{"id":4652,"date":"2018-03-28T09:51:24","date_gmt":"2018-03-28T08:51:24","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=4652"},"modified":"2025-01-21T10:26:10","modified_gmt":"2025-01-21T09:26:10","slug":"data-driven-selling","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/data-driven-selling\/","title":{"rendered":"How Data-driven Selling and Personalization Can Boost Your Outbound"},"content":{"rendered":"<p>I like to stress out the importance of cold <span id=\"urn:enhancement-27db2e39\" class=\"textannotation disambiguated wl-thing\">email<\/span> personalization. You may approach the process of adding a personal touch to <span id=\"urn:enhancement-1cf67bbd\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy from multiple angles, which I&#8217;ve already described. But sometimes it&#8217;s nice to use a tool or two that would do it for you.<\/p>\n<p>I asked Moaaz from <a href=\"https:\/\/cloudlead.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cloudlead<\/a>, a <span id=\"urn:enhancement-13841705\" class=\"textannotation disambiguated wl-thing\">B2B<\/span>\u00a0lead generation intelligence\u00a0provider, to\u00a0explain you how to use data to drive your marketing and <span id=\"urn:enhancement-2a7c8b6a\" class=\"textannotation disambiguated wl-thing\">sales<\/span> efforts.<\/p>\n<p>Moaaz will take over from now.<\/p>\n<p>Which resource do you consider to be the most valuable? Some would lean towards oil or real estate, but the truth is that <a href=\"https:\/\/www.economist.com\/news\/leaders\/21721656-data-economy-demands-new-approach-antitrust-rules-worlds-most-valuable-resource\" target=\"_blank\" rel=\"noopener noreferrer\">data is hands-down the most precious of all<\/a>. With data, knowledge is amplified greatly.<\/p>\n<p>It is safe to say that data has undeniably been the basis for most of our decisions. Those working in the <span id=\"urn:enhancement-4a496428\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> industry are no exception to this truth and have yet to leverage it to the fullest.<\/p>\n<p>According to the Aberdeen Group, \u201cSeventy-nine percent (79%) of decision-makers say that their decision window has shrunk over the past two years.\u201d What will further amaze you is that this statistic was for 2015. It\u2019s safe to assume that this trend will continue.<\/p>\n<p>But how do we act in response to that change in decision-making time? What should <span id=\"urn:enhancement-7dfa9e8b\" class=\"textannotation disambiguated wl-thing\">sales<\/span> development representatives (SDRs) and marketers do to adapt to it?<\/p>\n<p>The answer: data-driven selling.<\/p>\n<p>Data-driven selling is modernizing how SDRs prospect, nurture, track and close leads.<\/p>\n<h2>What exactly is data-driven selling?<\/h2>\n<p>Data-driven selling means upgrading your <span id=\"urn:enhancement-e05ebba2\" class=\"textannotation disambiguated wl-thing\">sales<\/span> outreach by\u00a0implementing <span id=\"urn:enhancement-b50da146\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> customer intelligence, analytics in order to add even more personalization to your business communication.<\/p>\n<p>Incorporating a data-driven selling strategy into your business model requires some effort.\u00a0I wrote this blog post to help you\u00a0in it.<\/p>\n<p>This article is focused on explaining three points necessary for skyrocketing your outbound process with data. I\u2019m going to discuss:<\/p>\n<ul>\n<li>the importance and relevance of data-driven selling;<\/li>\n<li>the use of predictive analytics for your outbound processes;<\/li>\n<li>the steps you can take to work towards leveraging data with a more targeted and personalized <span id=\"urn:enhancement-3f10eff4\" class=\"textannotation disambiguated wl-thing\">sales<\/span> approach.<\/li>\n<\/ul>\n<h2>Importance of data-driven selling<\/h2>\n<p>Every business has a gap that needs to be fixed. Sometimes organizations are aware of the gap. And sometimes they don\u2019t even know what and where the problem is.<\/p>\n<p>With data-driven selling, you can effectively target an individual at a company in both scenarios mentioned above.<\/p>\n<p>Let\u2019s take the example. Say, you are an SDR developing a <a href=\"https:\/\/www.mesh.ai\/buying-guides\/employee-enablement-platform-tools\">people enablement platform<\/a>. The value proposition you present to your prospects is improving HR motivation through an application providing a rewards program.<\/p>\n<p>You might target HR managers and directors as a raw target audience \u2013 but it would be rather a blind shot. What you can do instead is to use some insightful data. What if you knew important data verticals like their interests, education, their company revenue, organization employee size, industry, target industry, the software they\u2019re using, etc.?<\/p>\n<p>This sounds like pretty basic stuff right?<\/p>\n<p>Wrong.<\/p>\n<p>Always remember that the devil is in the details. Upon taking a closer look at the HR activities of your prospects, you may figure out that a constant hiring process is taking place, which could indicate high employee turnover.<\/p>\n<p>This would, in turn, allow you to send a problem-solution based cold <span id=\"urn:enhancement-6e6a2a04\" class=\"textannotation disambiguated wl-thing\">email<\/span>. Keep it short, simple and to the point and your lead generation scorecards are bound to glitter.<\/p>\n<p>This is just scraping the surface on the importance of data-driven selling. Truth is, the <span id=\"urn:enhancement-777fdb8f\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> industry is having a hard time keeping up with the advancements because applying a data-driven strategy takes research, time, and effort to implement, which in turn, costs money.<\/p>\n<p>It doesn\u2019t necessarily have to be this way. You can find <span id=\"urn:enhancement-fe4d22ae\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data solutions to help you stay updated with detailed, top of the funnel information. Also, this article\u00a0may help you take the necessary steps towards a promising start with data; it\u2019s all about taking the initiative.<\/p>\n<p>Before\u00a0you get onto\u00a0implementing a data-driven strategy, you need to realize the importance of <span id=\"urn:enhancement-a1e68245\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data quality.<\/p>\n<h2>Why B2B data quality matters<\/h2>\n<p><span id=\"urn:enhancement-58d0aabf\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data quality matters simply because it provides much-needed information\u00a0about accounts, prospects and current customers, which in turn, can help you sell better. For\u00a0many companies,\u00a0 quality\u00a0<span id=\"urn:enhancement-51b9cae\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data can be a source of competitive advantage too.<\/p>\n<p>Furthermore, having bad data, or incorrect customer insights, can harm your business outreach efforts.<\/p>\n<p>For instance, think\u00a0of a situation when an SDR pitches to the wrong decision maker or targets a company with the wrong criteria. Not only does that waste the SDR\u2019s time but also the prospects time.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1825484053\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1825484053\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>Predictive analysis can boost your outbound processes<\/h2>\n<p>Data has a crucial role in making your <span id=\"urn:enhancement-545fa13f\" class=\"textannotation disambiguated wl-thing\">sales<\/span> efforts more predictable and scalable.<\/p>\n<p>Predictive analysis is basically utilizing unique algorithms and machine learning tools to make predictions. Often based on historical and perceived future outcomes.<\/p>\n<p>This sounds pretty complicated and it can be so. Nevertheless, you don\u2019t need to worry about using complicated software for getting access to predictive analytics. There are easy to use tools like <a href=\"http:\/\/buzzsumo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Buzzsumo<\/a> and <a href=\"https:\/\/trends.google.com\/trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Trends<\/a>, which can give you a thorough analysis of web traffic based on published content.<\/p>\n<p>You can even take predictive measures by monitoring your competition. Keyword analysis can highlight a lot. And tools like <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMrush<\/a> can help you keep an eye on what your competition is doing in terms of keywords analysis and SEO strategy. What follows is that you can plan future <span id=\"urn:enhancement-1a9f005f\" class=\"textannotation disambiguated wl-thing\">sales<\/span> and marketing campaigns with\u00a0such information at your fingertips.<\/p>\n<p>A predictable <span id=\"urn:enhancement-b71cd932\" class=\"textannotation disambiguated wl-thing\">sales<\/span> approach means that you can take a leap towards <span id=\"urn:enhancement-db4c4c9c\" class=\"textannotation disambiguated wl-thing\">sales<\/span> effectiveness. This simply means you will capture more conversions throughout your <span id=\"urn:enhancement-c0534b3e\" class=\"textannotation disambiguated wl-thing\">sales<\/span> funnel and multiple buyer journey stages.<\/p>\n<p>The <span id=\"urn:enhancement-c7fabdc6\" class=\"textannotation disambiguated wl-thing\">sales<\/span> funnel can be misconceived as a ritual process for lead generation, especially with a predictive analysis in your process. A prospect can jump from the initial contact stage to negotiation stage\u00a0when you engage correctly.<\/p>\n<p>This is where I bring up my personal favorite lead generation strategy. The awareness, interest, desire, and action which is better known as the AIDA model.<\/p>\n<p>The AIDA model, with predictive analysis and quality <span id=\"urn:enhancement-2dbcebc4\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data can yield extraordinary results.<\/p>\n<p>No crystal ball can replace hardcore data-informed predictions. You may have\u00a0your gut feeling to rely on, which is good but you\u00a0need to admit that having actionable intel to rely on could be a sigh of relief.<\/p>\n<h3>Incorporate a data-driven strategy into personalized selling<\/h3>\n<p>Now, as promised, here are some actionable tips on what you can do to take your first initiative towards combining a data-driven <span id=\"urn:enhancement-382ac5ba\" class=\"textannotation disambiguated wl-thing\">sales<\/span> strategy with personalization.<\/p>\n<p>The previous example of the HR Company is quite relevant here but here\u2019s the add-on. Quality <span id=\"urn:enhancement-c86f5900\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> data is precious but getting it can be tough. That is why B2B SDRs and marketers need tools for sales outreach personalization, which enable\u00a0them to easily get to the data they need.<\/p>\n<p>If there is one thing I have learned in\u00a0Cloudlead,\u00a0a B2B data company, it\u2019s that having the right data can be crucial for a successful outbound strategy. The only thing left is to implement your data-driven strategy and keep testing your results, aiming at constant improvement.<\/p>\n<p>To help you save time on the testing part, here are some quick tips you can take to start your very own lead generation strategy with B2B data to drive sales growth with the right level of quality personalization.<\/p>\n<h4>Prospect or acquire verified B2B data for audience segmentation<\/h4>\n<p>It is essential that you know your ideal customer profile like the back of your hand. The reason is you can use it to prospect or acquire a list of contacts that fit\u00a0your product value proposition the best.<\/p>\n<p>From my experience, prospecting can get difficult to implement, because there are several\u00a0things required to successfully obtain a list of B2B verified contacts and accounts. The resources are crucial. For example, at Cloudlead, we have a multi-layer contact cleaning and verifying system, consisting of machine learning tools and human data researchers.<\/p>\n<p>&nbsp;<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4656 size-full\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/03\/image1.png\" alt=\"cloudlead.io data-analysis selling process graph\" width=\"489\" height=\"434\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/03\/image1.png 489w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/03\/image1-300x266.png 300w\" sizes=\"(max-width: 489px) 100vw, 489px\" \/>\n<p style=\"text-align: center;\">Source: Cloudlead<\/p>\n<p>After you do this, rest assured. Your data is accurate, valid and up to date.<\/p>\n<h4>Analyze your B2B data and convert it into business intelligence<\/h4>\n<p>This doesn\u2019t have to take much of your time. You need to have quality B2B data to get the results you can work with.<\/p>\n<p>The trick is to use Google Analytics and combine them with predictive tools, such as SEMrush, Buzzsumo (gives you insights on content based on your keywords), or Google trends to helps your sales and marketing teams make better decisions thanks to having additional market insights at their disposal.<\/p>\n<p>Start analyzing the data by researching what content your prospects read the most, what groups they have joined, mentors they follow, articles they have written and more. There are loads of points you can consider for you to create your personalized selling strategy.<\/p>\n<p>Ideally, you should try to find easy parameters like annual revenue, number of employees, software being used, organizational hierarchy, and much more. These parameters help with your sales prospecting strategies. Audience segmentation helps marketers deliver relevant content, and likewise, helps SDRs sell effectively.<\/p>\n<h4>Initiate a simple data-driven sales campaign<\/h4>\n<p>In this step, use whatever you found out f<span data-sheets-root=\"1\">rom your <a class=\"in-cell-link\" href=\"https:\/\/www.luzmo.com\/blog\/embedded-business-intelligence-guide\" target=\"_blank\" rel=\"noopener\">embedded business intelligence<\/a><\/span> to prepare highly-targeted and personalized drip campaigns. Here you can see the stats of a Woodpecker campaign:<\/p>\n<p>&nbsp;<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4657 size-full\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/03\/image2-e1522311006657.png\" alt=\"Woodpecker-panel-for-cloudlead.co\" width=\"567\" height=\"314\" \/>\n<p style=\"text-align: center;\">Source: Woodpecker Stats Dashboard<\/p>\n<p>The campaign was launched with the help of personalization option in Woodpecker and our B2B data. The analysis allowed us to identify and target key decision-makers who were attending a certain conference. Due to poor timing, we experienced a low open rate. Nevertheless, all replies we received were positive.<\/p>\n<h2>What does it exactly mean?<\/h2>\n<p>It means we have a 100% reply to interest conversion rate (so far!) That is not very common, especially when you send just one email. This is why B2B data quality can be helpful in solving your prospects&#8217; engagement puzzle.<\/p>\n<p>Prospect engagement puzzle is another phrase for the challenges SDR\u2019s and marketers face when trying to successfully engage with prospects. In this scenario, the reply rate would be an indicator of engaging successfully. Deciphering how you\u2019re going to solve your prospect engagement puzzle can be tricky but it&#8217;s completely worth it when you see a steady flow of leads.<\/p>\n<p>As for our campaign, the next step is to start a conversation with those who are interested. A highly targeted campaign that uses B2B data smartly, can get you many interested leads.<br \/>\nCertainly, some cold email campaigns can yield even better results than the one presented above, but the main point I\u2019d like you to take from here is that enriched B2B contact data together with the right lead generation tools can help you achieve great results.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-565981703\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-565981703\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I like to stress out the importance of cold email personalization. You may approach the process of adding a personal touch to email copy from multiple angles, which I&#8217;ve already described. But sometimes it&#8217;s nice to use a tool or two that would do it for you.<br \/>\nI asked Moaaz from Cloudlead, a B2B\u00a0lead generation intelligence\u00a0provider, to\u00a0explain you how to use data to drive your marketing and sales efforts.<br \/>\nMoaaz will take over from now.<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Can Data-driven Selling and Personalization Drive Outbound Efforts?<\/title>\n<meta name=\"description\" content=\"I like to stress out the importance of cold email personalization. You may approach the process of adding a personal touch to email copy from multiple angles, which I&#039;ve already described. But sometimes it&#039;s nice to use a tool or two that would do it for you. I asked Moaaz from Cloudlead, a B2B\u00a0lead generation intelligence\u00a0provider, to\u00a0explain you how to use data to drive your marketing and sales efforts. Moaaz will take over from now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Can Data-driven Selling and Personalization Drive Outbound Efforts?\" \/>\n<meta property=\"og:description\" content=\"I like to stress out the importance of cold email personalization. You may approach the process of adding a personal touch to email copy from multiple angles, which I&#039;ve already described. But sometimes it&#039;s nice to use a tool or two that would do it for you. I asked Moaaz from Cloudlead, a B2B\u00a0lead generation intelligence\u00a0provider, to\u00a0explain you how to use data to drive your marketing and sales efforts. Moaaz will take over from now.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-28T08:51:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-21T09:26:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2018\/03\/image1.png\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"How Data-driven Selling and Personalization Can Boost Your Outbound\",\"datePublished\":\"2018-03-28T08:51:24+00:00\",\"dateModified\":\"2025-01-21T09:26:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\"},\"wordCount\":1858,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Cold email basics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/data-driven-selling\/\",\"name\":\"How Can Data-driven Selling and Personalization Drive Outbound Efforts?\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2018-03-28T08:51:24+00:00\",\"dateModified\":\"2025-01-21T09:26:10+00:00\",\"description\":\"I like to stress out the importance of cold email personalization. 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