You’ve launched your first few sequences, but are barely generating enough meetings for your SDRs. It’s surprising though, you did what all LinkedIn gurus recommend :

Well, you’ve got your problem right here: you believed the gurus. You believed that mass outbound works. And unfortunately, they couldn’t be more wrong.

We’d love to be able to tell you otherwise, our life would be 100x easier. And we’d be selling new licenses so much faster. But no!

The reality is a lot more different: prospection is tough! You have to catch the attention of your prospect in split seconds. Whether it is on the phone, via Email, or on LinkedIn.

And it’s impossible to have highly precise copywriting without laser-focused segmentation.

But it’s also impossible to have laser-focused segmentation without an extreme understanding of the problem you’re trying to solve, and thus who you’re solving it for!

Looking to improve your conversion rate? Read on!

Why doesn’t mass outbound work? A careful data analysis you must read

First things first, let’s deep-dive into why we believe mass outbound doesn’t work. At LaGrowthMachine, we are fortunate to have access to incredible details of data about the outbound setups and performance of our users. And global data doesn’t lie.

Let’s deep-dive into the data points!

Proof 1: Decreasing reply rate as the audience size increases

Decreasing returns of audience sizes

A very interesting data point to start from is the average reply rate depending on the audience size extracted from LinkedIn Sales Navigator. As you would expect, the less segmented the audience, the worst the reply rate – with a steep decline of over 400 leads.

This is telling: the more you group people into a wider audience, the more likely you’ll have different personas within that same audience. As we will see later, each persona has different reasons for adopting your product and should be addressed separately.

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When you regroup too many personas into a single audience, you end up having a copywriting that is so generic, trying to accommodate all personas at the same time, that in the end, said copywriting is not appealing enough to any of them. Thus generating barely enough conversions.

Proof 2: Long-lasting LaGrowthMachine customers don’t focus on volume

Lasting users don't do volume

The other interesting data point to look at is what our long-lasting customers are doing using LaGrowthMachine. The hypothesis is that if they’ve been customers for a long time, then they’re getting value from LGM by generating leads!

Here are the two insights you can extrapolate from the graph :

  • Long-lasting customers don’t do volume: on average, they activate 170 leads/week. If you take into account a 20% reply rate, and a third of that is positive, that’s 11 new qualified leads per week for sales!

    Clearly enough to maintain each SDR busy!

  • People that churn within three months tend to do volume – and leave as they don’t get value out of LGM: on average, everyone seems to be tempted with volume when starting, but by month three, customers either realize that segmentation is key, or they double down on volume, only to churn later as they don’t get enough conversions

The classic learning curve: Realizing that segmentation is key

In the end, what the last chart also shows is that most of you share the same learning curve :

  1. You are tempted to do high volume – why would you not? After all, It is possible and easy to do so with LGM, and gurus tell you it’s what you should do!

  2. By the end of month 2, you realize you’re barely booking enough meetings with that mass approach. From then, you may take one of two following paths:

    1. Do even more volume to compensate for the lack of qualified leads.

      As the stats show, this is a losing battle: more volume means less segmentation and adapted copywriting. This in turn results in even fewer conversions, but also ends up in you burning valuable prospects…

    2. Acknowledge that volume as a strategy is a lie, and start investing time in segmentation and copywriting.

If you’re reading this before getting started, great, you’ve just saved three precious months!

If you’re reading this after getting started, it’s high time you chose the right strategy. Not all is lost, we will now teach you how to correct your strategy with strong segmentation and adapted copywriting.

Introduction to segmentation: Understanding the problem & who you’re solving it for

We’ve seen that segmentation is key to achieving great conversion rates. But let’s take a step back together to first understand what segmentation is really all about, and provide you with some frameworks to build your own segmentation.

Segmentation is about targeting the right person, with the right message, at the right time. It’s also about understanding a simple truth: not everybody will value your product/service the same way.

To segment, you must first :

  1. Understand the problem said segments are aiming to solve
  2. Identify clear pain points for each segment
  3. List who among all the segments struggles the most with said problem

When doing so and accepting our simple truth, you’ll eventually realize that they are as many possible copywriting to selling your solution as many personas you’ll identify.

To better illustrate this, let’s take LaGrowthMachine as an example and analyze our segments

Segmentation done right: The right message to the right person at the right time

LaGrowthMachine’s value proposition is simple: saving users time by automating their multichannel prospection. When you think about it, such a value proposition can be attractive to many personas, including :

  • Growth hackers
  • Salespeople
  • Company founders
  • Recruiters
  • Marketers

We could contact them all with the same sequence using generic copywriting. Yet, even for something as straightforward as LaGrowthMachine, that is not as simple.

If we deep-dive into each segment, we will see they have different characteristics!

The Growth Hacker is :

  • Highly technical, looking to build advanced and complex/integrated strategies.

  • They’ll be very interested in the modular capabilities of the custom workflows, our diverse integrations with Zapier, and Phantombuster, as well as using our APIs & Webhooks, but care less about CRMs

  • In terms of prospecting strategies, they generally favor quantity over quality. So our feature to workaround LinkedIn’s connection request limits as well as the high volume of emails will be very important to them.

  • Last but not least, everything has to be automated, so no call calling.

The salesperson is quite the opposite :

  • Most of them are not technical. Even worst, they are not interested (almost afraid) in the technicality of it. Their goal is to save time and spend it with prospects rather than doing repetitive tasks.

  • They’ll favor simplicity over complexity and be sensitive to saving time (a lot of it).

  • Synchronization with their CRM is a must since this is where all the information has to be gathered and their reporting happens, but they don’t care for APIs/Webhooks/Zapier.

  • In terms of prospecting strategies, they’ll tend to favor quality over quantity, as they are the ones actually handling replies and calls – and generally, those that have their time wasted handling unqualified prospects.

  • They’ll also value task reminders to plan for cold calling sessions.

When we compared both of them, we can immediately see the contradiction in how they would value using LGM – if we were to regroup them into the same sequence, with a copywriting for both, we would end up shooting ourselves in the foot.

We must have two separate sequences for addressing them. Let’s continue with the other identified segments

The Company Founder :

  • Their goal generally is to test out markets and close their first few clients. They need to iterate quickly, all while being able to measure precisely their results.

  • They’ll be interested in how quickly they can get started, the type of tests they’ll be able to launch, and the dedicated support provided along the way to help them reach their goals.

  • When discussing with them, most conversations will be about experimentations and closing the first few low hanging-fruits so they can prove their traction and recruit.

Again, this will require specific copywriting to reflect this!

Next, the Marketer :

  • Opposite to any of the above, the marketer generally works not on outbound strategies, but on inbound lead generation strategies. They’ll be especially interested in using LGM to increase their inbound engagement or to generate leads for marketing events such as dedicated Webinars and white papers.

  • They’ll be keen to look into integrations with third-party tools and Zapier to handle Inbound leads, connecting their form submissions or new signups to LGM.

  • When discussing strategies, we will focus on Webinar sourcing strategies, engaging with LinkedIn likes/comments, and managing all events within the CRMs for lead scoring.

Not at all about cold outbound, but smart lead nurturing and marketing activities enablement.

Last, but not least, the Recruiter :

  • This is your most untechnical user of LGM with one motto: the simpler the better.

  • They’re looking to use LinkedIn automation as most of their job is about finding good potential candidates on LinkedIn and contacting them. They might use emails as well but are generally reluctant to use the professional emails to hunt for candidates – since that would mean offering them a new job on their current professional email address. But they’ll do one thing that no other persona will do: use the personal email LaGrowthMachine can enrich as a channel. Also, to stand out, they’ll generally tend to be heavy users of LinkedIn Voices

  • In terms of integrations, Recruiters aren’t using CRMs but ATSs (Applicants Tracking Systems) as well as LinkedIn Recruiter rather than Sales Navigator. They’ll need dedicated integration with both, usually via Zapier. But since they’re not technical, they’ll require some live supports and guides to help them along the way

  • In terms of volume, while they rarely need to do mass outbound, they generally reach the limits on LinkedIn and will need LGM’s unlocked contact requests feature

Again, not at all the same copywriting here. We will focus on our ability to work around the limits, to find and use personal emails as a channel as well as integration with their dedicated ATS! Would I group them with any of the above with a generic copywriting, this would be a total failure.

We could go on and on, but I think you get the idea: even for a service as straightforward as sales automation, we cannot take any shortcuts when it comes to segmentation and copywriting.

But wait, we made a big mistake here: we segmented only based on persona! What about company segmentation as well? The pain can be vastly different, even for a specific persona, depending on the company details.

When segmenting companies, you’ll find yourself with two types of characteristics :

  • Prerequisites: mandatory characteristics for a company to qualify as addressable
  • Sorters: classifying characteristics that will allow you to regroup the company into similar company profiles

LaGrowthMachine’s prerequisite characteristics for companies are :

  • To be a B2B business – B2C cannot achieve good ROI due to the volume they need to do and the limitation of each outbound channel within LGM

  • Selling a solution/service to a nuclear market – if your addressable audience is a few hundred people a year, you do not want to burn through all your leads with automation. Each opportunity is too valuable for you to risk with automation. Automation is furthermore justified when you have so many people to contact that doing it by hand would be a waste of time.

  • With a high Annual Contract Value (ACV) to sustain direct selling – doing outbound, setting up meetings, follow-ups meetings, and so forth can be very expensive. Your ACV has to be at least 8.000€ / year to even consider direct selling, otherwise, it’s very hard to make it profitable if you have a complex sales cycle.

  • To a digital audience – LaGrowthMachine is about multichannel automation. It only makes sense to consider multichannel automation if your leads are active on LinkedIn & Email at a minimum. Don’t waste your time doing outbound on LinkedIn (or even via email) if you’re targeting medical practitioners, they will not reply.

If a company meets all of the prerequisite characteristics, we will then classify them based on :

  • Their business model: a SaaS business will not have the same outbound approach as a service provider or an agency.

  • Their industry: to adapt our social proof so we can showcase case studies and clients based on their industry. This is basically a great way of saying “people targeting similar audiences as you have had great successes, why not you?”.

  • Which CRM do they use?

  • The number of salespeople (or recruiters?): companies will have a different organization of LaGrowthMachine depending on how many salespeople they have.

    From the founder doing sales to 5 salespeople, generally, everyone handles their own prospection and is responsible for their own pipeline. This means that everyone will have their own access to LGM and dedicated training. They’ll have little understanding of their market and launch multiple experimentations

    From 5 to 10 salespeople, we will start to see sales ops and growth hackers in the mix getting involved to rationalize processes and best practices. But salespeople might still be operational in LaGrowthMachine and have a say in it.

    After +10 salespeople, it’s very rare that the people handling LaGrowhtMachine are the SDRs themselves. Companies at that point will have dedicated lead generation managers, a strong understanding of their market, and deep-requirement for CRM integrations, manual tasks, and reporting.

As you can see, we’re starting to have different strategies AND target persona depending on the maturity of the company. In our case, the maturity is closely linked to the number of salespeople, but you could use other maturity classifiers such as fundraised, company size, total revenue, etc…

Obviously, if you want to be thorough, you’ll have to merge your COMPANY segmentation with your PERSONA segmentation and end up with a complex MATRIX of opportunities to address.

The document below is a great framework you can use to build such a matrix.

LGM Matrix Example

We only show three of them, but in reality, we have +15 prospect types in our Matrix. Looking into the details, you’ll notice that we can have several Persona for a given Account Type. That is entirely normal when you seek to have adapted copywriting!

Okay, so we have a huge matrix of our segments and a deep understanding of how to address them. Let’s now deep-dive into how to find said segments using LinkedIn Sales Navigator!

How to use LinkedIn Sales Navigator to find each segment?

If you are targeting a digital-friendly persona, LinkedIn Sales Navigator will be a great source of leads, should you be aware of the risks of using it!

Use the wrong filters, and you may end up with up to 40% of bad results on a Lead search.

To prevent this from happening, you must start doing account searches, in order to implement real Account-Based strategies

Why should I use account search first?

If you’re attempting to do ABM, you’re probably doing research using LinkedIn’s Industry classification. This allows you to target companies working in the Computer Software Industry for example.

However, this information is wrong if used at the lead level! Why?

Because there are two types of industry in Sales Navigator

  1. The industry self-declared by the contact
  2. The industry the company states on its company profile

And 40% of the time, both don’t match for two main reasons :

  1. Industry at the lead level is self-declared and not automatically updated whenever somebody changes the company.

    There is a high probability that the information is outdated

  2. Many people understand it as the department they work in instead of the industry of their company.

    For example, somebody working in the marketing department of a construction company might identify themself as working in the Marketing & Advertising industry, resulting in your search results useless

Data indicates that it can affect up to 40% of the search results, leading to almost half of your leads being wrong!

Now if you use the Industry filter at the account level, it solves everything!

The goal is to build a list of accounts within Sales Navigator to turn into a lead search. And you can do just that.

How to build a list of accounts and turn it into a lead search?

Better than text, a quick video:

Now that you know the basics, let’s deep-dive into implementing the result of our Matrix into Sales Navigator

Matrix – Account type into Sales Navigator using built-in filters

If you’re targeting Accounts using standard categorization such as Industry, Company Size, Department Size, or Open Job, Sales Navigator will make it easy for you

Sales Nav - Account Industry

  • Targeting based on the number of people in a specific department? Filter companies based on the number of people working in a specific department

    Selling a SaaS that scales per sale? Target per number of sales!

    Selling a SaaS helping the Finance team do their work? Target companies with a minimum of people in the accounting department
Sales Nav - Department Targeting

  • Are you a recruiting Agency? Or do you want to target Accounts that are currently recruiting as a sign of rapid growth? You can filter them too
Sales Nav - Currently Recruiting

  • Or even better, learn how to do Boolean Searches on LinkedIn.

    Targeting marketing agency? Try “growth agency” OR “marketing agency” OR “SEO” OR “SEA” OR “lead generation” OR “growth hacking” OR “digital performance”

    In our case, for example, we will focus on SaaS companies

  • Last, but not least, do not forget to target per geography
Sales Nav - Geography Targeting

Matrix – Account type into Sales Navigator using CSV Imports

We have seen the basics, but sometimes, LinkedIn Sales Navigator’s filters will not be enough for you to target your companies. Let’s say you’re targeting eCommerce companies as explained in this guide, or any specific industry not listed in Sales Navigator. You will end up buying lists of companies from sources such as:

Do you have company names, and company websites, and want to turn them into a list of companies on LinkedIn?

You’re in luck. Sales Navigator Teams & Enterprise allows yous to upload a list of companies, and LinkedIn will automatically match it in its database and create the list for you to use

Upload, match the columns and you’re set to succeed :

Sales Nav - CSV Upload

With both features, you can now build your lists of Accounts according to your Matrix. Let’s now find the persona matching your account in your Matrix

Matrix – Persona type using Sales Navigator

As shown in the video above, you have saved many lists of accounts matching your multiple Account types in the Matrix.

Sales Nav - Account to Persona

Now it’s the easy part, translating it into a persona. Or so it seems. First of all, you need to be aware of the risks of using Keyword searches (must read). With that in mind, you’ll be targeting directly by JobTitle instead. However, you will have to be thorough in the job title as Sales Navigator isn’t smart enough to do so for you!

  • Targeting Sales People? Be Thorough and include multiple keywords such as “Sales”, “BDR”, “Business development”, “Business Developer”, “Sales Development Representative”, “SDR”, “AE”, “Account Executive”, “Account Manager”, “Key Account Manager”.

    Obviously, you’ll have to adapt the language of these keywords to the geography you are targeting!
Sales Nav - Listing Job Titles
  • If you’re unsure of the keyword, you can always use a mix of Department Filters & Seniority. Though, a piece of advice, this only works well if you’re targeting English-speaking profiles.
Sales Nav - Department & Seniority

Play around with the other filters, and there you have it, the Matrix Account “5-10 Sales People French Companies” x Persona “Sales”.

Export the results using LaGrowthMachine so we can start activating them into a multichannel sequence!

How to automate your laser-focused Segmentation + Copywriting outreach in LaGrowthMachine?

We have a list of leads matching our sub-sections of our Matrix, we now want to outreach to them on Linkedin and via Email. Good thing you can use LaGrowthMachine as well for this!

LaGrowthMachine handles it all – from a selection of LinkedIn Profiles, we will :

  • Automatically find their professional email and phone numbers
  • Automate a suite of emails and LinkedIn Messages according to your copywriting
  • Synchronize everything in your CRM for pipeline continuity

It sounds quite magical, right? Read our detailed guide to implementing multichannel outreach using LGM

Bonus: Shen calls are booked, how to reach a +30% closed rate with a great call structure?

30% closed rate

After launching your first sequences, if you’ve followed all our recommendations, you’ll quickly be booking meetings. But you’re far from closing customers yet! It’s only the beginning of the sales journey! And the next step in that journey is your sales call!

A sales call is hard, and the biggest mistake we see is poor call structure. Ask any great salesperson you know: though it feels like it, a great sales call is not a “wing it” moment – it’s a well-scripted situation you play out with the prospect. A theatrical dialogue, though carefully written, that feels very natural, very “in the moment”, because of one simple thing: call structure.

And if you’re a great actor, you can even play on flow, intonation, volume & accentuation!

Want to reach +30 closed rate with a great call structure? Read on!