I know that there are plenty of books covering copywriting, and they claim the same: making the perfect copy. Moreover, making the ultimate copy, secrets for crafting the best B2B outbound copy – you name it. All of them promise the magic formula that pushes everyone to buy. But in this blog post, we will take a different approach. We will help you understand how to set up the copy creation process. When you are done reading this blog post, you will have a clear picture of the messages and channels used. Creating the needed messages will be a straightforward process.

BizzBee Solutions has worked with over 300 entrepreneurs, start-ups and SMEs, giving us the opportunity to talk with their founders, CEOs, and Directors, and helping us build a pattern for success. In this guide, we outline everything we’ve learned about B2B outbound copy along the way; what works and what doesn’t.

First of all, you need to understand something. Creating copy for marketing e-mails is not the same as making a copy for sales emails. Email marketing is used to approach a cold lead and create rapport. With time you will build up a relationship and bring the leads towards you. Imagine that a cold lead is aware of your offering, and has made some initial effort (replied to you over social media, your website, or signed-up on one of your landing pages). Now it’s time to kick in with a sales e-mail. That’s where the goal is to push them toward closing the deal. Try to create scarcity, urgency, or some other sales technique.

Business laptop on a wooden desk for email marketing

Cold prospects, selling and marketing

Too many people try to sell directly to cold prospects. This is why we get plenty of irrelevant e-mails in our inbox and also why we instantly delete them. Put yourself in their shoes – would you buy something from an unknown company that has just sent you an e-mail? Probably not. Usually, people are used to receiving too many spammy emails trying to sell them everything. That’s why their guard is up – they are reserved when someone approaches them for anything.

This is the reason why the marketing email does not try to sell anything. Its sole purpose is to make companies aware of your solution. As well as to pique curiosity, and even to start building an ongoing relationship. Once you understand how to do that, you will be able to approach cold prospects and easily convert them into warm leads.

In this blog post, there are several chapters, each crucial to setting up a B2B outbound copy that converts cold prospects into warm leads:

  • Understanding the target audience – You can’t have a good marketing campaign if you don’t know your target. We have a separate e-book specifically for this, so if you haven’t read it yet, be sure to find it and read it, as it will help you understand how crucial this is for copy creation.

  • Determine the marketing offer – When I say offer, I don’t mean your sales offer that you are trying to sell. I am referring to a marketing offer. Something that will pique their interest and curiosity, making them come knocking on your door, asking for more. In most cases, this is something that requires minimum effort from you (so you can reach a lot of people). But at the same time is of a high-value to them (so they would be happy to get it for free).

  • Mapping out the outreach steps – Now that you have the target and the marketing offer you want to present, what is left is to map the journey of how your target will get to the marketing offer. It’s as simple as that.
    You need to decide on how many messages you will send, through which channel, what happens if they say yes, what happens if they say no, etc. All the steps needed to get to the marketing offer should be mapped, and it is never a straightforward approach. There should be several ways – all leading to the marketing offer.

  • Creating the messages – By now, with the help from the map, you know what to send and where you should send it. Therefore, you should be ready to start preparing the B2B outbound copy. What will be the hook? What will be the story? How will you raise awareness? How will you pique curiosity?

  • A/B testing – There is no single solution for the perfect B2B outbound copy. What works for me might not necessarily work for you. Different industries, different targets, different marketing offers. Let the numbers speak. If you measure the responses properly, you will be able to choose the copy that works best for you, based on the feedback you receive.
Executing Marketing Offer via channels Email, LinkedIn - scheme

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Understanding the target

It seems naïve, and most of you would probably say that you already know who your target is. And maybe some of you are right. But how many of you actually understand your target? Can you genuinely answer these questions?

  • Which industries will benefit from your product/service?
  • What makes an ideal client for you? (Demographics/firmographics?)
  • Who are you competing against? What are their offerings (service, prices, etc.)?
  • What kind of needs does your target have?
  • What drives them to actively seek your service?
  • What is the decision-making process in these companies for your product/service?
  • What is the easiest entry point to these type of companies?

If you can’t understand your target’s motivations/fears, you won’t be able to trigger them to make them respond to your marketing offer. That is why you need to dig a few layers deeper in understanding your target. So you can have a message that resonates with them.

Just have a look at these two statements:

“We offer websites, SEO, and online marketing to any company that needs it.”

OR

“We help dentists to establish a digital presence and attract more customers.”

Which one would resonate more with dentists?

I also struggled with defining our target in BizzBee Solutions. Why should I focus on a target when our services and solutions are general and can be used worldwide, by any industry, by any size of the company? There are companies that have a highly targeted solution (ex. HR software for the automotive industry), and for them, it is quite obvious who their target is. But for the others, why limit ourselves to a single target?

It took me some time, but I’ve realized that having a target is the only way to be able to write relevant messages that convert. And if you have a general solution, then you can create several different campaigns focusing on different targets. Meaning that the messages can be highly specific.

We cover target identification in a separate e-book; without it, you can’t really write a great B2B outbound copy that converts.

Determine the marketing offer

Now that you have a clear understanding of who your target audience is, the next step is to decide what you want your marketing offer to be.

Office meeting, decide your marketing offer

As we’ve worked with a lot of clients, it is surprising how many different offers I’ve been exposed to. Most of them did not work, so we did an analysis in order to understand why.

When we talk about a marketing offer, we need to distinguish four things. a) the most attractive offer; b) the offer that requires minimum effort from your prospects; c) the offer that brings the most value to your prospects, and d) the offer that requires minimum effort from you to provide.

The most attractive offer

I know that, like many companies, you might have multiple products or multiple services, and as they are all compatible to the same target, you would want to put all the offerings in one marketing offer. This is not the way it works – at least not for cold leads.

Remember that we are talking about cold leads that have never heard about you. Now with your first email, you have a tiny window to actually capture their attention. It doesn’t mean that down the road you shouldn’t introduce additional offers. It just means that you must choose the most attractive product/service and start with that one. A marketing campaign should have one single offer; beyond that, you are only confusing the reader.

The offer that requires minimum effort

Let’s assume that you have an attractive offer. If it requires the prospect to fill in a questionnaire with a lot of questions, or they need to set up an account, or they need to talk to you, they might not be willing to make the effort. Especially at the beginning, since they don’t know you. You can ask for that kind of effort down the road as you build rapport and a relationship.

In the beginning, the most you can ask of them is to share a piece of simple information (eg. who in their company is responsible for marketing, or website maintenance), or a simple opinion from them about a topic, nothing more. In supermarkets, they give free samples of products to cold prospects. “Try this new brand of cheese. It is free, just give it a try.” It is a scenario that happens quite often in every supermarket. Taking it back to your offer – once they start responding, you can increase the amount of effort required of them.

We’ve worked with a lot of clients who believe a one-hour free consultation is a great marketing offer to give. It is presented as having huge value; they get to talk to you for one hour for free. We do have some successful cases, but generally, strangers are not ready to dedicate one hour of their time, especially if they are not aware of your credibility. I would personally avoid this marketing offer, as it requires far more commitment from your prospects, and not all of them are ready to talk. Having this free consultation is recommended further down the road when the prospect is aware of your credibility.  

The offer that brings the most value to them

As with any marketing pitch, you are giving them some value, most probably for free. It doesn’t have to be a lot, but as an “ethical bribe” you are giving them some value without any expectations from them. Since you know your target, you can identify a few value points that you know are quite valuable and give these for free.

Don’t be scared of the “free” concept. You are just using it to get in the front door. People are used to being sold something with the first e-mail, first call, and first approach. It is refreshing when someone approaches you and gives you something of value for free. It is the start of a great relationship.  

The offer that requires minimum effort from you

Imagine you are offering something that takes you 2-3hrs to do. That could be quite valuable – but imagine you need to give it to 30-50 prospects per week, for free? It will consume your time, and I personally would not make that commitment, especially not with cold leads. I would increase the effort when I know the lead is really interested in my services.

We do have examples where we spend 2-3hrs or even more, but never to cold prospects. In most cases, we have a meeting. We try to understand the scope of the project, and if we want to prove our expertise, we can dedicate a few hours to doing a small sample. So the prospect can experience the service before buying. But that is never at the beginning of a relationship.

The value ladder

There is a concept that is gaining traction called the value ladder. Based on this approach, you approach cold leads offering free value, with minimum involvement. Once they show interest, you then introduce more value to them but ask for more involvement (both time and money). If they take that offer as well, you then introduce even more value, again asking for even more involvement. This repeat cycle can bring you several deals from the same client. Not everyone will be ready to buy your most expensive solution – which is fine.   

Value Ladder Concept

The value ladder as a concept can be used both in marketing and sales processes:

  • Marketing – You can start by offering something of less value for free, and then offer more value but require more effort from them. Then increase the value but also increase the effort, and continue ascending the value ladder.
    You can end your marketing effort by asking them to phone you or be contacted by you or fill in a longer questionnaire, or whatever the goal of the campaign is.

  • Sales – You can sell them a small service (~10-30Eur), and then offer more value for the more expensive service of 200-300Eur. Then, offer the even more expensive service of 3.000-5.000Eur, and then offer them the even more expensive solution of 30.000-50.000Eur and so on. It can be a never-ending ladder or until they reach your core offering (the most expensive solution you have).

Let me give you an example of the value ladder concept – an example that is outside the digital world. Let’s say that you are trying to sell a cross-city sightseeing service for 1.000Eur. You meet a total stranger at the airport, and directly try to sell them your 1.000Eur service. No matter the quality or value of the service, they probably won’t give you that amount of money (even if they have it). People are used to strangers approaching them and pitching them something, and it rarely works.

However, if you try to follow the value ladder, you approach the stranger and ask what the time is? And in most cases, they are willing to answer as it takes almost zero effort. You can then ask where he/she is travelling? Then offer a taxi ride to the city (~10-30Eur). With this offer, you are increasing the value and asking for some commitment from the prospect. If he/she accepts then you can ascend the value ladder by offering a one-day city sightseeing (~200-300Eur). As you’ve already established a relationship with them, you are no longer a stranger and it is easier for them to accept that offer. Once you deliver the one-day city sightseeing, you can get to the offer of cross-city sightseeing for 1.000Eur, visiting 3-5 cities over the course of several days.

At that point, you are not giving a 1.000Eur offer to a stranger. But you are giving an offer to a client that has already paid a few hundred, and you are just increasing your repeat purchase. Of course, this comes with the assumption that every time they get the service, they are happy with it. This is how the value ladder concept works, and it is the secret to building strong relationships with your clients.

Bizzbee’s value ladder

We can now look at the value ladder in the digital world. Here is how we implement the concept at BizzBee Solutions marketing campaigns. Specifically, how we build a relationship that builds up to asking for a call.

  1. We give away a few articles that solve the main problems of our target. We send the articles via e-mail, so they just need to read them. No additional involvement is required on their side.
    • Value: free articles
    • Involvement: 5-15min
    • BizzBee effort: one-time writing

  2. Then we send a free E-book (~40 pages) addressing the specific problems they have.  We have a landing page with the e-book, but to access it, the prospects need to leave their e-mail. So we ask for a bit more involvement on their part.
    • Value: free 40-page e-book on growth strategies
    • Involvement: leave an e-mail
    • BizzBee effort: one-time writing

  3. Then we give them “Free Lead Tasting” – where we give 10 cold prospects for free. But to get the prospects, they need to fill in a questionnaire – which will give us more information on who their ideal target is, so we can deliver the 10 cold prospects.
    • Value: 10 highly targeted prospects for free
    • Involvement: fill in a questionnaire with their company/target details
    • BizzBee effort: 2-3hrs to deliver the 10 prospects

  4. Finally, when we send the 10 cold prospects, we offer some lead generation advice that we believe could help them to find better leads. We package this as a free 1hr lead consultation – where they need to make a bigger effort: show up for the call. On this call, we have an opportunity to sell.
    • Value: tailored lead generation advice
    • Involvement: participate in a 1-hour meeting
    • BizzBee effort: 1-hour meeting

As you can see, even in our marketing campaign, we start with very little involvement from our cold prospects. As we move them up the value ladder, the relationship is built, and we can ask for more personal information or even a meeting.

Building the marketing offer

So, back to you. Have a look at your company. What is the most attractive thing you can offer that requires minimum effort on your part? Something that simultaneously brings the most value to your target audience and requires minimum effort from them?

Free Trial text on roadsign

Here are a few ideas from real examples that we have used to approach cold leads:

  • Free e-book – This is probably most commonly used, since with e-books you have a one-time effort and cost to develop/design them.
    There’s also zero additional effort required to reproduce it. Additionally, if the topic you are addressing is crucial to the prospects, it could bring enormous value to them. Although an e-book is not something new, I am amazed how few companies we’ve worked with have made an e-book. I personally believe it is a great way to get to your prospects.

  • Free sample – Try-before-you-buy is also an old concept that has been proven successful. The purpose of the free sample is to show your prospects the quality they can expect. And this can work only if their involvement is minimal. Even at BizzBee, we offer a free sample of 10 cold prospects, giving an opportunity to our prospects to experience our service.

  • Free demo – Demos can vary from a video that they can see, a demo that they can explore at their convenience, to a real-time demo over a call. The real-time demo requires more effort from the prospects, so I would recommend you avoid it. At least, when someone offers me a demo, I want to explore it at my convenience and at my own pace.
    Demos work quite well in the software industry, where you can showcase some limited features or a peek inside.
  • Free trial – Famous among SaaS, or digital service providers. You are providing your prospects with the full value over a limited time, so they can experience your solution. If they find it valuable, they will keep using it and pay for it. If they don’t, then there is no point in pushing them further.
    When we launched ZZack (mobile & software development prospecting solution), we included an offer of a 7-day free trial during which companies receive free leads for mobile, web and software development. After the 7th day, they need to pay in order to continue.

  • Free courses – Free courses provide a 2-way benefit. Prospects are learning something for free, and you are building your credibility and authority on the subject matter. Even if they are not ready to ascend the value ladder at the moment, when they are, you have been positioned as an expert in the field. At BizzBee, we have built a 5-day lead generation course, which we give away for free.

  • Free consultation hour – Even though for most businesses it is too early to start with this, there is a very successful example from one of our clients. An Australian Leadership Guru who worked with 150 of the Fortune 500 companies and has a published book.
    Approaching specific positions within corporations, he offered them a 1hr free discussion about their leadership issues. That was a great hit, as his credibility ensured that the value was too big to miss. We also use free consultation hours in BizzBee, but as the last step in our marketing campaign where sales take over.

  • Free physical book – If you truly want to give high value, then a book is the best option. It is quite an expensive process. Just think about the time it takes to write it, and not many companies are doing it. Another concept here is free-plus-shipping, where you give away the book for free, as long as they cover the shipping costs (which is usually 10-20Eur). Russell Brunson is quite famous for this approach, offering free books as part of his value ladder.

  • Other free stuff – There is no limit to what you can offer for free. You can create a few relevant blog posts. Maybe a set of podcasts, even a compilation of content that was not made by you. (E.g. “I’ve spent 5 years searching and listening to the best mobile development podcasts, and I have created the top 10 must-hear podcasts for you).” Just have in mind that it must be relevant to your target in order to have any value.

These are only a few of the offers you can give to your cold prospects to initiate communication. There are easier ways that you can also use to provide value – we have a list of 21 different ways on how you can easily create and reproduce highly perceived value for your prospects. And if you noticed in the BizzBee example, we use a mix of several values along with the marketing campaign.

So now, instead of sending e-mails to cold prospects bragging about how cool your product or service is, try giving some value to them. Try to get closer to them and build a relationship, so when the time comes for you to pitch your service – they’ll be more open to hearing you out. In sales, we always say that if we had the opportunity to talk to a prospect for 1hr on a call – that is a closed prospect. So the marketing role should be to find cold prospects and warm them up so they would be willing to hear out the sales pitch.

Mapping out the outreach steps

Now that you have the target and the marketing offer, we are ready to do the mapping. Let me make this as simple as possible – what is the easiest way to move your target market audience to your marketing offer?

Do you need three touchpoints? Five? Maybe 25 touchpoints? Think about the value ladder again – usually, each step in the value ladder requires a separate touchpoint. What if they get stuck at some point on the ladder? Perhaps you need several messages to move them forward (in case they don’t continue straight away). The steps should be sequenced to be the logical next steps for your prospects. In BizzBee Solutions, for example, we use a four-step approach to bring a complete stranger (cold prospect) to a sales call.

When mapping out the process – there are a few points to consider: a) Set up the target audience and marketing offer, b) Define the number of touchpoints, based on your value ladder c) Decide what the purpose of each touchpoint is, d) Decide which channel to use to get in the front door, and e) Organize the sequencing.

Set up the target audience and market offer

Don’t just map it out, but actually use a few bullet points. First, describe the target market audience. Then decide what you want them to do as a result of the marketing campaign.

Marketing Offer scheme, b2b outbound copy

Define the number of touchpoints

What is the easiest route to bring your target market audience to your desired action? Decide that first, and then you can start adding complexities to the map. So if your value ladder requires five – make them five, if your value ladder requires two – then two it is. It depends on how many offerings you can provide to your target.

Decide what the purpose of each touchpoint is

You can put 20 touchpoints. But do you really need that many to get your cold prospect to your marketing offer? Each touchpoint must be designed to deliver a specific message to the prospect. And at the same time – provoking a specific feeling or action that you need in order to move them to the next message.

Here are the sequential steps we take at BizzBee Solutions to move the cold prospects along the value ladder. For us, this is where the marketing ends, and sales begin.

Marketing Offer and Value ladder steps- scheme, b2b outbound copy

Which channel should be used to get them to the marketing offer

All of us are unique and we all have a preferred way of communication. Someone will respond to an e-mail, while others will ignore it. Others will respond to a LinkedIn message, while others do not use it that often. So, you need to be bold and try different channels in order to maximize the effectiveness of the campaign. Reach prospects on their preferred channel, rather than making them come to yours (which is an additional effort needed from them).

In BizzBee Solutions, we’ve tried it all. When it comes to B2B prospecting, email and LinkedIn are the two main vehicles that are bringing in the best results. Both are written mediums, giving the prospects the flexibility and opportunity to respond at their convenience. In addition, it is a non-intrusive way, (we are offering free value) to approach, and we leave it up to them if they want to connect or not. Cold calling is also a channel, but honestly, I hate it when someone gives me a cold call. It requires my full attention – something I am not ready to give to an unknown person. Perhaps down the road, when I am quite confident that it is worth my time, I might be willing or even prefer to make the call myself. 

So in the beginning, you should start with one channel. If they don’t respond, then move to another channel, and continue the conversation on the channel that they respond to – as it means that it is the most convenient way for them.

Marketing Offer - Value Ladder via Channels - scheme

Organize the sequencing

Now that you have the channels, you need to set up the sequence. The way it will be received by the cold prospect. You should decide when to send the first message and how long to wait for a response. Decide what to send if they respond positively, what to send if they respond negatively. And most importantly how to proceed if they ignore you (which is a common scenario when approaching cold prospects).

Here is the BizzBee Solutions example of a marketing campaign.

Executing Marketing Campaign, via channels -b2b outbound copy

Here is another sequence organization we did recently for one of our clients. This sequence was for AI SaaS, where we built a sequence of four steps cross LinkedIn/email.

Sequence Organization for AI SaaS

At the end of this section, you should have a clear map, a plan of all the steps your cold prospect needs to go through in order to become a sales lead. That is the end goal of a marketing campaign. Looking at it as a funnel, the marketing goal is to reach a large number of companies and filter out only the ones that have the potential to buy.

Crafting the B2B Outbound Copy

If you have done the mapping process, it is quite easy to proceed to the messages. Let’s summarize what you’ve done up to here:

  • You have a clear understanding of why the target audience needs your marketing offer. It is essential to have this sorted out.

  • You have defined the number of touchpoints, so you know how many messages you need to create. Having too many or too little of the B2B outbound copy could avert your prospect from reaching your goal.

  • You now know the purpose of each touchpoint, so you have an idea of what you want to communicate with each message.

  • You know which communication channels you will use to ensure you will get to the target audience.

  • And finally, you have organized the sequence of messages. You decided when you will move them across channels, and decided on the delays between each touchpoint.

If you have all of this mapped out, doing the actual copy of the messages should be your last and final effort. Writing the B2B outbound copy itself is just scripting a journey you want your cold prospects to follow.

There are some rules you must comply with while crafting the messages. Each of the emails you need to craft must follow the marketing basics a) Have a hook, b) Tell a story, and c) Have a call to action (CTA). Let’s go over each, as these apply to each email in the sequence you are creating. Although you need all of them in each B2B outbound copy, there could be different amounts of each. For example, in the beginning, you can have more of the hook, less of the story and offer. While down the value ladder, you can have less of the hook, and more of the story and CTA.  In order for you to better understand them, we will start from the CTA, and build our way to the hook.

Hook, story, CTA -scheme for b2b outbound copy


Call to Action (CTA)

Each email must have a CTA. If you figured out the purpose of each touchpoint, that is actually the CTA. What is the purpose of the message? What are you asking them to do? At the beginning of the communication, you are asking them to read an article or watch a video, while down the road you are asking them to give their email, fill in a questionnaire, or even join a meeting.

The CTA is at the end of the message, and if you did the story and hook right, it should be a no-brainer for them to just follow your call to action.

Tell a story

Storytelling has been around since the start of human civilization. It is how crucial lessons were transferred from generation to generation. To put it into perspective, what story would you want to tell in order to push the prospect to do the action you wanted? Again, at different stages, it requires a different amount of effort. At the beginning of the communication, you should be happy if they give you a minute to hear your story, while down the ladder they can give you an hour to hear your story.

Here are a few story examples that could push your prospect to the CTA:

  • A personal story. You can tell your prospects how you had the same problem, and how by doing the activities (you want them to do), you managed to solve the problem.

  • A third party story. You can tell someone else’s story.  How they had a problem, how they came to you, and how you managed to solve their problem.

  • Testimonials. Similar to the previous point, but here you are telling several stories. You have examples of companies similar to your prospect (either in the same industry or trying to solve the same problem) and you are telling them what benefits they got by working with you.

  • A sentence. A story can be as simple as one sentence. When thinking about stories, don’t think of them as a narrative – just think of them as something that can push your prospects to the CTA.

Have a hook

Every B2B outbound copy (email or LinkedIn) starts with a hook. It is the subject line, and/or the first line in the email. It is the reason why in the small window of attention you get from the cold prospect, they could read the story and act upon the CTA. So why should your prospect read your story?

In many cases, this is the Title/Header. An attention-grabbing line with one goal – pique curiosity, get them thinking and craving to read the story. Here are a few examples:

  • “Learn how you can achieve exponential growth by using my proven methods.”
  • “The 10 secrets to achieving 7 digit revenues for your company.”
  • “The only thing that is delaying your success.”

So their goal is that you will really want to read the rest of the message. Now let me reverse it.

If you had a fantastic hook – people would read your story, as you’ve managed to grab their attention. It’s likely that if you had a fantastic story to tell, people would love to do the thing you asked them to do (CTA). And if you had a fantastic CTA – it is a no brainer that they will go and do it.

That is the secret of crafting a fantastic B2B outbound copy that pushes people from cold prospects to highly engaged warm leads.

From here on, it is up to you to try to set up the messages that will resonate with your target audience. And move them through your marketing process. But don’t be scared, it is a process and you can rarely craft the best converting sequence from the first try. That takes input from your target, measuring what kind of B2B outbound copy makes them respond to a larger or smaller extent. This is the goal of the next chapter.

A/B Testing

Let’s be honest, getting the right marketing sequence to be successful from the start is too ambitious. And that is why I always claim that there is no single formula that you can just plug into your business and achieve success. And even if we have the formula, it must be applied differently for different target audiences. Offering a different marketing offer.

Woman holding Yes/No sign, testing

This is a process, continuously testing different B2B outbound copy and seeing how it resonates with your target audience. And how they respond. But as with any process, if you want it improved, you must have strong monitoring and reporting. That way you will understand what works well and what doesn’t.

So, here it goes. What if instead of sending the same B2B outbound copy to the entire database, you actually create batches/segments, and test different variations? What if you start experimenting?

Let’s imagine that you have a database of 6.000 companies, which is a reasonable sample size. You should try different approaches and just see what sticks. You can divide the database into segments of 200 companies per batch and then you have quite a lot of tests that you can perform.

The A/B testing concept means that you take two batches of 200 companies and test parts of your campaign to see how your target audience will respond:

  1. Testing the hook. If you create different variations of the subject line, within your B2B outbound copy, you can try and see what yields better results. The hook can be easily measured in any email campaign, by simply following the open rate. If the hook is good, prospects will open the email. If you send to 1.000 prospects five different subject lines (hooks), you can easily measure the open rate. And also understand which subject line is the best. Then, from the best subject line, you can create an additional five variations, and see which gets the best open rate. This is an ongoing process; continuously choosing the best option and making a few variations to further test the hook.

  2. Testing the story. You must also create variations of the story you want to tell. These tests can be done in parallel to the hook test. As you can create a formula to measure the results from the ones that opened the email. This way it can provide more accurate results. However, the story cannot be clearly distinguished from the CTA – since a great story will push prospects toward the CTA.

  3. Testing the CTA. The CTA is closely related to the story, and as such, they can’t be separated. A good hook will show in the open rate. But only a good combination of a story and CTA – will yield the result for how many prospects actually acted on the offer. So the final result is how many made the action you wanted them to.

A/B testing for a B2B outbound copy is an ongoing and never-ending process. The hook can always be further improved to improve the open rate. The message and CTA can always be combined to provide better results. There are some benchmark results that you can search to see what is a reasonable open-rate, click-rate, etc. based on your industry.

I am glad you read this blog post, as it represents a very useful guide on crafting the perfect outbound copy. 
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I WISH YOU A SUCCESSFUL OUTREACH!