When the marketing team at Mailshake — a company that provides software for salespeople doing email outreach — made its content marketing plan, they knew they wanted to go big. Really big. They interviewed customers and stalked the service team. They collaborated with influencers. They outlined a content piece that went far beyond a 700-word, “keyword optimized” blog post. The result? The Cold Email Outreach Playbook, a massive “how-to” guide for anyone doing cold email outreach for sales.
We interviewed co-founder Sujan Patel to get the full story of this and similar projects produced by Mailshake.
As Sujan told us, it took almost six months to put the playbook together, but the results of their efforts have been tremendous.
In the year since the guide was published, the playbook has driven:
As for revenue, with a product that costs $19/month per user, it’s safe to say the Cold Email Outreach Guide has generated mid-six-figures in revenue — so far.
“This is a strategy I’ve done at several companies, and every time, the ROI has been more than worth it,” Sujan told us.