Early Stage Cold Email
How GTM Strategy, Not Copy, Generates Pipeline
Agenda
- My background
- My approach
- The power of cold email
- How to craft good campaigns
- Lots of Q&A time
TG
by Ted Glasnow
My background (and baby)
Startup GTM experience
Go-to-market leader at four startups.
Fractional sales leadership
Fractional head of sales for a dozen more startups.
Focus on early-stage B2B
Helping founding sellers and selling founders
My approach
Lead generation is often the first bottleneck
Cold email is often the first scalable sales channel
Higher value, lower volume
High-value customers mean fewer targets, so precise targeting is crucial.
Costly and uncertain marketing
Marketing takes time and money with uncertain early-stage results.
Scalable proving ground
Cold email offers quick testing and iteration on product-market and message-market fit.
Good GTM strategy leads to good email campaigns
1
Product
What problem do you solve?
2
Market
Who has that problem?
3
Messaging
What do you say to them?
Key questions to determine GTM strategy
Product questions
Problem What problem does your product solve? Alternative How do customers solve this problem without your product? Solution How does your product solve this problem better?
Market questions
Ideal customer profile (ICP) Which companies have this problem? ICP data What data can you access to create a list of these companies? Persona Which employees at these companies benefit most from your solution? Persona data What data can you access to contact these employees?
Untitled card
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Best practices
Sequence structure
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Cold email copy
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Case Study
Before email
Before email
GTM strategy analysis
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Results
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After email
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Key take-aways
Cold Email Works
Cold email is the quickest way to tackle early-stage lead generation challenges.
Strategy Drives Success
Effective emails come from a clear GTM strategy—know your product, market, and message.
Scale with Infrastructure
Follow deliverability best practices and use automation tools to boost sales efficiency