Outreach is built as a tool to optimize effective communication. In bridging the communication gap we've introduced personas that you can associate with your prospects. The concept isn't new as communication is geared towards a type of persona. How you interact with your friend, your mother, your prospect are all different personas.
Imagine going into Outreach and reaching out to your prospects, you’re looking at what company they’re working in, title, industry, where they’re located, and any piece of information you can to effectively communicate with them. That is personas and that is effective communication.
Persona will play a big part in your sales process in addition to all the fields you use to get the demo and close that deal.
It's important to understand the preferred personas for each audience segmentation for tailoring sequences to the ways prospects prefer to be communicated.
These personas are a result of connecting the dots by understanding their industry, vertical, title, and where they are geographically. Weaving those all together will then allow you to craft the persona.
For example, a VP of Sales in a SaaS company may not play the same role as a VP of Sales in a manufacturing company. Understanding how your product can be the solution with your audience is important in crafting your personas. It's
As a SaaS company you may want to set up personas as follows:
- C-Level | Tech and security | USA
- C-Level | Tech and security | Europe
- Tier 3's | SDR | Tech and security | USA
- Tier 3's | SDR | Tech and security | Europe
- Tier 3's | BDR | Tech and security | USA
- Tier 3's | BDR | Tech and security | Europe
- Tier 3's | AE | Tech and security | USA
- Tier 3's | AE | Tech and security | Europe
Essentially you can now apply this as a filter. Upon first glance you can see the prospect’s persona, effectively communicate with them, get that demo, and close that deal.
You can find Personas nested under Settings > Prospects > Personas.
To add, simply click on the green "+Add" button.
There you can add the personas of your choice and include the description of what the persona entails.
Apply to Prospects
Once those personas are setup, one can now simply select the persona and then apply them in bulk based on who the prospect is.
Users can now search exactly for the type of person they want to look for.
Users will always know who will be sequenced
Segmentation and insight
At the moment we have reporting on sequences and templates. In the future we're looking at reporting on the different types of personas that you create.
When communicating with prospects it's good to remember that we want to get as close as we can to the right persona in order to convey the right messaging. That involves knowing the titles of who you need to target and how craft that message.