In short, prospects existed on different levels in the buying journey.<\/p>\n\n\n\n
We had to change our strategy based on the prospect\u2019s stage in the buying journey.<\/p>\n\n\n\n
Our sales cadences were built to capture demand, but now we had to evolve them to create demand as well.<\/p>\n\n\n\n
To achieve this, we came up with a 4-step strategy:<\/p>\n\n\n\n
- \n
- Segment prospects based on their stage in the buying journey<\/li>\n\n\n\n
- Create cadences catered to each segment<\/li>\n\n\n\n
- Switch prospects between cadences based on engagement<\/li>\n\n\n\n
- Scale highly personalized messaging across multiple channels<\/li>\n<\/ol>\n\n\n\n
1. Segment Prospects Based on Their Stage in the Buying Journey<\/h2>\n\n\n\n
We started by grouping prospects based on their level of engagement \u2014 like email opens, replies, calls answered, and so on. <\/p>\n\n\n\n
- \n
- Prospects that were most interested (replied to our emails and answered our calls with a positive outcome) were categorized as ‘high-intent<\/strong>‘ prospects. <\/li>\n<\/ul>\n\n\n\n
- \n
- Those that engaged with us moderately (read our emails and clicked all links) but not enough to book a meeting were put under ‘medium-intent<\/strong>‘ prospects.<\/li>\n<\/ul>\n\n\n\n
- \n
- The unengaged prospects were grouped as \u2018low-intent<\/strong>\u2019 prospects.<\/li>\n<\/ul>\n\n\n\n
Using Intent Scoring<\/a><\/strong>, we defined when a prospect became hot.<\/p>\n\n\n\n
<\/div>\n\n\n\n<\/p>\n\n\n\n
2. Create Cadences Catered to Each Segment<\/h2>\n\n\n\n
Our previous cadences had to go.<\/p>\n\n\n\n
We had to carefully curate new cadences considering the stages of the buying journey.<\/p>\n\n\n\n
And this time, we had to ensure we covered all communication channels.<\/p>\n\n\n\n
Our goals:<\/p>\n\n\n\n
- \n
- Engage prospects where they\u2019re most active<\/li>\n\n\n\n
- Customize messages without losing scalability<\/li>\n\n\n\n
- Deliver messages when prospects are most likely to see them<\/li>\n<\/ol>\n\n\n\n
i) High-intent Cadence:<\/h3>\n\n\n\n
Since these prospects had already established interest in our brand, we took a more personalized and effort-intensive approach. <\/p>\n\n\n\n
We built cadences rich with calls, voicemails, and text follow-ups. <\/p>\n\n\n\n
Klenty\u2019s Dialer<\/a> enabled reps to place call after call in one click. <\/p>\n\n\n\n
And dropping voicemail (which reps were initially reluctant to do) became easier when Klenty removed the grunt work. <\/p>\n\n\n\n
Since most manual tasks were automated, reps saved around 2-3 hours every day<\/em> to focus on actual selling activities. This time was spent on researching prospects to write well-crafted, highly-personalized messages. <\/p>\n\n\n\n
After reps manually personalized emails, our response rates improved by 20%.<\/p>\n\n\n\n
Our emails went from looking like this:<\/p>\n\n\n\n
\nHey {first name},<\/code><\/pre>\n\n\n\nI stumbled upon your LinkedIn and noticed you work at {{company}} as a {{title}}. Thought Klenty, a Sales Engagement Platform, would be a great addition to your team.<\/code><\/pre>\n\n\n\nHere is a small video of how Klenty works.<\/code><\/pre>\n\n\n\nBook a call with us if you are interested in exploring.<\/code><\/pre>\n<\/div><\/div>\n\n\n\n<\/p>\n\n\n\n
To this:<\/p>\n\n\n\n
\nHey {first name},<\/code><\/pre>\n\n\n\nNoticed {{company}}'s sales team does rigorous prospecting and researching in their assigned region\/market to build an effective sales pipeline. <\/code><\/pre>\n\n\n\nIs your team using all the channels available to strike and initiate a conversation with high-profile personas of companies you are prospecting? <\/code><\/pre>\n\n\n\nKlenty helps you reach out to your prospects through emails, calls, LinkedIn, text messages, and WhatsApp and increases the likelihood of response without endless tool switching.<\/code><\/pre>\n\n\n\nSchedule a call with us to know more.<\/code><\/pre>\n<\/div><\/div>\n\n\n\n<\/p>\n\n\n\n
ii) Medium-intent Cadence: <\/h3>\n\n\n\n
We created a cadence with 10 email follow-ups for our ‘medium-intent’ prospects. <\/p>\n\n\n\n
Our emails were equal parts informative and beneficial. <\/p>\n\n\n\n
Here\u2019s an example of an email we sent to a medium-intent prospect.<\/p>\n\n\n\n
\n\nHey {firstname},\n\nI\u2019m {your_name} from {your_company}. As an SDR, I know how difficult it is to craft the perfect cold email to get you a response.<\/code><\/pre>\n\n\n\nSo, I\u2019m sharing this e-book \u2018Cold Email Templates\u2019 which you can use to send emails that will boost your reply rates.<\/code><\/pre>\n\n\n\nLet me know if you found this useful.<\/code><\/pre>\n<\/div><\/div>\n\n\n\n<\/p>\n\n\n\n
iii) Low-intent Cadence: <\/h3>\n<\/div><\/div>\n\n\n\n
A gentler strategy was adopted for prospects who didn\u2019t engage with our outreach.<\/p>\n\n\n\n
LinkedIn became the go-to channel for contacting prospects who didn\u2019t engage with our emails or calls. <\/p>\n\n\n\n
LinkedIn conversations proved effective and helped us avoid inbox fatigue. We established a connection with potential prospects and shared something of value. <\/p>\n\n\n\n
For example, we shared an e-book with cold email templates on LinkedIn. <\/p>\n\n\n\n
And with this frame of reference, we contacted them by email. <\/p>\n\n\n\n
This method increased reply rates from (previously) unengaged prospects by 23%.<\/p>\n\n\n\n
\nHey {firstname},<\/code><\/pre>\n\n\n\nI\u2019m {your_name} from {your_company}. As an SDR, I know how difficult it is to craft the perfect cold email to get you a response.<\/code><\/pre>\n\n\n\nSo, I\u2019m sharing this e-book \u2018Cold Email Templates\u2019 which you can use to send emails that will boost your reply rates.<\/code><\/pre>\n\n\n\nLet me know if you found this useful.<\/code><\/pre>\n<\/div><\/div>\n\n\n\nKlenty\u2019s LinkedIn Execution<\/a> boiled down all LinkedIn activities to one click. All reps had to do was check and approve messages\/InMails or connect requests before sending them.<\/p>\n\n\n\n
Emails had an upper cap of around 250-300 emails per rep to avoid being flagged as spam. Klenty also sent emails at random intervals to mimic human behavior. Custom links were used to track email engagement activities.<\/p>\n\n\n\n
Klenty also ensured that we practiced safe LinkedIn outreach<\/a>. All LinkedIn messages were sent at random intervals, as well. Reps were warned if they exceeded the limit when sending connect requests, InMails, or messages.<\/p>\n\n\n\n
3. Switch Prospects Between Cadences Based on Engagement<\/h2>\n\n\n\n
Now that our cadences were up and running, we had to move prospects to the correct cadence \u2014 based on their engagement. <\/p>\n\n\n\n
With Playbooks<\/strong><\/a>, we set up automatic triggers (like email replies, clicks, or call outcomes) and actions (like adding prospects to a different cadence or stopping the cadence).<\/p>\n\n\n\n
Let\u2019s look at an example.<\/p>\n\n\n\n
Prospect Julia always read our emails and clicked 1 or 2 links. But she wasn\u2019t answering our calls.<\/p>\n\n\n\n
So, she had to be moved from the \u2018low-intent\u2019 cadence to the \u2018medium-intent\u2019 cadence.<\/p>\n\n\n\n
We set up a Playbook for this scenario, which automatically moved Julia to the respective cadence.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/03\/screenshot-of-playbook.png\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
This wasn\u2019t the only condition, though. With a combination of AND or OR conditions, our reps could activate Playbooks even for prospects who showed zero engagement. <\/p>\n\n\n\n
This ensured that even if prospects showed no engagement this quarter, we were top of mind when their next buying cycle began.<\/p>\n\n\n\n
i) Outcome-based Workflows for Calls<\/h3>\n\n\n\n
Calls were initially our main method of communication. But, our outreach wasn\u2019t optimized to handle all outcomes for calls. <\/p>\n\n\n\n
All that changed when Klenty\u2019s Playbooks offered a range of conditions that enabled us to set up rules based on call outcomes. <\/p>\n\n\n\n
Scenario 1:<\/strong> Prospect didn\u2019t pick up the call <\/p>\n\n\n\n
We set up a Playbook to write an email to begin a conversation.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/03\/screenshot-of-setting-up-a-playbook-to-have-email-conversation.png\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
Scenario 2:<\/strong> Prospect answered the call, but the outcome was negative<\/p>\n\n\n\n
We set up a Playbook to switch the prospect to a \u201cCheck-in cadence.\u201d To avoid overwhelming prospects, we decided to follow up with them every quarter.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/03\/screenshot-of-setting-up-a-playbook-to-switch-the-prospect-to-a-check-in-cadence.png\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
And the best part? All outcomes are customizable. We could set up our own outcomes and tailor workflows accordingly.<\/p>\n\n\n\n
4. Scale Highly Personalized Messaging Across Multiple Channels<\/h2>\n\n\n\n
i) Scaling Highly Personalized Messaging<\/h3>\n\n\n\n
Personalization is key in any sales outreach. <\/p>\n\n\n\n
As we were venturing into multiple channels, scaling personalization posed the biggest issue. <\/p>\n\n\n\n
Klenty\u2019s Personalization Engine pulled through here. <\/p>\n\n\n\n
Reps weren\u2019t restricted to placeholders. They were able to personalize based on date and time, as well.<\/p>\n\n\n\n
And this spanned across all channels.<\/p>\n\n\n\n
A major shift in our prospecting came in the form of visual prospecting<\/a><\/strong>. Our reps recorded themselves talking to prospects, and this made for some really engaging emails that captured attention.<\/p>\n\n\n\n
Our messages went from boring and text-heavy to appealing and eye-catching. And our engagement rates rose by 34%.<\/strong><\/p>\n\n\n\n
![\"Image](\"https:\/\/blog.klenty.com\/wp-content\/uploads\/2023\/02\/Image-Personalisation-1.webp\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
ii) Executing the Right Activities at the Right Time<\/h3>\n\n\n\n
Being chaotic in our outreach before got us nowhere. We had to break down truckloads of tasks into smaller, executable chunks. <\/p>\n\n\n\n
With Activity Center<\/a><\/strong>, our reps got their daily to-dos to execute. Reps could find their focus zone and tick off tasks that were due.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/03\/screenshot-of-activity-center.png\")
<\/figure>\n\n\n\nReplying to prospects on time was crucial. We fully capitalized on Live Feed<\/strong>. When we got a notification that a prospect had engaged with our outreach, we quickly responded to them. <\/p>\n\n\n\n
- The unengaged prospects were grouped as \u2018low-intent<\/strong>\u2019 prospects.<\/li>\n<\/ul>\n\n\n\n
- Those that engaged with us moderately (read our emails and clicked all links) but not enough to book a meeting were put under ‘medium-intent<\/strong>‘ prospects.<\/li>\n<\/ul>\n\n\n\n
- Prospects that were most interested (replied to our emails and answered our calls with a positive outcome) were categorized as ‘high-intent<\/strong>‘ prospects. <\/li>\n<\/ul>\n\n\n\n
![\"Screenshot](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2024\/03\/screenshot-of-multi-channel-inbox.png\")
<\/figure>\n\n\n\n![\"Image](\"https:\/\/blog.klenty.com\/wp-content\/uploads\/2023\/02\/Group-20650.webp\")
<\/figure>\n\n\n\n