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Benny Rubin
CEO at Senders (B2B Cold Email Outbound, Demand Generation, and Deliverability)
Benny Rubin is a seasoned professional with over a decade of experience working with both established and up-and-coming brands in the realms of marketing and demand generation/sales.
His approach is marked by integrity, a commitment to providing value, and fostering a collaborative 'win-together' mindset.
Educationally, Benny pursued studies ranging from a High School Diploma at Woodbridge High School to specific certificates in Japanese language and business at the Inter-University Center for Japanese Language Studies, culminating in a B.A. in Music, with a focus on music business, composition, and performance including violin, viola, and electric bass at Berklee College of Music. He is also an alumnus of AngelPad and the Founder School Entrepreneurship program.
Benny Rubin has held various significant roles such as Managing Director at Senders, formerly Managing Director at Kyuzo Corp. (operating as Senders), and has contributed as Demand Generation Lead at HelloSponsor, as well as being the CEO and Co-founder in multiple ventures like Postmore and Yikes KK, which was later acquired by LMG Inc.
Beyond his marketing and entrepreneurial endeavors, Benny Rubin has showcased his musical talent as a Touring Bass Player with Lesley Roy and contributed to the creative landscape as an Assistant Producer at Mophonics Music & Sound.
For further inquiries or connections, Benny Rubin welcomes communication via his personal email [email protected].
Highlights
Time & Money. Do you know how much of each your buyers have? Here’s why that matters.
We see 4-types of sales targets:
Type 1: 💰Lots of money and lots of time
Type 2: 💰Lots of money and no time
Type 3: ⏳No money and lots of time
Type 4: ⌛️No money and no time
IMHO Type 2 is by far and away the best targets. Here is my breakdown of each type.
—> Type 1 (💰Lots of money and lots of time): Not good to sell to.
A lot of the companies we talk with are chasing Type 1s, getting a lot of interest, and baffled as to why it takes forever to close them. After all, the biggest most successful companies in the world are Type 1! But they are pretty bad to sell to.
Why?
They have:
- more money every month they don’t buy your solution (meaning it’s profitable to delay the purchase)
- ample time to build out their own solution if they want to (even if it sucks and they regret it later)
- manpower — they can throw people at a problem instead of a solution (even if their team members hate it)
—> Type 3 (⏳No money and lots of time): Bad to sell to.
A lot of the early-stage companies we talk with are spending 80% of their sales time on calls with Type 3 companies and that time is largely wasted. Doesn’t mean they can’t be good for feedback, learnings, market insights, and potential partnerships… they just aren’t great sales targets.
Why?
They have ample time to:
- waste your sales team’s time ‘considering’ your solution
- scurry around the internet looking for cheaper, even if worse, options to buy instead of yours
- create problems for you even after they buy (because they are spending money on you they don’t have… so they need to try to squeeze everything they can out of it and then they churn out just as fast)
—> Type 4 (⌛️No money and no time): No real sales to be had here.
Type 4 is definitely the worst to sell to for somewhat obvious reasons but they are mercifully not awful.
Why are they not so bad?
- they don’t have time to talk to you so they don’t really waste your time
- if they do get on the phone with you they usually end it super quickly with a “aah I understand, well that’s not a good fit for me goodbye”
- they might still be good referral partner or amplify you in some way even though they won’t make a big show of it
—> Type 2 (💰Lots of money and no time): This is the best to sell to.
Most of the best clients and the best sales targets, as well as the smartest companies out there are Type 2 companies.
Why?
They are great targets because they tend to:
- use money to solve problems and save/create time (they have little time, after all)
- want to use best-in-class products because their teams appreciate it
- be in growth phase meaning their expenses are going up in tandem with their revenue, valuation, and overall business outlook
What do you guys think? Do you agree that Type 2 are the best to go after or am I missing benefits of the others?
High-Bar, Medium-Bar, or Low-Bar Calls-To-Action? Is your cold email CTA right for your targets?
My team breaks CTAs into 3 general intensities — High, Medium, and Low-bar.
☁High-Bar CTA = Brain🧠 + Time⏱. Specific action required that takes brain effort, time, or has as deadline for the recipient.
→Examples: Ask for a meeting, asking for a reply that takes any amount of effort or thought, inviting them to something specific, etc.
🗻Medium-Bar CTA = Brain🧠. Not asking for time but still asking them to use their brain in any way.
→Examples: Asking them to self-qualify (“if you… then…”), a compound-CTA requiring alignment, them feeling like they have to look at something outside the email before replying.
🕳Low-Bar CTA = Impulse💡. Asking them to do something that 'feels like nothing' or asking only for the bare minimum.
→Examples: Soliciting a one-word reply “sure” or “OK” or maybe “send it over,” or asking them to forward something on.
So how does this relate to the 3 B2B email user types — Pickers🍅, Passers🏭, and Purists🔬? (See my last post for more on these three).
🍅Pickers: tend to respond best to low-bar CTAs. They are picking through their inbox to find the things that matter. If you try to give them homework to do, they simply don’t pick you to reply to unless you are super compelling or solving something top-of-mind for them.
🏭Passers: tend to ignore the CTA anyway and just pass it on to someone else or reply with their own CTA. For example you might ask them for a meeting and they might reply with “send more info and I’ll have a look” — they passed the CTA back to you!
🔬Purists: tend to take whatever CTA you ask for very seriously — so be careful what you ask for. If your offer/value proposition hits the mark, they will respond directly to your CTA and take it very seriously. If they can’t fulfill the CTA, it seems cumbersome, or generally annoying they respond with a “no” without even considering your value proposition.
→Remember: All CTA types ☁🗻🕳 have a place in outbound.
Which kind of CTA do you tend to use? High☁, Medium🗻, Low🕳? Does it fit your recipient type?
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Mesh offers many advantages over other personal CRMs. Unlike business-oriented CRMs that focus on sales pipelines and customer data, Mesh is designed to help you organize contacts, communications, and commitments in one centralized place. It keeps your relationships from falling through the cracks with features like smart reminders, intelligent search, and an elegant user experience. Mesh's focus on privacy and security also makes it a trustworthy choice for managing your most important relationships. Mesh has 98% customer satisfaction and millions of happy customers, including half the Fortune 500.
Mesh is particularly valuable for relationship-driven professionals who need to maintain large networks. The app is popular among many industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. Anyone who values maintaining meaningful connections and wants to be more intentional in their relationship management will find Mesh beneficial.
Mesh offers competitive pricing in the personal CRM market. Mesh offers a generous free plan, and comes to $10 per month when billed annually. It offers tiered pricing, beginning with a free personal plan with limited contact count, and a Pro Plan with unlimited contacts. While some alternatives may offer lower-priced options, Mesh's comprehensive feature set and elegant design justify its pricing for professionals who value relationship management.
Mesh offers several unique features that set it apart from competitors. Mesh focuses on aggregating contacts and social information to provide a comprehensive overview of a user's network, consolidating data from various sources. Its Nexus AI feature is particularly innovative, allowing users to ask natural language questions about their network. Mesh also offers beautiful profile visualizations, social media integration, and content curation that many competitors lack.
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