
• Do you currently have access to a business contact database?
• Are you the right person to talk with about this?

32. 5 Qualifying Questions
Softer, more conversational call - “I hope you enjoyed…. I‟m not sure if we‟re a good fit for you
but, I wanted to ask a few questions…”
Gather valuable information
Register for event
Ask for appointment, if qualified
Ask for the order
Track the answers!
…fields in the CRM

33. Step 5
5 FAQs
What are the questions every prospect asks when they‟re
ready to buy?
• How do you compare with other solutions?
• Set up process?
• Delivery time?
• Steps in process?
• Difficulty of set up/installation?
• Customer Service options? Return/refund policy?

34. 5 FAQs

35. Follow these 5 Steps!
1. Define Your Target
2. Define Your Customers‟ Pains
3. Creating Your Content
4. Develop Qualifying Questions
5. Develop FAQ Emails

36. Reach a wider audience
Build your brand
Identify interested leads
Connect difficult accounts
Focus sales time on highly
qualified prospects
Build lasting relationships
Higher Close Rate

37. Join us next
Wednesday!
 Michael Halper, author of “The Cold Calling Equation”
“What’s in it for me?”
“Building a Successful Marketing and Sales
Process by Identifying Customer‟s Pain”
January 23rd at 4pm ET
Register here - SalesNexus.com/resources/webinars

38. Special Offer
 Free 2 hour Email Campaign Consultation
 How to find the right email list
 Review of current content
 Suggestions on new content
 Review of current campaigns
 Subscribe to SalesNexus before Monday –
January 23rd

39. Special Offer
1 Piece Content Campaign
• SalesScripter.com profile
• Target Market and Campaign Strategy
Consultation
• 600 word Content Piece Copy Writing
• Email Design and Copy Writing
• Campaign Set up and Training
• Cost: $ 600

40. Start Today!
FREE for 30 days!
Upload your own list with emails
Get 500 contacts w/ emails from LeadFerret!
Create templates and campaigns
Send blasts (up to 50,000 each month!)
Generate Leads!
Close Sales!