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Sales Engagement
book

Sales Engagement

by Manny Medina, Max Altschuler, Mark Kosoglow
March 2019
Intermediate to advanced content levelIntermediate to advanced
240 pages
4h 31m
English
Wiley
Audiobook available
Content preview from Sales Engagement

Chapter 3Humanizing Sales with Personas, Personalization, and Relevance

At Outreach, we work with thousands of high-growth-focused sales organizations. We get the privilege of picking the brains of some of the most forward-thinking and successful sales leaders every week.

The most frequent challenge we hear from these leaders is balancing e-mail quantity and e-mail quality.

We’re here to tell you that personalization at scale is a challenge, but it can be done.

Mark’s Take: The Three Main Types of E-mail Customization and the Pros and Cons of Each

Let’s start with reviewing the three types of e-mail customization. E-mail customization must be solved for on three distinct levels: account, persona, and hyper-personalized. At Outreach, we initially solved for account-based customization. This was a deliberate decision, so let me explain so you don’t have to screw up like we did. Then we’ll cover persona-based customization and hyper-personalization.

  1. Account-based customization: Account-based customization involves looking at the specific challenges and goals of a company, versus those of a role.
    •  Pros:
      • You create content that can be used across an entire account, regardless of role.
      • It makes your communication very tailored for a specific account.
      • It can help reps have better conversations as there will be a high level of intelligence specific to the company.
      • It allows you to go faster as reps use “talking points” across multiple contacts in an account.
    •  Cons:
      • If you aren’t ...
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Publisher Resources

ISBN: 9781119584346Purchase book