The Bowery Capital team invited Jimmy Forbes, SendGrid's Manager of Sales Development, to come in this week to talk about "Sales Personalization vs. Automation." In this episode, Jimmy lays out SendGrid's strategy that determines where they sit on the pendulum between sales automation and sales personalization.
Jimmy, an outdoors climbing enthusiast, has built SendGrid's sales development team from the ground up, scaling and optimizing outbound global sales for the company. The relationship between automation and personalization continues to be a topic that gets brought up a lot. Jimmy's experience with resisting that automatic urge has led to unexpected insights validated by data in higher conversion rates and quality of interactions with leads.
Annette Promes, CMO and Head of Customer Success at Moz, came on to the podcast this week to talk about managing customer churn, both proactively and reactively. Annette started at Moz – a Marketing Analytics Software company – in 2013, and has over 20 years of marketing experience. Moz helps companies everywhere with online marketing, offering various products that help companies with everything from content and search marketing to Twitter analytics.
During the podcast, we start by defining customer churn, how it occurs, and how it can impact a company. We discussed many different tactics that can be employed to keep churn and its negative effects as low as possible, and some tips for trying to prevent it from happening in the first place. However, if your company is experiencing significant churn, investigating what drove your customers to churn should be your first step. Next, we covered how to identify the catalyst causing customer to churn and how your company should figure out internally how to minimize the negative effect of the existing issue. If the churn was caused by a specific feature or lack of feature in the product, you must determine whether this needs to be changed. If the issue is product based, then churn could be managed by simply communicating with the product development team exactly what needs to be changed or added. Churn could be caused by a variety of other things specific to your business, but it is always something that needs to be managed to maximize customer retention and overall happiness. Finally, we cover proactively preventing churn, by discussing how to identify high risk customers and alleviate their issues before they churn.
We hope this podcast helps you with managing customer churn! For more podcast episodes from the Bowery Capital Startup Sales Podcast, go here.
Heather Morgan, CEO of SalesFolk, joined us in the Bowery Capital studio this week to share her "5 Steps To Sales Emails That Convert." SalesFolk helps B2B companies refine their sales messaging, enabling clients to increase response rates to cold emails by as much as 10x, netting them faster sales cycles and more customers. In this episode, Heather lays out a five-step framework for crafting better performing sales messaging for your startup and institutionalizing its use in a fast-growing sales team.
Heather founded SalesFolk 3 years ago and has since helped a who's who of SaaS startups optimize their sales messaging, including Lyft, KissMetrics, Bluenose and Box. She previously led business development at Tamatem, a mobile gaming company backed by 500 Startups. She is also an economist by training, having worked with various organizations including the World Bank. Her writing portfolio is impressive: Heather has been freelance writing for over 7 years and is a published author with Oxford University Press amongst others. She's written at least one cold email a day for the last 10 years, and over her career has helped 200+ companies refine 10,000+ cold sales emails. If you're interested in benefitting from Heather's expertise, check out SalesFolk's Email Mastery Course which lays out it all out with hours of video, takeaway PDFs, and monthly private webinars.
According to Heather, the gap between the best and worst sales teams is growing in part because people mistake the plethora of new sales automation tools and practices as a substitute for doing the necessary homework, list building, and thoughtful copywriting. Many sales teams are working off the same ineffective, legacy templates that have proliferated for decades. Most, more importantly, don't emphasize the conscientiousness that's critical in getting leads to respond. As a result, most sales emails go straight in the trash bin, or worse yet, a spam filter or blacklist.
In today's episode, Heather shares her five-step framework for crafting compelling sales email copy and her secrets to effective buyer profiling, multi-touch campaigning, and email process best practices. Until next week, happy listening!