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Transform to ABX Now: Amplify Campaign Effectiveness and Pipeline Performance with Dynamic Outbounding

Thursday, October 26, 2023

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Speakers

Adi Aloni SVP of Customer

Success at Folloze

Mary Gilbert CMO at Folloze

Helen O’Brien Director of Account

Development at Folloze

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Unleash seller productivity and drive predictable pipeline growth

Scale relationship building through effective engagement

Deliver an exceptional experience for prospects

Webinar Objectives / Agenda During this webinar you’ll learn how to effectively:

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of sellers reported in past 24 months (Forrester)

Average number of decision makers and often up to 20 (Gartner)

of SDRs time spent on non sales activity with only 48% meeting their quota (Gartner)

Significant Disruption in the Selling Environment The sales execution gap represents a $Trillion opportunity

75 % 6.8 %77

Increase in average buying cycle times

Consensus- based decision making is the new normal

XDR performance is declining

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number of months average buying cycle has increased

24

Buying cycles are getting longer

will be through digital-only channels by 2025

80

buyers are navigating their own journey…

%

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It’s No Surprise We Can’t Meet Our Quotas

21.429% 14.286% Business Services

58.333% 16.667% Financial Services

28.571%0%Manufacturing

55.555% 22.222% Professional Services

44.492% 40.254% Tech & Software

Easier

Harder

Same

0% 25% 50% 75% 100%

Source: 6sense 2023 State of BDR Report

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SDRs are Getting a Bad Rap

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The SDR Role Needs to Change

Agility and Productivity

Engagement and Insights

Agility and Productivity

Engagement and Insights

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● Goal: Get a Meeting

● Personalize: Research Intensive and time consuming

● Inbound: No context or priority

● Outbound: Limited context and prioritization

● Tech: Limited

SDR Motions Haven’t Kept Pace With Shift to Digital 10+ 50+

It’s not enough

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● Unleash BDR productivity and scale relationship-building

● Drive an exceptional experience from first touch to the finish line

● Drive higher pipeline and get full attribution at your fingertips

Sales Development

Reimagined

Target and Engage

Prospect on deep insight

Scale personalization with data + AI

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● Kickstart buyer’s engagement

● Understand buyer’s patterns

● Meet buyer where they are and help them keep going

● Monitor engagement signals and act when the time is rightTheir #1 job is to support the buyer

on their independent journey,

helping them to engage in the right

content at the right time.

ADRs - Engagement Valets

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Here’s how we’re doing it.

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People: ● Disciplined ICP alignment ● Tightly orchestrated plays

Process: ● Intent signals drive pre-planned actions ● Collaborative plays and multithreading

Tech: ● Entire GTM stack is connected ● Triggers tuned for inbound and outbound ● 1st + 3rd party data for prioritization and plays

People + Process + Tech =

Impact Target and Engage

Prospect on deep insight

Scale personalization with data + AI

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● 7-8 touch sequence w/3-4 manual adds ● Persona-specific sequences ● A/B test subject lines and first

paragraphs

Create & Customize Sequences

● Organize and research accounts and buying committee

● Track if a prospect has joined one of our top accounts after leaving a customer account

● Learn who they are: passions, goals and pains

● Review signals & alerts

Prioritize Accounts & Contacts

● Personalize sequences to role and buying stage

● 1st paragraph must stand out and be personalized

● Board content aligned to journey ● Bullets in body of email for quick scan ● Visuals & Gifs create curiosity ● Links set the stage to engage and take

action ● Visual calendar access ● Connect on LinkedIn

Optimize the Experience

● Account engagement approach ● Objection handling ● Answer prospect questions ● Leverage ABM alliance partner, Execs

for additional insights and possible intro

Strategize with AE

A Day in the Life of an Engagement Valet

√ √

√

√

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Folloze in an Outreach Email

Outreach sequence Folloze icon in email body

Folloze board instance Board content

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Scaling Personalized Experiences with Folloze + Outreach Trigger

Tip: Here’s a guide on creating an Outreach.io Trigger. If you do not have Outreach.io, contact your Marketing and Sales Ops team for alternatives.

Create your Salesforce dynamic list to be leveraged for outbound marketing and sales Outreach.io emails.

Drive contacts to Folloze buyer experiences to capture content engagement and consumption.

Create your Outreach.io Triggers for the contact roles you want to deploy Outreach.io email sequences.

Create your Outreach.io email sequences, embed Folloze experiences and content within the email.

Our Secret Sauce!

https://support.outreach.io/hc/en-us/articles/221361788-How-To-Create-an-Outreach-Trigger-

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Best Practice: First Touch Email

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Best Practice: Respond to Signals

expert

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Multithreading of the buying committee is becoming more efficient

% Engaged ICP Accounts =

# Accounts with ≥1 person engaged with the board

# of ICP accounts

Importance of this metric is to monitor ICP account engagement overtime.

% of Interacted People of Engaged People =

# of Unique people who viewed content or clicked a button

# people who landed on a board

Importance of this metric is to monitor buying committee content consumption and conversion trendline.

Data Source: Folloze Engagement Dashboard Jun 1 - Oct 23 2023 and filtering to Known identity data only.

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Leverage automation and insights for efficiency, effectiveness, and precision

From meeting setting to fostering engagement

Takeaways

Use engagement as your guidance system for what to do next

Prospective buyers feel the emails and board content is specific to them, compelling and on point

Multi-dimensional personalization drives increased engagement

Encourage curiosity and give them something to look forward to

Aligning XDR/AE partnership for successful collaboration

XDRs Bring their personality into the messaging

Creative comedy in emails

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“Your ADR

made my day.”

What Our Buyers are Saying

“It was like

your ADR k new

exactly wha t

I needed ju st

when I nee ded

it.”

“Folloze is

everywhere .

In a good w ay.”

“I just boug ht

Folloze and

I have to sa y,

from the very first ADR touch,

my experie nce

was seamle ss

and fun.”

��

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Next up, 2024 Rebound Strategies from Top GTM Leaders Join our dream team of GTM leaders from Qualified, Outreach, and Postal as we shake off 2023 and reveal our big bet strategies to kick start growth in 2024. We’ll reveal our highs and lows and uncover the opportunities that only come available in volatile markets.

Contact the team here:

mary.gilbert@folloze.com adia@folloze.com helen@folloze.com

linkedin.com/in/maryalicegilbert linkedin.com/in/adialoni linkedin.com/in/helen-t-o-brien

Upgrade Your ABX Strategy Now

Register For Our Next Webinar

mailto:mary.gilbert@folloze.com mailto:adi@folloze.com