Vladimir Blagojević

Four levels of personalization (with examples): 1. VERTICAL Generic: Helping your reps close more deals Personalized: Helping your financial advisers win more clients 2. Jobs-to-be-done Example: Helping investment advisers focus on the most profitable investors, keep them longer and to offer them the best investment products 3. ACCOUNT E.g. you've researched an account with high agent turnover. Personalized messaging: our offboarding feature will help keep the client knowledge from leaving w/ your agents. 4. BUYERS Marketing to enterprise = marketing to buying committees. E.g. for RevOps, share 3rd party proof of our data completeness and quality, for accurate reporting and forecasting.

How NOT to source target accounts (but many companies still do it): - Largest companies in target territories (wish list) - Broad firmographics (financial service companies from NA with 5000+ employees) - Content syndication Why? - Low intent - No brand awareness - Wasting 9 months on an enterprise deal with 10% chance of winning How to do it: - Check your own intent data (website visits + demand gen programs) - Define a threshold (e.g. 2+ people, 30+ minutes, checking pricing or product pages) - Analyze your best WON deals & identify criteria (e.g. multicurrency export dominate revenue) - Analyze your largest LOST deals & identify disqualification criteria (e.g. marketing team led by CRO)

How to go from siloed marketing and sales to collaboration across the full-funnel: 1. GTM alignment • Priority segments • ICP • Buying committee structure • Buyer journey • Messaging 2. Awareness and demand Shared playbooks: • Account-based content & multithreaded engagement • Co-hosting podcasts and webinars • Engagement in target communities Why? 1. Reposition sales as trusted advisors 2. Increase the reply rate 3. Generate multiple convo opportunities 3. Intent data Have clear agreements on: - Data sources - Intent & engagement threshold 4. Account development Qualify and segment accounts to define sales and marketing playbooks to run.

We have a 100% reply rate for every direct mail outreach campaign we send at FullFunnel. Our clients see positive reply rates of around 40%-60% per campaign. Here is why (and how): - Direct mail cuts through the noise of spammy sales LinkedIn and email messages - Grab attention with a personalized gift related to their interests - Pull them in your letter with a metaphor referring to the gift (e.g. what do cycling and B2B sales have on common?) - Map your value proposition to challenges, triggers and jobs-to-be-done from your account research - Add QR code link to a personalized content hub w/ case studies and content that supports your value prop and answers their questions Follow up with a non-salesy call after delivery.

Implement the complete framework: 1. AWARENESS ACTIVITIES - Expertise content aligned with your buyers' journey - Provide in-depth answers to questions your buyers raise in comments - Comment on posts by people your buyers follow 2. ENGAGEMENT AND INTENT TRIGGERS Observe engagement (e.g. with content, events, profile visits...) 3. START CONVOS - Engagement-based outreach (40%+ response rate) - Start convo in comments, move to DM - Match the "CTA" with the intent-level 4. NURTURE - Retarget with core offering, social proof and expertise - Retarget highly engaged accounts with a strong CTA - Thoughtful follow-ups and social “selling” Be patient and consistent. The results take time to show, but compound over time.

How NOT to source target accounts (snd how to do it right): - Largest companies in target territories (wish list) - Broad firmographics (financial service companies from NA with 5000+ employees) - Content syndication Why? - Low intent - No brand awareness - Wasting 9 months on an enterprise deal with 10% chance of winning How to do it: - Check your own intent data (website visits + demand gen programs) - Define a threshold (e.g. 2+ people, 30+ minutes, checking pricing or product pages) - Analyze your best WON deals & identify criteria (e.g. multicurrency export dominate revenue) - Analyze your largest LOST deals & identify disqualification criteria (e.g. marketing team led by CRO)