Prospecting can be wildly effective, but only if done right. You need to craft and deliver the right messages to the right people at the right time. Learn data-driven tips, tools, and techniques for your outbound prospecting.

1. The Data-Driven Salesperson
How To Prospect Efficiently And
Increase Response Rates
Bastiaan Janmaat, CEO
@bastiaanjanmaat | bastiaan@datafox.com
Daniel Barber, Head of Pipeline
@gaijindan | daniel@toutapp.com

2. Agenda
1. Personalization: why it’s key
2. Prospecting list: how to build
3. Sales triggers: what to look for
4. Outreach: how to do this at scale
5. Email optimization: tips

3. Bastiaan Janmaat, CEO
@bastiaanjanmaat | bastiaan@datafox.com

4. There’s More Noise Than Ever
• Inside sales teams are growing 300% faster than outside
sales
• Buyers get 100+ emails a day, open 23%, and click on just
2%
Source: InsideSales.com & Tellwise

5. Be the first seller to engage a buyer.
Doing so means you’re
56% more likely to attain quota
Source: Sales Benchmark Index

6. Deliver the right message to the
right prospect at the right time.
Each prospect is unique, so every
email should be personalized.

7. Sales Emails At The Wrong Time
May June July
Raised new
funds
New recruiting
system
New office
New insurance
policies
Funding
announcement

8. Sales Emails At The Wrong Time
May June July
Raised new
funds
New recruiting
system
New office
New insurance
policies
Funding
announcement
70+ emails/calls from
sales & marketing

9. Get A Head Start: Tune In To Sales Triggers

10. How to Build Your Prospect List
• Firmographic data (location, sector, headcount, funding stage, etc.)
• Companies similar to your best customers and prospects
• Tech stack
• Conference lists

11. Sales Triggers: What To Look For?
• New office location
• SEC filings
• Local media mentions (not
just TechCrunch)
• Blog posts on certain topics
• Interviews of company
leaders
• Conference attendance
• Spike in web traffic
• Key hire / leadership change
• New product launch
• Internal champion leaving the
company

12. Automate Tedious Trigger Research
1. News streams: LinkedIn, Twitter, industry newsletters
2. Google alerts: keywords like “sponsoring…” or “hired a new...”
3. Upwork / spreadsheets: data columns for each target account
4. Sales intelligence tools: for enterprise-grade use of sales triggers

13. Daniel Barber, Head of Pipeline Development
@gaijindan | daniel@toutapp.com

14. Today’s Sales Leaderboard
“The current metrics paradigm literally can’t tell the
difference between absolute success & total
disaster.”
Eric Ries

15. Rep-Level
Metrics
• Open %
• Click through %
• Replied %
• Qual call %
• LinkedIn activity
Team-Level Metrics
• Open %
• Template click through %
• Events on top 10 accounts
• Pipeline value (in $)
Today’s Sales Leaderboard

16. Predictive Performance
“New customers come from the actions of past customers.”
Eric Ries

17. Customer Data
• Funding round
• Market cap
• Tech stack
• Opportunity size
• Competitor
• Investor portfolio
Historical Data
• Win rate %
• ACV
• Age
• Competitor
Forecasting
• Tiers
• Geography
• Competitor
• Industry/Vertical
Predictive Performance

18. Personalization At Scale
Send one email instead of ten.
Just make that one email 10x better.

19. 2 Types of Value Statements
1: Nurture messages to educate the buyer
2: Activation messages to incentivize action
Note: (1) Is in your control, while the buyer’s existing
business environment affects (2)
Personalization At Scale

20. The 10/80/10 Model For Sales
10% - Triggers
• Personal events
• Shared connections
• Industry news
• Similar customers
• Shared investors
80% - Relevant Customers
• Customer story content
(interview, case study, quote)
• Must fit the specific buyer
persona
10% - Next Steps
• Connect the
message to the
CTA
• Times, advanced
signature, etc.
Personalization At Scale

21. 1. There’s more noise than ever
2. Rise above the noise by being first and truly personalized
3. Use sales triggers to time it right
4. You can’t improve what you don’t measure
5. Shoot for quality over quantity
Takeaways

22. Q & A
Bastiaan Janmaat, CEO
@bastiaanjanmaat | bastiaan@datafox.co
Daniel Barber, Head of Pipeline
@gaijindan | daniel@toutapp.com