Brian’s email template

In a recent post, Brian LaManna shared an email template that generated $250K in revenue last year. He focuses on previous buyers as the hottest leads - here’s his email:

Hi (first_name),

I saw that you recently joined {account name} coming from a Gong customer, (insert last company) - congrats on your new role as (title)!

Given that, you're no stranger to Gong and I'll spare you the pitch.

As I'm sure you'll agree, Gong could help: [benefit 1], [benefit 2], [benefit 3]

Worth a chat? No expectations beyond sharing a few ideas and seeing where it goes.

Brian

P.S. [fill in something personal from LI profile]

The Curiosity-Driven Sequence

Belal Batrawy outlines a framework for building pipeline through cold emails. He suggests telling a story across a sequence of emails:

Email 1

• Mention a buying trigger

• State the problem related to the trigger

• Offer to share how others solved it

• Ask if they're open to seeing it

This email is intentionally vague to create curiosity.

Email 2

• Provide more context on the problem

• Explain how others avoid it

• Include a screenshot of your product solving the problem

• Ask if they think it could help

Visuals are easier to understand than words alone.

Email 3

• Acknowledge common problems related to the trigger

• Share a helpful resource or thought leadership piece

• Ask if you can share more resources

Use third-party resources to build credibility.

BAR: Background, action, results

According to Will Allred there are two competing data points in cold email outreach.

Customer stories are effective for explaining value, but using percentages or multipliers can hurt reply rates.

To address this, use the BAR framework:

Background: Align the prospect's situation with a customer's goals. Make this the longest part of your email.

Action: Explain how your solution helped specifically.

Results: Share outcomes without forcing numbers. Use this as your call-to-action.

Example email:

Joan,

New to seat and growing. Very similar to how we met George at Apex. He led the sales dev org. Had lofty pipeline goals.

He was leaning hard on his old playbook. We showed him that there were some ops he was missing via email.

Analyzing their SalesLoft data - we showed him specific plays reps were running on their own. Reinforcing best practice data across the org.

We also identified coaching moments. Certain reps were slower to ramp. We identified the exact moments they needed help.

They saw pipeline contribution from email take off. Minimal changes to the reps workflows.

Given you’re coming in during a similar situation. I thought it might be helpful to audit why email works / doesn't for reps.

Am I totally off here?

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