The Critical Role of Messaging in Sales and Marketing
Imagine a world transformed by a single product, a vision so compelling it reshapes entire industries, sometimes carving out new realms of possibility.
There exist a select few companies whose innovations have not just entered the market but have altered its very fabric, setting new standards and expectations.
And then, there's the vast majority, navigating the challenging waters of market relevance through the sheer power of their messaging, turning what might have been mere aspirations into monumental success stories.
Or maybe, you become inspired to actually start testing this and using the technology and tools that we have to properly segment your prospects.
Or, if you are like 90% of the people reading this, you will keep sending the same messaging that hasn’t worked and continue to wonder why it doesn’t work.
Either way, I’m grateful you pulled up a chair for a cup of coffee today. Life isn’t so bad, on the side of failure.
Now, let’s get to work!
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I want to write about messaging today from two lenses.
Sales, and marketing.
First, we will break down marketing and compare 3 companies in 3 categories.
FIRST CATEGORY - CONVERSATIONAL INTELLIGENCE
Many of you recall the Gong! Goldrush 5 or so years ago. Their messaing was bang on, and their product was equally on point. So, in the first of 3 categories, we are going to break down the CONVERSATIONAL INTELLIGENCE SPACE.
THE WINNER - Clari Every moment matters, esp in this economy. "Win Every Revenue Moment." The ones you aren't there to see. The ones you want to replicate.
NEXT CATEGORY - POWER DIALERS
THE WINNER - Phone Burner. Again, the economy. "Make outreach more profitable." I can't tolerate the stock image but I didn't notice it immediately, but it does really chap my ass to see bang on messaging next to stock images on a landing page.
Tevs.
FINAL CATEGORY - Sales Engagement Platforms
THE WINNER - none. Sorry gang, I just can't. What does it do for me and why would I choose you?
Let's move on to how messaging is MUCH different in outbound cold email.
Like a 180.
As promised, I want to provide 3 examples of cold emails that used agitating language. I have seen this messaging work very well if done with professional care and courtesy.
Never insult the person, but be ok with coming right up to the line and staring them in the face. Be bold. I mean, what's the other choice at this point?
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Ok, so this is me coming in selling Hubspot vs. Salesforce. For this exercise, I’m emailing the CTO of a $48 million mid-market company with 400 emloyees and 55 sales reps.
Now, agitation is much different then inspiration, as you will see below. I’m going to give you 3 examples of how to send this message to 3 different powerful decision makers and influencers in this buying cycle. The CTO, THE CFO, and then finally the CRO/Head of Sales.
#1 EMAIL TO CTO
Subject: Is Your CRM is dead anyway
Dear [CTO's Name],
Are you leading with a lead weight of a CRM, blindly trusting it while your market share erodes? It's not just about slow response times or clunky interfaces; it's about being handcuffed by a system that's stuck in the past, as your competitors continue to leap into the future
As CTO, ((first name)), you cannot tolerate that. Your CRM should be a launchpad, not a lead weight.
Every moment you settle for less, you're not just falling behind; you're actively losing deals and market share.
Ready to stop being the underdog?
Your call.
[Your Name]
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#2 Email to the CFO
Subject: Is Your CRM Costing You More Than It's Worth?
Dear [CFO's Name],.
As CFO, [First Name], of ((company name)), your role is much more than simply managing the balance sheet; it's about ensuring every investment, including your CRM, actively contributes to your company's financial health and growth.
Every moment you continue with a system that fails to deliver on its promise, you're not just incurring unnecessary costs; you're also compromising on your company's ability to innovate, compete, and thrive in a market that waits for no one.
I’d like to show you what your peers have done to solve for this problem.
The decision is yours, [First Name]. Are you ready to shift the balance sheet?
It’s your call.
Best
[Your Name]
#3 Email to CRO/Sales Leader
Subject: Is Your CRM Sabotaging Your Sales Team's Performance?
Dear [CRO's Name],
As CRO, [First Name], of [Company Name], your mandate is clear: drive revenue growth and ensure your sales team operates with precision and efficiency.
So, how is that going?
Not good?
What if I told you we could blame the CRM? No, I’m serious. Keep reading.
Your peers in the industry are waking up to this new world and taking decisive action. They are implementing smart CRM solutions that drive major capital savings by using automation to help drive the day to day
Is that something that you would benefit from?
Think about it, ((first name)), then let’s have a call when you are ready to end the madness.
The choice is yours.
[Your Name]
In closing, you can see above that agitation isn't for everybody. It works. If it works for you, use it.
Or, if you feel moved to develop better messaging today that generates real revenue, lets chat.
Lastly, last week was a big week. We launched a new podcast that I'm co-hosting with Gabe Lullo 😎 , "SDR'ing", as we dropped the 1st episode over on youtube.
Mark my words, this will be a 1,000 view per episode podcast in 2025.
Hit the subscribe button - it's EPIC!
Peace,
Steve