Episode 78: The Ingredients of Personalized Engagement - Kristina McMillan

The current trend with sales teams is moving away from generic messages and the batch and blast approach. The method that everyone's talking about and trying to focus on now is personalization. Customized methods can be incredibly difficult for an SDR to create. My guest today is an expert at personalization for sales teams and we discuss challenges and solutions for crafting personalized emails for effective sales. On today's show, I am speaking with Kristina McMillan from TOPO a research and advisory firm that focuses exclusively on sales and marketing organizations. They have dedicated practices for sales, sales development, and marketing. The focus is on market research, executive advisory, and the study of high-growth organizations to understand the processes, levers, and best practices that contribute to high growth. Episode Highlights: Challenges with creating personalization at scale and having a repeatable structure that allow customization. The four stage messaging framework research, crafting the message, 2-3 touches a week, and using technology to automate. Knowing what to look for in the research stage. The three steps to crafting a message: setup, engage, and offer. The importance of understanding the role of the contact person. The offer should draw the client into the conversation to learn how I can help them. Using the touch patterns together with the framework. Sequencing and cadencing. Touch at least two to three times a week. A frequency that builds familiarity. Recognition and having a multifaceted profile for contacting a client. The importance of telling stories or having cliffhangers and persuasive copywriting. How people will respond when you offer something of value to them. Maximizing your return on effort. Resources: TOPO Kristina McMillan on LinkedIn Kristina McMillan on Twitter @Lifeiterated TOPO Blog [email protected]