How to Cold Email Prospects for B2B Products (7 Templates)

Approach: share useful data they can get from using your product

Subject: These influencers already follow North Star

Mention something they did recently that is related to your product.

Using your product, pull a few useful data points for the prospect.

Briefly explain how they can leverage these data points and the benefits of using them.

Mention you were able to pull the data points using your product.

Ask them for a brief chat, framed in terms of you wanting to learn more about how you can help them.

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Approach: provide a few examples of what your product can do for them

Subject: 100+ name ideas for your upcoming beauty brand

Mention what the prospect is doing (that's related to your product). This serves as your reason for connecting with them.

In a non-salesy way, describe the biggest pain point your product addresses and how it solves it.

Provide a few examples of what your product can do for the prospect upfront so they can see your value in a concrete way.

Provide a few more details about what they can get out of using your product and mention an additional benefit you offer.

Ask them what they think to start the conversation.

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Approach: leverage a trigger event to introduce your product

Brian Anderson cold emailed Charlie Liang at Engagio by showing how his product would be useful at an event Charlie is attending soon.
The post-Marketo Summit "follow-up dance" (as you put it)

Mention the event the prospect is participating is, has participated in or is affected by. This serves as your highly relevant reason for connecting.

Show that you understand their major goals or needs related to this event.

Briefly describe the pain point that they may face (which your product solves).

Explain in one sentence how your product solves this pain point.

Paint the scenario the prospect (and their team) would face by not using a product like yours to nudge them to learn more.

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Approach: reach out to users who were negatively affected by changes in a competitor's product

Follow the news about your competitors' products. If they make a change that a lot of its customers react negatively to, you can send cold emails to introduce your product as a better solution. You can find customers of these products by searching for complaints on Twitter and by looking through reviews on websites including G2 Crowd, GetApp, Capterra.
Subject: Alvo just acquired Trellis...what this means for you

Explain what happened with the product the prospect's using and the impact this change may have on their future use of it.

Mention your product as an alternative and show them that it has the same must-have features as your competitors so it's easier for them to make the switch.

List a few valuable features your product has that your competitors don't to entice them to migrate.

Provide them a link to a demo account with pre-populated data so they can play around with its features. Place prominent 'Create account' calls to action through this demo.

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Approach: reach out to a potential customer by asking them for feedback

Subject: Your brutally honest feedback?

In one time, provide a meaningful comment about why you value their work and expertise.

Briefly describe what you built and say you're interested in getting their feedback.

Mention the biggest difference between your product and what's already available and provide 2-3 examples.

Ask them for their feedback and reinforce how helpful it would be for you.

Like this approach? Here's another example of 'ask for feedback' email from Marketing Examples.

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This is how Ilya, the CEO of Datanyze, cold emailed Ben Sardella, then the vice president of sales at KISSmetrics, when he first built Datanyze. Ilya asked Ben for feedback and Ben not only became Datanyze's first customer, he later joined as a co-founder.
Looking for advice
Kyle from GrowthBadger's link building emailIlya  <>
to Ben
Hey Ben,

I'm a first time entrepreneur and I just started to build my product. I'm looking for experts in this space and several of my friends pointed in your direction. So I was hoping you could give me your feedback before I spent too much time building something that nobody wants :)

Here's my idea I have a crawler that crawls millions of websites daily and can see who started a free trial with Mixpanel Instantly. Do you think Information like that would be valuable for somebody like KISSmetrics or I just wasting my time here?

Thanks in advance!
- ilya

Approach: ask your prospect's colleague for a referral

Before cold emailing a prospect, you can ask their colleague for a referral to boost your credibility.
Subject: Best person to connect about this?

Simply ask them to refer you to their colleague who manages the business department related to your product or service.

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Open the conversation by leveraging the referral from your prospect's colleague

Subject: [Name of colleague who referred you] recommended I speak to you about your advertising

Show them a few examples of what their existing setup related to your product or service looks like.

Show examples of how your product improves their existing setup or fixes a problem related to it.

Ask for an initial chat and entice them with something valuable or interesting they'll learn.

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How to get new clients with cold email

Getting new clients with cold email is a lot different than getting prospects interested in a B2B product. A lot of the cold email best practices like talk about your benefits and results are tailored for B2B products and don't work well for getting new clients. Why? No matter how great your benefits or results are, the prospect isn't sure how you'll actually be able to apply your skills and experience to help their business. The key to overcoming their skepticism and getting an interested reply? Come up with a few valuable improvement ideas related to your services and tailored for your prospect's business and share this in your first email to them. This is what I call the VIU (valuable ideas upfront) approach. Now you’re not just offering them benefits and results your prospect has to figure out how to put to use, you’re offering them ready-to-go solutions to improve their business. Here's a template of this approach in action:
Subject: Come across your comment about LeadBot

In one sentence, mention where you found the prospect to open the conversation.

Mention you'd like to share your process for achieving a business goal that's important for them (and related to your services).

Share 2-3 key steps of your process. This lets you provide value and demonstrate your expertise upfront and shows them exactly what you can do for their business.

Ask them for an initial call, framed as a brainstorm session so they are excited to learn more from you. The call will give you a chance to build trust and rapport with them and further demonstrate your value to further entice them to hire you.

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