Deep Dive: Another new way to open doors

TO: Outbound Team, Content Team

FROM: Azleen Abdul Rahim, CMO

SUBJECT: Deep Dive: Another new way to open doors

Guys,

Azleen here. Listen. Next week, we will embark on a new journey in our outbound marketing strategy. Let me brief you guys here in this email first before I tell more about the tactics in our weekly meeting next week.

As you already know, our Spotlight sessions are officially stabilised. We are receiving a consistent stream of leads from it. Do not get too excited about it, as this is just the tip of the iceberg. Spotlight is a storytelling method that I want to showcase to you guys, that this subtle outbound approach works when it comes to generating leads. Instead of telling you, I want you to experience it to believe me. Now you do.

Now, I want us to double down on the effort. This time, I want to build on this momentum and launch our second weapon: Deep Dive. While Spotlight focuses on personal storytelling, Deep Dive will be purely interview-driven. I want us to create a new section for Deep Dive in the magazine as soon as next week. I mean, after our weekly meeting, of course. This section has one focus. It is to reach out directly to C-suite executives and top-level decision-makers in Malaysia and Singapore. The individual we approach must match our exact potential customer profile.

Knowing the C-level executives' behaviours, they usually ignore cold pitches. But these people rarely turn down an authoritative interview that highlights their professional personalities, personal branding and strategic insights. Just like Spotlight, this feature is simply the harmless start of their journey into our marketing funnel—they just don't know it yet.

To execute this properly, the work must be highly synchronised. The Outbound Team needs to identify the right C-suites we can subtly approach, ensuring they are high-intent fits for our solutions ecosystem. Meanwhile, the Content Team needs to deeply study the person and come up with the right personalised questions. Here, we might want to come up with sharp, precise questions that command respect from the first interaction.

To kick this off smoothly, we are approaching "low-hanging fruit" first. This means targeting six or maybe seven C-suites who we already know well, and who know us back. Starting with this warm circle allows us to build an immediate repository of written interviews. It showcases our credibility and serves as concrete examples to show new, cold targets exactly what they are agreeing to before we invite them onto the platform.

By conducting a structured interview, we pull them into our funnel, build immediate trust, and establish the right to follow up with our actual commercial solutions at a later stage when the right time comes. If done right, these sorts of features will deliver us a highly predictable stream of qualified leads. Spotlight has already proven the logic works. I am confident that Deep Dive will deliver a much more powerful lead generation and conversion rate because it targets the absolute top of the corporate pyramid.

Do not do anything just yet. Just let this email brief sink into your thoughts first. Think about it for a few days. Once I share more details about it in our meeting next week, then only will we roll this out. Till then, have a good weekend fellas.

Azleen.

P.S. Thanks for reading. If you want a functional marketing team that produces results, we can help you build it. Let's talk.