t Based t elopmen What relevant T v oun c c art 8 A f outreach looks like P The WHAoSales De There’s no mystery to the kinds of things that What does “relevant to my business” mean? make people lower their Sales Defense Barriers The three most important factors in an and listen to your SDRs: enterprise decision: Sales reps are 5x more likely to get engagement if they add value to • Helpful advice about best practices • Knowledge and understanding prospects, but just 20% of sales • New insight into pressing issues of my unique business issues people are currently seen as valuable • A look at how similar companies attack • Knowledge and understanding by their buyers. the same problems of my industry • Reliable data that throws new light • Fresh ideas to advance my business Salesforce blog on a challenge • Expert views on trends and futures Source: ITSMA These are the same things that made content In other words, the best prospecting messages marketing replace old-school, broadcast-style, prompt Challenger Sale-style conversations. 74% of buyers choose the sales rep interruption-based advertising. And they work that’s first to add value and insight. just as well in a sales context. Corporate Visions “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” ITSMA 51