How Personalized Prospecting Increases SDR Efficiency and Performance

You know the drill: Marketing does the heavy lifting to drive awareness and engagement, and Sales Development Reps (SDRs) need to convert that into opportunities.

But that’s easier said than done. SDRs need to break through the noise to get the right people to take notice. And once noticed, they need to create opportunities as efficiently as possible. No easy task, either of them.

Here at Demandbase, we enjoyed a particularly successful approach to solving these prospecting challenges. We provided SDRs with easy-to-access insights that enabled a more deeply personalized sales outreach.

And we killed it.

Sales Development Reps averaged an increase in pipeline by as much as 70%.  And they accomplished it with 39% fewer touches.

Asking the Big Question

Personalized messages take time, and time is money. So, SDRs focus on the accounts that are most promising and drive the biggest returns. But even with focused efforts, it’s a time suck. For each account, an SDR combs through LinkedIn to identify likely contacts and uses search engines to find information they can use to start a conversation.

That’s one way to do it. We felt there was a better way.

We took our entire team of SDRs and divided it in half. One group stuck with their traditional methods, often using cookie-cutter messaging in response to the “usual things,” like web visits and downloads.

The second group of SDRs used an artificial intelligence engine to surface more detailed information about their contacts and accounts which allowed them to create more personalized outreach based on these insights.

The information they used was:

  • Real-time intent reports charting which accounts are actively researching topics across the entire web related to Demandbase solutions.
  • Engagement reports that allowed the group to instantly see spikes in interest.
  • Updates showing topical news about prospect accounts, and what they were saying in press releases, blog posts, and speaking engagements.

Each SDR in both groups was responsible for 150 green field accounts, and touched a minimum of three contacts at 20 new accounts per week, using three or more channels such as email, phone, and social.

We were stunned by the average boosted pipeline per SDR (+70%) and email engagement (up to 62%), but floored by the efficiency. Only 92 personalized touches were required to get an account into a sales cycle, compared with the generic group’s 127 touches – a reduction of 39%.

Did I mention that time is money?

How You Can Do the Same

  • Equip your sales reps with the Demandbase Conversion Solution.
  • Deliver insights to them through email, Salesforce, and Slack about things like account engagement bursts. Give them added information about what accounts are researching, reading, discussing, and promoting.
  • Use the Demandbase ABM Platform to compare these informed SDRs against the performance of others using more traditional methods.

The theory has always been that messages customized to prospects’ unique situations should deliver better results than canned messages.

And that’s exactly what we found.

With improved prospecting efficiencies, SDRs optimal account list size can now scale up which will ultimately result in more pipeline and increases in business growth.

You can do the same.

See how our SDRs use insights to break through the noise and drive pipeline.

Want more stories? Learn how Demandbase optimized SEM for Account-Based Marketing.