the data-driven salesperson: how to prospect efficiently & increase response rates
TRANSCRIPT
The Data-Driven Salesperson
How To Prospect Efficiently And Increase Response Rates
Bastiaan Janmaat, CEO
@bastiaanjanmaat | [email protected]
Daniel Barber, Head of Pipeline
@gaijindan | [email protected]
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
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
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 | [email protected]
Daniel Barber, Head of Pipeline
@gaijindan | [email protected]