Knowing something is working isn't as powerful as knowing why it is working. Furthermore, every part of a message, particularly in a cold email, should have three separate hypotheses:

• Hook: Why is this email grabbing attention?
• Value: Which value statement best resonates and why?
• Ask: What is the most efficient path to a meeting?

We'll provide the structure and systems needed to hypothesize properly and make sure you understand the "why" behind every message.

Every outbound strategy needs to have a custom audience campaigns reinforcing company branding, value proposition, and consistency. Yet, so few organizations have sales and marketing working together to optimize their demand generation results.

At The Institute, we help set up the systems, integrations, and tracking mechanisms for an omnichannel strategy. In addition, the feedback loop between sales and marketing is improved through a system of accountability between departments.

In turn, you get a well-oiled machine that brings two, which are often competing, teams together.

Leads aren't created equal, and your demand generation system needs to reflect this. Your team needs to spend time on the most engaged leads first. With a mix of lead scoring, smart outreach rules, and enrichment, your team will be able to be more effective, not just efficient.

The Institute is able to help promote communication between your systems (i.e. CRM, ads, analytics, and outbound tools) for seamless analytics and reduce data entry. Furthermore, we'll help you find ways you can automate your efforts without losing the personalization or resonation that every demand generation strategy requires.