Introduction To A Strategic Account Manager Playbook

Send an email sequence to a key set of companies you are targeting to be potential clients in a similar industry. You will be targeting a team of people in those companies that will decide on buying your offering. Introduce to them their account manager and offer your services to help. The follow-up emails include thought leadership, case studies, and an offer to help.

Email Sequence

1. Introductory Email: Introduces yourself as a strategic account manager for the prospect over their industry/vertical. Let them know how you can help them and provide them an overview of your company. Ask for a meeting.

2. Reminder Email: Remind them that you are available to help. Provide some industry best practices your company has developed that they can learn. Ask for a meeting.

3. Referral Email: Ask them for a referral if they are not the right person. Provide a few best practice case studies that they could share with others introducing your offering. Request they provide the next steps.

4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime.

Personalize <<personalize_tag>>: Contact First Name, Contact Company, And Company Industry

Add Content [[insert_content]]: Overview Of Company, Industry Best Practice Case Studies, Overview of Service

Email Best Practice

• The subject line between 28 and 50 characters. Three to four words.

• Email body between 50 to 125 words of text.

• Remove extra words from the email body.

• Make your email closing lines powerful and intriguing.

• Personalize your email content and keep it conversational

• Answering three key questions—what are you offering? How will it help the reader? What should they do next?

• Send out 2 to 5 emails per month

• Use 1 to 3 images

• Emails should be at a third-grade reading level

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Best Practices

• Decide upfront on key industries you are targeting and companies you want to win as customers within those industries.

• Find several companies that have the same general problem and require the same skills. Build a prospect list. You may end up with several segments of prospects that have different needs.

• You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

• Create a list of segments of prospects and assign them to a particular salesperson or virtual sales assistant.

• Create a tailored message for each industry with relevant content that will interest companies in that industry.

• Modify the following email sequence and tailor it to your offer and content.

• Launch multiple campaigns for each segment identified.

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Get Started

Click the link below to view this template and use it in your next campaign.