Flip the Script NYC: Let’s Talk Personalization

February 6, 2020 Kristi Park

Image Source: Chorus.ai via Eventbrite (color adjusted)

Like much of the B2B world, our revenue team has been really into Becc Holland’s content lately. As the Head of Sales Development at Chorus.ai, Becc has been helping other sales leaders, SDRs, and even marketers, look at personalization in a new way. Her method is scalable, which is especially huge for something so central to revenue generation, and allows even small sales and marketing teams to target multiple accounts without sacrificing personalization. 
Here, we’ll share some of our favorite lines and takeaways from last night’s Flip the Script tour stop in NYC.

“Don’t send me one f*cking Slack.” 

Shortly after taking the stage, Becc told a story from earlier in her career. In it, she told her boss what she needed: one month of “complete autonomy”, and a promise that if she didn’t double their numbers by the end of that month, they would fire her. 
Telling the story, she chuckled. “It sounds crazy,” she said. “But a leader without good instinct isn’t a leader.” 

20% Less Outreach, 300% More Sales.

Back before the rise of account-based, customer-centric sales and marketing, making hundreds of cold calls and sending hundreds of cold emails was considered necessary—a noble quest for opportunities in what essentially amounted to a numbers game. 
Now, we know that data-driven account selection and personalized outreach that provides value at every touch are the key to changing the old rules. Becc told last night’s audience that in that month of autonomy as sales leader, her SDRs went from making 100 cold calls and sending 50 cold emails a day to 20 cold calls and 10 cold emails a day. 
And in doing that, also ended up quadrupling their numbers. 
As we began our own ABM journey a couple years back, it felt daunting. Especially considering the unique nature of what we do, targeting the right accounts was crucial to any kind of success. And once we selected our accounts, the challenge was turning fairly vague intent data into a personalized value prop at the contact level. 
With RevOps, for example, it’s not difficult to explain how it works to increase revenue and why all businesses should be operating under it. What does become a bit difficult is tailoring that message to the specific person you’re reaching out to. Why do they need what you’re selling? How will it help them with a problem that they have, or a pain they’re feeling? Why should they care? 
Becc’s method of categorizing personal details to tie your selling to makes it possible for teams to avoid having to constantly dig for random details to make their outreach feel personalized. Instead, she recommends looking for relevant things that people have provided in their own social media profiles to use as a premise for your email. Articles they’ve written, webinars they’ve hosted, and posts they’ve made are the most valuable, followed by things they’ve liked, shared, and commented on. The next bucket includes little details like LinkedIn headlines, bios, and job descriptions. 
And then…


“Always Hook the Junk Drawer Back to Your Product.”

Then, there’s the Junk Drawer! 
Ah, the junk drawer—the easiest details to find, and yet the hardest to turn into an email that doesn’t make you want to roll your eyes so hard they fall backwards out of your head. Things like what college someone attended, their hometown, and what sports team they support. In other words, things that have nothing to do with their job and the pain points that come along with it. So, how do you use them effectively? 
As Becc said last night, you have to find a way to tie whatever your premise is back to your value prop. Doing this is harder than it sounds, as anyone who’s ever framed an email this way can attest. Obviously, people already know you’re selling to them, so there’s no need to try and hide that fact. More than likely, your hook will be a stretch if you’re using the junk drawer. If you’re aware of that as you write your email, you can still make it impactful. 


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