Sales Prospecting: How do you start and where can you find Prospects?

Updated on October 20, 2021 by Ivana

Prospecting by definition means to search for mineral deposits, especially by drilling. To prospect means to search, to seek, to go after, to examine and hunt – prospects. Google’s example of prospecting is: “The company is also prospecting for gold.” 

Yes, gold is a precious metal and this is a great example indeed because we can easily translate it into Sales Prospecting. e.g. “The company is also prospecting for golden sales opportunities.” 

So, What does prospecting mean in business?

What is Sales Prospecting?

Sales Prospecting then is searching for prospects = your potential buyers, and going after your golden sales opportunities. You also have to examine your prospects carefully, decide if they’re the best-fit prospects for your Ideal Customer Profile.

This is crucial since you don’t want to waste money, time, and effort on the wrong prospects. In the same way, you don’t want to dig rocks and solid ground, prospecting for gold in the wrong area – where there are no gold deposits. 

If Sales Process is the chain of specific steps (a well-defined set of actions) taken by the sales team in closing a new customer… Then, Sales Prospecting is the first stage of the sales process. It launches the Sales Machine into motion. In order to keep your sales funnel filled with leads, you have to prospect for them. 

Historically, Sales Prospecting consisted of face-to-face meetings and networking over lunch or golf 🏌️‍♂️, pushy cold calling, advertising in print media, and even door-to-door selling.

Well, we have evolved, and so do our way of doing things.

Modern sales prospecting techniques include market research and segmentation, cold emailing, multi-channel outreach (email + LinkedIn), social selling, attending online conferences, and using sales prospecting tools.

Prospecting is also the most difficult stage… so they say.  ¯\_(ツ)_/¯

The 2021 Sales Enablement Report by HubSpot, found out that above 40% of sales people claim prospecting is the most challenging part of the sales process, followed by closing the sale (36%) and qualifying the prospect list (22%).

But, if it is of any consolation, the more you learn >> the more you understand >> the easier it gets. Knowledge is King.

The Art of B2B Prospecting

In the B2B industry, “the fence” that sets apart the sales team from the marketing team is very low and is easily jumped over on a daily basis. That’s why we call them the Smarketing team. =They work closely together, side by side, to optimize the sales process by following the same sales funnel and the cold and warm leads that travel through it.

Each department then adds their skills and insights in the sales process and nurtures those leads down the funnel from different angles and perspectives until they convert into customers. Then, the customer success team keeps them loyal. In SaaS, a happy customer is a profitable customer. 

The prospecting activities performed by the B2B marketers fall into the Inbound Prospecting category, while the sales prospecting process falls into the Outbound Prospecting category

And therefore, we distinguish between Leads in Inbound Prospecting, and Prospects in Outbound Prospecting

What is a Lead vs Prospect?

Leads are people that have expressed interest in your business
VS
Prospects are people (and businesses) that qualify as potential customers for your service;

The Marketing department attracts and nurtures Leads through content marketing and marketing campaigns
VS
Sales Reps search for and perform outbound sales prospecting via cold outreach to Prospects.

What is Inbound vs Outbound Prospecting?

“First, there was prospecting, and it was outbound.”

But recently, Inbound Prospecting started to make a buzz. And a clear distinction between Lead Generation and Inbound Prospecting was formed. 

Lead Generation – Initiating consumer interest in products or services of a business.
Prospecting – Searching for prospects (potential buyers) for your product or service.
Inbound – Attracts prospects to your business.
Outbound – Goes out to find prospects.
Inbound Prospecting – You reach out to those attracted prospects and start the sales cycle.
Outbound Prospecting – You segment and personalize your list of prospects, then you do cold outreach and start the sales process.

Inbound Prospecting

attracts prospects from the outside environment – inside your business. 

Inbound Prospecting then is performed by the B2B Marketers when they track and analyze the buyer behavior of the inbound leads coming to the digital property (the website).
They act on the findings and perform lead segmentation to divide them into Qualified Leads and Non-Qualified, so they know where to focus their marketing efforts. 

Lead Scoring is a popular practice used by marketing and sales teams to “measure” how likely their leads are to buy.

The Qualified Leads are then further segmented down into MQLs = Marketing Qualified Leads and SQLs = Sales Qualified Leads.

Since they have expressed an active interest in your brand, you then engage with them to understand whether they’d be a good fit for your product. Once they are properly warmed up, they are transferred to the sales professionals to go after them and reach out (=Inbound Prospecting).

This modern prospecting technique allows for delegating your potential B2B buyers to each department who will be therefore nurtured with different types of communication and content. The marketing department takes care of the MQLs, while the sales reps build business relationships with the SQLs and Inbound Prospects.

But, both teams follow the same sales funnel. They just engage with the leads at a different time with a different message depending on what stage they are currently at in their buyer journey.

The B2B Sales Funnel for Prospecting

The average MQL to SQL conversion rate is 13% (Implisit) and here is how it goes, really.

The transition from MQL to SQL

The MQLs usually are not ready for that buying stage just yet. They are in the upper stages of the buyer’s journey = Awareness, Interest, and Consideration.

  • Aware that there is a solution to their problems out there,
  • Interested to know more about it and how it helps, and
  • Considering all the options available (= your competitors and all the other alternatives to your solution).

Hence, they are nurtured by the marketing team with relevant content that resonates with their current state of mind regarding the buying decision.

This includes building a community environment, creating articles (such as this one), ebooks, infographics filled with stats and videos that answer their pain points and helps them be better at what they do. When sprinkled with your industry and niche experience and actionable insights = Thought Leadership – you help them choose you over your competitors. 

Once MQLs enter the next stage in the sales funnel and become warm leads, they are transferred to the sales department and now deemed Inbound Prospects. Together with the SQLs, they now receive a different treatment: Sales discovery and demo calls, in-depth information, during which their direct questions are answered and needs are addressed, in real-time.

Inbound Prospecting Strategy

Since Inbound Prospecting *Attracts* and *Invites* prospects to your website, the B2B Marketers have one more key strategy as part of their inbound prospecting activities. 

To find out what attracts prospects to your brand, by monitoring, measuring, and analyzing the online behavior of the visitors on your digital properties:

The website: What product pages do they prefer over the others? What topics do they read the most in your blog section? Where do they come from?
Social media accounts: With what type of content do they engage the most? On which channels? How many of them come to your website to convert?

Social media management can help you grow your business. It’s a great way to get the word out about what it is that makes your company unique and useful for people with audiences on social channels like Facebook, Twitter, or Instagram.

Marketers then create content and stimulate behavior that fuels that attraction driven by value. 

Here is a screenshot of our Inbound Marketing efforts:

Inbound Prospecting Converters per channel Sales.Rocks - Google Analytics
Google Analytics: Sales.Rocks Inbound Converters in the past 2 months

From a total of 10,239 (100%) visitors that landed on our website in the past two months, 5,754 (53%) of them came from Direct Traffic, and 4,041 Converted, while only 1,714 didn’t convert.

That is 70% Conversion Rate from Direct Traffic, which is not bad at all.

When it comes to the Organic Traffic, the fight is tight = If 2,814 is the total number (100%) of Organic Search = 59% of our organic visitors convert, while 41% don’t. And regarding the Social Traffic, we don’t really invest much of our efforts there just yet, since the bigger chunk of visitors that come from Social are Non-Converters.

But remember – whatever works best for your business. Experiment – through trial and error you will find your sweet spot.

Outbound Prospecting

starts from inside your business and goes outside = to find potential clients.

In this article, we will concentrate on Outbound Prospecting since it is Outbound that is the difficult part in prospecting, really.

It’s easier to convert inbound prospects that came by themselves thanks to the marketing efforts. Sometimes they will schedule a demo with a Sales Rep themselves, or simply go ahead and create an account, and avoid the negotiating stage altogether. They came, they saw & found what they were looking for = they converted themselves. Veni Vidi Vici.

What’s not so easy however, is when you’re working in a startup or a small business and the inbound leads don’t come pouring out in large quantities just yet. 

In this scenario, your sales team have to embrace the traditional way of outbound prospecting and go scouting and dig deep for those prospects.

But do not worry, with the right Sales Prospecting tool, you can automate the manual tasks and easily overcome many prospecting challenges – such as: Where do you find sales prospects? We will talk about that later.

Outbound prospecting is when you reach out to potential customers who haven’t yet expressed an interest in your product or business, but you know that they can benefit from your solution. You identify your prospects through independent market research.

Once you have a prospect list – you segment them according to their similarities: demographics, psychographics, firmographics, technographics and behavioral data points. This is crucial since you want to know WHO you are targeting and WHAT and HOW you’re going to talk with them. Remember – you are reaching out to humans, as yourself.

Market Segmentation is a science in itself, and therefore we devoted a whole article on how best to segment your market leads in order to achieve success in your outbound prospecting efforts. Here it is:

Related Read: How Important is Lead List Segmentation and How Best to Do It

The next step involves the outbound outreach: cold emailing, cold calling, social selling, asking for referrals, attending events, and so on. Finally, the sales cycle results in two possible scenarios: closed-won or closed-lost opportunity.

But first things first.

How do you start prospecting?

Good news: you have already started! By reading this article and taking the steps suggested you will be well on your way. 

There are 3 main things you need to figure out when before you start prospecting for sales:

First, know who your potential prospects are.
Second, know where to find them.
Third, know how to approach them.

Every prospecting activity revolves around your Ideal Customer Profile (ICP). So make sure you craft your ICP and plan your prospecting strategy to target and serve that customer persona, which will be unique to your business. 

In B2B prospecting, a great way to start building your ICP is by analyzing your existing customers and performing Firmographic Segmentation.

What characteristics do they share? From which industries do they come from? What are the similarities in their needs and pain points and how your product or service helps resolve them? Try to understand their buyer behavior and buyer psychology. Look at the list of companies that already use your service and sketch a rough picture of what your potential B2B customers have in common. 

Here is one of our in-house prospecting examples to Ace your Ideal Customer Profile (ICP) using customer profiling technographics written by Carsten Broich, Founder, and CEO at Sales.Rocks.

How do you find prospective buyers and understand the context surrounding their business needs?

Where do Salespeople find Prospects?

We actually asked them. And the choices are plenty. Welcome to Prospectland! 🌅

You can build your B2B prospect list in so many ways and from an abundance of lead sources. 

Here are some of the ways in which you can find prospects:

#1. Referral (nothing beats word-of-mouth.) 

Take a look at these Sales Referral stats:

Referral sales require almost no financial investment, but they bring in very valuable warm leads. You can get a referral from a customer to one of their contacts in the same field. That means your new prospect is highly qualified. They’re in the same industry, they probably have the same problems, and there’s a good chance that your product or service will be a good fit for them.

Steli Efti, CEO of Close and Forbes Contributor

Now you know what you have to do – Ask For Referrals Right Away.

#2 CrunchBase.

CrunchBase is a great place to find prospects if you’re looking to find contacts based on company rather than by role. It is a business platform that includes real-time information around funding, trend analysis, investment, and industry data about private and public companies that helps sales people, entrepreneurs and investors to inform their business decisions. It is designed to make it easy to find new prospects as well.

CrunchBase is a database that tracks investment, company exits, and technology events.

When a corporation receives funds, it must spend them. Do you follow where I’m heading with this? Find out which companies have recently received money, and then see if any of them would be a good fit for your product or service.

We may also utilize the advanced search function to limit the results to organizations that are located in our jurisdiction or fall into a specific category.

Ryan Dalal
CEO & Founder of 
JPG TO PDF

If you’re interested to find out more, here is an article on How to Find Prospects on CrunchBase.

#3 LinkedIn + LinkedIn Sales Navigator.

Where Do Salespeople Find Prospects? Mostly LinkedIn sales navigator. BUT! The trick is getting your list of target companies first… and then using sales navigator to find the correct people you should target. (LinkedIn’s company filters are famously inaccurate.)

Use LinkedIn to send invite and personalized follow-up messages. If they don’t reply or do not accept your invite, send a Cold email follow-up or 3. (This way, it’s not really a “cold email” if they’ve already accepted you in their network. Plus, you can reuse the personalization you included in the LinkedIn message so you get a higher response rate without extra work 🙂

What have I done to improve my prospecting efforts? ADD PERSONALIZATION. Seriously, this can not be overestimated. Everyone has a “spam filter”..

Experience? I run Sales Prospecting campaigns for B2B companies since 2014. I’ve sent millions of cold emails and tens of thousands of LinkedIn messages. My average reply rate is 14% for email and 29% for LinkedIn.”
*

Jack Reamer
B2B Prospecting Expert & Copywriter
Co-Host of the Cold Email Outreach Podcast
Founder at SalesBread.com
Related Read: Why choose Sales.Rocks over LinkedIn?

#4. Lead Sources…

We put together a list of 15+ channels you can implement into your prospecting strategy along with tips on how to do so effectively, feel free to dive in. 

#5. Sales Prospecting Tools equipped with automation.

The Outbound Prospecting Your SDRs Will Love 💘

Sales Prospecting tools are SaaS solutions built upon a B2B database that is technologically enhanced with relevant modules for one sole purpose – to help sales professionals overcome struggles with B2B prospecting.

Sales Reps use sales prospecting tools to easily find potential buyers together with any relevant piece of information about them, so they can better understand the context surrounding their prospect’s business needs and then sell their products and services successfully.

A prospecting tool helps you optimize the sales cadence from the first point of contact, through a sequence of interactions until the prospect is either converted into a customer or exits the cadence and is sent back to nurturing.

These tools do not only help you find high-quality prospects (with a greater chance of converting) + real-time and accurate info on them, but they also automate the manual tasks for you making the whole outbound prospecting fun, really.

You can create different lists to target different prospect segments, connect them with your email service provider and send cold email campaigns all from one place. Then you can monitor and analyze the results and optimize accordingly. Some prospecting tools include hyper-personalization that ensures 45% increase in open rates, which is kind of awesome.

Sales.Rocks is one such Sales Prospecting tool that is changing the way SDRs are working. It’s designed to help you grow your business, engage in more meaningful conversations, and close more deals, while at the same time making outbound prospecting fun.

Your prospects can tell when Sales Reps love their job.

Step-by-Step Prospecting with Sales.Rocks by applying the Best Prospecting Techniques

Sales.Rocks is one of the Best Sales Prospecting Tools with Automation, according to Sprout24, here is why:

Sales.Rocks is built upon a huge Business Database – it’s like an online library filled with business information about more than 115M+ companies and 200M+ professionals that work in those companies worldwide. With Data Coverage for 213 countries.

This “Business Library” then is organized in such a way that any “visitor” that comes inside can easily find any specific information about a business organization and the person in charge. We call this business information – prospecting data.

What is prospecting data?

Prospecting data is any bit of information you have on your prospects. You can have prospecting data on a company level or a contact level. Sales.Rocks B2B Database has them both. 

Prospecting data on company level includes:

  • Company’s Name and Legal form (registered ownership);
  • Head Quarters + Subsidiaries location per Country or Region (for Geophysical Prospecting);
  • Street Address (Street Name and Street Number);
  • URL – The domain of the company’s website;
  • Company’s Email Address and Phone Number;
  • Operating status – Is the company still active on the market or not?;
  • Turnover – The amount of money taken by a business in a particular period;
  • Company Size (Employee Range + Revenue Range);
  • Employee range -Total number of employees at company + Organizational Tree by Hierarchy;
  • Technographics – Technology and applications that are used on the company website (e.g. program languages, web frameworks, payment gateways, operating systems, etc.);
  • Monthly Tech Spending.

Prospecting data on contact level includes:

  • Name and Surname;
  • Job Position and Job Title;
  • Department;
  • Contact in the Organizational Tree by Hierarchy (Director, Executive, Manager…);
  • Contact Location (Country and City) for Geophysical Prospecting;
  • Direct Email Address;
  • Personal LinkedIn Profile.

Sales.Rocks is the data provider for all the data points listed above, and more.

We are frequently being asked this question: “How B2B Businesses can get leads and build real-time prospect lists using Sales.Rocks?

I will answer that question below. As I go through the steps in outbound prospecting, I will also incorporate the best prospecting techniques that our in-house Sales Development Representatives and Account Executives implement on a daily basis using Sales.Rocks.

Since Sales.Rocks is designed to optimize every single prospecting step and it is built with the best prospecting techniques in mind to serve all sales professionals out there, I could not really separate the two.

Here is how you can simplify the overall outbound sales prospecting for your SDRs with Sales.Rocks, step-by-step, while at the same time applying the best prospecting techniques = All-inclusive. ⭐⭐⭐⭐⭐

Step #1. Find Prospect Information for your Ideal Prospect Profile

We keep Sales.Rocks “Business Library” neat and tidy. 🛀

The data team regularly updates the database with new information, and every three months they check the validity of the existing data. Additionally, each piece of prospect information is organized and can be easily found, thanks to the powerful filtering system integrated with the database.

Take a look at how you can make use of the filtering system to narrow down and find your Ideal Prospect Profile:

So how do you identify potential prospects? And more importantly, what are your requirements for a lead to be considered a qualified prospect?

Select Prospect Segment and identify potential prospects by Job Title and Responsibilities to Build a Targeted Prospect List

Here is an example of how you can create your Ideal Prospect Profile and then find all the needed information to understand the context surrounding their business needs and therefore better target them. There is no use in approaching anybody with a general sales offer either via cold emailing or cold calling.

Know who you are speaking to! Insert a meaning behind your cold outreach and watch how the response rate increases.

Here is how:

Let’s assume your product is Marketing Automation Software and you want to find the best-fit prospects for your solution. 

Your Prospect Segment will be Marketing. Then, you can create micro-segments for building a better-targeted prospect list.

Marketing Sub-segment #1

Job Title: Should Consist of Email Marketing / SEO
Location: the United States and United Kingdom (I want to target English-speaking professionals, later I will sub-segment according to time zone since they are different.)
Hierarchy: Chief Marketing Officer (CMO), Head of Marketing, Marketing Manager (I want to contact the decision-makers)

I want their Direct Mail with a confidence score of 95-100% and their personal LinkedIn profile so I can include them in a multi-channel drip campaign (email + LinkedIn)


Responsibilities at workplace:

  • Creating, Monitoring and Optimizing Marketing Strategies;
  • Allocate the availability of budget and Ad spend. 
  • Analyzing market trends, industry news and preparing forecasts based on analytic metrics and historical data;
  • Increasing brand awareness and market share, digital presence, advertising, and a lot of promotional campaigns;
  • Review and manage content marketing strategy. Then coordinate those strategies with the: sales, financial, development and product departments;
  • Determine KPIs for the Marketing Department;
  • Attract Inbound Prospects;
  • Meetings with Key Stakeholders regarding budget limitations. (Included in Decision Making process)

However, I want to filter by Web Technologies they DON’T USE (yet), but according to their responsibilities at workspace I know they would love to.

In this hypothetical case scenario, imagine A/B Testing, Lead Generation, and Marketing Automation + CRM are part of your Marketing Automation Software that you are trying to find potential B2B customers for. You can filter by Technology and exclude those technographics from your prospecting search = meaning, they don’t have them.

Now that you know who is your Qualified Prospect, you simply enter the criteria (data points) that they must satisfy and this powerful tool will present you with a list of such highly-target prospects along with all their verified information.

Let’s dive into the prospecting ocean.

How to Find Prospect Information for your Ideal Prospect Profile with Sales.Rocks

That is how you can build a list of companies and contacts that are in need of your solution. 

Automation in outbound sales prospecting will not only help you find your ideal prospects in a matter of minutes, but those prospects are of good quality, i.e. have far better chances of becoming loyal customers.

Now that I have my filters in place, I click on Start Search and wait as Sales.Rocks is building a targeted prospect list in real-time.

Sales prospecting technique for outbound prospecting
The hyper-focused prospect list I built with Sales.Rocks

Here are the results of this sales prospecting technique: exactly the types of people I was after. 👆


Marketing sub-segment #2

Job Title: Email Marketing Manager / Social Media Manager 

Responsibilities at workplace:

  • Planning, implementing and monitoring the company’s Email Marketing strategy / Social Media strategy;
  • Define most important email marketing KPIs / social media KPIs;
  • A/B Testing for best performing email subject lines / social media posts – based on engagement; 
  • Building and nurturing the mailing list / the social media following; 
  • Create and design various CTAs, email templates and newsletters, social proof;
  • Create personalized, automated email sequences / Social outreach;
  • Test every email campaign / Paid Social campaign success;
  • Develop and present reports on a weekly basis.
Sales Prospecting and identifying potential prospects
Click on the image to Zoom In

Here are the results from my second prospect segment, and the next actions I can take. I have selected 12 highly qualified prospects which I can unlock, and then add them to my Sales Prospecting Segment List, Export them to Excel or directly to Zoho CRM.

Sales Prospecting List Sales.Rocks
Social Media Managers in Netherlands

In the same way, you can prospect for your potential customers in any industry out there: HR, Sales, Information Technology & Services, Hospital & Health Care, Construction, Retail, Education Management, Financial Services, Accounting, Computer Software and so on.

Another interesting way you can prospect with Sales.Rocks is by using our Chrome plugin.

Extract prospect information with Sales.Rocks Chrome Extension

Now you can find and extract company and contact data behind any website straight from your favorite browser as you are surfing the net 🏄

Chrome extension contact data extraction

Step #2. Verify the accuracy and validity of the email addresses on your prospect list

Now that you have a list of prospects filled with email addresses (among the other info), you will want to check the accuracy and validity of those email addresses before you start sending direct emails. Why?

Because you do not want to risk a high bounce rate that will negatively impact your email domain and tarnish your sender reputation. Worst case scenario – your email account may be marked as spam.

If you used additional ways of gathering emails besides Sales.Rocks, such as contact forms or blog subscriptions, or if have an old prospect list from 2-3 years ago, some of the email addresses there may be invalid. The employee might have switched to a different company, a different job, or even a career and has a new email address now. Or simply they could have made a typo when filling in your contact form.

There are many reasons that can affect deliverability, that is where the email verification tool comes into play.

Sales.Rocks email verifier uses an advanced email verification system to provide the most accurate results and ensure optimal email delivery.

sales toolkit email bulk verification

Verifying your emails and keeping your data “up-to-date” maintains your email domain reputation, improves your email deliverability = increases your open rate and keeps your bounce rate low, and keeps you protected from the spam filter.

The Sales Toolkit has everything for your prospecting needs: email verifier, phone verifier (if you’re into cold calling, check the phone numbers as well), and a bulk data enrichment.

The Bulk extractor can enrich the data you already have with all the missing pieces of information. E.g. you might have the company’s or contact’s name, but you are missing crucial info such as revenue, company tech information, or simply you want to get the email from the decision-maker. Find out more about how it works in this article:

Related Read: Enriching Sales & Marketing data with the Bulk Extractor

Step #3. How do you approach cold prospects via email?

Nothing in the world of prospecting beats the good old email outreach. Cold Calling won’t do it, ‘cos the chances are – they won’t pick up.

According to Gartner, on average, sales reps have to dial 18 or more times to connect with their prospect. And the number of those resilient SDRs who claim cold calling is still effective is just 27%. Oh well…

However, cold calling goes well in combination with cold emailing. That’s why the B2B industry offers a plethora of tools and plugins to find prospects’ email addresses.

59% of B2B marketing professionals claim email as their top 1 revenue channel (Emma).

And overall, email has the highest ROI of all other outreach channels, among other 99 Email Marketing Statistics that prove its efficiency.

To be successful at email and reap those benefits, first, you have to know how to write B2B emails that sell in 2021 (the post-pandemic business environment.)

And to help you achieve that success we wrote a specific article discussing exactly that. You can save for later or dive right in. Here it is:

How to Write B2B Emails that Sell in 2021

Another important thing when doing sales prospecting via email that you have to figure out is how to stand out from your competitors? = The other salespeople that are reaching out to the decision-marker and using the same prospecting techniques as you.

There is a trick on how to outrun your competitors when prospecting for sales, but it’s not an easy job. So you have been warned.

Know when and how to reach out using Sales Triggers

As you can often find me write: In the world of business, timing is everything.

Therefore, sales teams rely heavily on Sales Triggers (buying signals) to alarm them when the prospect is in need of their product or service and ready to buy it. This “all-mighty” prospecting technique allows them to send the right message, at the right time, to the right email recipient and as a result hit & exceed their sales quota and move beyond the average sales results.

As a matter of fact, we also wrote

The Ultimate Guide to B2B Sales Triggers and How to Track Them

and 10 Targeted B2B Cold Email Templates Optimized to Increase Your Cold Email Conversion Rate that target those sales triggers.

…so when you have the time and focus to learn some really valuable insights on how to outrun your competitors and become a Master at Sales Prospecting 👑, pour yourself a glass of vine (or cup of tea) and enjoy exploring the depths of all those sales opportunities lying at the bottom of the ocean.

p.s. Here is also a guide on How to send cold emails with Sales.Rocks

Step #4. Develop Meaningful Business Relationships using Hyper-Personalization

Today personalization is not an option, but a necessity. If you want people to even open your email (let alone reply or click your CTA), you need to personalize your cold emails as much as you can.

And when you have all this information at your disposal, together with a powerful automation tool in your sales arsenal, personalization can be quite easy.

Here are some of the benefits you will enjoy by using Hyper-Personalization in your messages:

  • Emails with personalized subject lines are 26% more likely to be opened;
  • 50% of companies feel they can increase interaction within email by increasing personalization;
  • Personalized calls to action convert 202% better than regular CTAs;
  • 55% of consumers have stated that they like email messages that contain relevant products and offers.

Call them by their name, address their specific business needs and pain points, include a picture that resonates with them (e.g. their brand logo), the options are plenty!

You can include in your email a link to a Landing Page with a sales offer specifically tailored to their business attributes. For instance, when you know their monthly tech spend, the number of employees in the company, and the tech stack they are already using, you will know how and what to offer them.

Here you can find out more about The Power of Hyper-Personalization in Email Marketing.

Step #5. Your multichannel prospecting. Automated.

Now that you have your prospect list segmented according to mutual characteristics of your prospects and prospecting companies, let’s create some multi-channel drip campaigns for our sales outreach, shall we?

Here is an example of how you can harness Sales.Rocks multi-channel drip campaigns to perform an automated outreach both via email and LinkedIn:

Sales.Rocks multichannel drip campaigns

Create drip campaigns with an easy-to-use “Drag and Drop” campaign builder, based on conditions such as email opens, link clicks, or other trigger events. Insert LinkedIn actions into the mix for a multichannel approach and a 50% increase in the chances of your message actually reaching your prospects. All of this – on automation. Here is a detailed guide on how to create a campaign using Sales.Rocks.

For example:

  1. Condition: They opened your email / Action: Send a LinkedIn connection request.
  2. Condition. They didn’t open your email / Action: Follow up with a second email.
  3. Condition. They accepted the connection / Action: Send Direct Message on LinkedIn.

It’s really fun when you try it out for yourself and watch how your prospecting efforts yield positive results. Then, of course, you must observe what works and what doesn’t work in your unique approach to your messaging and improve, optimize and learn as you go.

Related Read: How to Tailor an Effective Multichannel Outreach Strategy

Final words?

May the prospects be with you. 🖖

Author avatar
Ivana
SEO Padawan at Sales.Rocks / Shakespeare's devotee! 🤓
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