LaGrowthMachine was built to make the life of Sales Development Representative and Growth folks easier. We believe these team members’ valuable time is wasted in doing leads discovery and enrichment, or worse, copy-pasting emails.
Using our built-in Linkedin Search and Sales Navigator enrichment, coupled with highly personalized sequences, you’ll be able to create outreach campaigns that will wow your leads and make your account executives happy!
It’ll then be up to you to close them with your amazing product and sales process!
In this GrowthMaster post, we’ll share with you :
We will share with you our very own outreach sequence as an example
The first step to any outreach campaign is to create the audience of leads you’re going to engage with. On LaGrowthMachine, you can either do social selling using our Linkedin audience creation or use your own data that LaGrowthMachine will enrich for you.
To create your outreach audience, your first need to understand the buyer persona. A buyer persona is a fictional representation of who you’re selling to/engaging, described by qualitative characteristics firmographic (job position, seniority, company size, years of experience), needs-based or value-based segmentation…
Defining your persona is the first step to social selling with LaGrowthMachine and require you to analyse who is buying from you and their motivation. For more information on effective market segmentation, visit SalesHacker’s Outbound Sales Science guide.
Since LaGrowthMachine was built to help sales development representatives be more efficient with their time by automating trivial tasks, one of our personas includes their boss, Head of Sales of high-growth companies.
To prospect for Head of Sales, go to Leads and launch a Linkedin Search. In our case, we’re going to search for Head of Sales in Paris with the following parameters :
If you have your own data, you can upload it to LaGrowthMachine and enrich it. To do so, go to Leads and click on “Import lead” and then click on "import csv".
If you are using your own data, don’t forget to use the “Visit & Enrich” actions at the beginning of your sequence. LaGrowthMachine will automatically enrich your leads, looking for emails, twitter account and their Linkedin details.
Social selling via emails has become so mainstream that your leads probably get solicited every day. Blasting emails and generic Linkedin requests will have a very low chance of converting. In order to stand out, it is necessary to have a conversational approach by first warming up your lead and then getting in touch based on the lead’s behavior.
Warming-up a lead isn’t easy. Probably they’ve never heard of you nor your company. We break down this barrier by interacting with him and creating proximity.
In this sequence, LaGrowthMachine will automatically :
People can’t help being curious about who showed interest in them. These subtle actions almost always result in your lead researching you or your company. Moreover, it’ll give the impression of real human behavior and genuine research.
You’ve created proximity and trust with basic human interactions. It’s now time to contact them. Linkedin has a 300 character-limit on connection request. Your copy has to be straight to the point.
We recommend focusing on the perceived value of our tool and close with a demo proposition as CTA.
Having first warmed-up the lead and demonstrating the value of your product should start to result in positive replies. It’s most likely however that you’ll have to continue chasing your lead to provide more value to convince them to do a call with you.
Prospecting on Linkedin alone isn’t the best medium to expect a reply. Your lead might now be in a receptive mindset while scrolling but also they might be overwhelmed on Linkedin by similar request.
It’s time to show how relentless you are by pursuing him via personalized email. Hopefully, it’s very easy to follow-up via email with LaGrowthMachine, since you’ve used the enrich function to automatically find their email.
On emails, you have no theoretical limit on length, but avoid boring out potential leads with long emails. Nobody likes to read long sales pitches: precision is of the essence.
In our sequence, we’ve built our first email as follow:
For an in-depth article on how to write great cold emails, check out Startupgrind’s 6 creative ways to use cold emails.
Pro Tip: Using Status to A/B emails
You may notice that for each email, we are counting each time each email are 1) open, 2) clicked and 3) replied using “Status”. These are basic metrics to compare one email copy to another. Constantly adding these to your emails will allow you to A/B compare email copies and see which performs best, i.e. :
By now, if your lead hasn’t replied, it might be a sign that he isn’t interested by your product. Let’s assume they just didn’t have time to review or reply and send another email. This time taking into account what they’ve done.
Remember, links and attachments we send through emails can be tracked. If the lead visits a link, it must be that you got his curiosity, but not yet his attention.
Let’s use that knowledge to our advantage to yet again reassure the lead with behavioral personalization. Looking carefully at the template, you’ll see that we divide our actions based on two behaviors :
The former allows us to write an email mentioning the page they visited.
Don’t forget to always provide value that demonstrates the power of what you’re selling. In our case, we are sharing our Advanced Lead Generation guide using LaGrowthMachine and providing our high positive reply rate. Given this is addressed to Heads of Sales, it will definitely raise interests.
For the latter (i.e. hasn’t clicked), we use the same guide with a different opener, knowing we’re on harassing mode and owning it.
If your lead hasn’t didn’t reply by then, there is a high probability that he isn’t interested. Let’s give a last try by going all in with that last email. In our case, we send our other guides to recruiting and fundraising. Other use cases may raise interests