How to Solve for Low Personalization in Outreach

Go-to-market teams often struggle with low personalization in their outreach efforts, leading to generic messaging that fails to resonate with key decision makers in their target industries. This lack of personalization is a costly problem - it results in poor engagement, low conversion rates, wasted time and resources, and ultimately fewer closed deals. The solution lies in leveraging AI-powered workflows to efficiently research contacts and craft highly personalized outreach at scale.

By combining a Contact Research workflow to build in-depth profiles with a Cold Messaging Creation workflow to generate tailored messaging, outbound sales teams can dramatically improve the relevance and impact of their outreach.

How to Solve Low Personalization in Outreach

To overcome the challenges of low personalization, go-to-market teams need two key AI-powered workflows:

• A Contact Research workflow to efficiently build comprehensive profiles of each contact
• A Cold Messaging Creation workflow to generate highly personalized outreach across multiple channels

When used together, these workflows enable teams to align their messaging with each contact's specific interests, responsibilities, and pain points. This personalized approach captures attention, builds rapport, and compels contacts to engage. The right GTM AI strategy can transform outreach from generic and ineffective to highly targeted and impactful.

1. Contact Research Workflow (Prospecting Cockpit package)

The Contact Research workflow automates the time-consuming process of researching individual contacts.

‍Inputs Needed: LinkedIn URL of the contact

What the Workflow Does:

• Step 1: Scrape the contact's LinkedIn profile for key information like job history, skills, hobbies, interests, and recent activity.
• Step 2: Analyze the scraped data to infer the contact's likely responsibilities and identify top use cases that would be relevant to them.
• Step 3: Generate a comprehensive profile of the contact that provides a 360-degree view of who they are and what they care about.
• Step 4: Output the profile in a structured format that can be easily referenced and used to inform personalized outreach.

This workflow enables go-to-market teams to quickly gain deep insights into each of their contacts, so they can tailor their messaging to resonate with the individual. By aligning outreach with the contact's interests and responsibilities, teams can dramatically improve the effectiveness of their sales efforts and boost GTM Velocity.

Cold Messaging Creation Workflow (Prospecting Cockpit package)

The Cold Messaging Creation workflow makes it easy to generate personalized messaging and templates optimized for multiple channels.

Inputs Needed:

• Data from account research
• Insights from the Contact Research workflow
• The company's key value propositions

What the Workflow Does:

• Step 1: Analyze the input data to identify the most relevant value propositions and use cases for the specific contact and account.
• Step 2: Craft a series of tailored cold outreach emails using best practices for capturing attention, building interest, and compelling action.
• Step 3: Adapt the core messaging into templates optimized for phone outreach, video selling, and social selling.
• Step 4: Output the emails and templates in a format that can be quickly loaded into outreach tools and customized as needed.

With this workflow, go-to-market teams can ensure all of their cold outreach is highly relevant and effective, without spending hours manually crafting emails and scripts. The workflow makes it simple to standardize messaging best practices across the team, reducing GTM Bloat from inconsistent and inefficient processes.

Putting Them Together

When the Contact Research and Cold Messaging Creation workflows are combined, go-to-market teams have a powerful solution for overcoming low personalization in outreach. The Contact Research workflow equips reps with in-depth insights on contacts, while the Cold Messaging Creation workflow leverages those insights to produce relevant, compelling outreach across channels. Sales leaders can have confidence that their team's outreach will consistently resonate with target personas.

Together, these workflows drive significant improvements in open rates, response rates, and ultimately pipeline generation. It's a prime example of how the right GTM AI strategy can transform sales effectiveness.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT can help generate generic cold outreach, but they lack the ability to produce deeply personalized messaging at scale. Copilots don't have built-in mechanisms to research contacts and identify the most relevant angles and value propositions on a per-prospect basis. As a result, copilot-generated outreach often still feels impersonal and disconnected from contacts' true needs and priorities.

Plus, relying on individual reps to prompt copilots introduces inconsistencies in messaging across the team. Without standardized inputs, each rep's outreach will vary based on how they engage with the copilot. This lack of control introduces risk in terms of brand voice and positioning. Achieving personalization at scale requires purpose-built workflows within a GTM AI Platform.

Looking Ahead

The combination of Contact Research and Cold Messaging Creation lays the foundation for highly personalized outreach across the buyer's journey. The rich insights generated by the Contact Research workflow can be used by marketing to build targeted ad campaigns and content. Customer success can leverage the data to tailor onboarding and adoption campaigns to each new customer. Product teams can analyze the insights to prioritize features and enhancements that align with key use cases.

By operationalizing these AI-powered workflows, go-to-market teams can make personalization a true competitive advantage. The data and messaging can be used cross-functionally to provide a cohesive, relevant experience from first touch through to customer expansion. With this foundation in place, companies can differentiate based on a deep understanding of each prospect and customer, maximizing GTM Velocity.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• AI for Personalized Sales Outreach in Go-to-Market - Learn more about how AI can supercharge personalization in sales outreach to improve conversion rates and deal velocity.
• How to Personalize Outreach & Generate Relevant Sales Angles with AI - Dive deeper into tactics for using AI to craft highly relevant outreach and align messaging with each prospect's priorities.
• AI-Driven Lead Nurturing in Go-to-Market Campaigns - Explore how AI can enable personalized lead nurturing at scale to turn more MQLs into opportunities and customers.

These additional resources provide actionable strategies and examples to help you take personalization to the next level. And when you're ready to see how the Copy.ai GTM AI Platform makes personalization easy and effective, book a demo to learn more!