If you are settling in to reading a blog about how to automate your outbound prospecting, you are probably already well aware of the benefits automation can add to your outbound prospecting process and sales.
As you know, automation is key to saving time and building consistency and efficiency, but it is important to have an established automation strategy to guarantee the best results when incorporating these new practices. So enough preaching to the choir, let’s jump right into our how-to guide on automating your outbound prospecting!
1. Create Buyer Personas and Stay Customer Focused
Crafting buyer personas will provide a clear definition of your target customer that your sales and marketing teams can rely on when crafting their outreach messages. Automation in no way needs to be associated with a loss of focus on personalization if you keep the following tips in mind.
- Research Your Demographic’s Characteristics: What’s their industry? Revenue? Location? Number of employees?
- Recognize Their Pain Points: What is their true source of pain? What are their goals? What motivates them? (Ask as many questions as a 5 year old)
- Identify and Focus Primary Decision-Makers: Connect with the people who can make decisions, usually aiming for C-level/ Director level contacts.
- Search for a Personal Connection: Do you share a professional contact in common? Did you attend the same event? Do you have a relevant article you could share with them? Find this out by going through their websites, LinkedIn profiles, checking what they like and follow on Twitter, etc.
2. Create Attention Grabbing and Targeted Emails
Your emails are often your first step towards converting cold contacts into warm leads that can be nurtured within an email and call sequence. Research has shown that leads often do not convert until after being contacted at least 8 times, and that the most effective contact should be varied between calls and emails over a period of several days. Here are some tips to drafting a scalable yet personalized email:
- Keep It Short: People don’t have much time to read or respond to your email. Aim for three to five sentences and get right to the point.
- Optimize Your Subject Line: Stay within the sweet spot of 60-70 characters, use your prospect’s name, and don’t tell them what’s inside yet!
- Demonstrate Your Relevance in Your Intro: Mention that shared contact you discovered you have through LinkedIn or send a relevant piece of content.
- Dangle the Meat: Offer a compelling value proposition of your product in one sentence.
- Offer a Call to Action: What action do you want your prospect to take next? Ask a specific question or give them instructions on how to follow up. Link them to a landing page or guide them to more information.
3. Build Varied Email and Call Sequences
Once you have emails down, your next priority is organizing the most successful possible contact sequence. Some trial and error will be necessary at the start and your prospects’ responses should be monitored closely. A/B test factors such as the number of days in between sending your follow up emails, the time of day you make contact, the subject lines of your emails, and the content of your messages. Observing and adjusting your method is how you will discover the cadence that works best for your industry and each specific buyer persona you contact.
4. Develop a Consistent Call Strategy
As I mentioned earlier, a strong sequence should combine both emails and calls. These preliminary qualification calls can be automated and threaded inside your sequence (e.g. by using a call outsourcing platform like VOIQ) so you don’t have to worry about forgetting to manually follow up your prospecting emails. The first call in your sequence should be considered a prospecting call, not a sales call, and should be used to better understand the buyer, and qualify the lead. If you feel they are a good fit for your product or service, offer them a call to action: ask them to schedule a demo, schedule a follow up call to answer more questions, or organize a meeting to speak with more members of their team.
Did this topic interest you? Keeping reading with us, and leaf through our straightforward guide on how to qualify leads!