In this vlog, Nir Zavaro shares a recent experience with a large SaaS company struggling to close high‑ticket sales through cold outreach. He explains why cold calls without a compelling hook or clear offer fail, and argues that marketing must create targeted, value‑driven messaging to warm prospects before sales engages. He stresses that marketing and sales should sit together, define shared goals, and continuously test brand messages, even when senior leaders (e.g., CMOs) are skeptical. Nir draws on his 20‑year marketing background and recent success scaling his own content output and newsletter (55% open rate) to illustrate how consistent, authentic content and clear offers can generate leads. He offers practical steps: develop a hook, align teams, set measurable lead targets, test brand statements, and keep producing high‑volume, focused posts (e.g., 50 LinkedIn posts per month). The video ends with a call to action for viewers to DM him, comment, or subscribe to his newsletter.
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What is up, beautiful people? Welcome back to my channel. My name is Nir Zavaro. To be honest, this has been quite a tough day and I said I'll do every Thursday. So I'm doing it. Actually, this week I want to talk to you about marketing meets sales. And this is how it goes. I had a crazy call. Someone that heard one of my webinars asked to jump on a call and said, hey, We're having a problem, not a small company, pretty big, and we're struggling with sales. And the thing is, we're doing cold outreach and we're calling and saying, hey, can we talk to you? The ticket could go to $150,000 to $250,000 a year. The problem is these people are cold outreach. They've never heard of you, let alone they're not ready in the middle of the day to get a phone call that says, hey, you should buy this. Now, The interesting thing is the way they start the cold call means one of two things. It's too expensive, you don't want it, or you should upgrade, which means it will cost a lot of money. Again, you don't want it. They would call people and drop a list of features. Are you happy with your service that they're having? It's a SaaS platform. And the interesting thing is when you call people and say, hey, are you happy? Yes, I am. Call's done. No, I'm not happy. Oh, great. We can offer $150,000. If you'll give us $150,000, we will give you a solution. It will take 3 months to implement and we'll help you a lot. Note, when you're going into a cold call, what you want is a grabber, a hook. Now, a problem is great. An offer is amazing. This is where marketing comes into play. What if we could target these people with a great offering? And that's what I suggested to them is if you wanna increase your sales, do these things. This platform will change your— if you have this platform, you're misusing it and you're probably losing money. What if you could spend another $10,000 to make $100,000? Would you spend it? And I can keep on going, as you understand, for hours like this. And they said, yeah, our marketing people don't think that's how people would show up, or they're not on LinkedIn or these other dumb shit. Here's the offer. Marketing and sales always go— got it— hand in hand. Let them talk, let them sit together. If not, do the Pope side, right? Until there's white smoke and there's a decision. Try and find a way to let them communicate, fueling each other. Marketing needs to scream to the whole world, hey, this is who you are, this is what we can offer, this is why you should call us, this is why it's relevant. By the way, This is why you should pick up the phone next time. I feel comfortable enough to say this, not only because I've been doing marketing for almost 20 years, not only did I have an agency for 14 years almost, because recently, and you know this from the Building in Public, and if not, go check out the other videos and the last one I did about the amount of content. And guess what? It just really works. What happened is I went from, hey, I'm sitting here writing a book, I don't want any more clients, I'm good, to I've been working 16 hours a day to fill the gaps and catch on to calls, meetings, and stuff. So yes, definitely it works. Let's go back to sales. If your sales are not connected to the marketing, the disconnect means that everybody's struggling, everybody's fighting. There's no point. So you'll have internal arguments, right, between sales, then sales that will argue with marketing. You're not bringing enough leads, or better. Yet what if you got good leads, but the sales suck, then marketing hates sales. Not good. Sit together, define how you can help each other. You are not separate. You work together. Side note here, if I may, one of the key problems I see with companies is the lack of brand, and that's what's causing this thing. When you tell me that the CMO doesn't believe a certain thing, guess what? Nobody cares what the CMO thinks. We test, we try. You know how many times I thought something won't work and it did? Doesn't matter. Just give it a try. More than that, if the CMO says, I know for a fact it won't work, hey fucker, we're all guessing here. So give it a try. What's the worst that could happen? And today you can automate so many of the things when it comes to the campaigns. You can test a lot of different types of content. And if you are in charge of marketing, you need to love doing this. And if not, put the letter in and go surf, do something else. Don't do marketing. Don't do content. It's completely fine. My suggestion is look at your brand. Where does it say that we don't do marketing? Where does it say that we're afraid of trying new things? Where does it say That when someone offers or suggests something, we immediately say no, no, no, and shrug it off and leave. It's not how things work. And if you look at your brand, you'll tell me you're authentic and professional. No, you're not. These are just made-up words that don't mean anything. So find something to hold on to that is a core value, a way of being, something that you guys like. Go to the marketing and sales, sit all of you together. say, how are we going to crack this? We want to get 1 lead a week, 1 lead a day, 10 leads a day, whatever you define, you've got it. It's yours. Now together, go embark on this journey. And if it propels the right way, the whole company will feel it. And for me, the last few weeks of uploading a lot more content has been amazing. To those of you who don't know what to pick, Again, choose a few topics, start. You are offering a service. Why is this offer relevant? Who should enjoy it? What will it be the outcome? What problem are you solving? You can have a lot of things. If you're not sure, feel free to DM me. I'm, I'm, I've been getting so many DMs about stuff that are, it's, it's, it's insane. And mind you, I'm only doing like 50 posts a month on LinkedIn. I haven't even started with all the Shorts on all the platforms and everything. If you need anything, as always, feel free reach out, talk to me. Neil Zavaro here. This has been a great rant. I hope it's helpful. Let me know in the comments. As always, if you need anything, feel free to reach out, DM me. Try and enjoy your week. Try and enjoy your weekend. And remember, if you keep creating, amazing things will happen. Have an epic one, guys. I'll see you next time. By the way, did you sign up for my newsletter yet? No, the story letter? You haven't? Because, because it's going pretty well. There's almost 55% opening rate and people are liking it. What? Go sign up now. I'm waiting. It's down here. See you guys. Bye. Bye.
