There are few things more annoying than emails from salespeople.
They’re often impersonal, irrelevant, off-target and badly written.
Most of them do more harm than good.
When in-person events disappeared during COVID, this problem worsened.
Why do salespeople see email as a blast, spray, and spray tool?
Why aren’t they doing a better job?
It’s something that Will Allred and co-founder William Balance recognized as a huge opportunity.
What would happen if salespeople had a smart digital assistant to make email resonate and generate a positive reaction?
They took technology used for an existing marketing business, which has seen a sharp drop in sales, to create Lavender’s AI-powered tool.
In short, Lavender helps salespeople write better emails.
Lavender launched amid positive reviews, but it struggled to capture the spotlight like many other startups.
Nick Bennett, a high-profile marketer on LinkedIn, wrote a post about how much he loved Lavender.
It was a perfect example of influencer marketing. Lavender saw an immediate spike in downloads.
Then, another interesting thing happened.
As salespeople returned to the office, co-workers noticed Lavender’s purple icon when colleagues were using writing emails.
A great example of word-of-mouth marketing.
In many respects, Lavender was the right product in the right place at the right time.
Salespeople needed their email outreach to improve, and Lavender arrived to fit the bill.
Check out the Marketing Spark podcast interview to hear more about the Lavender story and how Will Allred sees the sales landscape changing.
