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TV Expert Interviews / Technology Insights / Feb 15, 2023 / Posted by Nicholas Hill / 59

How to Turn Cold Online Outreach into Warm Offline Conversations (video)


Nick has focused the last ten years on optimizing sales processes for brands within marketing, advertising, and industry, both on the service side, and technology providers Sasmartech, Ad Tech. Using technology to support the human side of selling has been Nick’s passion since he started in sales. We will cover how can you turn Cold online outreach into offline conversations and bring the human element back into it.

The Challenge of Cold Outreach in the Era of AI

The advent of technology, particularly the emergence of Generative AI such as ChatGPT, has made it easier for marketing and sales. However, the challenge with this technology is the difficulty in determining if the message is from a machine or a human. Cold outreach has become more challenging, as marketers have to make their messages appear more human. This has led to negative perceptions about cold outreach, and LinkedIn has become a platform that is facing these challenges.

The Presentation on Cold Outreach at NatWest Bank

The presentation at NatWest Bank in the UK was a great opportunity to discuss the topic of Cold Outreach with a group of entrepreneurs. The focus of the presentation was to identify the most annoying thing about Cold Outreach, whether it be Cold calls, Cold emails, or Cold LinkedIn connections. The conclusion reached was that the biggest issue with Cold Outreach is irrelevance.

The Importance of Relevancy in Cold Outreach

Relevancy is crucial in Cold Outreach as it ensures that the message is going to the right person and the content is relevant to them. To avoid irrelevance, it’s important to start a conversation through relevant content. In cold outreach, it’s more about starting a conversation and less about trying to close a deal on the first interaction. The objective of cold outreach is to start a conversation, not book a meeting or make a sale. This is why the focus is shifting towards content-driven engagement, where the right people are reached out to at the right time with the right content.

The Role of AI in Cold Outreach

AI has proven to be a valuable tool for understanding the personalities of potential clients and leads. This understanding allows for more personalized and targeted outreach, similar to a marketing nurture sequence but in a cold outreach context. By utilizing technology and tools such as Crystal Nose and Humantics, companies can gain insight into the individual and their company to ensure the content they share is timely, relevant, and valuable. The key to successful cold outreach in 2023 is to approach prospects with research and relevant content rather than irrelevant and annoying links and calls.

The Challenge of AI in Cold Outreach

The main challenge being discussed is getting the conversations started, and the role AI plays in overcoming this challenge. People are concerned about AI replacing their jobs. However, AI is still in its early stages and the first version is being seen with Chat GPT. Salespeople need to have real human conversations, and the technology should support them, not create an obstacle.

The Solution: MyConversation AI

MyConversation AI is a website that has been around for three to four years, providing solutions to companies looking to invest in technology. The focus has been to use technology to automate and make the process more efficient, while still incorporating human elements such as copywriting and managing campaigns. The company will continue to grow its technology and has already gained some amazing clients.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

B2B sales has rapidly moved online, but the sales process has not kept up. B2B Buyers are overwhelmed with poorly targeted cold outreach containing irrelevant content. The solution is reaching the right people with relevant content and timely follow-up. MyConversation is my second business in this space My focus and expertise for the last 10 years has been optimizing sales processes for brands within the marketing & advertising industry, both on the service side (agencies) and technology providers (SAAS, martech, adtech, etc). Using technology to support the human side of selling has been my passion since I started in sales.


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