How to Leverage Sales Intelligence to Supercharge Your Cold Email Campaign

 In Sales Development

This is a guest post from Sujan Patel of Mailshake.

They say it’s all about who you know. But they’re wrong.

It’s what you know. And when it comes to your marketing and outreach, the more you know, the better. Marketing without some level of personalization in 2018 is DOA.

Consider:

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  • Amongst marketers using robust personalization systems, 57% have increased engagement, 63% see higher conversion rates, and 88% experience an overall lift in business results.

Personalization can be used in a lot of different ways on a lot of different platforms, but email remains the queen of that castle. 77% of marketers personalize their email, well above both websites at 52%, and mobile apps at 31%.

What’s more, they’re personalizing beyond just first names.

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As you can see, this requires segmenting your audience, rich sources of data, and ongoing monitoring.   

Your data collection needs to move past simple demographics to include purchase history, contact details, lifetime spend, purchase frequency, purchase history by channel, social media data, browsing history, personal preferences, birthdays, special anniversaries, loyalty program data, and more.

When it comes to your email efforts, how can you best collect, harness, and present it all?

Sales intelligence.   

Intelligent Collection and Powerful Distribution

Email was, is, and will remain a powerful sales and marketing channel. It’s 40x more effective at customer acquisition than Twitter and Facebook, and consistently delivers excellent return-on-investment. How good? Email marketing yields an average ROI of 4,300%.

Sales email open rates average between 30% and 34.9%. And 89% of marketers cite email as their top channel for lead generation.

That’s all good. Add sales intelligence to the equation, though, and it becomes simply supercharged.

At its simplest, sales intelligence is concrete data you can leverage to hook a lead or make a sale.

Sales intelligence tools do the heavy lifting, scouring millions of data sources for you based on your inputted criteria. These AI systems allow you to identify, monitor, understand, and use insights about your customers and leads to better help you sell.

In short, they deliver the data you need to provide the personalized messaging that consumers expect. And email is the most effective channel to get that message out.  

Using Sales Intelligence to Supercharge Your Cold Email Campaigns

You need an email platform and a robust sales intelligence tool like Nudge to gather the data and insights.

Nudge enables you to get actionable insights on your prospects right in Gmail and Outlook. Learn more about the extensions available here.

But without a way to track how you’re using it – what messages you’ve sent to whom and when – it’s easy to get tripped up or miss an opportunity. So…

Invest in a CRM

A dynamic customer relationship management (CRM) platform automatically records your interactions with customers and leads.

With it, you get a complete list of the communication between you and leads. Your insights are organized for use. This is essential to leveraging the data properly in a timely and relevant way.

Integrate your email, sales intelligence, and CRM platforms, and you have everything you need to connect, engage, and close better in one central location.

Try Salesforce, Pipedrive, Close, Hubspot, or Salesflare if you don’t already have a CRM in place.

Use the Data to Score and Segment Prospects

Next, use the hard data gathered by your sales intelligence tool to both score and segment your prospects.

Lead Scoring

All leads are not created equal. Some will always be “better” than others. Lead scoring can save you a lot of wasted time and effort.

It’s up to you to rank prospects against a scale of some sort. In the sales game, that scale would be the likelihood they’ll buy from you.

What criteria must they meet (industry, size, budget, etc)? What qualities do your customers typically have in common? Who’s your ideal customer? What behaviors do they exhibit?

In short, how are your customers and those that passed on you different? Create a lead scoring scale on how likely they are to buy based on the data you have on them. Let it guide your actions.

How do you tell a marketing-qualified lead from a sales-qualified lead?  

Segmentation

Once scored, you can segment your email list based on whether they’re sales-ready or need more nurturing. Segmentation is crucial for successful email prospecting. It lets you personalize at scale (everyone in a segment already has at least one thing in common).

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Personalized and segmented email campaigns deliver better results across the board.

Using the data provided by your sales intelligence solution, you can further segment by industry, job role, position in the buyer cycle (based on their online behavior), and more. Email segmentation is organized into four main categories:

  1. Geographic
  2. Demographic
  3. Psychographic
  4. Behavioral

Drill down. Get specific. It’s very easy to personalize for a laser-focused segment.

For each segment, decide which merge fields – the personal details to be filled in automatically – to include in your email template. An email solution like Mailshake can automatically pull the necessary information from each contact’s individual record. Instant personalization. At scale.

Your segments will also determine just how much personalization your cold email templates need. As a rule of thumb, the more qualified (i.e. sales-ready) the lead, the more personal detail you’ll want to include. Show them you’ve taken the time and effort to get to know and understand them.

Each segment based on your sales intelligence data deserves its own template. Each template is ready to be instantly personalized.

How’s that for supercharged?

Don’t Forget the Follow-Up Emails

Segmented lists and personalized messages are compelling, no matter your overall goal.

But I can’t stress enough the importance of the follow-up. Not everyone will respond to your initial message, even if they’re interested. Studies have shown that sending multiple follow-ups is necessary for maximum success.

Schedule automatic follow-ups based on their action following the first one. That’s further segmentation and personalization. Your segments might include:

  • Whether or not they opened your email
  • If they opened the email but didn’t take any action
  • If they opened the email and completed an action (such as clicking on a link) but didn’t reply
  • If they replied

Email automation tools can track their behavior, send an appropriate follow-up, and instantly let you know if and when they respond.

Just be careful not to sound like a creepy stalker. Even if you know they clicked the link but didn’t reply, don’t explicitly say that. Instead, send them a follow-up with an additional similar resource or theme. It got their attention once. Get it again, and build the trust.  

Leverage Sales Intelligence as Leads Move Down the Funnel

This data doesn’t stop being valuable once a prospect replies. Leverage sales intelligence, cold and warm email automation, and your CRM at every touch point with a lead until they convert, or say no.

AIDA Sales Funnel

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The data you collect and records you keep provide you with tailor-made and customized messaging for each lead and segment in your stable. The best sales intelligence is timely, relevant, utilizes relationship insights, and provides actionability.

You get the right message to the right person at the right time.

And that is sales and marketing made easy.   

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