Buyers crave personalized messaging; in fact, 72% of B2B buyers expect personalized content. That means generic emails and outreach will never pass muster.
Of course, every BDR wants to craft a perfectly personalized message for every single buyer. The problem? There’s not enough time in the day to do that. Or at least, there wasn’t enough time in the day to do that.
Thanks to the explosion of generative AI tools, BDRs can now quickly synthesize the research they’re doing on prospects into killer outreach.
There are two important ingredients to creating a system that delivers winning, personalized outreach:
1) Accurate, easy-to-access intelligence that doesn’t take all day to find, and
2) The right tools and prompts to produce messages that only need a light touch from a human
Let’s look at each of those ingredients and how you can unlock more streamlined personalization for your BDRs.
Better intelligence at your fingertips
Prospecting can eat up a lot of time. Trawling through LinkedIn for bits of information that can upgrade an email; searching the internet for the latest news about a company; crawling through CRMs and MAPs for previous interactions.
Spending all that time compiling research from different platforms takes too long. It limits the amount of time a BDR can spend crafting a personalized email, because they have 50 other prospects on their plate.
6sense helps supercharge this stage of prospecting by providing critical intelligence in one easy-to-access place (or by injecting that intel across a BDR’s most important systems).
Sales Intelligence from 6sense can provide BDRs with important intel like:
- Where buyers are in their journey
- What content and keywords buyers are researching
- The ways they’ve engaged with you previously
- Recent company updates like funding rounds or new hires
And if BDRs are struggling under the weight of who to target next? Sales Intelligence surfaces the accounts and buyers showing the most buying intent, ensuring BDRs don’t spend time crafting messages for accounts that won’t be receptive.
How to craft personalized outreach at scale
It’s just not possible for one human to personalize the amount of outreach a BDR needs to do. Thankfully we’ve entered the Age of AI.
Generative AI tools can easily, and quickly, synthesize the wealth of intelligence a BDR has.
If a BDR comes armed with a wealth of intelligence about their top buyers and accounts, all it takes is a well-crafted prompt that can be easily re-used.
Here’s an example prompt:
“Write an outbound sales email to a target account. The goal is to be personable and helpful. Use a semi-casual tone that denotes a collaborative approach. Below is helpful information to personalize the email for this person specifically.
- Company Name and Industry: (What is the company’s name and what industry do they operate in?)
- Target Audience: (Who are the key decision-makers or stakeholders you’re trying to reach?)
- Value Proposition: (What unique value does your product or service offer to this account?)
- Pain Points: (What challenges or pain points does the company face that your solution can address?)
- Competitive Landscape: (Who are the main competitors, and how does your solution stand out?)
- Previous Interactions: (Have you had any previous interactions with this account? If so, what were the outcomes?)
- Goals and Objectives: (What are the specific goals you want to achieve with this outreach, e.g., scheduling a meeting, securing a demo, etc.?)”
The key is to be specific. Provide the names and titles. Discuss the tone you want to use, and any specific words or phrases you want to include. Define how many emails you want. Ask for a variety of call scripts. Provide some best practices guidance.
The real beauty of leveraging AI for your personalization efforts? You can quickly generate options. Don’t like the first outcome? Tweak your prompt and you’ve got a whole new set of outputs to look at. Need a call script instead of an email? Tell the AI to give you that!
The key limitation of most AI tools
Most generative AI tools can help you tackle your tasks more quickly, but still require a lot of work as BDRs tackle personalization one account and persona at a time. It still takes a lot of copy-pasting to get the emails put into outreach tools and fired off to their recipients.
Next level AI tools can take on email prospecting autonomously — freeing BDRs to focus entirely on other tasks.
Email Agents from 6sense, for example, can:
- Send these emails on a large scale, based on specific parameters
- Handle replies to these emails, looping in humans when necessary
- Build personalized cadences using 6sense’s industry-leading intelligence
An AI email agent that can not only craft your personalized outreach, but also handle follow-up and lead qualification? BDR’s armed with these assistants can generate more opportunities with fewer headaches.
Interested in learning more about how AI can transform your personalized outreach? Check out a demo here!
