6 Ways To Personalize Your Sales Development Campaigns
Personalization is a critical component of any successful sales development campaign. It’s what separates effective and engaging outreach efforts from spam. There are many ways personalization can be achieved, all of which require some level of legwork and initial research, but all payoff in the long run. Following are some of the variables that can be used to integrate more personalization into your outreach efforts.
1. Trigger Events: Trigger events are one of the best ways to initiate outreach efforts that are not only highly personalized, but are also timely. By monitoring a list of strategic accounts that you want to target, you can gain valuable information regarding events such as an acquisition, earnings statement, a round of funding or any other relevant news.
These events present a great opportunity to reach out to prospects and discuss how your offering may be of value in light of a recent event. Certainly, your message will resonate, but it will also clearly demonstrate that you’ve done your homework and aren’t sending out generic emails. Tools like LinkedIn Sales Navigator and DataFox make the process of getting real-time updates on relevant news much more efficient.
2. Department or Functional Role: Often a solution can provide different levels of value across different business units and functional roles. Take the example of a CRM platform. The VP of Sales will carry a different set of needs than that of the of the CMO. Outreach efforts and messaging should take this into consideration. Blanket statements of value will be less effective than statements focused on the high-level needs and challenges faced within a business unit.
3. Seniority Level: This ties in closely with the last item but there is a distinct difference. Are you reaching out to a strategic buyer (CXO or VP) or to a more tactical decision maker (Director or Manager)? Those are two different types of decision makers and most likely will care about very different things.
Messaging centered around how your solution addresses bigger picture business issues and challenges will resonate more with strategic buyers. However, tactical decision makers will be more concerned about challenges that are very specific to their role, department, and the goals of their department.
4. Industry Vertical: For solutions that are used across multiple industry verticals, it is important that messaging and outreach efforts are focused on each specific vertical.
While your solution may solve common business problems across many verticals, the messaging needs to go beyond simply referencing that problem. How does the problem or challenge your solution addresses fit within the context of the prospect’s industry? Use messaging that ties your solution into the context of their industry. Being able to appropriately reference terms and acronyms that are native to your prospect’s vertical, will also increase your credibility.
5. Similar Clients: Using social proof as part of your messaging and outreach strategy can be a very powerful tool. Social proof can quickly be achieved by referencing clients you already work with that are similar to the company you’re reaching out to. But don’t just mention that you’ve worked with those companies. Highlight the business results you were able to help them achieve.
6. Mutual Connections: Referencing mutual connections seems like a no brainer but often people don’t take the time to do it. Even more importantly, they don’t make the effort to build a strong network of industry specific connections online or offline that they can leverage to initiate dialogue. Referencing colleagues or counterparts at client organizations who are mutual connections can be a powerful approach that will garner a strong reply rate.
Beyond LinkedIn and LinkedIn Sales Navigator, tools such as Conspire are very helpful when it comes to leveraging the power of mutual connections for sales development efforts.
There is a wealth of information and tools available to sellers today that make personalization more achievable than ever before. Building sales development campaigns and messaging that is personalized has become a necessity. But in doing so sellers will be able to connect with more buyers, initiate more meaningful conversations, and ultimately acquire more customers.