Rather than taking the time to research each and every one of your buyers to determine their suitability for a relevant approach based on legitimate interest, targeting is often limited to pulling lists off LinkedIn or other databases, segmented by company size, industry and job function. As a result of poor targeting, many message recipients won’t be interested.
Increasingly today, the internet allows for high levels of personalisation in outbound messaging, yet sales and marketing teams have become lazy, relying on marketing technologies to automate the outbound process, typically only changing [Name] and [Company Name] fields in a generic ‘one size fits all’ template.
For those who could be interested, the generic format of the communication and lack of personalisation will, in most cases, mean the message will be overlooked.
But even if you have taken the time to share what you have read about the individual and their company, and why you think the approach might be interesting to them in particular, you still need to pique their interest with an offer of value.