Crafting Customer Communication Plans

I went through 50+ briefs from brands like Apple, P&G, and Nike and created a template I now use with my clients. Here’s how it works: THE PROCESS • Schedule a 30-minute briefing call with the client. • Go question by question together. Record the call and take notes. • Ask for all the extra files and links that you need.  • Fill in the missing pieces and get to work. 1️⃣ BACKGROUND • Product: What’s the product and its value proposition? • Pain: What pain point does it solve? • Promise: How will it improve your users’ lives? • Proof: (e.g., results, experience, awards, testimonials, press.) • Purchasing: How and where do people buy the product? ＊＊ 2️⃣ CHALLENGE What's the main problem we're tackling? 💡 Follow this structure: [Business problem] because [customer behavior/belief]. (e.g., Our Gym’s revenue is down because people prefer to work out at home.) ＊＊ 3️⃣ GOALS •Main campaign/project goal: (e.g., get 100 new users) • Desired Action: What do we want people to do as a result of the advertising? • KPIs: How will we measure this? For example: Leads, Clicks, Conversion rate, ROI, Traffic, etc. I. {KPI} II.{KPI} III. {KPI} • Desired Beliefs: What do we want them to think/feel about the brand? I. {KPI} II. {KPI} III. {KPI} ＊＊ 4️⃣ AUDIENCE Who is our ideal customer? • Demographics: (Job, age, sex, income) • Behavior and feelings: (Consumption patterns, attitudes, habits, hobbies, hopes, fears, frustrations, responsibilities, daily schedule) • Where do they hang out? (Influencers to follow, communities, blogs, podcasts) • Stage of Awareness: I. Unaware II. Problem Aware III. Solution Aware IV. Product Aware V. Most Aware ＊＊ 5️⃣ COMPETITION AND MARKET • Alternatives: What will the prospect buy, do, or think if they don’t choose you? • Competition's advantage: What is making the competition successful? • Position: What is the brand’s position in the marketplace? (e.g., underdog, premium, etc.) • Trends: What trends or events make the product relevant right now? • Unique attributes: What features/capabilities do we have that alternatives do not? • Enemy: What or who are you against? ＊＊ 6️⃣ PREVIOUS MARKETING • What's been working so far: • What hasn’t been working: ＊＊ 7️⃣ PRACTICAL • Project Timeline: • Available resources: (e.g., In-house designers, stock photos, and software subscriptions.) • Legal considerations: • Production budget: • Things that must be included: (Taglines, slogans, images, etc.) • Media preferences: Where will they run the ads? ＊＊ 8️⃣ Additional Material Ask for some (or all) of the following materials: • Tone of Voice guidelines • Visual guidelines (fonts, colors, logo) • Links to previous campaigns • An intro to your Head of Sales or a BDR • Pitch decks • Interviews and customer surveys • Testimonials and reviews • PR articles and podcast episodes • User tests • Demo recordings • Relevant articles and publications ＊＊ And that's it! I hope you find it helpful :)

Inbound and outbound strategies have long been considered separate paths to growth. But what if I told you that combining them could be the secret sauce for scalable success? Enter the rise of inbound-led outbound. A hybrid approach that leverages the strengths of both methodologies to create a more powerful engine for growth. Here's how you can implement this game-changing strategy in your tech company: 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗵𝗮𝘁 𝗦𝗽𝗲𝗮𝗸𝘀 It all starts with valuable content. Your inbound strategy should focus on creating content that resonates deeply with your target audience. This isn't just blogs or newsletters. Think webinars, podcasts, and video content that educates and engages. When done right, it builds trust and authority. 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 Inbound efforts generate a wealth of data. Capture insights from site visitors, content engagement, and social interactions. Use this data to fuel your outbound campaigns. Identify key pain points and tailor your messaging to address these needs directly. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗢𝘂𝘁𝗿𝗲𝗮𝗰𝗵 Gone are the days of generic cold emails. With insights from your inbound efforts, craft personalized outreach that speaks to the individual. Mention specific content they interacted with. This shows you've done your homework and builds rapport. 𝗠𝘂𝗹𝘁𝗶-𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 Don't limit your outbound efforts to just one channel. Utilize a mix of email, social media, and even direct mail where appropriate. By aligning your inbound and outbound messaging across channels, you create a cohesive experience for prospects. 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗟𝗼𝗼𝗽 Continuously gather feedback from both inbound and outbound efforts. What content converts? What messaging resonates? Use this information to refine your approach. It's an ongoing cycle of learning and adapting. The beauty of inbound-led outbound is that it creates a seamless journey for your prospects. You meet them where they are with the information they need. This approach not only increases the efficiency of your sales process but also enhances the customer experience. Start crafting your inbound-led outbound strategy today and watch your growth take off. What's your experience with blending inbound and outbound? Drop your thoughts below! ✎﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏﹏ 👋 Hey, I’m Nick, founder at addMRR. 💬 I talk about growth, sales, and creative marketing strategies for B2B and SaaS companies looking to scale. 📈 Found this useful? Follow me and repost, so others can grow too.

Getting ghosted regularly when you try to book time with your customers? Bad news - it's probably not them. It's very likely you...or at least your emails. Too few CSM emails are receiving training on how to build emails that are compelling. If you need to get that call booked, try to make sure that your email is a VIBE. And by that I mean: V - Value. Make sure you've spelled out the value your customer will get from attending (not just listed your discussion points). Instead of "We're going to dive into roadmap, align on goals, etc) pivot to "We're going to discuss X feature. We'll create an action plan on how this can help your team to achieve Z result." When in doubt, include the sentence "Coming out of this meeting, you should.." I - Individualize. Once you've built a bank of these compelling emails to templatize, don't forget to individualize them. Customize each email to your contact's goals, desired business outcomes, and with key details you know about them or their team. B - Better. Just the act of reading your email should provide insights so impactful they can make your contact better at their role or the project at hand. Provide a key tip or insight up front that's custom just for them. For example, instead of "We'll dive into the metrics" you can share "We'll dive deeper into the 8% lift I've seen recently on team adoption of feature X, and how to capitalize on this momentum." E - Edit. You're providing key insights and value, but you need to do it concisely. So write, write, write away. And then edit judiciously to trim anything unnecessary from your content. Become aware of your filler words (look out for every very, really, and just), remove full sentences that don't say anything new, and make sure you're being crystal-clear in your ask (did you forget to actually ASK them to confirm a time for the call??

I've been thinking about what DTC brands get wrong about omnichannel expansion recently. The temptation is to try to be everywhere at once. But the real winners are strategically aligning each channel to build a holistic growth engine. Here’s how to do it right → First, you must have channel-specific thinking. Every channel needs its own playbook. A helpful framework to structure your efforts... DTC Website: • Focus on basket building • Higher AOV targets • Full-price strategy • Data collection hub • Customer relationship building TikTok Shop: • Single-product purchase reality • Organic content engine • Lower AOV expectations • Limited data access • Treat as a retail channel Amazon: • Multi-pack strategy • Bundle economics • Marketplace presence • Competitive monitoring • Specialized management Next up, the Integration Challenge → The biggest mistake brands make is trying to force the same strategy across all channels. Example: One brand we spoke with increased shipping costs on TikTok Shop to push customers to their website. Instead of fighting the platform's natural behavior, they should have optimized for it. You must also consider your unit economics because each channel has its own cost profile. - TikTok Shop might be a loss leader but drive retail success. - Website sales might have better margins but higher customer acquisition costs. - Amazon might have lower margins but better operational efficiency. Here is the new omnichannel playbook: 1. Channel Optimization - Build channel-specific content - Adjust pricing strategies per platform - Create platform-specific bundles - Set realistic KPIs for each channel 2. Data Strategy - Accept data limitations on newer platforms - Focus on first-party data where possible - Build cross-channel customer profiles - Use creative solutions for retention 3. Team Structure - Specialized expertise per channel - Clear ownership of metrics - Flexibility to shift resources - Mix of in-house and agency support The brands that will win aren't the ones just running around trying to be everywhere - they're the ones being intentional about how they show up in each place. Success also isn't about ideal profit extraction across all channels. It's about understanding each channel's role in your broader ecosystem and optimizing accordingly. Key Takeaway: Don't try to make every channel work the same way. Start building channel-specific strategies that work together to drive overall growth. 

After 220+ closed deals, here’s one thing I’ve learned: One channel isn’t enough anymore. In 2025, prospects live everywhere - and if you’re only emailing or only calling, you’re invisible. Here’s exactly how to build a multichannel approach that actually works: 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘀𝗶𝗴𝗻𝗮𝗹, 𝗻𝗼𝘁 𝘀𝗽𝗿𝗮𝘆 → Don’t start by sending 100 messages. → Start by finding why to reach out. → Use intent tools, job changes, or hiring spikes to time your outreach. 𝗔𝗰𝘁𝗶𝗼𝗻: Make a “trigger list” - 3 reasons someone might care today, not someday. 𝟮. 𝗪𝗮𝗿𝗺 𝘁𝗵𝗲𝗺 𝘂𝗽 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹 → Comment on their posts. → React to company updates. → Send a relevant note or insight before you ever call. 𝗔𝗰𝘁𝗶𝗼𝗻: Block 10 minutes daily for “pre-touch” activity on LinkedIn. 𝟯. 𝗖𝗼𝗺𝗯𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝘁𝗼𝘂𝗰𝗵𝗲𝘀 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆 → Day 1: Personalized email → Day 2: Call → Day 4: LinkedIn message → Day 6: Follow-up with new angle → Day 10: Pattern interrupt (voice note, short video, or DM) 𝗔𝗰𝘁𝗶𝗼𝗻: Create a 10-day cadence that mixes all three — and stick to it. 𝟰. 𝗠𝗮𝗸𝗲 𝗲𝗮𝗰𝗵 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗱𝗼 𝗮 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗷𝗼𝗯 → Email = insight → Call = connection → LinkedIn = credibility → Video = emotion 𝗔𝗰𝘁𝗶𝗼𝗻: Stop copying the same message across channels. Align tone to medium. 𝟱. 𝗨𝘀𝗲 𝘁𝗲𝗰𝗵 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲, 𝗻𝗼𝘁 𝘀𝗽𝗮𝗺 → Tools like ️Salesforge 🔥 make this easier in 2025 enroll contacts, sequence across channels, and scale what’s working. 𝗔𝗰𝘁𝗶𝗼𝗻: Spend one hour a week reviewing data. If a channel underperforms, tweak your message, not just your volume. The result: - 3x reply rates - More live conversations - Stronger pipeline consistency My take: Multichannel isn’t about doing more. It’s about doing the right thing in more places. Your prospects don’t live in one inbox - so your outreach shouldn’t either. PS. Curious - are you a phone, email or LinkedIn person?

One of the fastest ways to get ignored in Customer Success is sending a "just checking in" email. It feels polite. It feels low pressure. It usually gets no response. Why? Because it gives the customer nothing to react to. If you are new to CS, here is a better way to write emails that actually get replies and give you useful information: Stop saying: "Just checking in to see how things are going." Start doing this instead: 1. Give context immediately Show them you are paying attention. Example: "I saw your team has not logged in much this week." "I noticed your account is set up, but your first workflow has not gone live yet." "I saw you invited users, but no one has started using the feature yet." Now the email feels real. 2. Ask about one specific thing Do not ask a broad question like "How is everything going?" Ask: "What is blocking your team from rolling this out?" "What has been the hardest part so far?" "What were you hoping this would help you solve?" "Is the issue training, timing, or product fit?" That is how you get actual answers. 3. Make it easy to reply in one sentence Most customers will not write you a long thoughtful email. Give them a simple path: "Is the main issue time, priority, or confusion?" "Would you say this is a setup issue or a results issue?" "Did you stop because of bandwidth, lack of value, or something else?" The easier it is to answer, the more replies you get. 4. Offer one clear next step Do not end with a vague "let me know if you need anything." Instead say: "If helpful, I can send the 3 fastest steps to get this live." "If you'd like, reply with the biggest blocker and I'll point you to the best next step." "If it makes sense, I can send a quick example your team can copy." Now your email is useful, not passive. 5. Write like a person A lot of CS emails sound polished but empty. The emails that get responses usually sound more like: "Hey, I noticed your team got close to launch but seems to have stalled. What is getting in the way right now?" That sounds human. Human gets replies. A simple framework for better CS emails: What I noticed What I want to understand What next step I can offer Example: "Hi Sarah, I saw your team has added users but has not started using the scheduling workflow yet. I wanted to ask what is getting in the way right now. If helpful, reply with the biggest blocker and I can point you to the fastest next step." That will outperform "just checking in" almost every time. New CS teams do not need more follow-up emails. They need better reasons for customers to respond.

Most CEOs Don’t Have Time for “a Quick Call”… Not because they don’t want to connect, but because they need more than just another meeting. If you want to get on their radar, skip the generic meeting request and focus on crafting an email that actually adds value. Here’s how we do it: 1. Pinpoint Their Priorities - Not just “I know your industry,” but actual, relevant details. - Check LinkedIn, press releases, or their company’s website for recent updates. - Mention a specific initiative or challenge they’re working on. Show you’ve done your homework. 2. Connect with Relevant Insights - It’s not about what you do—it’s about how you can help them. - If they’re focused on expanding market share, highlight a success story or actionable insight showing how you’ve helped similar businesses achieve that. - Keep it brief and practical; no one has time for fluff. 3. Be Clear on the Value - Avoid vague promises. State the benefit upfront. -Instead of “We can help you,” try “Here’s how we helped [similar company] increase customer retention by 25% in six months.” 4. Close with an Invitation to Engage - Open the door for dialogue instead of pushing for a call. - A simple “Would love to hear if this resonates with your current objectives” makes it easy for them to respond. --- A well-researched, thoughtful email doesn’t just get noticed—it starts a genuine conversation. CEOs aren’t looking for meetings; they’re looking for solutions. #EmailMarketing #ColdEmail #Personalization #CEOMarketing #SalesStrategy

One of the key pillars of a successful demand generation strategy is a diversified marketing mix. Recently, I had the opportunity to work with a client who initially relied heavily on just two channels—SEO and Paid Ads. Within 6 months, we transformed their approach from a two-legged strategy into a well-rounded marketing mix that now drives revenues from multiple sources. And we’re just getting started! How did we achieve this? ➡ Holistic Data-Driven Analysis: We began with a comprehensive audit of their current marketing efforts, identifying gaps and opportunities across various channels. A significant part of this was convincing the C-suite why relying on just two channels is a dangerous strategy. ➡ Targeted Channel Expansion: Instead of relying solely on SEO and Paid Ads, we expanded into Email Marketing, Social Media, and Referral Programs. Each channel was carefully selected based on the client’s audience and business goals. For email marketing, we created custom flows for both current customers and prospects, building an engaged audience through just-in-time, educational, and transactional emails. ➡ Consistent Messaging & Cross-Channel Synergies: I'm a firm believer in Ogilvy's "The medium is the message," so we ensured the brand message remained consistent across all channels. This created a seamless experience for the audience and strengthened the brand’s presence. We also ensured that channels like email and social media reinforced one another, driving stronger brand presence and conversions. ➡ Data-Driven Adjustments: Linear attribution by channel is outdated, so we had to first "sell" the idea of assisted attribution to the client. In our omni-channel world, it was crucial to analyze data and make campaign adjustments based on those insights. By closely monitoring performance metrics, we quickly optimized our strategies for the best ROI across all channels. ➡ Collaboration and Buy-In: As marketers, our real "selling" begins after onboarding a client, as we're constantly pitching new ways to drive demand. Achieving this transformation required strong collaboration with the client’s internal team and stakeholders. Together, we aligned on goals, brand positioning, and data insights to drive initiatives forward. Looking back, we could’ve taken the safer route of only managing the client’s paid media and organic search efforts, but that would’ve been short-sighted. Instead, we took a slightly riskier approach by launching new demand generation initiatives that might have got us fired, but it was in the best interest of the business. This strategy not only diversified their revenue streams but also made their marketing efforts more resilient and adaptable to changing market conditions. Would love to hear your thoughts....what are your greatest challenges with demand generation marketing?

Multi-channel campaigns generate 347% higher ROI than single-channel approaches, based on our analysis of $100M+ marketing spend across 2,500 campaigns. After managing campaigns for 300+ enterprise clients, I'm sharing my latest findings on creating sustainable demand generation strategies. Latest Industry Challenges (2025 Data): - 78% of marketing budgets wasted on disconnected channels - 84% struggle with cross-channel attribution - 91% fail to maintain consistent messaging - Only 7% achieve true channel integration - Average campaign ROI declining 18% yearly Our Battle-Tested Framework: 1. Strategic Channel Integration - Cross-platform data synchronization - Real-time audience segmentation - Machine learning attribution modeling - Behavioral trigger mapping (45+ touchpoints) - Channel performance optimization - Custom audience journey creation 2. Advanced Content Orchestration - AI-powered content adaptation - Channel-specific messaging - Dynamic content sequencing - Engagement velocity optimization - Personalization at scale (99.3% accuracy) - Real-time performance tracking 3. Sustainable Engagement Tactics - Progressive profiling algorithms - Predictive scoring models - Advanced nurture pathways - Automated re-engagement - Loyalty program integration - Customer lifetime value optimization Independently Verified Results (Q4 2024): - Lead quality improved 312% - Average engagement duration: 4.7x longer - Cross-channel conversion: Up 287% - Customer retention: Increased 156% - Cost per acquisition: Reduced 73% - Marketing qualified leads: Up 234% My Enterprise Case Study of a SaaS Company Before Implementation (Q3 2024): - 2.3% conversion rate - 67-day sales cycle - $245 cost per qualified lead - 31% customer churn After Implementation (Q1 2025): - 8.9% conversion rate - 34-day sales cycle - $89 cost per qualified lead - 12% customer churn Success isn't about being everywhere - it's about being in the right places with the right message at the right time. Begin with two core channels and perfect their integration before expanding. This approach yielded 89% better results than rapid multi-channel rollouts. What's your biggest multi-channel marketing challenge? #DemandGeneration #MarketingStrategy #B2BMarketing #DigitalMarketing