Warmly,’s Post

Transcript

Have you been noticing that cold outbound just isn't what it used to be? Well, you're not alone. Industry reports are showing a decline across various key metrics such as e-mail, open and call pickup rates for cold, while online forums, communities, and social media platforms are buzzing with posts about how cold outreach is now officially dead. But is it really? Kinda. My name is Max Greenwald and I'm the cofounder and CEO of Warmley dot AI, and since 2023, our startup has gone from zero paying customers to 250 paying customers. And more than two million in ARR during a hard time for tech software, all the while competing in one of the most competitive spaces around revenue technology. If you ask me, cold outbound isn't dead, but it is in the decline. In the last year, cold outbound still did bring in 23% of revenue for our company, but the other 77% known as warm outbound is on the rise. Today, I want to lay out exactly how we do warm outbounds so your team can do the same. I'll cover this warm outbound or warm. Found in three parts, brand bound, near bound and all bound. Let's dive in. So first we're going to start with our first warm bound component, brand bound using brand building. Gartner's research shows that 75% of B buyers prefer a Rep free buying experience. No Rep buying or at least initial research without speaking to a Rep has become a preference because people want to be independent thinkers and build trust towards your brand before hearing it from you. That means you need to get in front of potential buyers on public online forums and provide value without confronting them. To buy too quickly, what those platforms are and what exactly the value is will be highly dependent on your industry. In our case, LinkedIn has been our main platform from day one, and getting our whole team involved in building our online presence with daily posts has been a great strategy thus far. We're a challenger brand, so we opt for a more fun, engaging presence using themes like Cowboys, riding in the West and causing trouble. And if you're a sales leader, you can assist your marketing team to understand what value your company can provide to prospects by giving them. Consistent feedback on your team's sales conversations, like maybe you ask them, hey, what are your prospects think of you or what do prospects think you do? Let the markets voice steer your marketing so that you can get in front of buyers early and help them really deeply understand what you do before they come to you. Given the importance of brand bound now the second warm outbound piece near bound with referrals and champions. Growing trust takes time. If you want to accelerate this process, you need to leverage your happy customers to help you bring in. More happy customers. Your account managers and customer success reps should identify patterns between your best success stories and try to turn those clients into partners. This concept, known as Near bound, will allow you to enter your customers as circle of trust which leads to new opportunities. This can be done through Co creating content, even engaging with each other, brands and online platforms, and even Co selling bigger deals together. We at Warmly also find it helpful to pull customer support recordings and find positive sentiment snippets or phrases from champions. We then add those to our marketing. Efforts including our customer love page on our website. This brings in more hay customers and finally how to nab meetings using the third leg all bound. The final part of warm bound. The last way we can generate warm leads is by finding leads that are showing intent or interest but haven't converted yet. We recommend de anonymizing your website traffic to the person level using providers like warmly RB or vector to do this. Then you can get intent from Leeds who haven't heard of you yet but are researching topics or software. Related to you, you can get these signals from places like G2 intent, Bombora intent, Zoominfo Intent, or Warmly intent. Once you figure out who's showing intent inbound, you can then nudge them outbound by emailing LinkedIn, messaging and targeting them by ads to come back around inbound. This is the concept of all bound. If you're short on time, please use automation using helps from platforms like Apollo, Clay, or Warmly. So in conclusion, by combining modern go to market tools, intent data, and methods like website denization. You can map out what accounts are already both aware of your brand and potentially interested in your solution. Today we covered Warbound in three parts, brand bound, near bound and all bound. And I hope you use one of those or all three of them in your marketing and sales efforts today because you're going to need to work together with your marketing, sales and customer success teams to make things thrive in 2024 and beyond. High performing teams like Warmly will use Rev OPS as a way to ensure alignment between all of these relevant teams. So going forward to share more about. DevOps, I'll be starting a series where I'll be teaching sales leaders on how they can implement Revos principles and techniques in their go to market motion. So comment below on what you'd like to see me address and if I can do my best and do it, I'll make it happen. Thanks. Bye.