I was named a “Top 8 Content Marketer to Watch in 2017” by Inc.
I was also named as a “Top 17 Marketing Influencers to Watch in 2017” by Forbes.
And finally, I was recently named by The Huffington Post as #1 in their article, “10 Highly Influential Millennial Marketers to Watch in 2017.”
With Bookkeeping Central they have a pretty complex sales process, but it all starts with cold emailing.
Since we are looking to sell to major accounting firms, getting in the door for John Cruse, the CEO at Bookkeeping Central, was rather difficult.
Using very specific cold emails that we dripped and that were auto-customized using Reply.io, we were able to get in the door at accounting firms all across Australia.
Regarding the sales cycle, John is still figuring out what works best. But, after a lot of testing, it seems the best way to start a sale like this is through cold emailing, have a few calls, and then finally ask for a sale a few weeks from the initial call.
The most challenging thing about starting my work with Bookkeeping Central is that we didn’t have any clear idea whether these big accounting firms would get on the phone with us.
I’m very good at writing cold emails and, for the first month of my contract working with John, all we did was work on a few variations of cold emails we thought could get these accountants to want to jump on a call.
When it was time to send, those emails performed incredibly well.
The strategy I created with Bookkeeping Central was rather simple.
We spent 45 to 60 days discussing strategy and trying to understand how best to target their customers. After this strategy (and/or consulting style period), we would move forward with a regular marketing contract.
During the consulting period, we went back-and-forth talking about how best to position ourselves and also how best to sell to these accounting firms.
We finally decided that cold emailing was the best way to get to them because it truly was the easiest way to get them; it gave us a chance to, within a few sentences, qualify them using our email so we didn’t waste time on prospecting calls with unqualified leads.
I always test a few emails against each other for the first few hundred sends. Whether it’s A/B or A/B/C, I am always testing.