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Demandbase Segmentation Strategies to Book a Meeting with Anybody
This document provides strategies for segmenting and prioritizing accounts to book meetings. It recommends tiering accounts based on factors like fit, intent, relationship and engagement. Higher tiers receive more personalized outreach across multiple channels like email, phone and LinkedIn. The prospecting checklist involves researching the person, business and CRM data. Personalized messaging sees higher open and reply rates than generic messages. Multi-channel outreach combining email, voicemail, direct mail and video is advocated to improve booking meetings with prospects.
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Demandbase Segmentation Strategies to Book a Meeting with Anybody
- 1. © 2021 Demandbase| Vin Matano Segmentation Strategies to Book a Meeting With Anybody 08/11/21 Sr. Account Executive at Demandbase Connect More and Sell More!
- 2. © 2021 Demandbase| Agenda © 2021 Demandbase | ✔ Segment like a BOSS ✔ Prioritize outreach ✔ How to craft the perfect email ✔ Advanced multi-channel prospecting ✔ Outreach examples 2
- 3. © 2020 Demandbase| 3 Impact of Personalized Messaging Team Generic Messaging 29% Open Rate 4.5% Reply Rate Team Personalized Messaging 53% Open Rate 10% Reply Rate My Personalized Messaging 77% Open Rate 18.6% Reply Rate
- 4. © 2020 Demandbase| Tier Accounts with FIRE 4 FIT INTENT RELATIONSHIP ENGAGEMENT Industry, Revenue, Employee Size, Technographics, Location Showing interest for your product/services or competitors throughout the web Past opportunities, email replies, former customer Site activity, campaign data, Sales meetings, Tier 3 Tier 2 Tier 1 Tier 4
- 5. © 2020 Demandbase| Use Tiers to Prioritize Outreach 5 Marketing support 1:many email and phone cadence Tier 3 Tier 2 Tier 1 Tier 4 1:few email, phone, and LI cadence 1:1 personalization via email, phone, LI, video, direct mail
- 6. © 2020 Demandbase| 6 The Prospecting Checklist 1.Person 2.Business 3.CRM
- 7. © 2020 Demandbase| Person 7 • Tier 3 ○ Role or Anniversary (LinkedIn) • Tier 2 ○ Hobbies or Interests (Linkedin or Twitter) • Tier 1 ○ Podcast, blog, LI content (Google Search or OwlTail)
- 8. © 2020 Demandbase| Business 8 • Tier 3 ○ Industry or Competitors (LinkedIn) • Tier 2 ○ News, M&A, Funding, New Product launch, Awards (Linkedin or Website) • Tier 1 ○ Financial Reports, Open positions (Google Search or 10k)
- 9. © 2020 Demandbase| CRM 9 • Tier 3 ○ Marketing campaigns • Tier 2 ○ Opportunity data • Tier 1 ○ Email replies or recorded calls
- 10. © 2020 Demandbase| 10 Multi-channel Prospecting 80% of high-growth companies are using the triple touch method (TOPO) InMail Voicemail Email
- 11. © 2020 Demandbase| Advanced Multi-channel Prospecting 11 InMail Twitter Direct Mail Voicemail Video Email
- 12. © 2021 Demandbase| 1:1 Email Example 12
- 13. © 2021 Demandbase| Multi-threaded Outreach 13
- 14. © 2021 Demandbase| Involving Multiple Stakeholders 14
- 15. © 2021 Demandbase| 15 MEETING BOOKED!
- 16. © 2020 Demandbase| ✓ Tier Accounts using FIRE Fit, Intent, Relationship, Engagement ✓ Prioritize Outreach based on Tier Journey stages ✓ Prospecting Checklist Person, Business, and CRM ✓ Leverage multiple channels Don’t stop at email! 16 Takeaways
- 17. © 2021 Demandbase| © 2021 Demandbase | Thank You You’re the best! 17