The Capstone Insight: If you’re a B2B buyer, odds are you get generic, irrelevant cold emails that create terrible first impressions. The flood of poorly crafted, impersonal emails is driven by automation tools. This can hurt relationships with prospects/customers, especially at scale. How do you prevent this? Go through your sales experience as a potential customer. Fill out marketing forms, receive emails from reps, and listen to voicemails from SDRs from the customer’s perspective. As Brian Carroll notes, “this is eye opening and changes everything”. We agree. Additionally, this exercise can provide guidance on how to use tools like Outreach, SalesLoft, HubSpot, etc. properly in the first place. One effective way to do this is by highlighting examples of automation done wrong to the sales team when training them on the tool. Moreover, when rolling out sales automation systems, be sure to build checks and balances into your processes to monitor customer outreach and engagement.
The Capstone Insight: Patel’s blog post is long. Very long. But, it’s worth the read if you’re looking for a cost effective way to optimize your website. Patel painstakingly walks you through how to increase pagespeed load times and even includes screenshots. According to Patel, Google rewards websites with fast pagespeed load times by putting them closer to the top of search results. When was the last time you clicked on something after the first page of search results? If you’re anything like us, it's probably been a while (if ever). You’re also probably quick to hit the “x” at the top of your browser if the website takes more than a second or two to load. Website pagespeed load time should be a top priority for any company building a website from scratch or one that is in the process of optimizing their website. Doing so improves customer experience, increases marketing conversion rates, and increases the number of organic search results your site receives.