At the end of the 2000s, when instant messaging began to take root in our daily lives, many “experts” predicted the imminent disappearance of email, a communication channel considered too formal, too rigid.
Today, email is not only resisting. It has become an INCONTROLLED channel for prospecting, lead nurturing, sharing content, networking and, ultimately, doing business.
By the end of 2023, the number of business emails exchanged each day is expected to exceed 347 billion. In short, your B2B prospecting emails had better stand out from the competition if you want to “surf” in this magma, especially if you are targeting accounts with high strategic potential with very solicited contacts.
So yes, cold emails don’t necessarily shine with a high open and/or response rate(s). On the other hand, they require less time and effort than phone calls and inbound marketing, especially if you automate the process with LeadIn, the first 100% unlimited, cloud-based, intelligent LinkedIn and email automation software.
To help you find inspiration, the editorial team has compiled 13 B2B prospecting email templates for 13 different scenarios. The goal: to take your prospecting efforts to the next level and convert like crazy!
A quick note before we go through our B2B prospecting email examples. This top 13 follows up on our article last week on our 7 ULTIMATE tips for writing the perfect B2B prospecting email. We recommend that you read this guide thoroughly, if only to master the art of email subject lines. Let’s go !
This is an unstoppable technique that can do wonders for your sales performance, including in an automated prospecting campaign. The idea is to compliment your interlocutor, for example on the performance of his startup, and then to follow up with a very direct speech so as not to waste his time. Here’s an example from our article on the 7 ULTIMATE tips for writing the perfect B2B prospecting email.
#1 The (sincerely) flattering B2B prospecting email
Hello[Prénom] ,
You are the head of a fast growing startup. Congratulations on your work... very inspiring! I will be brief and to the point.
At [entreprise], we have a great team of software developers that we can quickly mobilize to make things happen in your product roadmap. We have a wide spectrum of skills, from web to mobile, with the ability to work on custom projects from backend to frontend.
Are you available this week to talk on the phone for 15 minutes? I think we can eliminate a number of pain points so you can focus on your core business.
One of your prospects has just liked, commented on or relayed one of your posts on Linkedin? This might be the time to send them a prospecting email. Here is an example.
#2 Post-engagement email on LinkedIn
Hello[Prénom] ,
You recently responded to one of my LinkedIn posts on [thème].
If, like me, you are passionate about the subject, I suggest two blog posts we recently published: [Lien 1] and [Lien 2].
We also offer [produit] which could help you solve [problématique].
If you have 5 minutes, I can give you a little demo within the week.
The case study, or Business Case, is a powerful format that confronts the product promise with the reality of the field. Rather than offering a document as an attachment, we’re going to “force” the case study into the prospecting email and take advantage of it to do some storytelling.
#3 The case study in B2B email prospecting format
Hello[Prénom] ,
The future looked complicated for [client objet de l’étude de cas] in 2021.
With a small marketing team and a small budget for lead generation strategy, [client objet de l’étude de cas] needed a fast, easy-to-use, high-ROI sales performance catalyst. A difficult task in the post-Covid environment.
I met [prénom client] from [entreprise client] at [event]. He told me his problem and I proposed to challenge our know-how and experience. Result x qualified leads at 25% of the average cost of acquisition in your industry.
We have also helped [client 2] and [client 3] with the same issue, and I am confident that we can replicate this performance with you. Feel free to blog a little exchange on my calendar [lien].
The idea here is to draw on your experience with your customers who are in the same industry as the prospect. What are the common issues for this type of business? What solutions have failed to address these issues? How have these issues impacted their business? Here is an example.
#4 The email that makes your experience speak
Hello[Prénom] ,
My experience of x years tells me that [la problématique] limits your potential and prevents you from reaching some of your goals. I know you are busy. So I will be brief.
I am [poste] in [votre entreprise], and I have some ideas to generate Quick Wins at [problématique]. Here are two that have proven themselves with our X and Y clients : [Conseil 1] and [Conseil 2].
I can give you a quick overview of two case studies and explain our value proposition next Friday at 11:00 am during a 10-minute discussion.
What do you think ?
This type of B2B prospecting email will be very useful if you are targeting a large company with a complex organization chart, or simply if you are unable to identify the right person to make purchasing decisions. Generally, the recipient will not want to risk withholding information. Here is an example.
#5 Find the right person to make purchasing decisions
Hello[Prénom] ,
I have a small question. Who is in charge of [tâche spécifique] at [nom de l’entreprise]? I think our tool could save him time, energy and money while boosting marketing performance.
I know you are busy. I'll spare you the technical details of how the tool works, but here are the advantages that our customers tell us : advantage A, advantage B, advantage C.
We count X, Y and Z among our clients. I think we can replicate these success stories with you !
If you are the person concerned, what would be your availability for next week ? If not, can you direct me to the right person ?
“AIDA is an acronym that stands for Attention, Interest, Desire, Action. It’s a framework that is particularly popular with copywriters who have to write landing page texts, marketing content, prospecting emails, SMS, etc. Here is a simple email that takes this approach. Do not hesitate to personalize it according to the target and the positioning of your company.
#6 The B2B prospecting email "AIDA" type of purchase
Hello[Prénom] ,
As a [poste du prospect], you know firsthand how difficult it can be to meet the challenge of [citer le problème que votre produit permet de résoudre]. I know how frustrating this problem can be, especially with [citer les conséquences du problème sur la compétitivité de l’entreprise].
After years of R&D, we have developed [nom du produit], a solution specifically designed to remedy [problème]. Here's what [client satisfait] thought : [témoignage du client su votre collaboration].
I think we can replicate this success story with you. Do you have a few minutes to exchange ? Do not hesitate to let me know your availability.
Chances are, your target audience has a blog that they regularly update with content relevant to their industry. This is an interesting input for your prospecting email. It can indeed give you a valid reason to introduce your message and make the link with your offer.
Let’s take the following example: you market a solution for managing the skills of industrial operators, and you are targeting a manufacturer of storage equipment and furniture for manufacturers. The blog features an article on an innovative product or technology.
#7 The email that bounces off a target's content
Hello[Prénom] ,
I just read your blog post on [sujet]... exciting !
Since you work in a highly competitive industry, I imagine that continuing education and coaching are a daily challenge. As you point out in your article, [insérer une courte citation qui fait le lien avec votre proposition de valeur].
At [votre entreprise], we have developed an intuitive and easy to use solution to manage the skills of your operators on the fly and in real time. I'd be happy to give you a 5 minute demo next Wednesday. Are you available ?
The idea here is to provide concrete and immediate value to your prospect, free of charge, to prove yourself and demonstrate your expertise from the first email.
In B2B, buyers and purchase decision influencers are not easily impressed, and for good reason: they receive dozens, if not hundreds, of prospecting emails per week. By approaching them with a diagnosis and a piece of the solution, you show them that the email is personalized, that you know what you’re talking about and that you actually have something to offer them.
Let’s take the following example: you are a web agency specialized in SEO. You have identified an interesting prospect whose website is poorly positioned on Google despite having low competition keywords. You can send him the following B2B prospecting email.
#8 The email that shows you know what you're talking about
Hello[Prénom] ,
"Hello ,
[Prénom]our SEO consultant, took a look at your website. You are doing a great job on the content, bravo ! However, we have identified two factors that undermine your visibility on Google and therefore can hamper your business performance.
Do you have 5 minutes next Monday around 3pm for a screen share? We would like to show you quickly how to remedy this, and perhaps propose a collaboration to get that famous first position, synonymous with an unprecedented visibility for your business.
Have a nice day ! "
The “BAB” formula, for Before, After, Bridge, is a shorter and more direct alternative to the “AIDA” approach presented in example #6 :
- Before: Describe the challenge your prospect is facing. List the problems and consequences of this challenge on the overall performance of the target;
- After: give the prospect a glimpse of their daily life after adopting your solution. Support with numbers or concrete use cases;
- Bridge: build the logical link between the Before and After, explaining how your product can help the prospect move from Before to After.
Here is an example to adapt to your activity.
#9 The B2B prospecting email of the "BAB" type
Hello,
If you're like 61% of marketers and think that lead generation is your biggest challenge on a daily basis, you're probably not using a Sales Automation tool (or at least not using the right one) to grow your business.
According to a recent study, 80% of marketers who use such a solution generate up to 451% more leads than others, and 77% of them convert more than others.
Our B2B sales automation platform has been specifically designed to boost your LeadGen efforts in the (very) short term.
I will need 5 minutes to outline our value proposition. Feel free to book an appointment on my calendar [lien calendrier].
The aim here is to get straight to the point by canvassing a competitor’s customer, especially in niche sectors where the pool of potential customers is small. Of course, this B2B prospecting email only works if you have the information that your contact already works with a competitor. Here is an example.
#10 The B2B email canvasser: front and center
Hello,
I know you are very busy. So I will be brief. I am [prénom], I work for [entreprise]. If my information is correct, you are currently working with our competitor's product [nom du concurrent].
It's a good product, but I think we stand out on [point 1], [point 2] and [point 3]... while remaining in the same price range.
If you have 5 minutes to spare, I would like to give you a quick demo to support my arguments. Are you available on [date] at [heure] ?
You have talked with a prospect at a seminar, conference or trade show and you have detected a need and/or a purchase intention. You can adjust the following example according to the circumstances of this first exchange.
#11 The follow-up email after a B2B event
Hello[Prénom] ,
It was a pleasure to talk with you at [event] ! I'd like to contact you about your cart abandonment issue, especially on premium products. We have made a small diagnosis and I think that we have some interesting leads to improve things.
I would like to set up a video with you and [nom et poste de votre collaborateur] to discuss our recommendations and give you a demo of our solution. Are you available on [date] at [heure] ? Our exchange will last about fifteen minutes.
A prospect has reached the end of his free trial? Take the lead and assess his or her level of satisfaction. This will be an opportunity to convert them, but also to collect useful feedback to improve your offer. Example.
#12 The email prospecting after a free trial
Hello[Prénom] ,
I am writing to you today to find out if you have enjoyed our product and service. I hope your experience reflects our efforts ! If not, we'd love to hear what could be improved.
We are currently offering a promotion of [détails promotion] on the A and B formulas. I think this may be of interest to you. Do not hesitate to let me know your availability for an exchange of a few minutes by phone.
You can start your B2B prospecting email with a reference to the (positive) reviews your prospect receives on a platform (Google My Business, Trust Pilot, G2, etc.), before moving on to your value proposition.
#13 Bounce back on customer reviews
Hello[nom] ,
I am [nom], I work as [poste] for [votre entreprise].
I came across [entreprise prospect] on Capterra, and I was very impressed with your customer reviews. Bravo for your work!
We help companies on [secteur d’activité du prospect] to save time and efficiency on sales prospecting with intelligent automation solutions. On average, we allow our clients to earn [x heures] per week on this activity. Would you be interested in a quick presentation of our tools (10 minutes) next Thursday ?
To conclude on the B2B prospecting email
As you can see, cold emailing requires investigative work to “warm up” the approach and give your contact reasons to trust you or, at least, not to be more suspicious than necessary.
The era of generic emails is over. You are expected to make an effort to personalize the form and content. B2B buyers are becoming less and less impressed, which is why you’re going to have to offer them value from your first email, as we saw in prospecting email examples #4 and #8.
By coupling B2B cold emailing with LinkedIn prospecting, you multiply the number of personalized touch points with your prospects and take a giant step toward sales excellence. But there’s one secret ingredient that changes everything: intelligent automation. To help you avoid the accumulation of granular tools and preserve the ROI of your sales function, we developed LeadIn, the first 100% unlimited, cloud-based LinkedIn and email automation software. Book your demo now!
