About the interviewee
Josh Natella is the President and Founder of Boston based startup DivTECH LLC, a part of the DivCom Group.
His background includes both Sales and Marketing, having worked at companies like EMC and Infogroup before starting a new division of the family business, DivCom Group. He is now the second generation in a group that has been named an INC 500 winner three years in a row.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
DivTECH is a high tech digital marketing company focused on B2B Lead Generation, Email Marketing, Content Syndication, and Web Tracking. Our focus is established Small to Medium sized business, preferably companies with a vetted offering that are struggling to gain exposure in their market.
What type and size of companies do you have as clients?
Our 2 channels bring vastly different clients. We work through channel partners as well as sell directly. Some of our channel partners include Marketing Agencies and other lead generation companies which typically work with Medium to large Fortune 500 clients. Selling direct however, our focus is the 10-250 employee B2B company selling nationally, but we do target B2C as well.
Tell us what you hate about cold calling?
There used to be a time when you could have a rep make 50-100 cold calls and get 2-3 solid leads. I don’t believe that equation really exists any more.
Is cold calling necessary in your business? If so, why?
Not at all. We’ve built our business from day one marketing first, measuring response through tracking, and then cherry picking the best people to follow up with based on the tracking data. Our prospects need to show interest before we follow up with them. When we do follow up, we already know their full contact information, how they found us, and what they’re interested in.
What are some effective ways you have developed to avoid cold calling?
Email marketing has been a major contributor to our business. We’re lucky enough to have a large audience so we can cast a wide net and then see who reacts to our outreach.
There are no other methods of first contact that will be cheaper while providing the level of detailed tracking. It’s also not tough to stand out when you do it correctly.