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PROSPECTING


B2B Email Prospecting Still Works – If You Do It Right


CHRIS BEALL, CEO, CONNECTANDSELL


The good news about using cold email for B2B prospecting is that sending a virtually unlimited stream of targeted emails is cheap, as in “inex- pensive.” And, with a modest investment in tools and technologies, you can get a fair amount of information back about who opened and inter- acted with your emails. It’s even straightforward to run A/B tests on different subject lines, body lengths, inclusion or avoidance of specific terms, and market micro-segments.


32 | MARCH/APRIL 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


My guess is I could go on and on about the advantages of B2B pros- pecting by email, and still get helpful comments about the advantages I hadn’t mentioned. However, email prospecting also provides: • One advantage that is actually a disadvantage


• One big disadvantage that has always been there, but is growing at an alarming rate


• One fatal disadvantage that hardly anyone talks about


1. THE ADVANTAGE AS DISADVANTAGE A sales rep who spends all day send- ing emails doesn’t get much practice


MONSTER ZTUDIO / SHUTTERSTOCK.COM


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