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Using data can make a big difference in how you approach marketing strategies, especially in a competitive market where every connection counts.
Existing accounts are an untapped wellspring of revenue just waiting to be sold to. It just needs to be done right in order to not make them feel like a walking checkbook that is there to pad the revenue. The way to do that is to personalize the messages they receive, and using existing data will do just that.
By defining your Ideal Customer Profile (ICP), to using intent data and writing personalized messaging, segmenting audiences, tracking interaction metrics, and setting up follow-up sequences, you will increase your revenue.
Data will increase revenue with ABM and cold outreach by improving targeting and boosting conversion rates. Here’s how to make it happen:
The first step is defining your ICP—the blueprint for your most valuable prospects. Start by analyzing your best customers and figuring out what they have in common. What industry are they in? How big is their company? What’s their revenue? What is included in theirtech stack? Nailing down your ICP means not wasting time or resources on prospects that aren’t a good fit. Instead, you’re focusing on accounts with propensity to convert.
Intent data gives insight into what your prospects are already looking for, whether that’s reading certain blog posts or interacting with specific content. If you know what’s capturing their interest, you can time outreach perfectly, sending a relevant message at the most opportune time.
For example, if a prospect entered your sphere of influence from social media, and in the same session went on to read multiple blog posts, and then click through to a product or service page, they are interested and primed for conversion, either with a demo offer or a one-time subscription discount.
Personalized messaging is the difference between getting ignored and starting a conversation. Use the data you’ve gathered to highlight specific pain points or goals for each account. Instead of a one-size-fits-all approach, speak directly to their concerns. If a prospect is finding it difficult to manage leads, don’t just tout your platform—explain how it can cut their research time in half. This shows you understand their needs and builds trust.
Timing is just as important as the message itself. Data can inform where your prospects are in the buying journey, so you can reach out at the right time. Also, mix up your channels—email, social media, phone. See which combinations resonate most with your audience.
Tip: Some prospects may respond better to a LinkedIn message after an email, while others might need a phone call. Be flexible and adjust accordingly.
Sending the same message to everyone is a waste of time. Use data to categorize your audience into smaller, more specific groups. This allows you to customize messaging and make it more relevant to each group.
A fast-growing startup might care more about scalability, while a larger enterprise may prioritize security and integration. Craft your messaging accordingly.
If you’re not tracking interaction metrics like open rates and click-throughs, you’re missing a huge opportunity. These numbers tell you what’s working and what’s not. Low open rates? Test a new subject line. Weak response rates? Tweak your message or the timing of your follow-ups.
Tip: Don’t just collect data—use it. Let results guide your strategy.
Don’t rely on just one channel. A multi-channel approach—email, LinkedIn, phone—allow for more opportunities to get noticed. Prospects are more likely to engage if they see you in multiple places.
Tip: Start with an email, follow up with a LinkedIn message, and cap it off with a phone call. Hitting multiple touchpoints increases your chances of a response.
A good follow-up sequence is key to successful outreach. Use data to understand what timing works best—whether it’s a two-day or five-day follow-up. The goal is to keep the conversation going without overwhelming your prospects.
Tip: Don’t be afraid to follow up multiple times. Often, it’s the second or third touchpoint that gets a response.
Now that you know how to use data, let’s talk about how to get it. Here are a few practical methods:
Ask your customers directly what they’re looking for through surveys and feedback forms.
Look at what’s selling, how often, and to whom. This will give you a sense of buying patterns and preferences.
Use tools to track how visitors are interacting with your website. Which pages are they visiting? How long are they staying? Just remember to stay compliant with privacy regulations.
Platforms like LinkedIn and Twitter offer built-in analytics tools that provide visibility into how the audience is engaging with your content.
A good CRM system tracks all interactions and builds detailed profiles that you can use for more personalized outreach.
Test different versions of your emails or ads to see what works best. A/B testing helps you to fine-tune messaging.
Need help managing your data? Here are some platforms that can help:
Using data in your ABM and cold outreach strategies help you target the right prospects and dramatically increase conversion rates. The key is to personalize messaging, hit the right timing, and continuously optimize based on data. Want to get started? Let’s connect—we can help you turn these insights into action and get real results.
Visit our website: Prospectory.Ai
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