Understanding The Importance of Personalization in B2B Prospecting

Growing your B2B company isn’t easy. Whether you’re a startup or an established business looking for more clients, you may find yourself sending out hundreds of emails, making dozens of phone calls, and sending tons of InMail messages without getting much of a response. What gives? How can you increase response rates throughout the B2B prospecting process and bring in more qualified leads? 

The key is personalization. In this blog post, we’ll take a look at the importance of personalization in B2B prospecting. By taking the time to personalize your messaging and building real relationships with potential customers, you can dramatically increase your success rates.

1. You Can Avoid Triggering Spam Filters

Focusing on quality over quantity is an essential part of B2B prospecting personalization. Rather than firing off 100 templated, generic emails in a single afternoon, it’s better to take the time to write 10 thoughtful, personalized, and helpful emails.

Your personalized emails will likely have a higher response rate – and because you’re sending fewer of them overall, you reduce your risk of getting caught in spam filters. Lots of companies have pretty strict spam filters that can be triggered by things like:

• Low sender reputation

• Large email volumes

• Using certain generic words and phrases

• Low email engagement rates

• Duplicate emails

About 45% of all emails sent every day are automatically qualified as spam. So it’s important to make sure your emails aren’t accidentally flagged – otherwise, you may never even have the chance of reaching a particular prospect.

2. Make Better First Impressions

Chances are, you’ve seen quite a few generic sales emails arrive in your inbox. Maybe the sender accidentally left some placeholders in, like “Hello [FIRST NAME]!” or “We’d love to discuss how we can help “[BUSINESS NAME}” increase sales. And in the event that these made it past your own spam filters and ended up in your actual inbox, you probably sent them right to your trash or archive immediately.

By taking the time to craft a personalized email message or voicemail, you can make a better first impression on a potential lead. This helps boost your company’s reputation, which is very important if you’re working in a smaller industry or B2B niche where there aren’t too many business prospects.

Personalization also helps increase the number of prospects who turn into qualified leads. 63% of marketers say that personalized messaging has helped boost their overall conversion rates, 43% say it helps with lead generation, and 42% say that it has improved brand perceptions.

3. Boost Engagement By Addressing Specific Pain Points

No two companies share the exact same budget, growth goals, operational activities… You get the idea. Every business is distinct, and when contacting potential prospects, it’s important to keep this in mind.

By doing a bit more research about each company, their employees, and the challenges they're facing as they grow, you can learn more about their pain points – and craft a sales message that addresses their specific issue.

For example, if you find that a prospect’s company has recently opened a second manufacturing plant and you sell ERP (Enterprise Resource Planning) software, you could craft an email or InMail message discussing the specific benefits of your software – like scalability, the ability to integrate multiple plants, powerful data dashboards, and other features.

4. Build Real Relationships

Prospects aren’t just numbers and data in your CRM software. They're people, too! And engaging with them on a one-to-one basis with personalized outreach can help you develop a real relationship. You can learn more about a prospect’s role, interests, and needs – and use these to create a human connection.

Being polite, respectful, and engaging makes a great lasting impression. And even if a prospect isn’t interested in what you have to offer right away, you still have the chance to stay in contact and continue building this relationship.

Perhaps they’ll keep you in mind if they move to a new company or a more senior role – or they’ll recommend your products or services to another potential prospect in their network. By personalizing your outreach efforts, you have a better chance of building these types of meaningful relationships.

5. Convert More Leads With Customized Offers

Taking a personalized approach to lead generation also helps you convert more clients with customized offers. You can learn about their pain points, budget, the structure of their business, and other specifics. These will help you come up with an irresistible offer that will turn them from a lead into a paying customer.

Related Post: What B2B Offers Help Produce More Qualified Leads? What You Need To Know

Need Help With Personalized B2B Prospecting? Incept Grows Is Here For You!

Creating a personalized B2B prospecting plan is the very best way to boost client acquisition, improve profitability, and continue growing your business. But it can be time-consuming and difficult, especially if you don’t have a large in-house sales team.

As experts in outsourced sales and B2B prospecting, we develop personalized outreach plans that help you reach more prospects and qualified leads. Whether you just need a little bit of sales assistance or you’re looking for a larger team, we’re standing by to assist you. Give us a call at (330) 649-8000 or schedule a free, no-commitment consultation with an Incept expert by contacting us online.