EP07. Tailoring Your Outreach: Expert Insights on ABM and Sales Tools
That's Growth Ops
- In today's episode, Richard and Chris sit down with Jesse D'Agostino to explore the evolving landscape of growth operations, valuable lessons from account-based marketing (ABM), and the critical role of authentic communication in sales. They delve into the pros and cons of sales prospecting tools Apollo and ZoomInfo, emphasizing the importance of appropriate software use and sharing customer experiences. The conversation highlights the significance of clear, concise messaging in email sequences, the strategic use of urgency and FOMO, and the necessity of providing consistent value in outreach efforts. Jesse shares his insights on effectively implementing ABM using tools like Apollo and HubSpot, touching on email sequences, voicemail drops, and the value of a customer-centric ecosystem. Tune in for practical tips and expert advice on optimizing your ABM strategy!
Takeaways:
- AI beauty pageants are now a thing, where AI avatars compete based on looks, clout, and influencer power.
- Lessons learned from ABM include the importance of deep diving conversations to understand target companies and the need for authentic communication.
- ICPs provided by clients may contain a lot of information, but only a small portion is actually useful for targeting and messaging.
- Starting with companies that are similar to existing customers is often more effective than targeting high-value companies that may be difficult to reach.
- A customer-centric ecosystem like HubSpot can provide valuable insights for ABM, including sales questions, marketing messages, and recurring themes from service teams. Apollo and ZoomInfo are tools for building lists and searching for people, but ZoomInfo has had issues with overcharging and questionable policies.
- Apollo has improved features, integrations, and custom fields, and has a clear product roadmap and resources for users to learn and grow.
- Authentic outreach and clear messaging are important in email communication, while faux pleasantries should be avoided.
- Emojis may not always be effective in email communication and can sometimes be seen as inauthentic.
- Creating a sense of urgency can be effective in email sequences, but it should be used appropriately and with a clear why.
- A three-step cold email sequence is recommended, and if the recipient doesn't engage in the first three steps, they are unlikely to engage in subsequent ones. Start small and don't expect immediate results when implementing ABM.
- Authenticity is key in ABM, take the time to personalize your outreach.
Consistency is important in managing ABM campaigns.
- Sync data between Apollo and HubSpot in real-time to ensure accuracy.
Leave voicemail drops as part of your ABM sequence to increase success rates.
- Be open to experimenting and trying new things in your ABM strategy.
Reach out for help and support, even if you're not a client of a specific service provider.
- Create a target account list that is well-researched and tailored to your ideal customers.
- The next guest should be asked about the most embarrassing thing that has happened to them.
- The next guest should be asked about their current Spotify playlist.
Chapters:
- 00:00 Introduction and AI Beauty Pageants
- 06:45 Lessons Learned from ABM
- 22:42 Choosing the Right Sales Prospecting Tool: Apollo vs. ZoomInfo
- 27:28 The Benefits of Apollo and HubSpot
- 30:54 Crafting Authentic Outreach and Clear Messaging
- 36:12 Avoiding Faux Pleasantries and Considering the Recipient's Role
- 39:40 Using Urgency and FOMO in Email Sequences
- 41:55 Providing Value Throughout the Outreach Process
- 47:27 Introduction to ABM
- 50:52 Voicemail Drops in Email Sequences
- 54:01 The Importance of Leaving Voicemails
- 56:10 Consistency and Authenticity in ABM
- 57:06 Managing Expectations and Experimenting
- 01:00:01 Streamlining ABM with Apollo and HubSpot
- 01:00:01 Real-Time Data Syncing in Your CRM