t Based t elopmen T v oun c c art 8 A f Q&A P The WHAoSales De Scott Gaydos, Demand Generation Lead, Guru What kind of impacts have you seen in moving Do you use template emails or crafted, to outbound ABSD? personalized emails? What are the most important metrics to track in By homing in on our ICP (ideal customer profile) Our first email is always personalized. Our an ABSD team? we have seen a significant increase in our follow up emails have a templated flow, but At Guru two of the most important are coverage average deal size and our win rate. have elements that are personalized. and engagement – at the account and the contact level. We target sales leaders, Over the past few months we’ve seen our win We have several triggers we use to identify enablement leaders, and customer support and rate jump to just under 60 percent, while our companies that, from our experience, are most success leaders. So our process starts with average deal size has more than doubled willing to engage in a conversation: knowing who these people are and ensuring (and it’s still growing). they live in our CRM. • Raised funding – most likely to be used to grow Having the discipline to focus everything from sales and marketing We aim to understand who the key players at sales outreach to content strategy, social • Recent change in sales or sales enablement our target accounts are, and what level of campaigns, online ads, events and partnerships leadership – looking to make changes exposure they have had to Guru. Have they is a huge part of why we have been successful. to improve sales effectiveness downloaded our content, had a conversation We do not just chase revenue everywhere. • Hiring more than four sales reps – will need with an SDR, clicked on an ad, created a free to scale their team quickly Guru account, and so on? We focus on the areas where we know we will have the best results for our customers. This is With these triggers in mind, we create content Then we try to set up a next step that also proven by our high adoption rates and low geared at helping to solve associated pain progresses the relationship. When there are churn rates. points – and train our sales reps on how and higher levels of engagement with an account, when to share it. we see the change and we evolve our communications with our contacts there. The result is a play that is filled with valuable information for our prospects as they experience these triggers and transitions. We try to add value with each interaction, and that is seldom achieved with templated emails alone. 5858