Strategy document for Eric Papp, one of the nation's top keynote speakers for employee events, sales training workshops and more.

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Eric Papp Initial Email Marketing Strategy
By Jacob Wolf
Project – “Papp”
Table of Contents
Overall Strategy ..................................................................................................................... 2
General Campaign ........................................................................................................................... 2
Targeted Cold Pitch Campaign ......................................................................................................... 2
Corporations........................................................................................................................................................2
Government Agencies.........................................................................................................................................3
Universities..........................................................................................................................................................4
Conferences.........................................................................................................................................................4
Lead Generation .............................................................................................................................. 5
Eric To Do List .................................................................................................................................. 5
Additional Remarks ................................................................................................................ 6

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Overall Strategy
Cold emailing has one “key” to success, that is, a fuckton of outbound and what I call
“impressions”, or every time a person see’s, hears, or comes across your name/company. The
overall strategy I will implement first involves a “general” campaign, and secondly uses a
targeted cold pitch campaign. The general campaign will increase impressions overtime and
work to establish a following/brand, while the targeted cold pitch campaign will increase
outbound for targeted sales. Therefore, the content campaign is a long term game, while the
direct pitch is short term.
General Campaign
This list will be a cumulation of any and all emails we gather. The primary purpose of this list
will be to keep your name in the minds of the decision makers who can get you a speaking gig.
Therefore, this list and its monthly emails will consist primarily of blog-style content which
continues to add new content/value. Please note, this campaign will NOT make any pitches.
Targeted Cold Pitch Campaign
This is actually several lists with the primary purpose of pitching your speaking services to
organizations. I will break this down into four audiences: corporations, government agencies,
universities, and conferences. Each will entail a slightly different approach, so, please read each
audience segment carefully.
Corporations
I will take a two-pronged approach using a “snazzy” and a “bare bones” approach. This split will
only be temporary as we both decide on which works best for this audience. Both approaches
will each utilize three campaigns, an initial impression, follow-up seeking response, and finally a
call-to-action. The “snazzy” approach will be a highly polished email newsletter with a snazzy
template which highlights your value proposition and previous customer testimonials. The
overall “feeling” or theme is that of pretty graphics and positive customer feedback. The bare
bones approach will feel much more personalized and aims to start a conversation first to get

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your foot in the door and become familiar with the lead. This approach will especially play off of
a non-graphic based theme in order to feel organic, almost as if you personally typed out each
individual email.
Snazzy pros and cons: This approach will look very professional and directly communicate your
value and previous speaking experience. However, this approach may also come across as too
impersonal.
Stats: No more than 250 words, 2-3 pictures, 1 video, 1-3 snippets of customer testimonial.
Bare-bones pros and cons: This approach does not seek to look slick, but rather begin a
conversation which we hope will turn into a sale. Therefore, this method will likely have a better
response BUT at the cost of higher time investment per conversion.
Stats: No more than 150 words, begin with question, no direct pitch.
Snazzy versus bare bones: Snazzy will work better for larger lists with smaller time investment
but lower conversions. Bare bones will work better for smaller lists with higher time investment.
Therefore, it really comes down to our lead/email generation volume per month. I have the sense
that a bare-bones and highly targeted approach will work best.
Government Agencies
I will use a custom drip campaign which clearly outlines previous customer feedback and value
added. The reason being, government agencies are typically slow to move, and must plan out
training or speaking engagements months in advance. Here is where my thinking is coming from.
While marketing for Desert Star Systems (the 3 year contract one) I encountered government
purchasing agents or people with that power who literally had a credit card in hand with a clear
defined spending limit. In those cases, the individual would know exactly what they wanted and
all I needed to do was send them an invoice. Sounds easy right? Even in those absolutely perfect
conditions, my average close time from initial contact to us getting paid was 1-2 months. Now
consider reaching out to government agencies who may need to convince others, already have

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plans for the next several months, or need approval in that office. Our goal once we receive a
positive response is to maximize our perception and their exposure to your name within the time
it takes to finalize plans.
The drip email campaign should sparingly remind individuals of your services, I would suggest a
campaign email every 21 days (specifically that number). Each drip email will begin with a
customer testimonial, then end with a very brief snippet of blog content.
Stats: No more than 250 words, 1-2 pictures, 2-3 testimonial snippets.
Universities
Graduation season is nearing which means professors and teachers will soon have three months
off for summer. Also, most major campuses in the US are moving to online instruction for the
remainder of this semester due to Corona virus concerns. Therefore, I predict we will have a very
difficult time in this audience segment until August of this year. Please let me know if you would
still like me to create a strategy for this segment, but for now I will hold off.
Conferences
There are hundreds of relevant conferences to speak at in the US alone. These are especially easy
to penetrate when it comes to gathering leads since each conference will advertise points of
contact and they are typically on the prowl for speakers anyway. This segment will utilize the
bare-bones approach from the corporation segment. Therefore, I will utilize three impressions
which begin with a question to engage a conversation. The second and third impressions will
ONLY be utilized if the previous impression is ignored.
Stats: No more than 100 words. Bare-bones all the way.

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Lead Generation
I would like to set a target for each audience with total market size in mind.
Corporations
This audience segment offers the largest volume of email gathering at over 500,000 for titles
dealing with training, staff development, and more. I will gather and add 300-500 emails per
month to this audience list.
Government Agencies
This audience segment is notably smaller and less likely to fluctuate compared to corporations. I
will gather and add 50-100 emails per month.
Universities
On hold, please see “universities” under “overall strategy” section.
Conferences
Perhaps the easiest to gather yet limited in number and highly static, I will gather and add a one-
time amount of 100-200 conference points of contact. Should we seek more, we will revisit this
audience in the future.
Eric To Do List
Organize testimonials from previous customers, talks etc… What did previous speaking
engagements result in? What did the companies or organizations have to say about you? The
more the better!
Create custom video introductions (may be incorporated into outbound).
Standardize all social media. For instance, if your LinkedIn says XYZ then your Facebook,
Instagram etc should also say XYZ not ABC. This is because potential leads tend to search
speakers out on social media to validate their belief in that speaker and their ability to add value.

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Price points of $2,500 and up tend to secure conversions more often than price points of less-
than $2,500 (VP Paul Ellul of SpeakerMatch).
Additional Remarks
This document is flexible and open to feedback. Also, I will provide continuous metric testing
and strategy updates, so please do not expect this document to be the “end-all-be-all”. For
instance, once we get a few campaigns running, I will create a “sales funnel” which effectively
allows us to see at which stages certain steps/actions should be taken. For example, you
wondered when we should incorporate the video message into the process. Once I create the
sales funnel we’ll have a clearer picture as to when that will be needed. We may also want to
explore a landing page on your website.