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3 Easy Tips To Improve Your Outbound Prospecting
Outbound prospecting hasn't gotten any easier despite all the educational content, tips, and best practices available to us. That said, the tools available today also provide new channels and context to make your outreach as personalized as possible.
There are no silver bullets and strategies vary based on who you ask, but getting different perspectives is helpful when formulating your approach.
Here are some tips that we have compiled from popular thought leaders on Linkedin:
1. Segment your lists
In this post by Maxim Poulsen, Growth Manager at Contrast, he provides a cold email framework that is yielding him a 15-25% demo book rate.
Amongst his many tips, Max recommends creating what he calls “ultra-segmented lists” and explains how to tie in context that resonates with the prospect.
You must have an expert understanding of your “ICP” or Ideal Customer Profile as well as the personas within the organization. This includes much more than just understanding the firmographic information and high-level objectives.
Understanding items such as the prospect’s day-to-day workflow, struggles, and goals are all variables that you can use to segment your lists. In this post, Thibaut Souyris, CEO & Founder at SalesLabs, gives us 6 items that we need to start booking meetings. Use these variables to help segment your lists.
2. Use multiple channels
Outbound prospecting isn't limited to just email. While email can be a great way to reach potential customers, it's important to remember that people communicate in different ways. Some prefer phone calls, while others might prefer social media or even direct mail.
Channels like Linkedin, Twitter, and now YouTube are key channels for the B2B world, however TikTok and Instagram can also be valuable sources of context when it comes to prospecting.
In this post by Steve Richard, SVP, Sales Excellence at Mediafly, he gives us a 7 step process on how to use video messages via LinkedIn. Steve’s 3x3 research strategy is all about gathering context to deliver a personalized message.
This strategy is a great example of how to use Linkedin combined with email to drive results. You can use Linkedin to gather context as part of your research that you will use in your video message as well as your email copy.
This context can come from reviewing posts that your prospect has made or even content they have engaged with. This gives you an opportunity to understand what might be top of mind for your prospect.
3. Personalize your outreach
Personalization is a critical component of effective outbound prospecting. It involves tailoring your outreach to the specific needs and interests of the potential customer you're targeting.
The first step to personalizing your outreach is to research the prospect thoroughly. Find out as much as you can about their company, their role, and their pain points at both the company and persona level.
Once you've done your research, you can begin to craft your outreach message. In this post by Mike Gallardo, Senior Sales Director, SMB at Deel, he gives us a visual example of how to write a personalized email that is short and sweet.
I also love the version of the email provided by Charlotte Johnson, Account Executive at SalesLoft, in the comments section of this post. Her version re-works the wording to make it less sales-y and shows how to reference webinars in a relevant way.
The more you can tailor your outreach message to the prospect's interests and needs, the more likely they are to respond positively.