We’ve talked about the importance of writing a good email before. Among other things, writing a great email helps ensure clarity, impress your colleagues, and drive results. But you can add one more reason why paying attention to email etiquette is so critical: it might just lead to your next job. Just ask Joe Chernov, Chief Marketing Officer at InsightSquared.
Chernov, like most of us, is used to getting spammy emails from sales reps hawking one platform or another. But recently, Chernov received a sales pitch that caught his eye:
I’ll save you the fluff on ABM as you clearly are well past the education stage that I find most Mid-Market prospects to be in. I was reading through your publication back from April, “The *Annotated* Case for Account-Based Marketing”, and immediately caught something where I feel [company name] can help. You write about the need to be equally as good at building pipeline (supporting SDRs, like me), and increasing close rates (supporting AEs).
Unsure as to your current familiarity with the product, we have, in the past month alone, introduced Artificial Intelligence across the entire platform by pushing our [name] data through each module, and are about to release a new platform making it supremely easier for your team to run ABM programs.
A new tool I immediately thought of with the paradox between building pipeline and increasing close rates, is our [tool name]. This tool automatically recommends the optimal content to your unknown and known website visitors, based on where they are in the buyer’s journey (so an account that hasn’t raised a hand will see different content recommendations than one that is deep in a sales cycle) – all of this is done without changes to your website or the need for new content creation.
[Customer name] is using [name] to realize 300% Conversion improvements, 6X Demo Request increase, -70% Bounce Rate, and 100% Time on Site increase.
If the metrics in the [customer name] Case Study are numbers you are currently focusing on for the InsightSquared website strategy,
I’d love to open up a discussion on how this achieves such results.
Respecting that your time is valuable, do you have 30 minutes for a chat? Either way, let me know!
Impressed, Chernov responded with:
Your email is consistent with everything we’re trying to do internally — it’s personalized, fresh, tied to your product (without being excessively salesy). Pitch perfect. I’d like to offer you a job on our BDR team. If you are interested, I’ll have sales leadership and HR draw up the paperwork. I’m 100% serious.
So what exactly was it about the email that blew Chernov away?
“Ted wrote specifically about a blog article I published titled ‘The *Annotated* Case for Account-based Marketing,’ but unlike others who employ this technique, he didn’t shoehorn his product into my post,” Chernov said. “Instead, he blended flattery (‘You clearly are well past the education stage that I find most Mid-Market prospects to be in’) with relevant perspective from the piece (‘You write about the need to be equally as good at building pipeline (supporting SDRs, like me), and increasing close rates (supporting AEs)’), with a credible product tie-in (‘A new tool I immediately thought of with the paradox between building pipeline and increasing close rates, is our …’) to produce a timely, relevant, compelling pitch.”
While Chernov was indeed serious about the job offer, Ted ended up politely declining due to the fact that he’d only been in his current position for six months, and he valued what his company had been able to teach him so far. Still, the response was far from fruitless for Ted. Chernov agreed to take a meeting with his company and encouraged Ted to lean on him as an industry and mentor.
Moral of the story? Pay attention to those online communications — you never know what doors they could open for you.
*Name has been changed to protect privacy
A version of this post originally appeared on Glassdoor’s blog.
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