The Iron Horse Insight: If you’re a B2B buyer, odds are you get generic, irrelevant cold emails that create terrible first impressions. The flood of poorly crafted, impersonal emails is driven by automation tools. This can hurt relationships with prospects/customers, especially at scale. How do you prevent this? Go through your sales experience as a potential customer. Fill out marketing forms, receive emails from reps, and listen to voicemails from SDRs from the customer’s perspective. As Brian Carroll notes, “this is eye opening and changes everything”. We agree. Additionally, this exercise can provide guidance on how to use tools like Outreach, SalesLoft, HubSpot, etc. properly in the first place. One effective way to do this is by highlighting examples of automation done wrong to the sales team when training them on the tool. Moreover, when rolling out sales automation systems, be sure to build checks and balances into your processes to monitor customer outreach and engagement.
2021 Marketing Planning, Budgeting and Measurement Benchmark Report