The Flying Engineer: Reverse Engineering a Sales Goal with Outbound Email

Here is how we use our outbound email marketing to improve and outperform your KPIs and hit your monthly and quarterly goals. Our system is fully operational and tested on live campaigns. After successful live testing, it is ready to expand outreach and play a real role in meeting marketing objectives. Below is what is expected, with our recommendations.

What we sold

The product was data related to their business, built to enhance their marketing efforts, plus a bonus free premium listing on theflyingengineer.com. Concretely: insights into their competitors for the last 12 months, ad spends, ads run, distribution and their exact position in the market in relation to everyone else.

This answers the questions most companies want answered:

• In terms of marketing, am I doing enough compared to other companies?
• What marketing are other companies doing?
• What is an optimum budget or budget range?
• Which channels should I focus on: social media, Google etc?
• What ad copy is running and how do the ads look?
• What results should I expect, and when?

Reverse engineering success

The real value of this data is that we can use it to reverse engineer success: how much outreach do you need to do to hit your monthly and quarterly goals?

With a deal size of about £2000, an average interested reply rate of 2% from our email campaigns, a lead interested to deal won conversion of 2%, and a goal of £24,000 in deals closed monthly, the metrics required to hit the goal are:

• Deals won required: £24,000 / £2000 = 12 deals
• Interested leads required: 50 x 12 = 600 interested leads
• Outreach required: 600 / 0.02 = 30,000 leads

Fully transparent: what this campaign costs

• Setup fee: £8k
• Monthly: £3k
• You only pay for 3 months: from month 4 we move to a percentage of sales.

The honest notes

We need a good and responsive sales team, and we need to find extra products and services to increase the CLV (customer lifetime value). This is a B2B campaign and the math does not take into account that a company can buy more than one £2k product.

These numbers are accurate not just from our campaigns but from other people as well. We need to aim as close as possible to them; if not, we adjust the messaging or the offering.