In this breakdown of game-changing research by SalesLoft's Data Science team, this duo will share research and learnings about increasing the likelihood of engagement with accounts. In the session, you will learn: How to leverage personalization in prospecting emails How to successfully incorporate video into email Who to engage with at various stages of the sales process.

1. It’s Not Chemistry: Data Science Tells
You How to Get Personal
Meiling Arounnarath
Product Owner,
SalesLoft
Roi Ceren
Data Scientist,
SalesLoft

2. 20
33
7

3. © 2019. SalesLoft. All Rights Reserved.
What is Personalization?

4. © 2019. SalesLoft. All Rights Reserved.
Examples of
Personalization
1
Unique
to
the
individual

5. © 2019. SalesLoft. All Rights Reserved.
Examples of
Personalization
Aligned
to
buyer’s
unique
challenges
21
Unique
to
the
individual

6. © 2019. SalesLoft. All Rights Reserved.
Examples of
Personalization
3
Account-orcom
pany-based
Aligned
to
buyer’s
unique
challenges
21
Unique
to
the
individual

7. © 2019. SalesLoft. All Rights Reserved.
Examples of
Personalization
4
Persona-based
3
Account-orcom
pany-based
Aligned
to
buyer’s
unique
challenges
21
Unique
to
the
individual

8. © 2019. SalesLoft. All Rights Reserved.
Examples of
Personalization
5
Sales
stage-based
4
Persona-based
3
Account-orcom
pany-based
Aligned
to
buyer’s
unique
challenges
21
Unique
to
the
individual

9. How Personalization Looks
Amount to include
Where in content
Time spent on it
Videos in workflow
Videos in content
eBook: sal.es/HowToPersonalize

10. Significant diminishing returns beyond 15-20% personalization
What percentage of an email to personalize?

11. Significant diminishing returns beyond 17-20% personalization
What percentage of an email to personalize?

12. Significant reply gain by personalizing early. 100 characters in, before 400.
Where are effective emails first personalized?
eBook: sal.es/PersonalizingTime

13. Where to personalize in an email?

14. How much time to spend personalizing?
Diminishing returns on replies hover between 3.5 to 5 minutes

15. eBook: sal.es/EmbedVideo
Does video increase engagement overall?

16. Opens increased +16% Replies increased +26%
Does video increase engagement overall?

17. ● Video emails almost always opened more
● Replies to video dominate between day 2 and 20
Where does video belong in your workflow?

18. Where does video belong in your content?

19. Where does video belong in your content?

20. How Personalization Looks
amount of
personalization to
include in emails
17%-
20%

21. How Personalization Looks
characters in is
where in the email
content you should
begin personalizing
100
amount of
personalization to
include in emails
17%-
20%

22. How Personalization Looks
characters in is
where in the email
content you should
begin personalizing
100
minutes that
should be spent
personalizing each
email
3-5
amount of
personalization to
include in emails
17%-
20%

23. How Personalization Looks
characters in is
where in the email
content you should
begin personalizing
100
minutes that
should be spent
personalizing each
email
3-5
day range in your
workflow where
you should include
embedded video
2-20
amount of
personalization to
include in emails
17%-
20%

24. How Personalization Looks
characters in is
where in the email
content you should
begin personalizing
100
minutes that
should be spent
personalizing each
email
3-5
day range in your
workflow where
you should include
embedded video
2-20
where to embed
the video in the
content
1st ½
amount of
personalization to
include in emails
17%-
20%

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26. Questions?