You’ve carefully crafted your outreach, hit send, and then… crickets. Low response rates are a frustrating reality for many sales teams.
Let’s break down why your outreach isn’t breaking through:
Irrelevant Messaging: Speaking to No One
One of the most common reasons your emails are getting overlooked is irrelevant or generic messaging. Too often, sales teams rely on templates that could apply to anyone, which means they really apply to no one. These types of emails miss the specific pain points and needs of your prospects.
If you aren’t showing that you understand their unique challenges, prospects won’t see your email as worthy of their time. Buyers expect tailored experiences, and broad messaging simply doesn’t cut it.
Poor Timing: Reaching Out at the Wrong Moment
In sales, timing is everything. Even the most relevant message can go unnoticed if it lands in a prospect’s inbox at the wrong moment. Reaching out too early in their buying journey might mean they aren’t ready to engage.
On the flip side, waiting too long could mean they’ve already decided. Without knowing where your prospect is in their journey, your emails risk being mistimed, leading to low engagement.
The key is to deliver appropriate outreach that delivers value at each stage of the buying journey – even when the buyer isn’t yet ready to talk.
Overwhelming Competition: Getting Lost in the Noise
Every day, your prospects are bombarded with sales emails. With so much competition, it’s easy for your outreach to get lost.
Your prospects are likely receiving dozens, if not hundreds, of similar emails each week, making it harder for your message to stand out.
The cure to this pain: personalized, relevant outreach. Instead of casting a wide net, focusing on crafting messages that speak directly to your prospects’ specific needs to make a difference.
Read on and we’ll dive into how you can effectively personalize your outreach — without sacrificing scalability.
I’m Personalizing Emails Already. Why Isn’t it Working?
In the past, simply addressing a prospect by name or mentioning their company might have set you apart. Today that level of personalization is merely table stakes.
While these small touches can be a helpful icebreaker, they don’t demonstrate a real understanding of your prospect’s unique needs. Most buyers recognize these as surface-level efforts, often done through automation, and they know that these messages are often sent to hundreds of others with minor tweaks. The result? These messages feel impersonal, and they’re easy to ignore.
Going Deeper: Aligning with Buyer Needs, Goals, and Stages
Sellers need to take a more thoughtful approach to personalization — one that shows genuine understanding of each prospect’s unique situation. To craft outreach that resonates, sellers must:
- Identify pain points: Look at what challenges are specific to your prospect’s role, company, or industry
- Align with business goals: Consider how your solution can help them achieve the objectives that matter most, whether it’s growth, cost savings, or efficiency
- Target the right stage: Personalize your outreach based on the buyer’s position in their journey
Transitioning from basic personalization to deeper, insight-driven hyper-personalization is essential for capturing attention in today’s market, but it’s not easy, especially not when you also need to do it at scale. In fact, without the right tools, it’s almost impossible.
How Can I Achieve Hyper-personalization at Scale?
By using the right data, segmentation techniques, and advanced automation, sales teams can deliver relevant, highly personalized outreach that resonates with buyers — without sacrificing efficiency.
Here’s how to achieve this level of personalization at scale, with the support of an AI-driven revenue platform like 6sense.
Use Intent Data to Understand Buyer Interest
Intent data removes the need to guess what prospects care about. It reveals what prospects are researching, what pages they’re visiting, and what content they’re engaging with — clues that give insight into their current needs and challenges.
By understanding these behaviors, sales teams can tailor their messaging to match what prospects care about right now, showing that they’re paying attention and understand the buyer’s current focus.
6sense’s intent data makes it easy to know which prospects are actively researching topics relevant to your product or industry, meaning they aren’t just interested, they are actively in-market.
Marketers and sellers can use this information to craft outreach campaigns that speak directly to what matters most to each prospect. This level of precision significantly boosts engagement because it’s not just personalized, it’s relevant to the prospect’s immediate needs.
Use Predictive AI to Maximize Influence on Accounts
Predictive Analytics takes this a step further by using AI to analyze buying signals generated by an account and understand the account’s current buying journey stage. This is a big, big deal. When you know what an account cares about and where they are in their buying stage, you can maximize your influence.
Research shows that buyers nearly always initiate contact with sellers, and they only do it once they’ve satisfied their own research needs. Early in the buying journey, you can maximize influence by advertising or emailing resources to aid their research. Later, you can see when buyers are close to deciding, so you can begin direct outreach in earnest.
Segment Audiences for Relevance and Resonance
Audience segmentation allows sales teams to group prospects based on shared pain points, job functions, industry, or buying journey stages, allowing for more strategic, targeted messaging. It’s an efficient way to achieve deep personalization without spending hours crafting emails.
6sense enables dynamic audience segmentation, empowering revenue teams to organize contacts based on current activity.
Combined with intent data, segmentation ensures your outreach is both efficient and impactful. Rather than creating a one-size-fits-all message, you can address common concerns and priorities within each segment, making each prospect feel understood without reinventing the wheel every time.
Automate Deep Personalization with AI-Powered Tools
Automation is essential to pulling off hyper-personalization at scale. Conversational Email takes personalization to the next level by enabling AI-powered, real-time responses to inbound inquiries, as well as personalized outbound campaigns based on intent and buying stage. AI Agents also respond to emails — holding entire conversations designed to move prospects toward booking a meeting with a real sales rep. Every touchpoint with a prospect can feel personal and timely, even if it’s handled by an AI agent.
Conclusion
Equipped with strategies and tools for hyper-personalization, sales teams can expect to hear back from more prospects. Targeted, relevant messaging earns engagement — and ultimately a hand raise to learn more.
Are you ready to learn more about how 6sense can bring efficiency to your sales team? Sign up for your own hyper-personalized demo today.
