Short excerpt from a YouTube interview about making sales emails relevant by using "buying triggers" rather than heavy one-to-one personalization. The speaker describes identifying external signals (promotions, hires, funding) to segment lists and build sequences/campaigns aligned to those triggers, producing messaging that reads as specific without per-recipient personalization.
That's like a buying trigger, right? Somebody who just joined a new company or they're hiring whatever department you sell to, or, I mean, funding is another example. You don't really want to use that in your messaging. But sure, that could be called a buying trigger, but you can get a lot more specific than that. Basically, what we're doing is we're looking for these buying triggers on the outside, and then we're structuring our messaging around that. So, hey, saw you just got promoted to director of Sales development. Typically when, you know, SDR directors start off, this is what they're looking for, yada, yada, yada, going down that path. And all the messaging seems super specific to these people, even though we're not personalizing it much because we spent a lot more time on the front end kind of breaking it down by buying triggers. So that's what kind of relevance means to me, is we spend more time in the front end breaking up our list and our target accounts by buying triggers, and then we load them into sequences and campaigns that align with those buying triggers, and we come across as a lot more relevant without having to spend time as much time on personalization.
#shorts THE POWER OF RECOGNITION: How Do You Empower People with Zoe Hartsfield
