{"id":12835,"date":"2021-10-27T12:14:22","date_gmt":"2021-10-27T19:14:22","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?p=12835"},"modified":"2022-03-14T09:59:08","modified_gmt":"2022-03-14T16:59:08","slug":"email-marketing-how-bdrs-connect-with-leads-today","status":"publish","type":"post","link":"http:\/\/somametrics.com\/clone\/email-marketing-how-bdrs-connect-with-leads-today\/","title":{"rendered":"Email Marketing: How BDRs Connect With Leads Today"},"content":{"rendered":"\n<p>The primary role of Business Development Representatives (BDRs) has always been to be \u2018tele-prospectors,\u2019 using the phone to find, qualify, and set appointments. Until recently, BDRs have always used cold calling to initiate contact with prospects, but various shifts in buyer behavior have made the phone call a much less effective medium for connecting with leads. Nowadays, BDRs will find the most success by connecting initially through email marketing and nurturing interest in leads before engaging over the phone.&nbsp;<\/p>\n\n\n\n<p>In the following sections, we\u2019ll discuss why this transition has occurred and how BDRs can use email marketing to connect with leads more meaningfully in the modern selling environment.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img width=\"600\" height=\"400\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/10\/Business-Development-Representative-Email-Marketing.jpeg\" alt=\"Business Development Representative Email Marketing\" class=\"wp-image-12836\" srcset=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/10\/Business-Development-Representative-Email-Marketing.jpeg 600w, http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/10\/Business-Development-Representative-Email-Marketing-300x200.jpeg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n\n<h2>Why Cold Calling Isn\u2019t as Effective Today<\/h2>\n\n\n\n<p>As you\u2019ve probably noticed, the influx of robocalls over the past couple of years has led most people to stop answering the phone to unknown numbers \u2014 and this includes the people BDRs are trying to connect with. A recent <a href=\"https:\/\/blog.insideview.com\/2011\/03\/18\/the-death-of-cold-calling-ending-the-debate\/\">study<\/a> found that 90% of high-level executives report never responding to cold calls. Unfortunately, most people simply filter out sales calls or reject any calls they weren\u2019t expecting, meaning that connecting with leads over the phone is now much harder than it ever was before.&nbsp;<\/p>\n\n\n\n<p>Another major reason for the switch has to do with broader generational shifts in the workplace. Millennials now make up most of the workforce, and they\u2019re no longer working entry-level positions \u2014 reports now show that they have accumulated about 73% of all the decision-making power in business. What this means is that what they want goes, and millennials are known to dislike talking over the phone, favoring more efficient forms of communication. BDRs will need to adapt how they connect with their millennial leads if they\u2019re going to thrive in today\u2019s market.&nbsp;<\/p>\n\n\n\n<h2>Connecting with Leads Through Email Marketing<\/h2>\n\n\n\n<p>In response to these changes, BDRs are initiating connections with leads through email marketing first, using engaging content to nurture a relationship before reaching out over the phone.&nbsp;<\/p>\n\n\n\n<p>This has proven especially effective because the modern buyer is now used to doing most of their product research before meeting with a Sales rep, meaning that guiding them with information during their buyer journey can feed into their natural buying preferences.<\/p>\n\n\n\n<p>Successful email marketing turns otherwise unaware leads into curious prospects, engaging them with content that\u2019ll come to them in thoughtfully prepared sequences. They should be persona-oriented and highly targeted, with the end goal always being to foster a willingness in the lead to speak with a Sales rep. If done right, email marketing can be one of the most powerful ways for BDRs to connect with leads, but unfortunately, many BDRs have struggled to adapt to this new mode of communication.&nbsp;<\/p>\n\n\n\n<p>With the sudden push to email marketing, especially during the pandemic, many BDRs were not adequately trained to write compelling emails to connect with leads. Many resorted to sending out overused (and, by result, ineffective) template emails from their prospecting tools that garnered little attention. The result was a series of unpromising emails that didn\u2019t reflect the full selling potential of the company. Worse, they lacked the compelling content needed in emails to spark interest in leads.&nbsp;<\/p>\n\n\n\n<p>Thoughtful, professionally crafted email sequencing is now the most effective way to help BDRs meaningfully connect with leads through email marketing.&nbsp;<\/p>\n\n\n\n<h2>Email Sequencing to Connect with Leads&nbsp;<\/h2>\n\n\n\n<p>Email sequences are internally regulated chains of nurture emails that make sure messaging being sent out is effective and planned out. Thoughtful email sequencing empowers BDRs to make better connections with leads by providing them with approved messaging and related content to send out. It gives them the right templates to send for specific personas and the coordinated messaging that will drive curiosity and engagement to increase appointment setting. Click <a href=\"http:\/\/somametrics.com\/clone\/our-solutions\/sales-enablement\/sales-email-sequences\/\">here<\/a> for more information on how Sales Enablement can boost BDR success through email sequencing.&nbsp;<\/p>\n\n\n\n<p>You can find more resources like this on the SOMAmetrics website under <a href=\"http:\/\/somametrics.com\/clone\/resources\/\">resources.<\/a> Or <a href=\"https:\/\/calendly.com\/eskinder\">click here to schedule a call <\/a>if you would like to speak with one of our associates.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The primary role of Business Development Representatives (BDRs) has always been to be \u2018tele-prospectors,\u2019 using the phone to find, qualify, and set appointments. Until recently, BDRs have always used cold calling to initiate contact with prospects, but various shifts in buyer behavior have made the phone call a much less effective medium for connecting with &#8230; <a title=\"Email Marketing: How BDRs Connect With Leads Today\" class=\"read-more\" href=\"http:\/\/somametrics.com\/clone\/email-marketing-how-bdrs-connect-with-leads-today\/\">Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":12836,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"generate_page_header":""},"categories":[3208,900,903,904,30,3234],"tags":[3183,3267,3182,3251,3278],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing: How BDRs Connect With Leads Today - SOMAmetrics<\/title>\n<meta name=\"description\" content=\"Business Development Representatives have always used teleprospecting but are transitioning to email marketing to gather leads. 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