Personalizing at Scale: In this presentation, we'll cover: -The biggest mistakes in outbound emails and how to avoid them -Weapons and mass personalization -The 5 step formula for personalizing emails at scale in under 5 min -Hacking personal communication

1. Successful Sales Strategy
Session #3
@PersistIQ

2. Brandon Redlinger
Host & Presenter
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Welcome to the webinar!
Nabila Parvez
Co-Presenter

3. ● The biggest mistakes in outbound emails and how to avoid them
● Weapons and mass personalization
● The 5 step formula for personalizing emails at scale in under 5 min
● Hacking personal communication
@PersistIQ
Today’s Agenda

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Biggest Mistakes in Outbound Sales

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● Over Automation
● Thinking Customization = Personalization
● Not making emails feel personal
Biggest Mistakes in Outbound Sales

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Over Automation
● What should be automated?
● What could be done by humans?

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Dead Giveaways of Automation
● The email was sent from
name@domain.com via another server
● The email contained missing variables
● The presence of HTML format
● The address and opt out link.

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PersistIQ Behind the Scenes
● Email throttling
● Reply detection
● Safety Checks
○ Strips HTML
○ Clear all formatting
○ Sending limits

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Customization is NOT Personalization
● Anyone can use mail merges
● Just because you use a {{first_name}} variable
doesn’t make it personalized

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Customization is NOT Personalization
The technology itself doesn’t make it a good cold email.
Only a human can do that.

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A 5-Step Formula for Sending Highly
Personalized Sales Emails at Scale

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A 5-Step Formula for Sending Highly
Personalized Sales Emails at Scale
1. Identify all the decision makers
2. Collect relevant data on your prospects
3. Create an outbound email template for each ICP
4. Launch Your Campaign and analyze the results
5. Follow up!

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1)Identify the Decision Makers
● Use LinkedIn Navigator and DiscoverOrg to map the
organization
● Length of Service
● Skills and Endorsements
● Referrals

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1)Identify the Decision Makers
● 0-10 employees: Usually the CEO or co-founders in the vertical you
are selling into
● 10-50 employees: Generally VPs
● 50-500 employees: Specialized roles, such as Sales Manager,
Business Development Manager, etc.
● More than 500 employees: Find the regional specialized role

17. Collect your standard variables, such as:
● First and last name
● Email
● Company
● Position/title
● Website
● Phone (direct line if possible)
● LinkedIn profile
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2) Collect Relevant Data on Leads

18. Next, connect deeper:
● A recent blog post (and why you liked it)
● Colleagues’ names along with their positions
● Recent business challenges they’ve expressed
● Alma Mater
● Recent awards, recognitions or press
● Case studies
● Relevant events or news that affects your prospect
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2) Collect Relevant Data on Leads

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3) Create templates for each ICP
Each ICP will have their own unique pain points. Therefore,
each should have his/her own communication personalized
to fit specific needs.
Generator.PersistIQ.com

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More personalization on early touches!
Use Snippets for extra personalization
● Single sentence
● Entire paragraph
● Entire email
3) Create templates for each ICP

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22. Drop your list of leads and your templates into your
favorite outbound sales platform, like PersistIQ, and hit
“send!”
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4) Launch and analyze

23. Remember the 4 critical factors for follow up success:
● Number of touchpoints (8+)
● Channel Diversity
● Time between touchpoints
● Content of touchpoints
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5) Follow up!

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Hacking Personal Communication

25. How make make your emails look and feel personal.
This is all about making the content and message feel
personal.
Use this as your checklist.
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Hacking Personal Communication

26. What is the tone of your email?
● Conversational
● Use contractions
● Write in the 1st or 2nd person
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Hacking Personal Communication

27. Who do you look/feel/sound like?
● Any hints that you’re a salesperson?
● “People love to buy, but hate to be sold to”
● B2B sales is still selling to humans
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Hacking Personal Communication

28. Is it the right length?
● Concise and to the point
● Don’t use 15 words when 10 will do
● Cut your 1st draft in ½. Then cut it more
● About 150 words is a sweet spot for a first email
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Hacking Personal Communication

29. What value are you offering?
● Is there value at every touch?
● Different for each IPC
● Value is in the eye of the receiver
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Hacking Personal Communication

30. Who is it about?
● It’s about your prospect
● Why should your prospect pay attention to you?
● Paint a picture
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Hacking Personal Communication

31. Are you being thoughtful?
● Is it obvious that you spent time on writing your email?
● Use attention-grabbing keywords (not buzzwords)
● Your prospect will be able to tell
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Hacking Personal Communication

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Weapons of Mass Personalization

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● Mention.com for monitoring keyword in your
industry
● Owler for staying up to date with news on
competitors & clients
● Newsle for staying up to date with news on
people in your network
Weapons of Mass Personalization

34. ● Connect6 for finding key people and
connecting with them across the social graph
● Nimble to look at a prospect’s recent social
media activity and manage contact
● Crystal Knows for communication with your
prospect in the most appropriate tone
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Weapons of Mass Personalization

35. ● Hemingway Editor for helping with readability
and flow when you’re writing your emails
● Tona Analyzer for making sure your emails
actually matches the tone you’re intending
● Data-Miner.io extracting data out of HTML
web pages and importing it into Excel
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Weapons of Mass Personalization

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BONUS: Trigger Events w/
John Barrows & Craig Elias

37. Set up a system to monitor your key accounts for major events, such
as:
● Merger or acquisition
● Product launch
● Litigation
● Expansion
● Hiring of a specific role related to what you do
● Etc.
@PersistIQ
BONUS: Trigger Events w/
John Barrows & Craig Elias

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40. Week 4 (Feb. 24th): Template Critique Session
● We’ll share some of our best performing templates and why
they worked
● We’ll critique your templates and give you feedback on how
to improve
Send your templates to Brandon@persistiq.com with
“Template Critique” in the subject line
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Next week’s Training
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