# 3 - Outreach Campaigns - Skillset needed in 2023

Welcome to the 3rd edition of Evidence-Based Outreach.

In this newsletter, you will :

• Learn how to book more qualified meetings with your ideal prospects.
• Access my workflow, processes, experiments, learnings, and failures.

Summary

• Trigger
• Strategy
• Data
• Copywriting
• Automation/ IA

Trigger

As an Outreach professional, it's crucial to master various skills to perform outbound prospecting successfully.

Four skills stand out:

• Strategy
• Data
• Automation I IA
• Copywriting

"What is the most significant skill to master to perform in outbound prospecting in 2023?"

Here are the results from my?Linkedin poll .

?? 50% voted for automation

?? 25% voted for data

??? 13% voted for both strategy and copywriting

In this article, we will delve into the importance of each skill ranked by order (my point of view) and explore how they can be used as an ally to improve your outreach initiatives.

Let’s dig into it.

Strategy

Buyer personae (BP) and ideal customer profile (ICP)

The strategy represents the R&D part, which lays the foundation of the whole process.

A solid outreach initiative considers the market and target audience understanding.

• Understand your ideal customer profile (ICP)

An ICP defines the perfect customer for what your organization solves.

This fictitious company has all the qualities that would make them the best fit for your solutions.

You can consider the following criteria to segment your ICP: budget, revenue, company size, geography, or industry vertical.

By understanding your ideal customer profile, you select the target account that could benefit the most from the solution or product you are selling.

• Select your buyer personae (BP) inside your ICP

Once you have a clear idea about your target company’s audience, you must dive deep and select the appropriate contacts you want to engage in the conversation with.

At this point, you need to understand their goals, challenges, and motivations.

By understanding your buyer personas, you can tailor your marketing messages and content to their specific needs.

The more you know about your BP problems, the better you can solve their pain.

The success of your strategy depends on various factors, such as the maturity stage of your company, the complexity of your product, and whether or not you have found your product-market fit.

I believe that this stage is a lot around experimentation.

Outreach is not a hard science and should be a fast and repeatable process.

Make assumptions, try, measure, and iterate.

Don’t over-search.

Find the right balance

Therefore, it's essential to be flexible and adaptable to market and customer needs changes.

One of the biggest mistakes that companies make when it comes to strategy is the lack of segmentation.

Trying to have a one-size-fits-all approach without understanding the specific challenges of your BP can lead to ineffective marketing messages and content that does not resonate with your target audience.

Therefore, it's essential to take the time to understand your ideal customer profile and tailor your strategy to their specific needs and preferences.

Data

Facts over feeling

If you're familiar with economics, you've likely heard of the Pareto Principle (or the 80/20 Rule).?

The Pareto Principle means this: 80% of your results come from 20% of your efforts.

It is important to understand the 80/20 Rule is not a mathematical formula. Instead, it is an observation explaining the correlation between effort and outcome.

According to the 80/20 Rule, 20% of your efforts produce 80% of your results.

I believe it’s a good law to remember regarding outreach prospecting.

You can’t always predict the success of your outreach initiatives, but you can use data to help you navigate toward the best possible choice.

Forbes reported that 90% of the world's data was created in the last two years.

That’s a massive opportunity for you to collect valuable data and use them as a weapon.

Data will enable you to identify which prospect will most likely become your next customer.

To use data effectively, you must know your market and which data source could benefit you.

Concrete example?:

Imagine you are selling software (SaaS) to big pharma focusing on oncology to help them save time during their new drug development process.

Before reaching out to all the companies available in the market, you must first understand which top 10 companies may best fit your solution.

Use Pareto law and remember that only a few outreach initiatives will drive a successful sale.

When facing such problems, I use the SEV methodology.

• Search for a valuable database
• Extract data
• Visualize and select the top 10 first

Back at our concrete example, one way to solve this problem could be thinking about the top 10 companies who have the biggest clinical pipeline in Oncology.

So I could :

• Go on ClinicalTrial.gov (worldwide trial database)
• Extract trials related to oncology
• Plot a graph to see which companies have the biggest pipeline (count per occurrence)

You can find more informations on my article below.

Remember, it’s industry specific. Know your industry then dig deeper for useful databases.

One of the biggest mistakes that companies make when it comes to data is not using it effectively.

Many companies collect data but fail to analyze it properly, resulting in missed opportunities and ineffective business initiatives.

Therefore, it's crucial to take the time to analyze your data thoroughly and use it to make informed decisions about your business initiatives.

In conclusion, data is an essential component of any outreach business strategy.

Copywriting

Driving behavioral changes

Now, it’s time to engage with your target audience.

To effectively drive behavioral change, it is essential to communicate in the same language as your target audience.

This means using the same jargon and terminology to connect with them more profoundly.

Methodology are well documented and you can find templates such as:

• AIDA: awareness, interest, desire, action
• PAS: problem, agitate, solution
• etc

When crafting your message, keeping it easy to understand while still being specific and using the appropriate jargon is essential.

This will help ensure your message resonates with your audience and encourages them to act.

Remember, driving behavioral change is not always about eliciting a response.

It may be simply about planting a seed or creating brand awareness.

Regardless of the desired outcome, it is crucial to put yourself in your prospect's shoes and consider what will make their life easier.

Doing so allows you to craft messaging that truly resonates and drives the desired behavior.

One common mistake that should be avoided is pushing for a meeting too early in the process.

Instead, focus on building a relationship and establishing trust before asking.

Automation / IA

First, do things that don’t scale

If you have performed steps 1 to 3, you probably realize that there are a lot of manual work.

?? If you have missed the last article, you can grab my lead gen workflow and check the video?here

• Data extraction (companies’ information, search for persona)
• Data Enrichment (email address, deliverability, …)
• Data cleaning,
• Sending emails, connecting on social media, …

Sounds frustrating?

One of the best ways to maximize efficiency is to automate.

But there is a line that should not be crossed.

Automate only things with low added value.

By automating repetitive tasks, like data extraction and enrichment, you can free up your time to focus on higher-level tasks.

Automation can be accomplished through various tools and software such as?n8n.io ?or?Zapier .

Congratulations on reaching this point!

You've enjoyed the journey so far. Your appreciation means a lot to me, and I'd love to hear your feedback through a kind comment.

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