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Personalization at Scale for Sales Success
Delve into this episode's shownotes for
expert insights, actionable strategies,
and game-changing inspiration.
10 Episode Takeaways
- Value-based segmentation is a blend of quantity and quality approaches in sales.
- It allows for personalization at scale by creating messaging that is relevant to a specific group.
- Segmentation should go beyond basic factors like company size and industry.
- Trigger-based data, such as funding rounds, can be used for segmentation.
- Segmentation should be based on multiple layers, such as industry, company size, and job title.
- Personalization should be natural and avoid using obvious merge fields.
- A value-based segmentation approach helps in reaching a smaller, more targeted audience.
- It is important to avoid spammy and generic outreach that can burn bridges.
- Individual contributors can take ownership of their territory by using value-based segmentation.
- Strategic segmentation and outbound efforts can impress leaders and lead to career growth.
Episode Recap
The episode focuses on value-based segmentation in sales and how it can bridge the gap between quantity and quality approaches. Leslie emphasizes the importance of starting with a clear ideal customer profile (ICP) and then diving deeper into segmentation to create personalized messaging at scale. She provides an example of narrowing down the ICP based on company size and industry, and then using trigger-based data such as funding rounds to further segment and tailor outreach. The key takeaway is that value-based segmentation allows for personalization without falling into the trap of disingenuous or overly automated outreach.
Jump to Talking Points
- [01:13] - Leslie gives a brief overview of her sales background
- [02:06] - Conversation about the pros and cons of transitioning to a full-time founder
- [02:43] - Leslie talks about being happier in her current role despite making less money
- [03:43] - Explanation of the quantity vs. quality approach in sales
- [04:06] - Discussion on how to segment and personalize at scale
- [05:19] - Example of narrowing down the ideal customer profile (ICP)
- [06:37] - Importance of having a specific ICP and avoiding being industry agnostic
- [08:08] - Using trigger-based data, such as funding rounds, for segmentation
- [10:49] - How to use trigger events to create relevant outreach messages
- [12:15] - Personalization to check a box vs. personalization that adds value
- [13:17] - Experimenting with merge field data and natural-sounding emails
- [14:46] - The value of value-based segmentation in creating reusable templates
- [17:23] - Encouragement for individual contributors to be strategic in their outreach
- [19:23] - Final thoughts on finding the balance between quantity and quality in outbound sales
Guest Bio (Who is Leslie Venetz?)
Leslie Venetz is a corporate sales trainer and sales led go-to-market consultant. She has made over 100,000 cold calls and has been a head of sales three times. Leslie is also the founder of Sales Team Builder, where she helps companies improve their sales strategies and achieve their revenue goals. With her extensive experience in sales and her proven track record of success, Leslie is a trusted advisor in the industry. She believes in the power of effective communication, building strong relationships with clients, and constantly adapting to the ever-changing sales landscape. Leslie's passion for sales and her dedication to helping others succeed make her a highly sought-after speaker and consultant in the field.
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