The SaaS Breakthrough podcast is a show where we actually bring on marketers from great SaaS companies (we were lucky enough to even be joined by Olivia and Lucy from Reply).
We go through the tactical information of what’s happening in marketing today in the SaaS world. This includes talking about what channels are working, experiments and different initiatives that our guests have tried in marketing, along with any challenges they went through. We want to share our guest’s major insights and breakthroughs with our listeners. it’s about what’s working now for marketers, by marketers, with tactical information to help you improve your business.
It’s been a great way for us to build a following, to build strategic relationships, to break into a marketplace that we’ve struggled with, and also get a lot of feedback.
We’ve seen leads and customers come through who said they had found out about us from the podcast, but more than anything it is about building brand awareness and learning more about who we serve.
Sending cold email that gets results
Cold emails absolutely work. The biggest thing you need to think about is that people get a lot of these cold email reach outs. You need to figure out what the value they’re going to be getting from your email. Why should they read it? Often our best emails are short, to the point, and value driven.
Our podcasts reach out has done well because it’s all about offering value to that person. They’re also very much focused on a specific user persona. The podcast reach out goes to marketing directors, the people that are leading a marketing team. So this email is directly beneficial for them and adds value to them, which gives us a great reply rate.
If you want to get a lower rate, it’s simple: be very generic, don’t personalize, have a long email and be all about you. I’m sure no-one will reply.
The benefits of using Reply
Reply allows us to bring in survey responses or direct podcast guests to us without us having to do the heavy lifting.
Before Reply, we were manually emailing out to our guests or survey respondents. This meant we had to create our own kind of pipeline if we followed up. It was a much more manual, more tedious process for us.
We tried a different platform prior to Reply and while it did the basic stuff, it was really hard to set up. The user interface wasn’t great and we weren’t in love with the brand and the platform. We learned about Reply from a few other marketers and they had nothing but great things to say. We felt from the get-go that the brand, the mission, and the values are very similar to ours and we love what they’re doing. We love the user interface and it’s been super easy to set up.
When we started using Reply we were able to split test subject lines, body statements, and see which campaigns had the best open/reply rates.