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.
- 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 ...
- Pros:
Get Sales Engagement now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.