Customer Acquisition: Tools and Tips for Personalizing Your Outreach

Build a Relationship 🤝

If your ultimate goal is to get the customer on a call, you will be more effective by focusing on personalization in your acquisition. This is especially true for longer purchase cycles, as you will not only be in the spotlight, but the customer will also get to know you and trust you. 

Building a relationship depends heavily on understanding the customer’s point of view. The right messaging will reflect this, as you will directly address shared challenges. You can even ask them for an interview to learn about their concerns and needs directly.

Bonus: Interviewing your potential clients helps you build a relationship while learning what you need to know to help them with these problems.

For example, you know that IT managers have a problem being contacted for everything in their company. Your solution allows business users to create specific reports or activities themselves. You have the answer to their problems, so communicate that without reminding them of the old midnight advertising trying to sell them something they don’t need.

Boost ⬆ Your Response Rate

By creating custom messages (read how to craft the perfect LinkedIn message), you build a relationship based on your prospect feeling understood. When they feel understood, you are already “on their side” in their eyes. This is likely because what you are saying resonates with them.

Bonus: If you use LinkedIn, your response rate is three times higher than with a regular outreach email.

Communicate in a way that you know the other person can relate to. This will help lower the apprehension of meeting new people a bit. When they are willing to learn more about you and your work, they will be more likely to give you a chance and provide honest feedback – which in turn leads to more responses.

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Target Audiences 🎯

Do you know who you are sending a message to? 

It may sound ridiculous, but many messages are sent daily using the “spaghetti method”: throw everything at the wall to see what sticks. If you target specific features, companies, or regions, you can make your messages much more specific, so you can’t miss anything! 

In our own research, we have analyzed messages sent to a smaller number of target audiences, and they receive a remarkably high number of responses compared to messages sent to more people. Even if your instinct might tell you it’s better to send to more people, smaller target audiences mean more personalized messages can be sent.

For example, you want to reach HR managers in North America. Use the filters in Sales Navigator to create a list of exactly those people. Add filters that allow you to narrow down the number of prospects on the list, such as by location, industry, company size, etc.

-VIDEO-

With the filters from the video above, you can now draft an email (more on Email Automation) like this:

Dear [HR Manager Name],

You are looking for software that can help your team find the right employees to improve your marketing business despite your limited resources.

I am reaching out to you today because I am looking for testers for our new software that can [A, B, and C]. 

Would you be interested in seeing if this would be a fit for you and your company?

Sincerely,

Jakob

When creating a custom message, it doesn’t have to be about the person themselves, but about the general workplace, region, or industry stress factors. You have heard what bothers them, and your product can help them. Find that out, and they will feel heard enough to try it.

Leverage Data

Imagine someone sending you a message like this:

Hello Robert,

You have probably received numerous messages telling you how important people are and how great they are.

My goal is to tell you that you are already doing a great job! The tools provided to you have not helped you nearly as much as they should, and yet you are working at a top-notch level.  

However, if you would like to offload some of these annoying tasks to an AI so you can focus on more important things, feel free to reach out to me: ____.

I look forward to hearing from you,

Janice

Would you be more willing to respond to this message or learn more about it than if someone directly stated how great their product is? I would bet the chances are much higher. 

Using data you have collected or knowledge about the industry can shed light on their problems. This allows you to communicate directly with them, even if you don’t know them personally. 

Personalized Customer Acquisition Images or GIF

Dale Carnegie said, “A person’s name is to that person the sweetest and most important sound in any language.” This also applies to images. When we see our own name on an image, we feel important. When you tailor an image to your potential clients, it increases your trust level.

Creating custom images with tools like Microsoft Paint or Canva may be nice, but if you want to reach hundreds of people, automatic creation is ideal. It is easy for us to resort to tools we already know, but using tools designed for other purposes can be twice as useful.

A tool designed for marketers to advertise – Abyssale – has also proven extremely useful for creating custom images or GIFs at scale. You can also use a tool like Uclic to integrate your emails and create personalized emails in combination with your preferred acquisition tool like LGM.

Personalized Landing Pages for Customer Acquisition 

One way is to have your IT and marketing departments develop custom landing pages for your customer acquisition. Another way is to develop simple pages yourself. With tools like Webflow, it is very easy to upload your contacts and create a place where people can see their name “in the spotlight.” 

When you make people feel connected to you, they see you and your products in a different light. They don’t feel like they are just another warm body being sold something. You have put in a little more effort, and that resonates well with people.

These landing pages can be a great way to showcase everything about you and your company and how you help. An added bonus is testimonials from current or past clients. 

If you don’t have the “social proof” of recommendations, ask your clients for them. These have proven to be an excellent way to promote your business – and yourself. In fact, they generate 62% more revenue on average (read our article on Controlling, Measuring, and Improving Your Revenue Development).

Personalized Video for Customer Acquisition 📹

If an image says more than 1000 words, a video must be priceless. Creating a video tailored to the recipient is an incredibly useful and unique tool. It is becoming increasingly popular, and new technologies are constantly being developed. VideoAsk is currently one of the better tools for creating custom videos – and doing so at scale.

The idea is to develop a way to use the prospect’s name, company, or problems in a video format. It’s already impressive to see them in an image, but imagine how special they will feel seeing their name in a video! 

LaGrowthMachine

When you add automated acquisition (more on Lead Generation Automation) to your toolbox, you can reach more people in less time. LaGrowthMachine creates a series of leads (more on Buying B2B Leads) for you by automating how you contact each prospect. 

Setting up a workflow template is also easy, allowing you to identify the contacts you want to reach, how you want to reach them, and when you want to reach them. It could look simple:

Or complex, like here:

Regardless of the complexity of the outreach, you can automate many steps of the process by knowing exactly who you want to talk to and what you will say. If you want to limit yourself to LinkedIn (an optimized profile with a memorable LinkedIn summary is a must), there are many LinkedIn automation tools with which you can automate that as well.

Zapier, IFTTT

Tools like Zapier and IFTTT (If This, Then That) can help you connect different systems you use regularly. With these tools, you can automate tedious and repetitive tasks, such as adding an email address to your CRM every time you receive an email from a new person (more on Email Lead Generation). 

These and other tools will help you with everything from tweeting stock prices to reminding you to take your daily walk via email. Think of all the things you do daily that you wish you had an assistant for, and perhaps there is a tool that can help you.