In the Pipeline Issue #10
Hi there! 👋
Welcome to issue #10 of In the Pipeline from Swivel. We are a team of B2B marketers with a proven Growth System™ framework. We're happy to share what's worked for us—and what hasn't—in the B2B marketing and sales enablement space.
Top tips for emails they'll actually read:
1. Send from a real human.
Instead of sending marketing emails from your generic company account, send simple text emails from a sales rep's email address. Prospects are more likely to open and engage with an email that looks like it came from a real human, as opposed to something that's obviously from a brand.
2. Keep it short & sweet.
Your prospects are busy, just like you. Keep your emails straight to the point, with just enough information to provide context. Use short sentences and bullet points to make it easy to skim.
3. Make it personal.
Adding variables to your emails is a great way to make them feel more personal and customized to each prospect. Include their name, mention their specific company or location, or other relevant information to personalize the message.
4. Make it worth their time.
Your prospect should be clear on "what's in it for them" when they read your email. Make the message more about the benefits and outcomes they'll receive, rather than all the great things YOU and YOUR company can do.
Reach Prospects Multi-Channel
☝️ But remember:
Email marketing shouldn't be the ONLY channel in your marketing strategy. In the B2B space, average open rates are 20% and average click through rates are 3-5%. The best way to ensure you're reaching all your potential prospects is to implement multi-channel marketing to reach your audience.
A sales enablement tip:
No one likes wasting time and effort in the wrong places.
When your sales reps spend their valuable selling time barking up the wrong tree, it's not only deflating—it's not cost effective.
A critical outcome of your Go-To-Market strategy should be clear, defined buyer personas.
That way, sales knows exactly who they should be talking to, what they care about, and how they can move the deal forward.
Alignment on buyer personas is critical in order for marketing efforts to produce the right leads and sales teams to spend their time most effectively.
How clear are the buyer personas for your business today?
A handy tech tool:
With the explosion of AI tools, we're continuously finding more and more ways to work smarter, not harder.
ExcelBrew lets you describe what you're trying to do in plain language, then returns the formula you need for Excel, Google Sheets, or Airtable.
Perfect for quickly ramping up spreadsheet experts on your team who can dig into marketing and sales data 🤓
What we're currently reading and loving:
Atomic Habits by James Clear is THE go-to for understanding how to get lasting results, from lifestyle changes to work habits.
Great for learning how to become more effective and efficient yourself, and how to set up systems for your team to consistently practice the behaviors that will help you reach your goals.
Get it on Amazon.
That's all for now! Watch out for us next month.
The Swivel Team
Powered by Swivel, a sales-first marketing partner for mid-size B2B companies.