What role should product marketers have in writing email templates for sales development reps?

Answer

5 Answers

Sales Content

Nikhil Balaraman

Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5y

Short answer: build the framework, but allow people to be creative. Don’t micro-manage every single email. But maybe run some audits and always be close with the SDR leaders, and get a good understanding for why they are getting rejected/hearing no. Long answer: PMM, and especially Brand marketing, are going to be helping in setting the tone and narrative of how we talk to prospects. For many of these prospects, the outreach from SDRs will likely be the first time they have direct contact with ...Read More

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Daniel Kuperman

Jellyfish VP of Product Marketing • 5y

This varies by company. I’ve been in organizations where PMM would write email templates and in other places PMM would only provide the messaging framework and key bullet points and the BDR/SDR team would write it themselves.

Regardless of whether PMM writes those email templates or not, it is important for PMM to meet regularly with the BDR/SDR team to understand what is working and what is not, what questions they have and objections they are getting from prospects.

1,777 Views
Jeff Beckham

Gem VP of Marketing & Partnerships | Formerly Mixpanel, Slack, BlueJeans, Cisco • 6y

If you have the opportunity to be involved, snatch it as quickly as possible! The core of product marketing is creating messaging that works, and the fastest way to test messaging is through channels that scale. SDR templates are one of those, along with digital ads and high-traffic web pages.Our rule of thumb at Mixpanel is that a unified message, either written or approved by product marketing, is the best. While you want to empower and trust your sales development reps, when there are hundred ...Read More

1,914 Views
Amit Bhojraj

Orkes Head of Marketing • 5y

It depends. Not the best answer, I know :)It depends because it comes down to how your org set up. Is your Demand Gen team closely working with the SDRs vs. the PMMs? If yes, and if you have a robust positioning framework (from the PMM team), it would be pretty easy for a DG lead to carve out a campaign and create the first draft of the email templates. In this case, of course, the lead is flowing through the marketing team (Demand Gen specifically). I have seen PMMs get more involved in this to ...Read More

545 Views
Charlene Wang

fmr Qualia, Coupa | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 5y

The answer to this question will depend to an extent on the type of people that you have on the Product Marketing and SDR teams. That said, in general, Product Marketing owns the messaging and positioning and will be more familiar with what's going to stand out compared to other solutions or substitutes in the market in the eyes of the target persona that the SDR is emailing. Based on this, Product Marketing should be providing key talking points and content that will help move the email recipie ...Read More

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