This is the cold email plan we'd run for a content marketing agency that serves one industry. This page is about content that helps a company sell. Guides and reports and case studies and the pieces a sales team sends to buyers. It is less about rankings and more about trust.
Your market is every company in your industry that sells on expertise. Buyers take a long time to decide and they want proof the company knows its stuff before they talk to anyone.
The signals are all on their website and their LinkedIn pages.
Their site lists clients and shows no stories about them. A company with happy clients and no case studies is leaving its best proof unused.
A resources page with two old PDFs or no resources page at all. Buyers doing research find nothing to read.
The founder spoke at a conference or went on a podcast and none of it made it onto the site. Listen Notes shows the podcast appearances.
Their people write good things on LinkedIn. None of it lives anywhere the company owns.
A new product or service on the site with a single paragraph describing it. Nobody wrote the guide that explains why it matters.
Several open sales roles on LinkedIn or Indeed. New reps need material to send and someone has to write it.
At smaller companies the founder or the head of marketing decides. At bigger ones it is the content lead or product marketing.
An outline for a research report they could publish by surveying their own clients. The chapter titles and the survey questions and the finding the survey is designed to test.
It works because a report is the kind of thing buyers save and share.
Walk through it on a 15 minute call. The survey questions only work when they match what their clients care about and they know that better than anyone. The survey and the writing are the job.
The interview questions you'd ask their best client and the outline of the story that comes out of it.
It works because they can picture the finished piece with their own client in it.
Go through the questions on a call because they'll know which client will say yes and what that client will be happy to share. The next step is booking the interview.
They make the introduction to one happy client. You run the interview and write the story and design it. They pay nothing.
It works because a case study is proof they can send to each new prospect for years. It also shows them your whole process from the first question to the finished piece.
It starts with a 20 minute call to pick the client and the angle. Deliver it within two weeks of the interview.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the client logos on their own site and the stories missing behind them. Offer the free case study.
Hi {{first_name}},
{{company}} lists {{client_logo_1}} and {{client_logo_2}} on the site. Couldn't find a single story about either.
We write case studies for {{industry}} companies. Happy to write the first one free if you make the intro.
The first case study we wrote for a client helped close two deals in its first month.
Worth it?
{{sender_first_name}}
Lead with the talk or the podcast episode and the guide it could become. Offer the outline.
Hi {{first_name}},
Saw you spoke at {{event}} about {{topic}}. Couldn't find any of it on the {{company}} site.
That talk would make a strong guide. Outlined how I'd write it up.
A guide we turned from a client's conference talk now brings in 40 downloads a month.
Want me to walk you through the outline?
{{sender_first_name}}
Lead with the launch and the material a buyer would need. Offer the report outline.
Hi {{first_name}},
Saw {{company}} launched {{product}} in {{launch_month}}. Buyers comparing options will want more than the product page.
Outlined a short research report you could publish by surveying your own clients.
A report like this got a client quoted in two trade magazines and 300 downloads in its first month.
Want me to walk you through it?
{{sender_first_name}}
Lead with the open roles and the material those reps will ask for. Ask for a call directly.
Hi {{first_name}},
Saw {{company}} is hiring {{open_roles}} sales reps. They'll ask for case studies and guides in their first week.
We write the guides and case studies that help {{industry}} companies win deals. One client's sales team cut its average deal time by three weeks after we built its library.
Worth 15 minutes to see what your reps would need first?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the outline. The call shapes it around their clients.
Hi {{first_name}},
Happy to. The outline gets much better with your take on what buyers ask most. Fifteen minutes is enough to go through it and agree the angle.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free case study. The call picks the client and the angle.
Hi {{first_name}},
Great. I need 20 minutes with you to pick the client and the angle before I reach out to them. The finished piece arrives within two weeks of the interview.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring the five pieces your reps will ask for first and how long each takes to make. You'll leave with a plan for the next quarter.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.