How to personalize your outbound email at scale (Kyle Coleman, VP Revenue @ Clari)

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1. 8:07

   How are you going to ensure that they're hitting their revenue targets as quickly as possible? And so those types of firmographic personalizations are just as effective. And they're all readily available for anybody that has LinkedIn premium. You can just go to the insights page or the insights tab on somebody's on a company's about us page. And you can see all the hiring trends, “people they brought on, all those sorts of things. So start with that kind of insight” about the person, if possible, about the company, if you want to. And that's how you'll start to open people's eyes and say, okay, this email is written to me. And so now I'm going to care more about the pain points that the person identifies or the solution that they identify, because I know they've written this email for me.

   In Trigger-based personalization

2. 14:15

   Are you more of somebody who likes to watch a video and learn by watching, seeing the product in action? Or are you more of a reader? You want to study the white paper, you want to know the technical details. Which are you? A or B? And if they, depending on how they respond, if they say, yeah, I'm more of a video type “person, I want to see something in action, say, great, we've got all those videos for” you. I'll send them over. Or we can do a live call with one of our product experts. You can get all of your questions answered in real time as you see this product tour. Is that something that'd be better for you with that expedite your learning? So that's the type of way that I typically handle it. It adds a little bit of back and forth.

   In Video prospecting messages

3. 18:04

   personalization and the problem that they'll face in one paragraph... In one sentence, right? And so it sounds like the total email, you're actually breaking personalization and the problem into two separate bodies of text. And my guess is the whole email is going to be around four. Is that right? That's right. Exactly, Armand. “So one or two lines, personalization, introducing the fact that I know something that's going on” in Nick's universe. Paragraph number two, again, one or two lines, one or two sentences, not more than that, showing Nick that I understand the challenge he's going to face. And then the next line is showing him the solution or potential solution that my product or service or our company is offering. And then the call to action, as we mentioned, can either be baked into that third line, Armand,

   In Cold email personalization

4. 18:04

   personalization and the problem that they'll face in one paragraph... In one sentence, right? And so it sounds like the total email, you're actually breaking personalization and the problem into two separate bodies of text. And my guess is the whole email is going to be around four. Is that right? That's right. Exactly, Armand. “So one or two lines, personalization, introducing the fact that I know something that's going on” in Nick's universe. Paragraph number two, again, one or two lines, one or two sentences, not more than that, showing Nick that I understand the challenge he's going to face. And then the next line is showing him the solution or potential solution that my product or service or our company is offering. And then the call to action, as we mentioned, can either be baked into that third line, Armand,

   In Opening line personalization

5. 26:40

   ensuring that the timing of the sequence, call this day, LinkedIn this day, email this day, assuring that that timing is abided by. That's not the right word. Whatever. The below the line sequences are all templatized as we've talked about the structure of a light “personalization, semi-tailored first line, and then more or less stock-templated second,” third lines with the call to action. And the point of the below the line sequences, again, is to either do some fact-finding on the company, understand more about their sales structure and their forecasting process and the things, the information that we would then use in the above the line personalized sequences, or it's to get some sort of meeting with them for our sales team

   In Personalization depth levels

6. 32:12

   Query helps you forecast. You have to tie it to the business problem you solve. For your C-tier accounts, you can find a bucket, either based off of their company size, their industry, whatever it might be, and a problem those folks in that bucket typically tend to experience. “And then for your A-tiers, you can go really deep and wide.” All righty, Nick, how can people help us out? Well, if you have any interest in receiving a cold email from 30 Minutes to President's Club, Armand and I are working on putting together a newsletter in the next couple of weeks. You can't get it yet, but you can get on the pre-registrant list on our website. So Google 30 Minutes to President's Club, sign up, and eventually you'll get a cold

   In Personalization prioritization