Raise your hand if you’ve been personally victimized by an outbound email. 🙋
In this episode of PG Tuesdays, 6sense’s Chief Revenue Officer Latané Conant and Mac Conn, 6sense’s VP of Commercial Sales, talk about why most outbound emails today are subpar. Personalization is what will get your prospects to open and engage with them. Without it, you’ve essentially bought a one-way ticket to recipients’ trash folders.
They touch on three dynamics:
- Company-level personalization, researching competitors, tech stack, and intent signals
- Persona-level personalization, creating persona maps to touch on goals and pain points
- People-level personalization, looking at their career history and online engagement
Account executives shouldn’t send an email without at least one of these at play — all three, even better. Each level allows you to provide more relevant email content that ties back to your value proposition, as well as the business challenges each prospective customer is trying to solve.
