September 20, 2022

LaGrowthMachine: Why antiquated emails don’t drive conversion

LaGrowthMachine: Why antiquated emails don’t drive conversion

LaGrowthMachine is the automation tool helping sales teams personalize multi-channel, outbound leads at scale and reduce over 40% of their daily manual workloads. 

We sat down with Adrien Moreau Camard, Founder of LGM, to learn why automated outbounds without personalization are cutting off your sales funnel from the get-go. We cover topics like: 

  1. The meaning of micro-segmentation — and why it’s the way to go
  2. How to tactically define your segments before making contact
  3. The trackable benefit of personalizing vs. not personalizing
“If you execute mass outbound with generic copywriting, it won’t truly strike a chord for anyone. Micro-segmentation helps speak to the deeper pain points.” 

Why antiquated outbound campaigns just don’t convert

While automated mass outbounds follow pretty decent logic (cast the net as wide as possible; someone's bound to be curious), they just don't spark consistent returns. 

When it comes to cold emails, LinkedIn messages, and phone calls, you need to catch your prospect's attention in seconds. 

That's why so many sales teams turn to personalization to recreate the magic of a live salesperson-client dynamic:

Leads need to feel personally seen and addressed in their needs. 

It’s nearly impossible to achieve this via the Internet without highly precise copywriting. At the same time, well-personalized copy is nearly impossible without laser-focused segmentation. 

The data shows simply automating is an incomplete approach

Adrien sums it up: “People receive way too many automated email sequences in 2022. They can tell you’re bullshitting them from a mile away.” 

When you write for every customer at once, you might pique a decent amount of interest across many readers but receive zero follow-through, because no one felt especially seen. 

LGM sees this in their platform data, as average reply rates tend to depend on the size of the recipient audience that users extract from LinkedIn Sales Navigator

The less segmented your audience is, the worse your reply rates are — with a notably steep decline of over 400 leads. We know why: 

The more you group your leads into a blanket audience, the likelier it is that you’ll have wildly different customer personas within that audience. 

And in trying to write to accommodate every persona at once, you end up with outbound copy that’s appealing to no one. 

“​​Your generic outbound will not be compelling enough for any one person at all. You can’t just talk to everybody in the same way at the same time.”

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The solution? Personalization via micro-segmentation

Micro-segmentation is all about targeting the right person with the right message at the right time. After all, not every user values your product or service in the same way. 

Founders already do this work all the time. 

You must understand your audience — down to the smallest details of who they are and what they struggle with — in order to build a strong product they'll actually need. 

In terms of how to execute the micro-segmentation process on B2B customers, Adrien walks us through two fundamental steps of his workflow for LGM below. 

1. Define the personas & their unique needs

LGM's primary value prop is simple: helping users save time by automating and personalizing multi-channel prospection. That value-add could attract multiple personas, including: 

  • Growth hackers
  • Salespeople
  • Recruiters
  • Marketers
  • Founders

As such, Adrien obviously wouldn’t pitch LGM to a recruiter who’d benefit from LinkedIn automation in the same way he would to a sales rep. 

The next step is dissecting these segments and adapting accordingly. 

For instance, to understand the growth hacker segment, these operators are typically: 

  1. Highly technical — Looking to build more complex, integrated strategies
  2. Pursuing quantity over quality — So they might be interested in LGM features like their workaround LinkedIn’s connection request limits
  3. Fans of the tech side — Meaning they'll care less about CRMs and more about the modularity of LGM's custom workflows, their APIs and webhooks, etc. 

Meanwhile, salespeople tend to be the opposite, since they’re typically: 

  1. Less technical — They’re uninterested in the tech capabilities and just want to know how they’ll gain more time to spend with prospects (rather than doing repetitive tasks). 
  2. Looking for simplicity — Along similar lines, they’ll take a straightforward platform over a complex one. And they’re focused on the core goal of saving a lot of time. 
  3. Dedicated to their CRM — They care less about Zapier and APIs and more about synchronizing everything to their CRM, since that’s where the info and reporting live. 

Comparing the two segments, you can easily tell how, if LGM grouped both into one outbound audience, they would drum up little-to-no interest. 

2. Consider their broader company & category

Beyond the individual operator, founder, etc., consider the context of their company or workplace objectives. Some questions to ask include: 

  • Is this a one-person, mid-size, or fully expansive team? 
  • How many clients is this person managing? 
  • Do they need to drive immediate results? 

Perhaps this lead is simply looking to drive their first few clients to pave the way for raising seed funding. Or maybe one managing SDR is looking to scale the operations of their team of five. 

The LGM team also classifies based on a client’s business model, industry, and CRM of choice. 

“From the get-go, you should try to understand every small detail about your ICPs. They each have unique reasons for needing your product, so adapt accordingly.” 

What brands can expect from successful micro-segmentation

Many of LGM’s enterprise clients have actually come back after nailing their automation plus personalization to ask to switch their workflows off or slow them down for some time. 

They've generated so many responses to outbounds that their team can't handle the volume.

As Adrien puts it: "It's funny, but that's when you know you're doing something right." He explains that, whether you use LGM or some other personalization tool at scale, you can't expect direct returns in the form of revenue, even if you have a quick sales cycle. 

Ultimately, if you've leveraged micro-segmentation and your sales stack in the best ways, your immediate, trackable returns will be about quality over quantity. 

In other words: It’s not about the number of replies.

If you automate smartly, you won’t have to activate or waste time following up on as many leads. Instead, you’ll have already generated a handful of well-personalized touchpoints, leading to a greater percentage of your leads converting to meetings and, eventually, sales. 

"​​When people think about automated personalization, they imagine high volumes of leads and data at all times. In reality, if you do it right, you might have fewer leads — but they're all higher quality and more in-depth."

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