Outbound for financial services is a different game.
What 105k+ emails selling financing taught us:
The first barrier is the vocabulary.
Words like "loan," "credit," "investment," and "money" get flagged harder than standard B2B vocabulary. Finance email lands in spam about 15% more than other B2B sectors (Litmus data).
The second barrier is the buyer.
CFOs assess risk for a living. They read an inflated claim the same way they read a shaky deal: as a reason to say no.
Neither one is a channel problem. Both are message problems: the same rules apply on email and on LinkedIn.
After 105,000+ cold emails selling financing, three message rules survived:
We open with the problem, not the product. A CFO living with 90-day payment terms recognizes their problem in one line. The same email opening with the product reads as one more vendor asking for a meeting, and gets deleted.
Every sentence passes one test: would we say this in a meeting? Marketing language fails twice here: filters block it, buyers dismiss it.
Every claim stays checkable. Real numbers, no promises. In this sector, restraint reads as credibility.
Three rules, and none of them touch the channel.
The owner, the CFO, or a broker outside the company entirely. A message written for one lands as noise on the other two
Read →
Product, Offer, Segmentation, Message, Copy. The same low reply rate can come from any layer, and a rewrite only touches the cheapest one
Read →
In most B2B companies, content and outbound live in different rooms. Run as one loop, each side feeds the other
Read →This is how we think and execute. If you want to see how it would apply to your case, let's talk.
