Selling to a smaller book of business with highly personalized outreach (Vin Matano, AE @ Demandbase)

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1. 3:52

   There's less noise. They're probably going to click it because they're not really getting that many people tweeting at them. And for me, it's highly effective. All right, then route us out. What's number three? The last is creating internal champions. Pretty sure I learned this from your show, so I'll give you guys credit here. But really, this is helping me get more multi-threaded in my deals. I think I learned this from you guys. “Reply all after demos or discos, but then actually create separate threads with each” individual stakeholder. I use Gong to reference a specific quote that that individual said and want to make sure that they got their questions answered and then send them resources that would apply to what they had asked. I'll leave a call to action trying to get one-on-one time with everybody within the buying committee. And again, that helps me get internal champions and that helps the deals actually accelerate faster.

   In Multi-threaded account cadences

2. 5:04

   That's something that I'm looking for. Are they going to be able to leverage a tool like Demandbase? And lastly, have we chatted with them before? I want to know if there's recent closed loss opportunities or not, because that's going to tell me a lot of good information. Have they looked into us in the past? If it was closed loss, why did it close loss? Was it timing? Was it budget? information that I need to rank and score my accounts so when I'm looking to personalize, “I know which accounts I need to get more love versus maybe more templated messaging.” There we go. And then once you've gotten them tiered out, give me a general sense. I've seen some people where it's like, yeah, I got 300 accounts, 250 are A tiers, right? And so my guess is you have a nice mix there. What's a good mix of your A's, B's, and C's? For me, I think at Demandbase, we break it up, but we have an AE Top 30. So those are my 30

   In Personalization prioritization

3. 7:25

   And so what you're able to do is if you look at your Salesforce activity logs for every account, you can just look at every email that's been sent inbound from the prospect. And so quickly by skimming every single response that a prospect has ever given you, you can immediately say, oh, this person told me to F off and call back in six months. “And now you can say, hey, you asked me to call back in six months and now I'm here.” And so the gold is in the CRM because that's exactly what they asked you to do. There's so much good stuff in the CRM and reps often just forget to look there. Just like you said, one thing I'll do is filter by inbound emails in my CRM and actually grab pieces of their conversation, literally copy and paste

   In Deferred-prospect follow-up

4. 7:51

   There's so much good stuff in the CRM and reps often just forget to look there. Just like you said, one thing I'll do is filter by inbound emails in my CRM and actually grab pieces of their conversation, literally copy and paste whatever they said into my email. That way I'm speaking their language. I can't get it wrong “and then again, I'm tying back why now is a better time to reach back out.” Well, can we talk about that quote thing? Because you talked about that also with the multi-threading piece. You're like taking a specific quote from the gong recording. Can you tell me a little bit more about that? Yeah. So, for example, if I'm doing a demo and maybe a prospect asks like, hey, I just have some questions about your advertising solution, a really specific question.

   In Follow-up value progression

5. 16:08

   I still want to make sure I'm prospecting every day. A minimum, I try to carve out an hour each day to prospect and that's actual time I'm putting on my calendar entire block. So for me, I'm doing some prep work before my calls, my discos and my demos. And then when I have time, I'm blocking actual time blocks for prospecting and I'm letting “my my SDR know when I'm actually prospecting so that way, you know, we can piggyback off” each other or I can actually, you know, let him know and we can kind of tag team accounts. Can you talk about the collaboration with your SDR a little bit more? You mentioned a couple times, sometimes you're dividing up an individual account into different prospects and then other times you're saying you go after these accounts and I go after these ones. How do you work with your SDR effectively?

   In SDR and AE operating model

6. 23:27

   to book meetings. I'm using it to engage with them. As I mentioned earlier, everything is going through email for me. I'm literally using that as my main channel. But I'm going to LinkedIn. I'm adding them on LinkedIn. I'm commenting on their posts. If they shared a recent funding on LinkedIn, which people do, I'll comment congrats on the funding. But then in my email, I'm actually “trying to get the meeting. So again, anything I can do to get my face in front of them so when” they see an email come from Vin Matano, they know who I am and they recognize my face. Well, what a lot of people do, they screw up is I'm going to try to sell you on the phone. I'm going to try to sell you on LinkedIn. I'm going to try to sell you on email. And it's like, get the hell away from me. I don't want to be like everywhere I go. You're just like creepy. On Twitter, you're trying to sell them. But instead, what I find that the best reps do...

   In Following and reacting before outreach