the data-driven salesperson: how to prospect efficiently & increase response rates

The Data-Driven Salesperson

How To Prospect Efficiently And Increase Response Rates

Bastiaan Janmaat, CEO

@bastiaanjanmaat | bastiaan@datafox.com

Daniel Barber, Head of Pipeline

@gaijindan | daniel@toutapp.com

Agenda1. Personalization: why it’s

key

2. Prospecting list: how to build

3. Sales triggers: what to look for

4. Outreach: how to do this at scale

5. Email optimization: tips

Bastiaan Janmaat, CEO

@bastiaanjanmaat | bastiaan@datafox.com

There’s More Noise Than Ever

• Inside sales teams are growing 300% faster than outside sales

• Buyers get 100+ emails a day, open 23%, and click on just 2%

Source: InsideSales.com & Tellwise

Be the first seller to engage a buyer.

Doing so means you’re56% more likely to attain quota

Source: Sales Benchmark Index

Deliver the right message to the right prospect at the right time.

Each prospect is unique, so every email should be personalized.

Sales Emails At The Wrong TimeMay June July

Raised new funds

New recruiting system New office

New insurance policies

Funding announcement

Sales Emails At The Wrong TimeMay June July

Raised new funds

New recruiting system New office

New insurance policies

Funding announceme

nt

70+ emails/calls from sales & marketing

Get A Head Start: Tune In To Sales Triggers

How to Build Your Prospect List

• Firmographic data (location, sector, headcount, funding stage, etc.)

• Companies similar to your best customers and prospects• Tech stack• Conference lists

Sales Triggers: What To Look For?

• New office location• SEC filings• Local media mentions (not

just TechCrunch)• Blog posts on certain

topics• Interviews of company

leaders

• Conference attendance• Spike in web traffic• Key hire / leadership

change• New product launch• Internal champion leaving

the company

Automate Tedious Trigger Research

1. News streams: LinkedIn, Twitter, industry newsletters2. Google alerts: keywords like “sponsoring…” or “hired a

new...”3. Upwork / spreadsheets: data columns for each target

account4. Sales intelligence tools: for enterprise-grade use of sales

triggers

Daniel Barber, Head of Pipeline Development

@gaijindan | daniel@toutapp.com

Today’s Sales Leaderboard“The current metrics paradigm literally can’t tell the difference between absolute success & total disaster.”

Eric Ries

Rep-Level Metrics• Open %• Click through %• Replied %• Qual call %• LinkedIn activity

Team-Level Metrics• Open %• Template click through %• Events on top 10 accounts• Pipeline value (in $)

Today’s Sales Leaderboard

Predictive Performance“New customers come from the actions of past customers.”

Eric Ries

Customer Data• Funding round• Market cap• Tech stack• Opportunity size• Competitor• Investor portfolio

Historical Data• Win rate %• ACV• Age• Competitor

Forecasting• Tiers• Geography• Competitor• Industry/

Vertical

Predictive Performance

Personalization At ScaleSend one email instead of ten.

Just make that one email 10x better.

2 Types of Value Statements

1: Nurture messages to educate the buyer

2: Activation messages to incentivize action

Note: (1) Is in your control, while the buyer’s existing business environment affects (2)

Personalization At Scale

The 10/80/10 Model For Sales10% - Triggers• Personal events• Shared

connections• Industry news• Similar customers• Shared investors

80% - Relevant Customers• Customer story content

(interview, case study, quote)

• Must fit the specific buyer persona

10% - Next Steps• Connect the

message to the CTA

• Times, advanced signature, etc.

Personalization At Scale

1. There’s more noise than ever2. Rise above the noise by being first and truly

personalized3. Use sales triggers to time it right4. You can’t improve what you don’t measure5. Shoot for quality over quantity

Takeaways

Q & A

Bastiaan Janmaat, CEO

@bastiaanjanmaat | bastiaan@datafox.co

Daniel Barber, Head of Pipeline

@gaijindan | daniel@toutapp.com