How to Email "Soft" Inbound Leads

Not all leads are "cold," but they might not be ready to buy or see a demo. Speed to lead is important, but what you say can make or break your chances.

The reason to reach out to a "soft" inbound lead is typically related to marketing.

The prospect either attended an event or downloaded an ebook... heck maybe they commented on a social post from you or the company.

These folks didn't ask to be engaged, but they're engaging with your brand.

So... how do you prospect them?

Simple: Start a conversation

1) You start with the observation.

"Hey, saw you were checking out our State of Outbound report."

2) Tie the observation back to an insight/problem.

"Usually, folks seek ways to improve their reply rates."

3) Ask a question

"Did you find it helpful?"

Too many teams are eager to jump into their pitch. It's usually not the right move.

Sometimes it is.

Say a prospect leaves a specific comment about a problem they're having on social media. Or maybe they downloaded an asset or attended an event that signals they're in the market to buy.

The goal is the same: Conversation.

1) You start with the observation.

"Hey, saw you were signed up for our cold email workshop."

2) Tie the observation back to an insight/problem.

"I suspect you're looking for ways to up your game."

3) Keep the focus on them... not you.

"Did you find the session helpful? Happy to send over some additional resources."

4) Tease that you have something that helps.

"If you're looking into tech to help, teams like Sendoso are killing it with our email assistant."


The follow-up emails?

Lean into things like third-party resources. Other folks have likely created great content on the topic you're talking to them about.

Use it.

Try to send them something they wouldn't normally find themselves.