This is the cold email plan we'd run for a full-service agency that serves one industry. Think law firm marketing agencies and credit union marketing agencies. Your best prospects are firms that need a whole marketing department and don't have one.
Your market is every firm in your industry big enough to need real marketing and too small to staff a full team. In many industries that middle is where most firms sit.
These are the signals worth looking for.
LinkedIn shows who works there. A firm with dozens of employees and nobody in marketing is running on referrals and luck.
A job post for a marketing manager means the seat is empty right now. An agency can start before a new hire would.
An old website and a dormant social page and a stopped newsletter and no ads running. One of those is a gap. All of them together is a missing department.
A new branch or a new office or a merger. Growth needs marketing behind it and the firm knows it.
Lead with the gap between their size and their marketing.
Lead with the job post and a faster way to keep things running.
Lead with the snapshot.
Lead with the new branch or office.
Credit unions and law firms buy marketing in very different ways. Keep them in separate campaigns.
One page showing their website and search and ads and email and social next to their two nearest competitors. Plain notes on each.
It works because it shows the whole picture at once. Fixing the whole picture is exactly what a full-service agency does.
What an in-house team would do in its first 90 days at their firm. Written specifically for them.
It works because it shows them what having a marketing department feels like. The retainer is that department.
Run one campaign for one service line free. For a credit union that could be auto loans. For a law firm it could be one practice area. They cover any ad spend.
It works because they see several channels working together on something they care about. The retainer runs everything that way.
Launch within three weeks of the call.
Hi {{first_name}},
Saw {{company}} is hiring a {{job_title}}.
We run all of marketing for {{industry}} firms. We can keep everything moving while you hire or instead of hiring.
Worth a conversation?
{{sender_first_name}}
Hi {{first_name}},
Put {{company}}'s website and search and social next to {{competitor}}'s on one page.
The biggest gap is {{biggest_gap}}. Happy to send the full page.
Want it?
{{sender_first_name}}
Hi {{first_name}},
We run all of marketing for {{industry}} firms. Website and ads and search and email on one retainer.
{{proof_line}}
Worth a conversation?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. A client's growth since you took over their marketing. If there is no result yet then leave the line out.
At credit unions the CEO or the head of marketing decides. At law and accounting firms it is the managing partner. At senior living operators it is the owner or the head of sales and marketing.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.