So, you know who’s visiting your website, and now you want to sell to them. But your reps are overworked—they certainly don’t have time to reach out individually to everyone you think is an ideal customer.
For many teams, the solution to this is an account-based selling approach enhanced with automation. You reach out to the key stakeholders (there could be as many as 11) at a particular account that you know fits your ICP
But, increasingly, B2B buyers want to see that personal touch. They want to buy from real humans, which inevitably means your reps are needed in a million sales calls at the same time. It’s a good problem to have, but a problem nonetheless.
With Warmly’s new Buyer Personas, you can enhance your account-based prospecting with person-level orchestration.
You identify the job titles of people who buy from you, and we’ll match those titles to real visitors on your website. Then, you can create ultra-personalized sequences, resulting in more follow-ups and prospecting.
Here’s how it works.
Creating Personalized Sequences with Buyer Personas
Our new Buyer Persona feature is an extension of our Segments tool
With Segments, you can filter particular types of accounts within your ICP and auto-add them to prospecting sequences on Warmly’s Orchestrator.
So, you might set up a segment for your ideal accounts based on industry, size, location, or annual revenue. Then, when Warmly sees that someone from that account has triggered a high-intent signal, we’ll add them to a multi-channel outreach campaign. (Learn more about this in our playbook.)
Now, with Buyer Personas, you can drill down deeper into who buys from you and set up targeted sequences for individuals in addition to company-level accounts.
Each Buyer Persona is linked to the actual job title of people who typically buy from you.
How to Set Up Buyer Personas
We have an in-depth breakdown of how to set up Buyer Personas in our Help Center—here are the key points.
Essentially, you’ll set up Buyer Personas just like Segments, but instead of choosing the specific characteristics of an account you want to target, you’ll select the job titles of contacts.
The job titles listed in Warmly are all based on real contacts that have visited your website before, so you can be confident that you’re targeting real people.
Even better, you can get super granular with how you tailor your personas. Maybe you want to exclude anyone with a specific job title because you find that these people at your target accounts regularly exit the sales funnel early. Or, you could add all visitors who don’t have a job title to a broader TOFU sequence.
The next step in our person-level orchestration is creating those outreach sequences in Orchestrator. Here, you can add Personas to auto-outreach sequences across email and LinkedIn.
The result? Our contact-level outreach sequences get a 9%- 18% reply rate on email and LinkedIn touchpoints—and that’s without adding calling to the mix.
Contact-Based Selling + Account-Based Selling
Thanks to our new Buyer Personas, you can seamlessly contact high-value prospects coming to your website in addition to your existing account-level orchestrations.
These two processes—contact-based and account-based selling—work together to produce a powerful sales orchestration. When you’re reaching out to that Closed Lost opp, you can simultaneously add other decision makers at that account to a separate sequence, targeting every stakeholder at once.
With our signal-based solution, you can filter out contacts who are simply not showing high-intent actions on your site and automatically add all those who are showing research intent or are looking at competitor pages to a dedicated sequence.
Want to see all your high-intent website visitors in one place? Use Buyer Personas as a filter in the Warm Visitors section of Warmly.
Drop in the Persona you want to target, and we'll show you all the individuals who've visited your website from that Persona. It's an easy win for sales reps, as they know exactly who to reach out to first.
There's no end to how you can set up Buyer Personas and Segments to complement your sales outreach strategy. Here are a few examples of how we personally use Buyer Personas at Warmly:
- Chatbot engagers: Add contacts who engage with the chatbot or talk live with a rep via live video chat but don’t convert to a high-touch sequence. Email within one minute of the conversation, and follow up with a LinkedIn connection request from the rep they spoke with.
- Target specific buyers: Target users with senior marketing job titles and auto-add them to our “How Marketers Use Warmly” email sequence. (We use the same playbook for sales roles.)
- Closed Lost Opps: Auto-email and LinkedIn message any Closed Lost contact if they reappear on the website within three months.
All this juicy contact data we collect gets synced back into your CRM, giving your reps valuable insights into the contacts landing on your website, where they’re going, and who they are.
Want to do more with Warmly?
Warmly is our signal-based revenue orchestration platform. We de-anonymize your website visitors and track high-intent signals so your sales reps can sell faster and more efficiently.
Our ethos is warmer selling. So, we created tools that enable you to automate hyper-personalized outreach (reaching more prospects faster) and reach out to your website visitors in real-time (catching them when they’re ready to buy).
Try Warmly for free right now and start converting high-value leads that land on your website. Or, book a demo to see what else Warmly can do for your sales and marketing teams.