Congratulations, you’ve just completed an awesome new content resource for your company! SaaS marketers know that creating valuable content that will get shared, promoted, and downloaded is no easy task. But finishing the piece of content is just the beginning. How will you promote your newest piece of content in order to get the most leverage out of it and reach your prime audience?
As SaaS marketers ourselves, we know getting content out there can be a trick – but if you do it successfully, the content can pay dividends in terms of leads, opportunities, branding and exposure, and closed won business. From our experience, here are 5 ways SaaS marketers can promote content effectively:
1. Spread the Word With 3rd Party Relationships
Developing strong third party relationships can be incredibly valuable for your SaaS company – especially when it comes to partnering on events or content promotion. Relationships with those that offer a complimentary technology but don’t compete with your business can offer an expanded reach to individuals that will likely benefit from the content that’s shared.
Having trusted third party companies or thought leaders help spread the word about your newest piece of content can accomplish a few things: 1) When others share your content, it adds an additional “stamp of approval” for both companies participating 2) It creates brand exposure for both companies, as well as the potential for inbound leads that can be shared between the two companies 3) It create a 2-way relationship where the other company or thought leader may approach you for help in the future.
Third party relationships have many benefits, but perhaps the most powerful is the ability to help each other succeed and expand both audiences at the same time.
2. Leverage the Email Signature
Email signatures are a key part of every email your employees send. Several organizations have caught on to the fact that email is the lifeblood of their company (an average employee sends 10,000 emails a year), and a huge opportunity to drive incremental awareness and engagement with their marketing content. By automatically appending calls to actions to your newest piece of content directly to employee email signatures, marketers are finally breaking down the barriers of the employee email, and leveraging it to gain millions of brand impressions. Check out a free trial of Sigstr here.
3. Give LinkedIn Sponsored Updates a Try
If you haven’t used LinkedIn Sponsored Updates, give it a try. For SaaS marketers, it’s likely that your audience uses LinkedIn on a daily (if not hourly) basis. LinkedIn lets you post an update, then similar to other social media networks, you can sponsor the update and tailor the audience so it appears only to those that meet your criteria, such as: location, job title, education level, number of employees, and so on. In addition, you can use more characters than Twitter and can also include a catchy image to promote your newest piece of content. Once you define your audience, you can then “bid” on how much you’d like to spend on either individual clicks or overall impressions. Then, just set the campaign and watch the results come in once the update is approved! SaaS marketers loved LinkedIn for promoting content, so give it a try when you launch your next big piece.
4. Promote with Email Marketing & E-newsletters
Though email service providers (ESPs) such as ExactTarget, MailChimp and others have been around seemingly forever, email marketing is often forgot about as a channel for promotion of new content. SaaS marketers should leverage this easy way to send mass email to subscribers, especially since marketers can customize with dynamic information to target only those interested (such as Sales teams, Marketers, IT, etc). When using an ESP or Marketing Automation tool to send out emails to promote content, be sure to include a large image of the content, 3-4 key takeaways, and a quick summary – all “above the fold” so the information isn’t lost in the shuffle. But most importantly, include a call-to-action for the reader to download the content and share with peers.
5. Send Direct Mail Packages to Executives
Getting the attention of busy executives can be very challenging. While calling and emailing are always an important part of the prospecting mix, try breaking through to their desk by sending a direct mail box that includes the printed piece of content, a cover letter from the rep or an executive from your company, along with an object they can keep on their desk (hint: everyone loves a good coffee mug!). Once the package has arrived (be sure to use tracking), begin your follow-up process. Remember, follow-up is key! It’s unlikely that the executive will be the first to reach out, but since you took the time to send a package and tailor the note, you are likely to get a response – or even a shoutout on Twitter!
If you’re a SaaS marketer, what are some tips and tricks you use to promote your newest piece of content? What have you tried in the past that hasn’t worked?
For more information on how to promote your most important content and initiatives, check out these recent Sigstr resources:
The last few months have been an exciting journey for Sigstr, and today is no different! Earlier this morning, we announced that Sigstr has received an additional $1.5M from leading software executives across the nation. The financing will help us rapidly innovate on our email signature marketing platform, accelerate hiring and talent development, support our growing list of enterprise customers with additional services, and fuel sales and marketing efforts.
Why focus on employee email, you might ask?
Email continues to be a critical communication channel for business, and employee emails (think Gmail / Outlook) are routinely the most frequent touchpoint between a business and the outside world. On average a single employee sends 10,000 emails per year, so it only takes 100 employees to send 1,000,000 emails! What if you had a million new opportunities each year to engage your key customers, prospects, vendors, partners, or potential hires all while maintaining a consistent and up-to-date brand image?
The ubiquitous email signature, usually located at the bottom of every single employee email sent, offers an untapped demand generation and branding opportunity that can pay huge dividends. Sigstr unlocks the marketing potential of employee emails. It is smart marketing
through email signatures. With a few clicks in Sigstr, marketers can automatically inject a clickable image, called a campaign, to the Outlook and Gmail email signature. Campaigns are updated automatically with no IT or employee action required. Sigstr Signatures grants companies complete control of the style, format, and branding of employee email signatures.
“I’m delighted to invest in Sigstr and am incredibly excited that Sigstr has created a new channel for marketers in companies of all sizes across all industries,” said Bill Godfrey, Managing Partner at 4G Ventures and Co-Founder, former CEO, Aprimo. “I am very impressed with our leadership team’s vision to unleash email signature marketing as the gateway for employees and companies to get more out of every email send.”
Get Started with Email Signature Marketing
Want to see for yourself just how easy it is to create a signature template and leverage email signature campaigns? Request a free 30-day trial: www.sigstr.com.
It’s not easy when your job is to schedule a meeting with a decision maker of a large corporate organization. Cutting through the clutter and making a lasting impression (and a good one) is not an easy task. Below are a few tips and tricks that can get you a step ahead when it comes to emailing your prospects that dreaded cold email:
Attitude:
You have a seat at the table. The solution your company provides can solve a pain that your prospect has. You are not selling something frivolous, you have something that can help your prospect increase revenue – be proud of it when reaching out.
Sure, it may be tempting to remind your prospect that you have reached out 15 times before this email, but refrain from mentioning that you’ve tried reaching out before. The average business employee gets 88 emails a day, so if you mention that they didn’t reply last time, they may not take the time to look again.
Make a good impression with a clean cut email signature. The email signature is a representation of your personal brand and the brand of your organization. Sigstr gives your audience an opportunity to click and engage with up to date marketing content and events that you are promoting. Take advantage of the 10,000 emails you will send each and every year for not only personal use, but to drive awareness of your company and the important initiatives or recent content that may be helpful to the prospect.
Relevancy:
Stay up to date with your prospect’s LinkedIn profile. You never know if you can find some information that is relevant to your geographic location, university, or past jobs that can make the world a little smaller.
Tools like Google alerts can also keep you updated with the industry or a specific company. Google will send you emails on the current news, blogs or events surrounding a company or topic.
Mention and compliment their content marketing (ebook, case study, white paper). This can show that you really care about the thought leadership your prospect brings to the table. It can also gives you more research in to the problems that you can solve for them.
Be Short and Sweet:
You should always have a reason you are emailing. If your goal is to schedule a meeting, then ask for it. But make sure that you send over a specific time, such as Friday December 11th at 3PM EST. This way the prospect can quickly check their calendar and say yes or no, or propose a different time if you are relevant. Mixmax is a free tool that can insert calendar invites digitally, and will notify you of when a prospect agrees to your proposed times.
Studies show that buyers take 8.5 seconds to read an email. This doesn’t necessarily mean you need to time reading each email. But a good way to check, is to send yourself an email and do a scroll check on your smartphone. If the content is clear and concise with no scrolling, then it is short enough to read in 8.5 seconds.
As a recent grad of an esteemed marketing program (Butler University’s College of Business was recently ranked the 2nd best business school in the Midwest Region, Go Dawgs!) I spent four years learning from passionate professors the importance of good marketing practices. With that being said, and as much as it pains me to say this, marketing is often put on the backburner for many companies because of cost, time, and resources.
These 9 Cheap, and Free, Marketing Tools will help you bring your marketing efforts to the frontline without taking a chunk out of your budget.
In a world where “content is king”, the need to create relevant and interesting content has never been greater. If you are ever experiencing a serious case of bloggers-block, enlist the help of this Idea Generator. As an example, I typed in “content marketing” and got results like:
Why the Next 10 Years of Content Marketing Will Smash the Last 10
Why Content Marketing is the 51st Shade of Grey
How to Cheat at Content Marketing and Get Away with it
If you don’t already have Google Analytics, go get it NOW. Google Analytics helps you analyze visitor traffic to understand what your customer really comes to your site searching for and better understand which digital marketing strategies perform best.
Hemingway app helps make your writing bold and clear. You can paste a draft of your blog post in the app and it will give you suggestions on how you can make the post more reader-friendly!
Mail Chimp is my favorite free email list service. It is very simple and user friendly. Anything up to 2,000 subscribers and 12,000 emails per month is completely free of charge.
This free offering by SproutSocial provides you with insight on your response rate and average response time to engaged customers via social media channels. It is not enough to just push out content, you must engage with your audience!
Canva is like Adobe Illustratr for dummies. It is amazingly simple and you can create professional-grade designs. They have a brilliant 23 second how-to video to help you get started.
Charlie combs through your calendar and provides you with one-pagers on everyone you’re going to meet with before you see them! Charlie automatically sends you research before your meetings so that you are never unprepared again.
PRICE: Multiple pricing plans. There is a free plan but for unlimited access the price jumps to $9 per month.
MixMax is an extension that integrates with Gmail that allows you to do all kinds of crazy things in your emails. You can attach one-click calendar meetings, polls and surveys, link previews and even see when people are viewing your emails.
Marketing trends are constantly changing with time. In order to stay competitive with your company’s marketing strategy, consider trying these 5 marketing tips.
Email Signature Marketing
Employees send an average of 10,000 emails a year, or about 28 a day. Simultaneously, marketing teams allocate significant time and budget on creating new content. An effective way of increasing prospect engagement is injecting marketing CTAs into the employee email signature. This allows marketers to gain millions of brand impressions on their content on every 1:1 email sent. Worried about how you might control that signature? Check out a free trial of Sigstr.
Personalization
A generic email suggests that your product is generic as well. Doing some research before you email a prospect is worth the effort and makes it harder for a prospect to ignore you. A subject line that reads “Congrats on your promotion” will be opened far more times than “Time to connect?” Spend some time on Linkedin, learn what matters most to your prospect and relate your product to their most discussed pain-points.
Visual storytelling
Videos are an exploding trend for several industries. Companies are sharing their story via short video clips to help the prospect understand the personality behind the brand. Whether it’s a product demo recording or a recruitment plug, videos contain a human element that cannot be replicated via text.
Webinars
Your prospects are smart people. Smart people never stop thirsting for more knowledge, especially when it is relevant to their industry and helps them to improve their own performance. Webinars are an effective way of sharing information about your product in an educational fashion. The ability to be (semi) anonymous in participation creates a non-threatening environment for prospects to enter your world and see if what you are doing pertains to them. Have your BDRs follow up to get their feedback on the webinar, and ask if it makes sense to have a further conversation.
Proximity
Marketers get hundreds of emails on a daily basis. Imagine if you changed the script from “let’s connect on the phone for 30 minutes,” to “I’d love for you to swing by our office for lunch on us.” The old school ways of dropping off handwritten notes will gain far more attention than today’s emails. Being close in proximity to your prospects allows this extra step to be more feasible. Also, prospects will be more familiar with your current local clients, gaining your brand more credibility.
Digital marketing strategies will change with the constant advancements in technology. When it comes to driving awareness to your brand and getting noticed, these 5 quick tips are sure to help. Give us your feedback via twitter at @SigstrApp or connect with me on Linkedin to share your thoughts!
It’s said that the “Your Brand is the Sum of Conversations Happening About It”. And as many know, the best marketing tool available is the conversation that eventually leads toa referral. No matter how much you invest in other tried and true marketing programs, there is nothing that compares to the conversion potential of a trusted recommendation from an individual that has had a positive experience with your brand and company.
But How Do I Get More Referrals?
The easiest way to accumulate customer referrals is to ask customers directly for introductions tothose they feel would most benefit from your product or service. Outside of the direct request, organizations should work to create more formal marketing programs to create a consistent referralstream.
In addition to customer referrals it is also common for companies to start up internal programs to drive attention to hiring needs.Many companiesput in place to reward employees for their efforts to assist with filling the talent pipeline. This might include a cash reward, gift certificates or a tangible item like an ipad or a Fitbit. Check out this post that details how companies can use culture to drive talent recruitment.
Employee Email Can Play An Important Role
A newmechanismthat should be considered when honing in on your referral program marketing strategy is the employee email signature. An average employee sends 10,000 emails annually! For a company of 100 employees, your collective company will send approximately 1M one-to-one emails each and every year. That’s a lot of potential brand and marketing impressions that could be put to use!This intimate touchpoint with customers and employees is prime for the promotion of your internal and external referral programs. Better yet by leveraging an email signature marketing application like Sigstr, internal stakeholders (i.e. Marketing or HR) can streamline the management of referral campaigns within the employee signature to ensureconsistency and adoption.
Interested in trying employee email signature marketing at your company? Give it a try on us! Start your free 30-day trial now: www.sigstr.com.
The email signature is an important reflection of you as an individual or of company you represent. In fact, it’s estimated that employees send about 10,000 1:1 business emails annually. For a company of 100 employees, that’s 1M emails every single year! That’s a lot of branding opportunities to showcase your brand and even include a resource call-to-action. But how do you do it?
We break it down into an easy step-by-step guide to not only update your Gmail signature, but to utilize the real estate at the bottom of every single email sent to showcase your brand and to generate interest in your company’s most important initiatives. Follow the 4 easy steps below:
Step 1: Open Your Gmail Account to the Inbox Screen
Log-in to your Gmail Account and open to the Inbox Screen (home screen)
Step 2: Navigate to the “Settings” Screen & Scroll to Bottom
To access settings, click the Gear icon (little screen grab of the icon) in the top right corner.
Step 3: Ensure “Signature” is Selected and Update Signature in Box with Personal Info
Step 4: Include a Graphical CTA in the Signature Box
Using a tool like Sigstr, you can unlock the marketing potential of the thousands of one-to-one emails your employees are sending every single day. It is smart marketing through email signatures.
With a few clicks in Sigstr, marketers can automatically inject a clickable image, called a campaign, to the Outlook and Gmail email signatures. These campaigns are updated automatically, can be filtered by groups, and all with no IT or employee action required.
Here are a few example campaigns from Sigstr customers:
Studio Science generates new email newsletter opt-ins
Angie’s List promotes upcoming tradeshows and conferences
Lesson.ly shows off their unique team culture
TinderBox shares their newest available product
The signature is a no-brainer for marketing, but it can also promote customer support resources, or hiring opportunities. Need some inspiration? Download our free resource and snag ideas on “10 Ways to Promote Your Most Important Content” and sign up to try Sigstr for a free 30-day trial by visiting: https://app.sigstr.com/users/sign_up
Step 5: Click “Save” and Update Sigstr Campaigns at www.Sigstr.com
Now that you have saved your signature and have included your first Sigstr campaign in your email signature, you’re done! From now on, just visit Sigstr’s website to update your campaign in just a few clicks and have it appended to every single employee email – or just your own.
Many thought leaders and business executives in the SaaS industry talk about the water bucket as an analogy to business – especially in SaaS. Your revenue and your churn. Your challenges and your success. This bucket is your story. And when it comes to your customers, there are many touch points that came into play when earning their business. These factors come from your marketing efforts with lead generation, the thought leadership content you distribute online, the partnerships you have created, or by word of mouth. But it all likely started with a trusting relationship.
Once these customers see the value in what your product or service can provide, they start sharing more of their pain or challenges to see if you can offer other solutions or services. Building a relationship comes with time, but in these valued customer conversations, it is important to keep them up-to-date with the latest information. Customer success reps should share product notes, case studies, blogs and articles to earn credibility, yes, but also to ensure your valued customers are aware of important product updates or industry changes.
Prominent SaaS companies would tell you that roughly 80% of their new customers come from their existing customers. The true value of customer success is not just from the lifelong value of those businesses, but from word of mouth and engaging with customers peers and referrals. These conversations can often be started by sharing stories of another similar customer that has found success using your product or services. When it comes time to share these case studies, product updates, thought leadership pieces, or other relevant information, how do you engage your customer success reps without causing them to lose focus?
Campaigns in email signatures can play a very important role in customer success through including important company initiatives in the hundreds (or thousands) of one-to-one business emails your employees are sending every single day. Let these email signature campaigns be a conversation starter to help customers feel further connected to your brand. Learn how Angies List uses Sigstr to power email signature marketing for over 400 account managers.
Angie’s List Case Study
Try Sigstr for Your Customer Success Team
Your marketing team can have the control of these email signatures with a platform that requires zero IT efforts and is updated in real time. Sigstr is helping marry your excellent marketing content and call-to-actions with the conversations you are having with customers and future customers. Sign up for your 30-day free trial of Sigstr now by visiting: https://app.sigstr.com/users/sign_up
On average, it takes a Sales Development Representative (SDR) 7 touch points to turn a prospect into a qualified sales opportunity. Each touch point is a critical window of opportunity for a SDR to not only educate the prospect on the value proposition of their product or service, but also build the credibility of the company they represent. Email signatures, which are included in every single business email sent (think Google Mail or Outlook), are an ideal space to capitalize on this opportunity and turn prospects into revenue. There are three key ways to take advantage of this space, as well as manage it effectively.
Control the Marketing Message:
Marketers spend numerous hours and dollars creating content to support their product, however actually getting this content into the hands of clients and prospects is always a challenge. By injecting marketing calls-to-action into each employee email signature, marketers are ensuring that their hard work is being displayed in every email touch point – automatically. Employees send an average of 10,000 emails per year and for a company of 100 employees, this equates to 1,000,000 annual opportunities for the prospect to engage with the content by reading case studies, registering for webinars, or watching videos. The power of Sigstr lies in the ability of the marketer to update these campaigns for all employees in real time in less than 5 seconds. This puts the control back in the marketers’ hands and removes the possibility of SDRs not updating their signature content.
Measure What Works – and What Doesn’t
Analytics are an important facet in any sales process to better understand which marketing campaigns are driving the most traffic and ultimately converting prospects into opportunities. Having a prospect engage with content is great, but useless if there is no visibility into which prospects clicked on what content, and when. Sigstr provides this data in real time, allowing marketers to understand which content pieces resonate with which titles and how effective the content is in sparking conversation. This information is critical in knowing how to change messaging or where to allocate resources in the future.
Maintain Brand Consistency
Each of the thousands of emails sent to a prospect is an impression of the company. Consistency throughout employee email signatures is a key way of protecting the company’s well-crafted brand. A professional email signature is not a place to reflect an individual’s personality. Inserting inspirational quotes or personal graphics can hurt the employee’s credibility as well as the image of the company, and will make it harder for the SDR to be seen as a professional. The way to prevent this inherent risk is to have insight into all employee signatures and standardizing them to represent a unified, consistent brand. Sigstr allows the system administrator to design the preferred employee signature and apply it to all employees in real time.
Employee email signatures are an ideal space to inject marketing content, know how the content is being received, and protect the company brand. By capitalizing on this opportunity, marketers have the power to marry everyday emails and their marketing content to produce qualified sales opportunities without any additional effort.
According to many research reports, the average salesperson spends less than half of their day actually selling. In fact, according to a recent Hubspot post, sales reps should spent 39% of their days selling in order to obtain their quota requirements, but instead they are pulled in many different directions: searching for and gathering information, sending and responding to emails, and internal and external meetings. That leaves very little time to actually do their job (sell) and to hit their quota requirements.
Sales Rep Time Utilization (via Hubspot)
But as a marketer or a sales manager, your sales reps are in a prime position as they interact with customers and prospective customers daily. It’s easy to divert their attention to promoting a webinar, driving attendance to an event, sharing the latest content… or the hundred other initiatives your marketing team is working hard to promote. It’s easy to turn to the sales reps as a vehicle for promotion since they have a personal relationship with those important contacts.
So how do you both win? How do you, as a marketer or sales manager, ensure your reps have the tools and content to move relationships forward while also making sure they have enough time to do so?
Utilize 1:1 Email Communications
The average employee of an organization sends 10,000 emails annually. And that’s the average! If a sales rep spends 28% of their day reading and responding to emails, then it’s likely they send much more volume than that. In fact, according to Radicati Group’s Email Report, 112 BILLION business emails are sent daily. No, that doesn’t include emails that you subscribe to via a newsletter or mail list. These are personal communications sent from each employees email client (think Outlook or Gmail). And what do each of these emails include?An email signature.
The email signature is a terrific opportunity for marketers or sales managers to automatically insert promotions, content, or important calls-to-action directly within the email signatures of various departments within the company – think: sales reps, account managers, and recruiters. These teams are busy! Nobody needs another distraction from the marketing team asking them to drop what they’re doing to promote the next event or amazing piece of content. It’s not that the sales rep doesn’t want to – they see the value, but these requests are a distraction and often get lost.
By using the email signature marketing opportunity to a marketer’s advantage, it’s easy to switch in and out campaigns with a few clicks of the mouse to ensure the content is always fresh and up-to-date.
Not sure where to start? Try these 3 examples for starters:
Your employees use email on a daily basis to contact countless individuals throughout the course of their days. With each employee, there is a network that you could potentially tap into to share important marketing material or company information if you only you could leverage the massive amount of business emails they are sending. To begin to distribute content in a way that will benefit your company, you must use these personal networks to your advantage. It can be very difficult, however, for each employee to share the content to every individual without a method of doing so efficiently and effectively. Your employees run the risk of missing people in their network or sharing the content in the wrong way – or worse, content that is outdated or off-brand. To see results in a way that will be beneficial to your company, you need to not only leverage the email volume that is being generated daily, but also create a way for your employees to share the information that makes it easy for them and easy for you – and doesn’t jeopardize your brand in the process.
Volume Presents Opportunity For Exposure
If you think about it, your employees reach out to an incredible amount of people: prospects, customers, vendors, job candidates, and so many others. The volume is incomparable to virtually any other personal method of communication. On average, each employee will send 28 emails / day. That means a group of 100 employees will send almost 20,000 emails every week! That’s 20,000 opportunities to connect with an audience hand-picked by your team. It may not seem possible, but it happens each and every day. With that large volume of contact with prospects, customers, vendors, and others, you have ample opportunity for exposure. You can spread important company information like wildfire through professional contacts. In turn, that information will continue to spread across other respective networks. If you fail to use this email volume to your advantage, you have limited options of reaching these contacts with your message in such a cost effective and efficient manner. By using one of the most trusted forms of communication: the business email, which is already set up and being used at mass, you can easily spread information by coupling content you already have with emails your employees are already sending.
Relieve Pressure on Employees to Personally Share Content
Today, your company may be relying on your employees to promote company or marketing campaigns in their own methods. While some employees may be careful to curate the perfect message and will use the correct brand standards, it’s usually not ideal – especially since some of your employees may not educated or comfortable with the content or campaign. It can put undue pressure on your employees to do yet another task during their day. Asking employees to manually update email signatures pulls them away from their primary job. It’s a distraction, and every update request costs your employees time and your company money. At the same time, your employees may not even know how to do it or where to begin. As a result, the campaign may be poorly delivered and not have the impact you were wanting from the action. There are, however, other methods that you can utilize to take this pressure off of the employees and make it a seamless and efficient addition to their 1:1 email communications.
Leveraging Technology
You simply need to leverage the technology that is available to you. Instead of asking the employees to add in marketing or company information you want distributed manually, make it automatic. You can easily do this by adding the information into the
3 Creative Ways to Unlock the Hidden Power of Email Signatures
signature block that each employee already has set up in their Gmail or Outlook account. With each email, their signature is already automatically rendering. They do not have to sign their name at the end of every email – that’d be a waste of time. You company is already leveraging technology to make this possible, so why not leverage the technology to add in the content you want distributed as well? Change it as needed and you know that it will automatically be sent out with every single email. Need some tips on what content you can use across marketing, sales, customer success, HR, and more? Download our free ebook and learn “3 Ways to Unlock the Hidden Power of Email Signatures”.
For more information on the email signature and for ways to use it to your advantage, contact Sigstr today.
Having trusted third party companies or thought leaders help spread the word about your newest piece of content can accomplish a few things: 1) When others share your content, it adds an additional “stamp of approval” for both companies participating 2) It creates brand exposure for both companies, as well as the potential for inbound leads that can be shared between the two companies 3) It create a 2-way relationship where the other company or thought leader may approach you for help in the future.
Email signatures are a key part of every email your employees send. Several organizations have caught on to the fact that email is the lifeblood of their company (an average employee sends 10,000 emails a year), and a huge opportunity to drive incremental awareness and engagement with their marketing content. By automatically appending calls to actions to your newest piece of content directly to employee email signatures, marketers are finally breaking down the barriers of the employee email, and leveraging it to gain millions of brand impressions. Check out a free trial of Sigstr here.
Getting the attention of busy executives can be very challenging. While calling and emailing are always an important part of the prospecting mix, try breaking through to their desk by sending a direct mail box that includes the printed piece of content, a cover letter from the rep or an executive from your company, along with an object they can keep on their desk (hint: everyone loves a good coffee mug!). Once the package has arrived (be sure to use tracking), begin your follow-up process. Remember, follow-up is key! It’s unlikely that the executive will be the first to reach out, but since you took the time to send a package and tailor the note, you are likely to get a response – or even a shoutout on Twitter!
