And why I stopped asking for intros
Let’s start with the results – Takipi went into public beta about 5 months ago. Although most of our users reached Takipi through different publications and our blog it was also very important for us to get to some large companies and brands. As Takipi requires installation on production servers, you can imagine it’s not an easy sell.
To get there, I used both cold emails and intros. The results – cold emails produced 7 meetings at Twitter, Klout, LinkedIn and more – 5 installations. Intros – 9 meetings which led to 2 installations. I’ve been using mostly cold emails ever since and I’ve learned that with prospects, bloggers and advisors I get much better results.
Why cold emails work better than intros
Find the early adopters – using cold emails flushes out the people who are really interested in trying out a new product. Some of the people I met through intros really liked what we are doing but the last thing on their mind was to start using a new tool, their hands were already very full. I learned that people you approach through intros will probably meet with you as a favor to someone else but they won’t use a new product unless they have a good reason, time and will. If they don’t have the time and will, they won’t answer your cold email, so you can save some valuable time for you and them.
Reach exactly who you need – by using cold emails I was able to reach exactly the right people in the organization, and that usually made a huge difference. You need to reach certain people, not companies.
When I started out, it felt like I would be able get to any company I wanted. “Oh, sure, I know someone at Twitter/ Dropbox/ Evernote/ Foursquare” – I heard this from every other person I talked to and was sure that getting Takipi to those companies was just one step away.
C level intros,“I know the CEO/ CTO/ CIO of X” – unless it’s a very small company these intros usually consume lots of resources and don’t lead to the right person. You have a great meeting with the CTO, he refers you to someone else, who refers you to someone else who is usually, well, mmm, how to put it, not the busiest guy in the company. Or, in other words, after 3 meetings you get to someone who is not your ideal user but is basically someone who has the time to meet other companies.
“I know someone at finance/ UX/ sales” intros – I think you have better odds with cold emails. The tech guy (in our case, can be the marketing/ biz-dev or any other position) doesn’t see the person who referred you as an authority, so you go back to “I’m meeting you as a favor to someone”.
Who to write to and how to find them
I start out by making a list of companies I’m interested in. Although LinkedIn seems like the first logical place to start looking for contacts inside these companies, I actually prefer to first search other social networks. I found out that people who are more active on Twitter, give talks at meetups, blog or contribute to open source projects are more likely to answer cold emails and more importantly – more likely to try out new products.