Summary of Episode: "B2B Outbound Best Practices: What’s Working Now with Cold Email and Paid Ads (with Alex Fine)"

Podcast Information:

• Title: B2B Marketing with Dave Gerhardt
• Host: Dave Gerhardt
• Guest: Alex Fein, Co-founder of Understory
• Release Date: May 12, 2025

Introduction to the Episode

Timestamp: [01:25]
Danielle introduces Alex Fein, co-founder of Understory, commending his expertise in outbound strategies and paid media. She highlights the episode’s focus on the "All Bound" approach—a more integrated and intelligent method of executing outbound, paid ads, and LinkedIn campaigns without resorting to spamming or inefficient spending.

All Bound: An Integrated Marketing Approach

Timestamp: [03:30]
Alex Fein elaborates on the "All Bound" concept, comparing it to lifecycle marketing. He emphasizes that while the foundational principles remain, the execution has evolved due to changes in how various channels operate. Alex points out that traditional tools for outbound marketing no longer suffice, making the process more complex and necessitating integrated solutions.

“With outbound in particular, it works a totally different way than it used to.” – Alex Fein [03:48]

The Evolving Landscape of Cold Email

Timestamp: [05:00]
Alex discusses the current state of cold emailing, countering the notion that it's obsolete. He shares success stories where cold emails are generating significant leads, even for high-value accounts (ACV).

“If you can't deliver into the primary inbox, no one ever sees your message.” – Alex Fein [05:27]

Best Practices for Email Deliverability

Alex dives into strategies to enhance email deliverability:

• Avoid Links and Images: Prevent triggering spam filters by minimizing elements that can be perceived as phishing attempts.
• Limit HTML Usage: Simplify email design to reduce the chances of being flagged.
• Open and Click Tracking: Use tools that manage tracking pixels discreetly.

Diversifying Email Infrastructure

To mitigate the risk of deliverability issues from spam complaints, Alex advises:

• Multiple Inboxes and Domains: Spread email volume across various sources to reduce the impact of any single domain being flagged.
• Tool Integration: Utilize platforms like Instantly and Smart Lead for better deliverability functions.

“You need to diversify your email infrastructure across multiple different inboxes and domains.” – Alex Fein [06:45]

Multi-Channel Integration with All Bound

Timestamp: [10:44]
Alex explains how All Bound integrates multiple channels—such as cold emails, LinkedIn ads, and paid search—to create a cohesive buyer journey. By synchronizing these channels, marketers can track and influence prospects more effectively.

“The key is being able to do all of these different channels effectively.” – Alex Fein [12:00]

Cohesive Messaging Across Platforms

Alex emphasizes the importance of consistent messaging tailored to each channel:

• Email: Short, punchy, and relevant.
• LinkedIn: Conversational and non-salesy to avoid being dismissed.
• Ads: Consistent with the message conveyed through emails and LinkedIn interactions.

“You have to treat every channel differently while maintaining a cohesive overall message.” – Alex Fein [13:00]

Personalization Beyond Basic Data

Timestamp: [21:00]
Moving into personalization, Alex distinguishes between superficial personalization (e.g., first name usage) and deep, value-driven personalization that addresses specific pain points of the target persona.

“It's about providing the value that they're going to have peace of mind.” – Alex Fein [22:28]

Agentic Research for Deep Personalization

Understory employs "agentic research" using AI agents in Clay to gather comprehensive data about prospects. This approach allows them to craft highly tailored messages that resonate on a personal level.

“We build these workflows to identify whatever is relevant to that individual Persona based on their job title, based on research we've done on their company.” – Alex Fein [21:56]

Case Study: Combating Return Fraud

Alex shares a success story where personalized outreach effectively addressed return fraud for an e-commerce client. By highlighting specific issues and offering concrete solutions, they achieved high engagement and conversion rates.

“They appreciate the level of research that actually went into solving a genuine problem.” – Alex Fein [24:18]

Common Mistakes in Paid Advertising

Timestamp: [26:01]
Alex identifies frequent errors in paid ad campaigns, particularly improper account setups by agencies. These mistakes often lead to wasted budgets and underperformance.

“We see ad accounts completely improperly set up all the time.” – Alex Fein [26:01]

Importance of Proper Setup and Optimization

He underscores the necessity of auditing and optimizing ad accounts to ensure settings align with campaign goals. Proper setup is crucial for achieving sustained results beyond initial spikes.

Leveraging Sales Skills in Marketing

Timestamp: [34:16]
Drawing from his sales background, Alex highlights key sales skills that marketers should adopt:

• Understanding Persona-Based Pain: Focus on individual pain points rather than generic company-wide issues.
• Active Listening: Prioritize listening to prospects to uncover true needs and tailor messaging accordingly.

“Human beings are selfish. They care about themselves first.” – Alex Fein [34:16]

The Synergy of Sales and Marketing

Alex advocates for a blended approach where marketing strategies are informed by deep sales insights, fostering more authentic and effective engagement with prospects.

Closing Insights and Future Directions

Timestamp: [36:07]
Danielle and Alex conclude the discussion by emphasizing the importance of continuous testing, segmentation, and personalization in B2B marketing. They also hint at upcoming events and ways to connect for further learning.

Notable Quotes

1. Alex Fein: “With outbound in particular, it works a totally different way than it used to.” — [03:48]
2. Alex Fein: “If you can't deliver into the primary inbox, no one ever sees your message.” — [05:27]
3. Alex Fein: “You need to diversify your email infrastructure across multiple different inboxes and domains.” — [06:45]
4. Alex Fein: “The key is being able to do all of these different channels effectively.” — [12:00]
5. Alex Fein: “You have to treat every channel differently while maintaining a cohesive overall message.” — [13:00]
6. Alex Fein: “It's about providing the value that they're going to have peace of mind.” — [22:28]
7. Alex Fein: “We build these workflows to identify whatever is relevant to that individual Persona based on their job title, based on research we've done on their company.” — [21:56]
8. Alex Fein: “They appreciate the level of research that actually went into solving a genuine problem.” — [24:18]
9. Alex Fein: “We see ad accounts completely improperly set up all the time.” — [26:01]
10. Alex Fein: “Human beings are selfish. They care about themselves first.” — [34:16]

This episode provides a comprehensive look into modern B2B outbound marketing strategies, emphasizing the integration of multiple channels, the importance of deliverability in cold emailing, and the value of deep personalization. Alex Fein's insights offer actionable strategies for marketers looking to enhance their outbound and paid media efforts effectively.