How to Personalize at Scale

Guest: Becc HollandRegional VP of Business Development – Enterprise West at G2

Moderator: Scott Barker – Head of Partnerships at Sales Hacker

After another 12 hour day of prospecting on October 1, 2015, I laid on the floor of my studio in downtown SF, stared at the ceiling for about an hour, and asked myself 3 questions that would forever change the trajectory of my career in Sales Development:

  1. Is sending “boilerplate” templates getting me the results that I want?
  2. Do I typically respond to emails with no personalization?
  3. Do I think my prospects are different than me?

Left with the reality that the answers to questions 1 – 3 were all a “No”, I began to play out if I WERE to pivot my team from a “volume strategy” to “all tailored – all the time strategy”, what would the top 3 objections from my leadership be?

After two diet energy drinks and a call to my mentor, I narrowed the list to three:

  1. “Is 100% tailored messaging scalable?”
  2. “Isn’t it dangerous to let SDRs who are junior to their career go ‘off-script’?” AND
  3. “How will we maintain consistency from rep to rep from an Ops perspective?”

In this webinar, G2’s RVP of Business Development – Enterprise West, Becc Holland, unpacked the messaging structure that answers those tough questions, enables SDRs to make personalized messaging scalable & repeatable, and drastically improved SD quota-attainment as a result.

What You’ll Learn:

  • What Should SDRs Personalize on?
  • How to Construct 100% Tailored Messaging without Losing Consistency
  • How to Scale Personalized Emails & Calls by balancing “Volume” and “Quality”

Watch it here

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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