A Popular, Yet Failing Cold Email Technique
It’s shocking. Sales teams across the globe are telling prospects, “You should invest in what I sell — because this research says so” and expecting to start conversations. But using research as a means to break the ice in cold email is a non-starter. Unfortunately, most sales teams are using this failing technique. Often because they’re under pressure to send non-personalized, cold emails to large numbers of contacts … in hopes of starting a conversation.
Targeted (one-to-many) email prospecting is not the best strategy to start conversations with B2B decision-makers.
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