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- Kaltakquise lohnt sich vor allem bei großen Deals, als Faustregel etwa ab 10.000 Euro Auftragswert.
- Je kleiner der Kunde und je niedriger sein Wert, desto mehr lohnen sich Content und bezahlte Werbung statt Kaltakquise.
- Bei kleinteiligen Produkten wie günstiger Software brauchst du riesige Mengen an Kaltakquise, das ist selten effizient.
- Ein bisschen organische Präsenz, etwa drei Posts pro Woche, unterstützt die Kaltakquise, weil Leute dein Profil checken bevor sie antworten.
- Ohne jegliche Posts wirkt ein Kaltakquise-Kanal schnell wie Betrug, dann reagieren Leute eher nicht.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00What do you think is the most suited for like cold outreach? >> It's about ticket size. Yeah. >> Yeah, so typically the the larger the ticket, the more specific the target, the more cold outreach is important. The less specific the target, the lower the LTV, the more content and paid ads are the better channels. Makes sense. So like is there like a figure cuz I've noticed the same I figure like our best customers >> 10 grand or more as a rule of thumb.
0:26>> Yeah. That's right on the That's right on the nose of where I sit. Do you but I wasn't sure if you could if there's something I'm missing where you can like make these micro things work but see cuz we've taken on like SaaS customers that sell like PLG type stuff and it just like a lot harder to make it work. >> Yeah, and they need a ton of volume. It's like you want to be hunting whales not hunting minnows with a harpoon. It just is not I mean you could it's just not efficient. Got you. So if someone's like they're doing a lot of like low stuff it's like content ads if you're doing like mergers acquisitions private equity you're trying to get the big fish.
0:57>> All outbound. >> Yeah. Yeah. Okay, that makes sense. Um and I figure organic's good to bolt on to everything too. Like >> Everything. Yeah. Uh just to be I I heard you say before where it's like one channel one audience >> Mhm. Up to a million. Up to a million. A million a month or a million a year? Year. A year. Do you think that you should always bolt on organic too just to kind of give that like lubrication to the sales process? >> from like I still like the focus of the of the um of the advice. Yeah. Um It's I just feel like organic is so easy to do at So I consider organic to have two two levers. Say you have like MVP level of how do I have my minimum viable product of organic which satisfies a different need than using organic as my primary method of acquisition. And so if I use it as like I have to show that I'm alive and that I can provide value then the purpose of the organic is lead nurture. So I'm doing outreach as my primary method but then if you do outreach from a channel that has literally no posts, people will be like, "This is a scam." And rightfully so.
2:01Um if you have like if you post three times a week and you have something that's relative uh relevant to your avatar and whatever you sell, then they will what most people do, most sane people, some of the customers that you have, um is that they will click your, you know, if you do outbound, they'll click over to your profile before responding to your email. And they'll be like, "What is this guy about?" or "What is this gal about?" And they'll be like, "Oh, this guy seems legit." They'll watch two or three things and they'll come in. And I'm sure if you have any kind of uh you know, data tracking or any kind of surveys on the way in, they will say that.
2:30If you use it as uh as the true like I want to generate my demand almost entirely from organic, it's a different strategy. To me, it's a much different level of investment. And so, at the base level, yes, one avatar, one channel, uh one, you know, one offer. Um But I think that if you do outreach, it's like it's it's so low effort just for the MVP level. For the next level, that's a different monster. But just like having enough to show that you're alive, I'm pro. Yeah, so like using it more so as like nurture rather than lead gen.
3:00>> And then you the sales guys also, you're going to I I love knowing this because uh you will make some content that just does hit and then does create inquiries. And then that content is the stuff you give to the sales team as the greatest hits. And then the team should have a searchable database of what are the greatest hits for this type of avatar or this type of overcome because typically people are going to either have questions around like, "Will this work for my type of business?" which is where the, you know, case studies and avatars what specific case studies is useful. Or they'll um or they'll have objections that are kind of more standard sales objections that might be around your specific thing. Um and having sets of content that's both, which is like, "Does this work in this setting?" or "Does this overcome the specific myth or, you know, uh belief that I have that's not true?" Content around both those things then create sales assets that the guys can then use or gals uh can use to go uh sell stuff.
3:48Got you. So, high level, if you're doing content as not your primary channel, you should still probably do it as like nurture. Yeah, yeah. Have a pulse. Cool. And should you do that like omni channel like is it fine if you just like >> And ideally the channel that you do outbound for. Now, if you do outbound on on email, then it's just going to be like you'll have your website and you'll have your one social profile and that's what they're going to link to. Like whatever you link to is what they're going to click. So, I would just link to the one thing that you're active on.
4:13Okay. Yeah, just to keep it minimum. Cool. Yeah, that makes sense. Um, …